EFFECTS OF TELEVISION ADVERTISEMENTS ON THE CONSUMER BEHAVIOUR
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EFFECTS OF TELEVISION ADVERTISEMENTS ON THE CONSUMER BEHAVIOUR
Chapter one
INTRODUCTION
Background of Study
Advertising is as diversified as less marking parent, and it holds a very high position in the marketing configuration. Advertising is one of the sub-elements of the promotion element of the marketing mix, which includes product, price, promotion, and please.
Advertisement, according to the Chambers English definition, is the act of giving notice of something or providing public information about the merit asserted. Additionally, the American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas or services by an identified sponsor.
Advertising is primarily a marketing tactic used to communicate the feasibility of products as well as the availability of items and services to the general public.
According to Dunn and Barban (1978:4), practically everyone agrees that advertising is a powerful, frequently obstructive type of communication that influences us both directly and indirectly in defining advertising.
Durn and Barban (1978:4) suggest that advertising is compensated non-personal communication by corporate firms via multiple media channels. Non-profit organisations and individuals who are recognised in the advertising message and want to enlighten or persuade members of a specific audience.
In general, the ultimate goal of advertising is to announce the arrival available. Benefits and pricing of products or services for sale. There are two types of advertising: primary advertising and selective advertising. Primary advertising tries to increase demand for genetic products or services across an industry or organisation.
On the other hand, selective advertising encourages demand for a certain product offered by a corporation or firm. Another distinguishing feature is that primary advertising is frequently utilised by organisations to generate patronage for their product range, as in the example of Unilever Nigeria Plc, which sponsors football tournaments or other sporting events.
This is done in order to increase consumer demand for their products. Selective advertising can help retain an established brand. Selective advertising, also known as direct action advertising, can help to preserve an established brand.
Selective advertising is often known as direct action advertising for short. The Enugu milk action advertisement aired during Nigeria Television Authority (NTA) Network special programmes, such as supervision. In such cases, the advertised product or service’s price is always mentioned.
There is another sort of advertising known as institutional advertising. This sort of advertising is oriented towards building a good impression of an organisation in the minds of the society or business community rather than the products or services produced by the organisation.
The message here is centred on the organization’s name, and advertising as an economic activity has existed since ancient times. In ancient Egypt, Greece, and Rome, there were advertisement posters, paintings, signboards, and drawings on the walls of buildings for various items (Age et al 1982).
During this time, vendors of various things carried their waves along, advertising the availability of such product, much like today’s hawkers. This was advertising at its most basic and unrefined. Until the eighteenth century, advertising played an insignificant role in business.
When Johnann Guttebery invented the printing press around 1440, business transactions were dependent on personal selection. Posters and newspapers were subsequently used to market goods and services. Advertising was in its miniature stage until advertisements arrived in newspapers in America (Sandega and Try Burger, 1763).
However, this new development was limited due to the low amount of trade. However, beginning in 1840, the volume of advertising increased in proportion to the level of trade. When radio broadcasting established itself in the United States of America in the 1920s, broadcast advertising emerged, boosting trade.
About two decades after the birth of radio, television debuted and therefore expanded broadcast advertising, eventually taking the lead from radio. Zingler and Howard (1984:10-11) emphasise America’s position, stating that television gross advertising sales accounted for around 75% of overall broadcasting receipts, with the remaining 25% spent on radio.
This condition might apply to other countries as well. Television has subsequently dominated broadcast advertising, which was formerly monopolised by radio. The primary goal of advertising is to influence people’s psyches in order to entice them to a specific good or service.
According to Ikechukwu Nwosu (1990), advertising is mass communication that aims to market commodities, services, ideas, people, institutions, or organisations. Many modes are utilised in the advertising process, such as print advertising (newspapers, magazines, journals, billboards or outdoor, and mail order)
and broadcast advertising (radio television advertising), which has influenced all other sorts of advertising. This is because television combines sound, colour, and action in a way that other media do not.
Modern advertising began in Nigeria in 1929 with the formation of West African Publicity Limited (WAP) by the United African Company (U.A.C).
West African Publicity focused on displaying posters and other advertising items brought to West Africa by British publicity manufacturers on newspapers such as the Daily Times, which increased readership.
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