ELECTRONIC MEDIA AS AN EFFECTIVE INSTRUMENT FOR CULTURAL PROPAGATION

(CASE STUDY OF OSINA TOWN IN IMO STATE)

PROPOSAL

Electronic media are media for information dissemination, which involve the use of electrical impulses like radio, television, and film/cinema.

Since electronic media reach millions of individuals daily and reflect societal values, these media have become targets for heavy scrutiny by researchers interpreted in determining the effects of cultural programmes on people.

This study is expected to un-envelope the positive and the negative effects of the cultural programme on people, and the impacts on television. Cultural programmes on the people. And finding other merits and demerits of foreign culture on people and the extent it has misbalanced our various existing cultural programme in the electronic media.

This study is believed to guide people in the way they live their lives, such as the way of dressing, speaking, eating, dancing and greeting etc. That is to say that its beneficial to society rather   than one that will make them look or behave negatively in the society.

In the third world country like Nigeria, there is a perceived cultural imbalance, lukewarm attitude of this generation our culture especially not something to write-home about. The Western culture which include their way of dancing, greeting, dressing, eating, language etc, has eaten deep into the fabric of this society we see our own style on these to be inferior and the consequences of that, is telling serious in us.

ABSTRACT

This study examined the electronic media as an effective instrument for cultural propagation. A case study of Osina Town in Ideato Local Government Area in Imo State.

Osina was selected for the study because of its strategic geographical location between Anambra and Abia State and its rich historical and cultural background. Osina, has qualified as a classical example of a development oriented community.

20 copies of questionnaires were administered among the populations sample chosen randomly from Imo State. In selection, two different areas where taken into cognizance which includes NTA Imo, IBC, Owerri. Analysis of the data revealed the relevance of culture and that electronic media is an effective instrument for cultural propagation, but the problem is on its abuses and mal-administrative. Moreover, the study also programmes and other broadcasting stations in the country have silenced our nations cultural heritage.

CHAPTER ONE

INTRODUCTION                                                             1

1.1     Background of the study                                         1

1.2     Statement of the research problem                           4

1.3     Objectives of the study                                            7

1.4     Significance of the study                                         8

1.5     Research questions                                                  9

1.6     Research hypothesis                                                10

1.7     Conceptual and operational definition                      10

1.8     Assumptions                                                            11

1.9     Limitations of the study                                           12

CHAPTER TWO

REVIEW OF THE LITERATURE                                    14

2.1     Sources of literature                                                 14

2.2     The review                                                               14

2.3     Summary of literature review                                  16

CHAPTER THREE

METHODOLOGY                                                            17

3.1     Research Method                                                     17

3.2     Research Design                                                      20

3.3     Research Sample                                                      21

3.4     Data collection                                                         22

3.5     Data analysis                                                            23

3.6     Expected results                                                       25

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

4.1     Data analysis                                                            27

4.2     Results                                                                     38

4.3     Discussion                                                               39

CHAPTER FIVE

SUMMARY AND RECOMMENDATIONS FOR FURTHER STUDY

5.1     Summary                                                                 43

5.2     Recommendations for further study                         46

References                                                               51

Appendices                                                              53

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

The role, which the mass media play in the day-to-day running and shaping of the society, cannot be under estimated. The mass media, especially the electronic media, which include radio, television and film, integrate the communal functions of the society. Relating both the internal and external environments. This they do by creating, monitoring and reinforcing people. This means that in their daily operations, the electronic media operate as essential tools for the direct project of ideas, thoughts and information.

According to Becker L. (1983,20) “The choice of behaviour, policies and services which help people to select and construct picture of the world around them tend largely to depend on communication and its pattern of handling information”.

SCHRMN W. (1963,2) in his own view liased indirectly with the above writer that “All sorts of technological innovations have accompanied the explosion of the electronic media, which opened sources for information and entertainment, to support cultural and social changes”.

Despite the worldwide increaser in the studies of the televised cultural programme, little is known of how people perceive such programmes. The major reason for this study is to find out if electronic media reach millions of individuals daily and reflect societal targets for heavy scrutiny by researches interpreted in determining the effects of cultural programmes on people. There is also strong evidence that at least some dysfunctional activities have been brought interactions with television and radio. That is why chukukere G. (1988,148) in her own view stated “the electronic media have become a major force in Nigeria socio-cultural, political, political and economic development”.

Melton G. Etal (1987,20) on his own side rightly put it that “Allmedia have the potential to affect cultural and socialization”.

With all this we can see that the influence of the electronic media goes a long way in our national heritage, most especially the cultural propagation of Osina’s town.

A BRIEF HISTORICAL BACKGROUND OF OSINA TOWN prior to the institutionalization of mass communication in its present from the one generation to another.

In the olden days, communities or village groups undertook various forms of projects such as village halls, Village Square with juju shrines and various other traditional projects peculiar to different communities. Such development where usually initiated by age grades in conforming with established traditions of the local areas. The scale of such projects depended on the size of the community’s quality of leadership and available resources.

External influences limited these of projects to modern sophisticated projects such as school, hospital, post officers, pipe-borne water, telecommunication network and electrification of towns.

Communities in place of narrow winding tracks and logs of wood undertake modern tarred roads and bridges today across streams, which used to serve as bridges.

Some communities have gone further by establishing such infrastrural amenities as industries, mechanized farms, secondary schools etc.

This shift in scale and tempo of community development as outlined above will obviously provide an interesting aspect of this study.

 

1.2     STATEMENT OF THE RESEARCH PROBLEM

There are essential factors that motivated researchers to carry out on the use of electronic media for cultural promotion in Nigeria.

According to Arinze, A. (1973,5) “Nigerian’s are becoming increasingly aware of the culture and greater desire is being expressed for better understanding”. On the vein, there is an urgent need to improve our cultural heritage; and secondly to know why the western culture has displaced, dominated, destabilized and misbalanced ours. Every society that is future conscious and hopes to make a head-way development-wise must endeavour to exercise control over the background of their nation hence culture is not of their neighbours of the communities. Generally each community was contended with its own achievement and was unaware of its activities and development in distant communities. Inter-village wars and lack of means of transportation imposed restrictions or interaction between village and between towns.

In those days western education as we know it today was virtuality absent and developing projects were centered on the tradition or culture of the community. Hence, in the area, of such major development like roads, hospitals, maternities or school, the need was not felt and communities were generally ignorant.

In the area of transportation, which was felt even in those early days, developed, centered around narrow winding pathways for inter village communication and trade.

In contrast to the above situation, today’s various influences both within and outside the confines of the communities.

These influences have resulted in quest for development strategies on a comprehension scale.

