EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA
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EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA
ABSTRACT
This study aims to determine the effects of television advertising on aerial detergent sales in Enugu and Abia cities. Two hypotheses were investigated by analysis of variance.
The population for this study consisted of aerial detergent salespeople and employees from aerial detergent enterprises in Enugu and Abia. The study’s sample size was fifty individuals,
chosen using a stratified random sampling procedure. This study also includes a theoretical framework, summary of findings, conclusion, and suggestions.Chapter one
INTRODUCTION
Background of the study
For several decades in the Western world, the importance of television advertising in encouraging commodity sales has been widely acknowledged.
As a result of changes in sales and technological advancements affecting all sectors of the economy, manufacturers and marketers fight to develop and introduce new products into the market.
The product in question, aerial detergent, was originally introduced to the Nigerian market in 1996.
The PANDAR investment was the exclusive distributor until it was joined by two other companies, WISAM and CAPPA Holdings.
During its first year in the Nigeria market, the only company in charge of advertising was the Group African advertising firm situated in Lagos state.
However, the challenge with aerial detergent is not only distributing the product, but also successfully launching it in the market. According to environmental conditions, its acceptance will influence the business’s profitability and growth.
The adoption process begins when the firm’s innovation process ends, and according to Barker (1979:26), describes how the product is tried, adopted, or rejected.
Innovation in goods and services may only be of considerable value and profit to producers and firms if it is appropriately accepted or adopted. To accomplish this, it is critical to determine the optimal location and timing.
According to Dirksen Kroeger and Nicosia (1993:421), manufacturers must select what to say and how to say it to their target market in order to establish an efficient and effective buyer communication strategy. One way to accomplish this is through advertisement.
It is crucial to remember that advertising a product does not ensure its adoption by the public.
What actually matters is how fit and convincing the advertising campaign is, as well as its effective execution at the right time and place.
There are numerous types of advertising vehicles available to many businesses, and television is one of them. According to Dirkson Kroeger and Nicosia (1993:420),
television has grown at the fastest rate of any advertising medium and can be considered a leading medium for national advertising. On this basis, the researcher intends to evaluate the effects of television advertising on Ariel detergent sales in Enugu and Abia.
Statement of the Problem
Because of its effect and popularity, television is an important medium for disseminating new products. While impact refers to the extent to which television advertising instills desirable activities in producers, popularity refers to the degree of likeability that television has among sellers.
It is unsettling that poor, or not-so-good, outcomes are the prize for any manufacturer who uses television as an advertising medium, despite its distinctive “sight and sound” appeal.
Why do the majority of television advertisements fall flat? This study proposes that the television influence and popularity interaction would result in faster new product patronage, but its conception and exploitation are hampered by advertisers’ telemyopia.
This is a circumstance in which a television advertiser for a new product fails to recognise the importance and implications of television advertising in new product launch and arrangement today. This study aims to close the gap by minimising the problem of telemyopia to a minimum.
Research Objective
The aims of this study are as follows.
1. Determine the extent to which sellers rely on the impact of television advertisements in making new product purchasing decisions.
2 To determine the attitude of purchasers towards the effect of television commercials.
3 To assess the experience of a producer who depended on the effectiveness of television advertisements in making new product purchasing decisions.
4 Determine the type and extent of the relationship between the demographics of sellers or producers and television viewership.
SCOPE OF THE STUDY:
The study aims to look at the influence of television advertising on Arial detergent sales in Enugu and Abia.
Significance of the Study
This study is noteworthy for the following reasons.
This study will assess the extent and nature of the impact of television advertising messages on sales.
This research will help businesses understand the nature and importance of a proper television advertising programme, as well as how to select the best media mix for a specific location and time.
This study will emphasise the need of advertising agencies being objective when selecting television channels to sell a new product designed to reduce telemyopia.
Research Hypothesis
1. Do television commercials encourage more shoppers to switch brands than radio advertisements?
2 Do television advertisements encourage vendors to sell more of a new product than radio advertisements do?
3 Is there a direct relationship between television viewership and socioeconomic class?
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