IMPACT OF BIGI BEVERAGE TELEVISION ADVERTISEMENT ON THE SALES OF THE PRODUCT
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IMPACT OF BIGI BEVERAGE TELEVISION ADVERTISEMENT ON THE SALES OF THE PRODUCT
Abstract
The purpose of this study was to determine the influence of Bigi beverage television advertisements on product sales. Three objectives were proposed, which included: Is to determine whether television advertisements help in gaining initial attention and promoting product identification,
whether consumers’ lack of product knowledge contributes to their non-consumption of it, and whether consumers purchase bigi beverages as a result of television advertisements. The study’s overall population consists of 75 Rite Food employees in Lagos State.
The researcher employed questionnaires to collect data. Descriptive A survey research design was used for this investigation. The acquired data were displayed in tables and analysed with simple percentages and frequencies.
Chapter one
Introduction
1.1 Background of the Study
Mccarthy (1984) defines advertising as “any paid non-personal presentation of ideas, goods, and services by an identified sponsor.” This is always done via a medium. The media consists of direct media (catalogues, brochures, etc.),
outdoor media (billboards, posters, etc.), printed media (newspapers, magazines, etc.), and electronic media (radio and television). Advertising is the most widely utilised and most visible of all promotional techniques. It captures the largest number of the firm’s target audience at the same time.
Again, advertising is the spread of information about a specific objective, service, or idea by a sponsor who has chosen the best medium he believes will effectively communicate his message to the target audience.
In today’s marketing world, producing a product, packaging it attractively, pricing it correctly, effectively distributing and displaying it is insufficient to adequately meet the needs of consumers.
The corporation must also inform individuals about the existence of the product; it must communicate the product to its intended audience. This includes providing information about the product’s existence, features, and benefits, as well as how target markets can access it.
Effective communication is an aspect of a company’s promotional operations, and may also be referred to as a coordinated seller’s initiated attempt to develop channels of information and persuasion to speed up the sales of goods and services, or the acceptance of ideas or points of view (Adirika 1996: 66).
The marketing communication mix consists of promotional methods such as advertising, sales promotion, personal selling, publicity campaigns, and public relations. All of them are collectively referred to as promotional mix or promotional tools.
Advertising is a non-personal paid manner of presenting ideas, commodities, and services, or messages to educate the target population by an identified sponsor. Almost every manufacturer and retailer in the country uses some type of advertising to promote and communicate their products and services to their target markets.
Advertising helps to inform, educate, and persuade people to adopt a specific product or point of view. The cost of products and services will continue to rise, resulting in decreased consumer spending.
To survive in such a climate, corporations must aggressively promote their products in order to obtain a competitive advantage over their competitors.
Although advertising today does not broadcast original information about items, it helps broaden markets by insuring new uses and recruiting leads. Advertising in consumer items is becoming an increasingly important tool for generating consumer interest and loyalty. In this study, the researcher is mostly concerned with television.
Television advertising is one of the newest and most rapidly expanding modes of communication. Nigeria has both local and national network stations. All national stations (NTA) operate on ultra-high frequency (UHF),
whereas local stations (privately owned) have authorization. According to the NTA marketing plan, television draws approximately 39% of advertising companies.
1.2 Statement of the Research Problems.
Advertisement is one of the factors that influence a company’s customers’ understanding of its products. Consumers who lack product expertise will be unable to determine the sort of brand, price, or where to purchase a specific good. A strong advertisement might be considered the lifeblood of any production company.
The advertisement approach is also what encourages customers or consumers to respond to the manufacturer’s request to purchase their items. Many businesses are unsure of the best way to reach their target audience through advertising.
This affects the buying of their items. Consumers want a high level of conviction before purchasing a specific product, particularly if it is a new product on the market.
The advertisement tagline for any individual product of any company plays a significant influence in encouraging consumers to purchase the specific goods in question.
Effective advertising requires a proper marketing plan for Bigi beverages. Any company’s advertising strategy should be designed after obtaining appropriate market visibility.