Exposure of government activities stretching into nooks and corners of the stage brought about greater interaction between communities of differentiating backgrounds. Coupled with this, social, economic, and political changes have been brought to the doorsteps of various communities.

The deliberate or planned institutionalization of mass media, has been felt by various communities and this seems to have had direct bearing on both the extend the pattern of development projects.

Emphasis has now shifted from isolated local thoughts rather in hereditary. Therefore the extent Western cultural has misbalanced our is causing an eye-sour to many enlightened citizenry of this our blessed country and as such for us to remain adamant to such challenging trend to give credit to evil. Revitalization and restoration of our cultural integrity should be universal welcome opinion to every dick and Henry to this nation.

In the third world country like Nigeria, there is a perceived cultural imbalance. Lukewarm attitude of this generation towards our culture especially our youths is not something to write-home about.

The Western culture which include their way of dancing, greetings, dressing, eating, language etc, has eaten deep into the fabric of this society that we see our own style on these to be inferior and the consequences of that, is telling serious on us.

This study will go a long way in resolving the conflicts and other societal problems which where method as a result of this cultural negligence.

These problems posed on the society because of people’s poor attitude towards our cultural promotion in the hallmark for the motivation of the researcher to carryout this investigation.

 

1.3     OBJECTIVE FOR THE STUDY

The major purpose of this study is to instrument for cultural propagation. When the above is empirically identified, the researchers would move on to know the number of people who are the consumers and non-patronizes of television cultural programme.

The study is expected to un-enveloped the positive and negative effects of the cultural programme on people if any and especially to know the impact of television cultural programmes on the people. Finding out the merits and demerits of foreign cultural on people and the extent it has misbalanced our own cultural heritage should be another angle of attraction to the researcher.

Lastly but not the least, to give essential suggestions and recommendation based on finding of the researcher on why necessary joint efforts should be geared together to lubricate and revitalize our cultural heritage which is unavoidably, apparently and empirically a pivot by which the wheel of the national development revolves.

 

1.4     SIGNIFICANCE OF THE STUDY

Through the analysis of the electronic media reception, this study will highlight some benefits that could be derived from cultural programme portrays. It will as well give insight s to the extent the identified borrowed culture could be arrived or altered for the greater benefit of the individual and Nigerian society at large. This would pave way to nation building which all the third world are aiming at. Since cultural programmers would influenced writers, students, producers, directors and publishers, it would not be surprising that it can be used as a historical document to measure future changes.

Another significance is to find out the effectiveness of the various existing cultural programmes in the electronic media.

Last but not the least, this study is believed to guide people in the way they live their lives such as the way of dressing, speaking, eating, dancing, and greeting. That is to say that its beneficial to the society rather than one that will make them look or behave negatively in the society.

 

1.5     RESEARCH QUESTIONS

• What are the extents to which cultural programmes are representation of realities?
• Is there equity in how the three major tribes or cultures are represented in electronic media?
• Who influences who?- The electronic media, cultural programme or the society?
• Are the noticeable and systematic changes in the way people react to television cultural programmes?
• Of what importance will replace of foreign culture be to the improvement of the people’s way of life?

1.6     RESEARCH HYPOTHESIS

Hypothesis:

For the purpose of this study, and based on the above discussion as well as relevant theories on the role of mass media in national development, two hypotheses have been formulated.

The first is: That radio and television are more readily available and useful than newspaper to Osina community in contributing to community development of the town.

Second is: That Osina people get information which led to community development of the town more from electronic media than opinion leaders.

 

1.7     CONCEPTUAL AND OPERATIONAL DEFINITION

This study will be egg-yoke-free and thereby define some of the terms involved in the topic. Therefore, permit us to pay courtesy to that.

Electronic Media: These are media for information dissemination, which involve the use of electrical impulses. It includes radio, television and film/cinema.

Effective Instrument: This means an effect that is the impact registered on something, able to bring about the result intended.

Cultural Propagation: The promotion of people’s way of life; spread more widely.

Osina: A town in Ideato local Government Area in Imo State. Embedded with strong cultural background, which development were usually initiated by age grades in conforming with established traditions of local areas.Listenship: The act of paying attention to a given broadcast programmes.

Rural Development: Any kind of effort by people or interest groups to bring changes in the countryside.

 

1.8     ASSUMPTION

As usual with a study of this nature, these researchers hereby made the following assumptions:

With the advancement, of technology in the field of mass communication, there trends to be growing awareness among societies. Therefore there is a general belief that people’s perceptions and understanding of media messages are considerably high.

It was also an assumption that people embark on industrialization as a result of mass media influence.

Furthermore, people more often attached importance to message programme through radio on a regular basis had chances of making impact on its audience. It was also assumed that most rural dwellers in Imo state speak and hear Igbo language in which the IBC(radio industrial development programme produced.

 

1.9     LIMITATIONS OF THE STUDY

This study is unavoidably limited by some factors.

These include the required resources with which to effectively carry out the work.

Significantly of notes is time. The time lag within which the research is supposed to be accomplished did not give room for exhaustive work.

In the same vein, the available manpower and expertise were not adequate for the best result. Also the vastness of the population compelled sampling, which no doubt not enable precise result. Besides, the greatest perhaps in the non-availability of required static data. Lack of finance to found the research is also a major handicap to this project.

These notwithstanding, conscious efforts made in the process of the undertaking to ensure such outcome that would stand the test of time, be reliable, dependable and generaliseable.

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IMPROVING ORGANIZATIONS PROFITABLITY THROUGH EFFECTIVE ADVERTISING.

(A SURVEY OF  SOME SELECTED HOTELS  IN ENUGU URBAN)

ABSTRACT

This research work is a survey on the effectiveness of Advertising in the maximization  of organizational profit with survey of some selected hotels businesses in Enugu Urban.

Among the objectives of this study is to find out whether the advertisement on hotel services and  products actually lead to  profit increase.  This problem is necessary in view of the fact that some people do believe that hotel could go on  with their businesses with or without advertising .

Respondents were randomly selected from Enugu metropolis and the data they provided were analyzed with simple percentage and the chi- square statistics techniques.  The results obtained indicated that effective Advertising is a necessary stimulant of profit maximization in Hotel business.

It also shows that the awareness level of hotel advertising by the public is abysmally  low.

The study was able  to show that televisions remains the most potent medium of hotel advertising, closely following by Radio.

Finally, the results of the findings were analyzed with some recommendations proffered.  The conclusion was also drawn based on the result of the findings.

CHAPTR ONE: BACK GROUND OF THE STUDY

• INTRODUCTION
• STATEMENT OF PROBLEM
• OBJECTIVES OF STUDY
• RESEARCH QUESTIONS
• HYPOTHESIS FORMULATION
• SIGNIFICANCE OF STUDY
• SCOPE OF THE STUDY

CHAPTER TWO

REVIEW OF LITERATURE

RESEARCH  DESIGN &MTHODOLOGY

SOURCES OF DATA

SAMPLE SIZE

SAMPLE SELECTION TECHNIQUES

DATA ANALYSIS TECHINQUES

LIMITATIONS  OF STUDY

CHAPTER FOUR

DATA PRESENTATION & ANALYSIS

QUESTIONNAIRE DISTRIBUTION & COLLECTION

CHAPTER FIVE : SUMMARY, DISCUSSION, RECOMMENDATION & CONCULSUION

REFERENCES

BIBILOGRAPH

APPENDIX

 

CHAPTE ONE

BACK GROUND OF STUDY

INTRODUCTION:

Prior to the era of industrial revolution, the  pattern and method  of salesmanship was both crude and cumbersome chiefly because the gap between the productive and consumption sectors of society was small and manageable.  However, with the present complication and sophistication among both the producers and  consumers occasion by high level economic and technological developments, businesses are now reshaping, refocusing repositioning and redirecting their operations and marketing strategies in order  to face the obvious challenges posed by modern day marketing.

Every business concern has a major objective for which it  was established but whatever may be the goal, the overriding force undoubtedly remains profit  maximization.

To accomplish the afforested, these businesses make conscious efforts of finding out what their customers want,  providing them, creating  the needed awareness on the availability of these goods and services  and offering them  at the right place, time and cost.  It is by so doing that such a business can assuredly claim greater percentage of the market share and at the center  of the these activities is the pivot, the stimulant , the propeller, the sole of business called advertising.

Advertising as one of the strongest promotional tool remains a strong force in the hands of business entities.  A popular saying has it that if you do not blow your trumpet, nobody is going to do that for only when you say, “here I am “, that people will actually know where you are.  Advertising does this  and more for organization especially the hotel business. It creates especially awareness, packages, the product, services etc and presents it to the intended consumer and assists him in making the right choices.

The following definitions and opinions by some authorities and schools of thought on the meaning and roles of  advertising will perhaps give more insight into the concept.

According to Stanton W.H

Advertising consists of all the activities in presenting to a group  of non-personal oral, or visual openly  sponsored message regularly regarding a product, services or idea.

Jones (1955:14) sees it this way:

Advertising was probably coined in England in the early  days of the print to turn  the attention of voters

The American Marketing  Association (AMA) defies it as:

A paid form of non-personal presentation and promotion of ideas and services by an identified sponsor. The Advertising Age (1932) (an Ad magazine) has a summary of the  views of some professionals

In the field thus:

Advertising is the printed, written, spoken or pictured representation of a person, product service or movement, openly sponsored by the advertiser and at his expense, for the purpose of influencing sales, use, vote or endorsement.

Finally Starch (1966:2) Succinctly defines as the paid form of mass communication designed to influence people to farvour   a product in order  to induce them to buy it.

From the foregoing definitions and views  we begin to see that advertising has the following more purpose for business, especially the hotel entities.

1)     To create  awareness  on the availability of a  product, user, vote, person, idea etc

2)     To  educate the target user on the constituents of what  is being advertised.

3)     To offer other services such as how to use the products, where to get  it, what  the cost is etc.

4)     To induces sale

5)     Ultimately, to increase and maximize  profit thereby  enhancing the revenue base of the business- hotel.  These (above) are only a tip of the  Ice –berg  on what advertising is capable of doing for hotel business.

 

STATEMENT OF PROBLEM

Hotel business market  their goods and services to both internal and external publics in order to reap profit for future  survival   and growth of the business.  Advertising as one of the variables of the marketing communication mix helps in actualizing not only marketing objectives  but  also the overall corporate objectives of the  organization.

It is however  sad to note that some hotels especially in Enugu urban hardly utilize or  avail themselves of the unique services offered by modern advertising .  in some cases,  it is hard to identify the location of these hotels, what  they offer, their modus operandi and  the likes.   To such (these hotels), the minimal revenue acuring  to the business is enough.  Therefore , to involve advertising is  to  in cure  unnecessary cost.  They ignorantly consider  advertising a cohessal waste of time and resources.  This indeed is a sad commentary!

The unavoidable consequence are:-

• These hotels remain perpetually hidden and unknown
• They end up operating below their capacities
• Business yields continually decrease over the year.
• Some end up paying the supreme sacrifice of untimely demise and …………………………

It is therefore the  intention of this study to critically review the likely benefits hotel business will make in terms of profit maximization by availing themselves and using the  communication.

 

OBJECTIVES  OF STUDY

The prime  objective of this study is to find out  the effectiveness of advertising  in profit  maximization  of hotel business in Enugu metropolis.

Additionally, the study will also aim at the following:

To determine the general impact of advertising  on consumers.

To determine the extent  of  consumer awareness of hotel advertising

To identify what consumer patronage of these hotels are as a result of advertising.

To make recommendations in line with our observations.

 

RESEARCH QUESTIONS

         Does effective advertising  lead to increase in profit of hotel businesses in Enugu Urban?

Are customers and the general public aware of hotel advertisement?

To what extent do these adverts influence customer patronage or table hotels?

What medium of advertising is most effective for hotel advertisement?

 

1.5   FORMULATION OF HYPOTHESIS

Ho:   The extent of customer awareness of hotel advertisement is satisfactory

H1:   The extent of customer awareness of hotel advertising is unsatisfactory

Ho:   Advertising is responsible  for  profit maximization by hotels

H1:   Advertising is not responsible for profit maximization by hotels.
 

 

1.6   SIGNIFICANCE OF THE STUDY

         The study  will be of importance to advertisers, hotel businesses and the general public.

It  is anticipated that results from this study will help to  evaluate and identify better ways of making hotel advertising and business operations more effective.

It will additionally add to the existing body of knowledge of advertising and other related fields.

 

SCOPE OF STUDY

The study will cover only  major hotels in Enugu Urban Hotels outside this zone will not be studied so as to make for more realistic investigation.

 

1.7   LIMITATIONS OF STUDY

         Time and money constraints constituted a serious cog  in the wheel of progress of this study.

How I –literacy level and the culture of secrecy nearly hampered the success of the work.  pressure of work was also a major  source of work  to the researcher.

Will all sense  of humility, the  researcher lacked the requisite expert knowledge on data analysis  – the use of high scientific equipment such as the computer which could have aided and speeded up the effectiveness analysis of collected data.  Such aspect of the investigation were thus done manually

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VIEWERSHIP OF TELEVISION PROGRAMMES IN ENUGU STATE

(CASE STUDY OF ENUGU SOUTH LOCAL GOVERNMENT)

ABSTRACT

This research work was carried out in order to find out what the populace of Enugu South thinks or feels about television programmes in Enugu State. The research also attempted to look into other peoples work related to the research topic.