The ineffectiveness and high expense of advertising media in Nigeria have exacerbated the problem of Bigi drinks. Most newly created commodities do not receive widespread advertising in order to reach a larger audience. The cost of placement, which determines what is paid for per minute of advertisement time, is always very high.
As a result, many new manufacturing enterprises cannot afford the cost of advertising or electronic media, forcing them to rely solely on local means of spreading the word about their products.
The advertising medium (television) should be made aware that some of the manufacturers’ goods are new to the market and should be offered incentives.
The issues raised in this study are well stated. They are:
Consumers find it challenging to make a repeat purchase of a product whose advertisement was not inspiring.
Many firms’ sales turnover is occasionally poor, which could be due to ineffective usage of advertising slogans.
Sometimes the abstract communication tactics employed on television make it difficult for viewers to understand the idea being conveyed.
The assumption that commercials in other communication channels, such as print and radio, are more effective has sparked debate about television’s usefulness as an advertising medium.
1.3 Objective of the Study
This experiment is targeted towards determining if television commercials have any effect on the sales of Bigi beverages.
Is to determine whether television advertisements aid in gaining initial advert attention and promoting product identification.
To determine whether consumers’ lack of product awareness contributes to their nonconsumption of it.
Find out if people patronise Bigi drinks because of television advertisements.
RESEARCH QUESTION:
The study formulates the following research questions.
Do television commercials help to capture initial attention and promote product identification?
Is customers’ lack of product awareness a factor in their refusal to consume it?
Do customers buy Bigi beverages because of television advertisements?
Research Hypotheses
The study proposes the following hypotheses:
HO1: Television advertisements do not help to acquire initial attention or promote product identification.
H1: Television advertisements aid in capturing initial viewer attention and promoting product identification.
HO2: consumers’ lack of product awareness does not contribute to its non-consumption.
H2: Consumers’ lack of product awareness adds to non-consumption.
HO3: Consumers do not patronise Bigi drinks because of television advertisements.
H3: Consumers choose Bigi beverage due to television advertisements.
1.4 Significance of the Study
This study was carried out to demonstrate that television commercials have a greater impact on the sale of Bigi beverage products.
It will assist marketers in making necessary changes and determining the optimal medium for displaying their advertisement.
This paper will demonstrate the importance of distinctive selling appeal and the repetition of television messages.
The choice of advertising medium varies. This study also emphasises how television advertisements may be stunning and engaging, causing viewers to be more interested in ads using well-known actual people rather than basic cartoons.
Scope and Limitations of the Study
The study covers the impact of bigi beverage television advertisements on product sales. The study will be limited to Bigi beverages.
The following issues represent a limitation during the course of this investigation.
Financial constraints- Insufficient funds tend to restrict the researcher’s efficiency in accessing relevant resources, literature, or information, as well as in data collecting (internet, questionnaire, and interview).
Time constraints: The researcher will conduct this investigation while also working on other academic projects. This will reduce the time spent on research work.
1.7 Conceptual and Operational Definitions
To improve reading and comprehension, the researcher opted to explain some of the terminologies used in this project.
Effect refers to the impact on a specific thing.
Advert: An abbreviation for advertising. Any paid personal commercial for a product.
Communication is the transmission of information from one source to another.
Social structure refers to the organisation of a family or society.
Culture refers to a people’s way of life, including their value system.
1.8 Assumptions
Consumers make some assumptions about advertising.
Advertising will have a favourable effect on beverage consumers.
Some people view advertising as a selling technique. Others argue that advertising manipulates individuals psychologically into purchasing items they cannot afford.
It will greatly aid in the promotion of the product and hence boost consumption.
Again, it is considered that advertising is a means by which producers distinguish their various products. Another group of people will say that advertising degrades our language.
All of these statements may be accurate, but they have not been proven right or false by the authority in charge of advertising. They thus remain assumptions.
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