During research, the people of Enugu South were used as the populace of study; questionnaires were the major instrument of study. Random sampling method was applied to obtain the potion of the population on whom the instruments were administered. Responses were analyzed on percentage. Furthermore, the significant problems and question for this research were spelt out in order to help, uphold or reject certain assumption. The data collected from the questionnaires made it possible for the researcher to get the answers agitating his mind. It was noted that on human behaviour. The study was able to find out actually what the populace of Enugu South think or feel about the positive or negative effect towards television programmes in Enugu state. The research also made recommendations on what should be done to make our television content more result oriented and interesting.

CHAPTER ONE

INTRODUCTION

I.               BACKGROUND OF THE STUDY

This study centers on the viewership of television programmes by the populace of Enugu South local government area of Enugu state as the case study it has a double aimed. Firstly, it is in behavioural dispositions of the populace toward television programmes. One of the outstanding features of the media communication is composition of the audience. The audience of television is highly heterogeneous with members having several distinctive characteristics, different interest and they are scattered in all over the nation with different socio-economic strata.

Based on the heterogeneity of the audience, it is obvious that views differs among members of mass media, audience while some use a particular station programme others depend on the other.

 

Some may want to watch entertainment programmes while some might prefer thoughtful vital programmes like News, current affairs commentaries or documentaries depending on their likes. One of the plans in which an audience is active is though the use of selective exposure. It is the tendency of accepting to express yourself to communication that goes with your own value system, attitudes and viewpoint. The concept of self-selective exposure helps the active audience to control what he watches, to what he listens to and read; selective reading and listening are the function of selective exposure.

You can buy the newspaper of your choice. You can also watch the movie you like, you choose from many television programmes and radio, and if you find yourself watching something you do not like you can tune to another channel.

Different views have been presented in an attempt to determining why people watch television programmes. This can be identified with the following selective exposure which selective perception, selective relention and selective interpretation and the escapism.

1. STATEMENT OF PROBLEMS

Television has been acclaimed as one of the dependable means of communication, and the role of television is to inform, educate and entertain. Among other functions of television are socialization, integration, debate and discussion.

However, some stations fulfill these objectives or aims more than other stations. The extent, to which television programmes are watched, is partly a function of the disposition of the audience members towards such a station. The Enugu South populace constitutes a considerable segment of television audience in Nigeria. The need for audience analysis of their nature therefore cannot be over emphasized.

Television programmes producers try to attract a large audience or viewers, especially in competitive environment. The competition becomes high when there are more stations competing for the same audience. There s the tendency for viewers to select the type of station or programmes they watch. Most audience research findings suggest that economic factors and demographic factor influence television viewers, original disposition and some other factors have been identified as reasons for different viewing habits of television audience. Is this suggestion time for the viewing habit of television programmes by the populace of Enugu South? Which type of programme to the populace prefer entertainment news, documentary, talks, etc? Does the quality of the programmes affect their viewing habit?

Is the viewing habit of the populace due to time factor or does their occupation play some role? Is it because the television programmes are not national in coverage?

The dominant question for this viewership is what essentially informs of human needs and purpose sustained in mass media concerned with determining television programmes that have the widest viewership among the populace. The factors for the preference of one television programme over others will also be examined in the survey.

 

RESEARCH QUESTIONS

1. what is the attitude of the people of Enugu South towards television programmes?
2. Do resident in Enugu South Urban community pay more attention to a particular programmes on television?
3. How would they want it to be produced educational, entertainment or informational?
4. Who are the targeted audience literate or illiterate?
5. How long would they wait the programme aired on television?

 

III.     THE OBJECTIVES OF STUDY

The aim of this study is to determine the effects of the viewership of television programmes in Enugu South local gov. area.

The first bold step was to select a manageable survey population in Idaw-River Layout of Enugu South.

Ozalla Street was thus selected. This area was chosen because it represents adequately, urban audience in Enugu state. Though the street (Ozalla) is just about three kilometers from the Idaw-river girls secondary school and five kilometers fro the Queen comprehensive secondary school. They are mainly civil servants, students, traders, and labourers. As list comprising the total streets that make up the entire Idaw-River layout was drawn and selected as a sampling frame contracted from there in view of carrying out a sound research work.

This was also, with a view to finding out whether the view ship of television programmes in Enugu south L.G.A. has succeeded in achieving its aims and objective.

HYPOTHESIS

H1:    The people of Enugu South have positive attitude towards television programmes.

H0:    The people of Enugu South have negative attitude towards television programmes.

H2:    The resident in Enugu South pay more attention to a particular programmes on television.

H0:    The resident in Enugu South pay less attention to a particular programmes on television.

 

H3:    The people of Enugu South would want programmes to be produced educationally.

H0:    The people of Enugu South would not want programmes to be produced educationally.

H4:    The targeted audience of Enugu South is literate

H0:    The targeted audience of Enugu South is not literate.

H5:    The people of Enugu South would want produced programmes last as long as one hour.

H0:    The people of Enugu South would not want produced programmes to last as long as one hour.

1. SIGNIFICANCE OF STUDY

It is important to realize that information can have impact, influence and effect on the society. Also to make people perform, accep0t or reject certain innovations, the medium through which such information comes must possess credibility. Furthermore, the audience of the mass media is divorced, anonymous, wide spread and comprises of various political, social, economic and interest groups of which the Enugu South populace are among.

Besides, since the credibility of the media is a function of the perception of their audience, and when the public does not believe the information they receive from the news media or think the media are omitting important facts, there will be increased reliance on informal sources of information and the consequences can be very serious.

 

Since the mass media and their audience are highly inter-related and interdependent every station should strive to commend a favourable attitude in the eyes of its audience. It is imperative also for every broadcaster to know who his audience is, his rating among them, what they think of him, his station and its programmes, whether the rating of his programmes and station are high or low. He can improve on his performance and this enhances his image and the credibility of his station.

The need of this study therefore is to find out the television viewing habits/attitudes of the Enugu South populace towards television programmes. The habits/attitudes survey is very critical in determining the effects of television programme on selected audience, because it is only after a subject has observed the effects of a phenomenon that the subject can form a reasonable attitude towards that phenomenon.

 

According to Parder (1974) “The sooner each new technology is studied the greater the chance of bringing to use the research results to influence policy in a meaningful way”.

From this, it can be deduced that it is necessary to examine the television viewing habits or attitudes of the populace since it is only when this is known that the station would be in a better position to plan and restructure its programmes to appeal both its enlightened and unenlightened public audience.

From the finding of the research other electronic media will see the need to restructure their programme in a way that it would generate positive responses from their audience. It is also hoped that this findings will serve as a stimulant for further investigation by interested professionals.

 

 

 

PURPOSE OF STUDY

The study aims towards inquiring and finding out what arouses the Enugu South populace-viewing attitude towards television programmes. Also to in identify what propels them to do and ignore other stations or programmes. It is also aimed at measuring the level of the populace interest in the vital contents of television programmes.

 

LIMITATION OF STUDY

In carrying out a study of this nature, as is usually the case with most human endeavours, certain constraints are variously encountered.

In the course of the distribution of questionnaire, on the ground that they can not afford wasting their limited time, which they would have utilized to work and fill in questionnaire.

 

DELIMITATION OF STUDY

In case of the viewership of television programmes in Enugu state. The study will only be concerned with the peoples viewing habit-that is, their attitudetional disposition to television programmes in Enugu state. It will exclude what they do with information they get from television; rather it dealt with their viewing habit towards television programmes.

 

DEFINITION TERMS

Television: It is a system of transmitting and receiving audio-visual broadcasting programmes through the airwaves.

Habit: Somebody’s way of doing things especially that which cannot easily be given up.

Attitude: A way of feeling thinking or behaviours among human beings.

Broadcasting: Sending out of information, ideal, opinion, etc through the airwave to the audience.

Viewing: It is the act of being able to watch and hear or trying to watch something.

Selective Exposure: It is the tendency of willing exposing yourself to communication that accord with your own value system, attitude and viewpoint.

Selective Perception: It is tending to see what you want to see in a message and reject a contradictory ones.

Selective Interpretation: Interpreting message according to pre-disposition and bias.

Selective Recalls: Trying to retain in your memory a message or aspect of message that appeals to you, and forget others and to recall such message or aspect when necessary.

Communication: Exchanging of information experience and ideas among people. Mass communication therefore is the process of transmitting information, ideas and attitudes to a relatively large and diversified audience simultaneously.

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 TELEVISION TOBACCO ADVERTS AND TEENAGE SMOKING HABIT: (A SURVEY OF YOUTHS IN OWERRI MUNICIPALITY)

ABSTRACT

This study is a survey on Television Tobacco Adverts and its influence on Teenage Smoking habit.  It uses the Youths in Owerri Municipality in Imo State of Nigeria as its sample.

The study uses the questionnaire as a survey method for the collection of data from the sample and population.  The sample percentage model is adopted in vesting collected data.

The research reveals that Television Tobacco adverts reinforces the habit of youths towards tobacco.  It shows that a combination of TV, Interpersonal and Mass Communication, Influence group activities tremendously.

CHAPTER ONE

INTRODUCTION                                                                       1

• BACKGROUND OF THE STUDY 4
• STATEMENT OF THE RESEARCH PROBLEM 5
• OBJECTIVES OF THE STUDY 6
• SIGNIFICANCE OF THE STUDY 7
• RESEARCH QUESTION 8
• RESEARCH HYPOTHESIS 8
• CONCEPTUAL AND OPERATIONAL DEFINITION 9
• ASSUMPTIONS 10
• LIMITATION OF THE STUDY 11

REFERENCES                                                                  12

CHAPTER TWO

REVIEW OF THE LITERATURE                                    13

• SOURCES OF LITERATURE 13
• THE LITERATURE REVIEW 13
• SUMMARY OF LITERATURE REVIEW 20

REFERENCES

CHAPTER THREE

METHODOLOGY                                                            27

3.1    RESEARCH METHOD                                                      27

• RESEARCH DESIGN 28
• RESEARCH SAMPLE 29
• MEASURING INSTRUMENT 29
• DATA COLLECTION 30
• DATA ANALYSIS 32
• EXPECTED RESULTS 32

REFERENCES                                                                  33

CHAPTER FOUR

DATA ANALYSIS AND RESULTS                                          34

• RESULTS AND DISCUSSION 43

CHAPTER FIVE

SUMMARY, RECOMMENDATIONS AND CONCLUSION FURTHER STUDY

• SUMMARY 47
• RECOMMENDATIONS FOR FURTHER STUDY 48

BIBLIOGRAPHY                                                             50

APPENDIX                                                                       53

 

 

CHAPTER ONE

• INTRODUCTION

The successful marketing of a product starts with the determination of consumers’ needs and ends with the satisfaction of such needs. To satisfy these needs, the consumers must know about the products’ existence in the market.

This is made possible via adverts.  According to Marshal Muluhan, the medium is the message?.  Therefore every advertise must decide on where to place its advertisements.  The alternatives are the adverts media, the means by which the Message is Communicated to the target audience.  This “media selection” decision is related to the target audience, type of product, nature of the message, campaign objectives, available budget and the cost of the alternative media: Erie, Kerin, Steven and Rudelius (pg. 535).  In any case, the advertise chooses the media that will maximize exposure and minimize cost.

Among the media, the TV exercises the greatest impact (Pfau et al 1990).  This impact is as a result of its audio-visual quality.  This quality distinguishes it from other media.  An earlier and perhaps more persuasive influence on children’s development is TV.  In the words of Sir Arthur Quiller-Couch “Persuasion is the only true intellectual process”.

By the age of sixteen (16), the average child has spent more time watching television than attending school: E Mavis and Parke (Pg. 145).

Television affects children not only through the programmes that they watch but also by the commercials and adverts that accompany television programmes: Huston et al (1992).  Harlow Gale considered adverts an entirely new field for psychological work and one of great and increasing importance.

Mass Communication Media, Supported by adverts are also accused of satiating the public with the most superficial information and entertainment.  In doing this, it is said that they have encouraged what is popular rather, than what is good.  And they have yostred material rather than spiritual and cultural values.  And television is the medium most frequently cited: Wright, Warner, and Zeigler.

On the average, children watch nearly 20,000 television commercials each year: He Herington and Ross (p9. 526).  As George Gerbner, a prominent TV researcher notes” The more time one spends living in the world of TV, the more likely one is to report perceptions of social reality which can be traced to TV’S representation of life and society.  As Greyserso well puts it, of all the social issues involving adverts, the broadcast has to do with its impact on life styles.  Hence exposure to aggressive models on air can increase children’s subsequent aggressive behavior Parke and Slaby 1983, Perry 1990.

 

 

 

1.1    BACKAGROUND OF THE STUDY

Tobacco smoking is an age long habit which has attracted a lot of criticisms due to its consequences on health.  Studies also indicate that most teenagers, who smoke, suffer health and increased risk of heart attacks:  The Guardian New Spaper Nov. 8, 2001.

The World Health Organization (W.H.O) is worried by the spate of infections suffered by smokers.  It has therefore made it mandatory for cigarette manufacturers to ass health warnings to their advertisements such as “smokers are liable to die young”.  The warning is seen on every packet of cigarette adverts message.

However, these warnings seem not to be assimilated by habitual smokers.  The manufacturers themselves are unrelenting in formulating new strategies aimed at enhancing the appeal of their adverts themes.

Teenagers are often influenced by celebrities, environment and fashion.  Some equally are influenced by sex appeals.  Sex appeals suggest to the audience that the product will increase the attractiveness of the user to the opposite sex: Robert A. Baron and Donn Byrne.

All the same, one might wish to know the relationship between cigarette advertisement on television and smoking habits in teenagers.  Also, one would like to know other factors that interplay with this relationship.  These form the focus of the study.

 

• STATEMENT OF THE RESEARCH PROBLEM

The increasing rate of teenage smokers in Nigeria and probably the world over has introduced both social and economic problems in the society.  Most people are of the view that advertisement has contributed immensely to this trend.

Our problem therefore is to evaluate the extent to which tobacco advertisement on television has aggravated this trend of cigarette smoking as a habit.

Consequently, there must be a relationship between the adverts messages of cigarette manufactures and natural appeals to teenagers that make this group a sure market for the manufactures.

It is this impulsive tendency to smoke cigarette based on information about the products that has aroused a research interest on the stated impact study.

 

• OBJECTIVES OF THE STUDY

This research work is aimed of the following:

1. To create awareness on the unwholesome influence of Television Tobacco Adverts.
2. To determine the public perception of advertisement messages.
3. To examine the attitude of the young/teenage smokes based on the products’ television commercials.
4. To determine low television adverts as a medium of information and message dissemination permeated the smoking habit/lifestyle of the public especially the teenagers.

 

• SIGNIFICANCE OF THE STUDY

Despite several counsels, teenagers are often adamant to recognize the

reason behind anti-smoking campaigns.  To them, identification with peers, or a coping behavior to stabilize emotional disturbances.  Besides every other factor, cigarette advertisement has a role in influencing teenagers.

This study therefore is significant in that it creates awareness on the influence of Tobacco Adverts on TV.  Thus, the likelihood is great that we shall see greater control by government, the media and advertisers of television advertisement aimed at youths and the time they may be aired.

• RESEARCH QUESTIONS

For the purpose of this research, a number of questions are

Pertinently asked, thus:

1. How influencing are the TV advertisement appeals?
2. What is the public perception of these advertisement messages?
3. What feedback or responses do cigarette manufacturers receive from teenage smokers based on the products’ television commercials?

 

• RESEARCH HYPOTHESIS

H1     Tobacco advertisement on television influences teenage smoking habit.

Ho     Tobacco advertisement on television does not influence teenage smoking habit.

H2     Through tobacco adverts on television some of the public are not-well informed and had came to realize the negative effect of tobacco  smoking on their health.

Ho     In spite of the fact that there is tobacco adverts on television, some of the public are yet to realize the negative effect of tobacco smoking on           their health.

 

• CONCEPTUAL AND OPERATIONAL DEFINTION

TOBACCO:  Leaves, which are dried, cured and used for smoking (in pipes, cigars and cigarettes) or chewing or as snuff.  But for the purpose of this study tobacco equals cigarette.

ADVERTISING:  The American Marketing Association A. M. A recommends this definition of advertising “Any paid form of non-personal presentation and promotion of products, services or ideas, goods by an identified sponsor”.

          TEENAGE:   Young boys and girls in their teens.  This is within the age bracket of 13 – 19 but is extended to 13 – 22 for the purpose of this study.

          SMOKING:  Activity or habit of smoking cigarette etc.

          HABIT:  Thing that a person does often and almost without thinking, especially something that is hard to stop doing.

 

1.8      ASSUMPTION

Some of the assumptions of this study are:

1. That without television tobacco adverts, many teenagers may not be lured into smoking.
2. That also, if people who are neurotic see and hear the warming about the negative impact of cigarette smoking will desist from the practice of smoking.

 

 

 

1.9     LIMITATION OF THE STUDY

In the course of this research work, the researcher encountered some difficulties among which are: Time, Finance, Negative attitude of respondents etc.

TIME:   Given that this work is being carried out alongside the second semester examination, the researcher had very difficult and insufficient time to effectively dot he research work.

FINANCE:  Financial constraints played its role too.  Here was not enough money to source out all the necessary materials for the work.

NEGATIVE ATTITUDE OF THE RESPONDENTS:  Some of the respondents were when the researcher was making effort to elicit same.

 

 

 

 

REFERENCES

Eric Berkowitz, Roger .A. Kerin, Hartley and Rudelius 1994 Marketing.

Fourth Edition, Published by –Von Hoffmann Press P.Fan Micheal et al 1993:  Persuasive Communication Campaign.

John S. Wright, Daniel S. Warner, Winter Jr and Zeigler 1977:  Advertising  Fourth Edition, Mc Graw Hill Book Company.

Mavis E. Hetherington and Ross D. Parke 1993:  Child Psychology A

Contemporary Viewpoint, Fourth Edition,    Mc Graw-Hill Inc.

The Guardian Newspaper:  Thursday Nov. 8, 2001, Natural Health Pg. 39.

Robert A. Baron and Donn Byrne 1993:  Understanding Human Interaction.

Fourth Edition, Prentice-Hall, Inc. Englewood Cliffs, N.J. U.S.A Advanced          Learners Dictionary.

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THE IMPACT OF TELEVISION ADVERTISING ON NURSING MOTHERS: (A CASE STUDY OF BABY PRODUCTS)

ABSTRACT

The impact of Television Advertisement on Nursing Mothers cannot be over-emphasized.

The objectives of this research is to investigate if television is actually the most effective media of advertisement as many theorists have asserted and to determine whether baby products commercials they see on television could influence the buying habits of the nursing mothers.

In this study, the work has been grouped into the following sections.

Chapter one deals with the introduction, which exposes the history of advertising in the world and in the country.  It also deals with research problems, objectives, significance, definitions of terms, and limitations of the study.

In other words, chapter two covers the extensive review of related literature done by the researcher. This has to do with the views of experts and authors concerning the issue at stake.

Furthermore, chapter three deals with the research method, design population, sample, measuring instruments, data collection, data analysis and expected results.

The population was based on the urban and rural dwellers in Nsukka.

In chapter four, data collected through oral interviews and questionnaires were analyzed using percentage (%) method, tables were used in presenting the data.

Finally, chapter five deals with summary based on findings.  Also recommendations were made such that would be helpful to the manufacturers and advertisers of baby products.

CHAPTER ONE

INTRODUCTION                                                              1

• BACKGROUND OF THE STUDY 5
• STATEMENT OF THE PROBLEM 12
• RESEARCH QUESTION 14
• RESEARCH HYPOTHESIS 15
• OBJECTIVES OF THE STUDY 17
• SCOPE OF THE STUDY 19
• OPERATIONAL DEFINITION OF CONCEPTS 24

 

CHAPTER TWO

REVIEW OF RELATED LITERATURE                          25

• FUNCTIONS OF ADVERTISING 34
• CRITICISMS OF ADVERTISING 36

 

CHAPTER THREE METHODOLOGY

• RESEARCH DESIGN 45
• RESEARCH POPULATION 46
• METHOD OF SAMPLE SELECTION AND THE SAMPLE 47
• INSTRUMENT USED IN DATA COLLECTION 49
• ADMINISTRATION OF INSTRUMENT 51
• METHOD OF DATA ANALYSIS 51

 

CHAPTER FOUR

RESEARCH FINDINGS, PRESENTATION AND –

ANALYSIS OF DATA                                                         52

 

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION           63

BIBLIOGRAPHY.                                                              76

 

CHAPTER ONE

 

INTRODUCTION

Advertising is one of the oldest and most popular tools used in the marketing of goods and services.  The origin of advertising could be traced back to ancient times when carvings called pictographs were found on walls in places like Egypt, Spain and China to advertise goods and services.

Modern advertising in Nigeria came through the colonial masters and today in the country, advertising has assumed a  major significance in the business circle.  Advertising has helped in creating markets for various product brands by arousing the interest of consumers towards a particular product.

Keith Cowin et al (1975), said that advertising has a cumulative effect on moulding the behaviour of the individual consumers.1

The effect of advertising on the national economy is overwhelming.  Alai Stevenson, a one time United States secretary of State said that, American standard of living is the imaginative genius of advertising whi8ch not only creates and sharpens demand, but also by its impact on the competitive process, stimulates the ever-increasing quest for improvement in the quality of products.

As a recognized tool of marketing communication, advertising is mutually related to the mass media, (television, radio, newspapers and magazines) in order to reach a mass audience at low cost   apart from reaching many people rapidly at low cost, intensive advertising through the mass media also has the ability of turning prospects into consumers in large number and at high speeds.  Probably that was shy Ezigbo (1991) said that in a mass production and high consumption economy, advertising has the greatest opportunity and the greatest responsibility for findings customers.

Advertising according to S. W. John (1982) is “any paid form of non-person presentation and promotion of ideas, goods and services by an identified sponsor”.4  Put in another form, advertising is a method of delivering a sponsor message through an impersonal medium, to a mass audience, for the purpose of winning approval, influencing attitudes and increasing sales.  It, therefore, becomes necessary for traders and people offering various goods and services to make their offers more interesting than that of the next person.  They have to try and differentiate their goods and services to reflect an advantage.  As competition increased, so do advertising.

With the coming of television, where has become a lot of improvement in the nature of advert messages from having advert companies with freeing affiliations which produces their adverts abroad, we have processed over the years, to being able to produce good quality adverts here in Nigeria.

According to K. N. L. Okoye (1993), “one of television’s main advantage can be said to be its ability to combine picture and sound in presenting images of reality”.  This so far remains unparalleled in the development of the mass media”.

Another is the fact that television is flexible because it is possible to contrive various stations for adverts thus helping to secure impact, create mood and help repetition, while reaching a wider audience.

Baby products are without doubt one of such products where advertising has been employed to its fullest in sales promotion.  Nursing mothers belong to the broad market  spectrum of baby products consumers all over the world.  In advertising their products to nursing mothers, advertisers make maximum use of the physiological, sociological and psychological appeal.  For example, advertisers of baby products  know that most nursing mothers are self-conscious and have a passion for popularity and this makes them part of the target market of the advertisers.  Furthermore, most nursing mothers have no control over their desires.  They strive to obtain whatever appeals to their eyes by all means, hence, they tend to consume almost everything they see in television advertising.

 

 

 

• BACKGROUND OF THE STUDY

Out of all the media of communication, none seems to have generated as much controversy and interest as the television.  While some people feel that television has a negative effect on its viewers, others extol its virtues as a major factor in education and persuasion, among other thins.  Television requires little in the way of reading or other skills.  It is uniquely accessible to persons of all ages and education.

In the past, the question had always been, “did you hear the news last night”, but these days, the question has changed to, “did you watch the news last night?”  the most popular question regarding advertising was, “did you watch that jingle last night?”  these questions, no doubt, convince one that television is the reigning media in recent times.

The basic advantage which television has over other media is its instantaneous transmission of audio and visual messages.  So from this, one sees that television is the closest replica of life, because of its inherent life-like quality.  Television offers all the variety of life of the advertising practitioner who has almost infinite creative flexibility in the medium.  It is most obvious that television’s inherent life-like quality projects its most intense experiences when bringing life events to the public spontaneously as they happen.  Thus television, because of its audio and visual tendencies, brings into the viewer living rooms, a combination of moving pictures and voices.

Television adverts messages appeal to two major sense organs – the eyes and the ears, in catching an advert message.  Television is regarded as the leading medium for reaching advertisements like that of baby products.  According to Onyekwere (1991) “Many people tune to television medium most of the time, thus it attracts much larger audience than radio”6 No matter one’s kind of taste, he or she must have a favourite programme he or she watches regularly and this is because of diversity in television programming.

There are different ways in which television adverts may work in influencing its customers.  It can influence attitudes and challenge beliefs.  According to Coulson Tomas (1986), Television advertisement may also act on the purchasing behaviour directly by the power of suggestion or indirectly through attitudes”.7

Effective television advertisement can reinforce the consumer’s existing habits because most consumers strive to achieve consistency in their purchasing behaviour.  It can also lead to conflict and the need to make a choice between the potentially superior qualities of an advertised product and the habit of purchasing another brand.

Most often, television advertisements change consumers’ buying habits and preferences.  In this case, the consumers may feel that the right product was not bought in the first place.  The required change in behaviour, perhaps implying that it is now time to change.

Perhaps, one of the greatest factors that has contributed to the success story of television advertisement is its repetitive nature.  This is because the repetition of sales messages creates awareness amongst individuals about the advert (and product), whether they like it or not.  In other words, television makes it possible to repeat one’s message as often as one can afford.  All the positive attributes of television makes its advert messages acceptable to its numerous viewers.

1. S. Courteny (1986) writes:

TV, by its very appeal, command more audience because it involves not only the sense of sound as in radio or sight as in newspaper but it combines both to make a whole some package for the viewer.8

However, Courtney said that despite the above-mentioned qualities of television, that television advert messages have not been very forceful because most the messages are targeted to wrong audiences.  In fact, baby products advertisers should take th4e above statement of Courtney serious by ensuring that their markets are clearly segmented and advert messages channeled to reach each segment.

Furthermore, televising on baby products, advertisers must always apply the principle of AIDA during their advertisements.  In this principle, A stands for attracting attention, I stands for interest, D stands for desire while A stands for action.

In explaining the above principle in detail, advertisers should bear in mind that their messages have to attract the attention of customers.  According to D. S. Nicholl (1984), “an advertising should produce an effect that is so compelling, so irresistible that all else is dull and trivial besides”.9  Furthermore, the advertisement could attract more attention if it appears at the prime time.

Again if the advert captures the interest of viewers, they would be compelled to keep viewing Frank Jefkins (1977), writes here that advertising is unlikely to succeed if it fails to make the listeners involves”.10  Advertisers have to adopt the right psychological appeal in order to get viewers involved.  Furthermore, the viewers should be made to want or experience what is being offered.  The psychological appeal has to be intensive to make viewers anxious to satisfy their desires.

Lastly, the most important aspect of an effective advertisement is that is has to spur viewers/listeners to purchase a product or service.  A good advertisement should aim at getting the readers close to action.  Over the years, most successful advertising have been able to combine all these attributes in reasonable closes.  Truth is an important criteria for successful advertising.  Establish credibility, the advertising message should convey the truth about a product.  Advertisements that fail to do this can produce disastrous effects on the sales of the products.

It was Abraham Lincoln, a former American President who asserted that “you can fool some people some of the time, but you cannot fool all the people all the time”.

As William Weilbacher (1979) further states; Advertising is communication that provides generally useful, relevant and pertinent information upon which the consumer either act immediately or stores for later reference”.

In effect, television advertisements on baby products would be very rewarding if such advertisements are easily notices, understood, believed, remembered and acted upon by customers.  The adverts should provide, not only information but must engender a favourable attitude, preferably a predisposition to purchase before buying a product, a consumer must be aware of it, understand with a it is and offer the zeal, feel the need for it and be motivated to purchase the product.  Effective television advertising both creates awareness need and how the need can be satisfied.12

 

• STATEMENT OF THE PROBLEM

Assessing the effectiveness of television advertisement on the target audience has always been the problem of advertisers over the years.  Advertisers are concerned with the effectiveness of advert messages because the process of advertising is not complete until the advertiser begins to see a (positive) feedback from the customers.

This research therefore attempts to test the effectiveness of baby products advertisements in television on nursing mothers.  Television is used in this study because of claims by many advertisers.  The work effective is used here to mean “the ability to convince consumers to prefer the advertised message”.

Gene Jankowski, while contributing an article titled “Television; the power and presume”, in Cambroad Journal strongly believed that television has “magical” powers.13  This research work would prove Gene Jankowski right or wrong in the above made assertion, furthermore, Charles Schewe 91987) writes that “television is the fastest growing advertising medium”.14  If Schewe’s assertion is to be believed, what factors in television whould make it the advertiser’s number one choice?  Could television persuade, challenge or influence the attitudes of nursing mothers towards a particular baby product?

The above questions prompted the researcher to write this research project.  In attempting to solve this problem, the researcher used as a case study, baby products the carefully selected from a wide range of such products.

 

 

• RESEARCH QUESTIONS

Having identified the problems, which this research project attempt to solve, the researcher is faced with some research questions.  The answers to these questions would serve as an index.

• Do people prefer television to other media?
• Does television advertisement on baby products have an advantage over other media advertisement on the same products?
• Has there been an attitude change of the nursing mothers towards baby products as a result of the television advertisement on such products?
• Has television adverts on a particular baby product affected the rate of its consumption by the nursing mothers?
• Has there been increase in sales recorded by a manufacturer of baby products since the inception of its advertisement of television.

 

• RESEARCH HYPOTHESES

H₁:   People prefer television to other media

H₀:   People do not prefer television to other media

H₂:   Television advertisement on baby products has an advantage over other media advertisements on the same products.

H₀:   Television advertisement on baby products does not have an advantage over other media advertisements on the same products.

H₃:   There has been an attitude change of the nursing mothers towards baby products as a result of the television advertisement on such products.

H₀:   There has not been an attitude change of the nursing mothers towards baby products as a result of the television advertisement on such products.

H₄:   Television adverts on a particular baby products have affected the rate of its consumption by the nursing mothers.

H₀:   Television adverts on a particular baby product have not affected the rate of its consumption by the nursing mothers.

H₅:   There has been increase in sales recorded by manufacturers of baby products since the inception of baby products on television.

H₀:   There has not been increase in sales recorded by manufacturers of baby products since the inception of baby products on television

 

 

• OBJECTIVES OF THE STUDY

If advertising is to command greater audience and increased sales, it must show its works, which is what, eventually effectiveness is all about.

Therefore, the objectives of this study are:

• To assess the Penetration level of baby products advertisements on respondents who are carefully and systematically selected from the wider society.
• To determine whether baby products commercials they see on television could influence their buying habits. If there is any evidence that there are changes in habit of the consumption of baby products, the researcher also wants to quantitatively evaluate the level of influence.  But on the other hand, if there are as observed changes in the babies, the researcher would want to identify the possible causes and solution to correct it.
• To find out if television is actually the most effective media of advertisement as many theorists have asserted.

 

• SIGNIFICANCE OF THE STUDY

The process of mass media like radio, television, newspapers and magazines through which advertising messages are channeled to a large number of people had made it difficult for advertising researchers to ascertain the effectiveness of each medium.

It is therefore hoped that this work would be of immense help to those in the advertising industry which in turn would help them to serve their clients at all times, effectively and efficiently.  It would also assist the commercial departments of television stations especially the Nigerian Television Authority (NTA) throughout the federation to continue to give honest and sincere services.

Furthermore, it is equally hoped that this work will contribute to existing journals, newspapers, magazines, books and other scholarly publications dealing with the subject matter.  This will thus help further scholars and researcher on the subject matter with vital statistical information.

 

• SCOPE OF THE STUDY

The scope of this study includes, data processing procedure.  This statistical parameter that will be used in analysis of data in this research will be simple percentage method.  The data will be collected ad analyzed by means of percentage frequency.  The percentage frequency will be found for each item after the collection and hand sorting of questions.

Television has been understood to be the singular medium that is widely used in both developed and developing countries.  According to Warren K. Agee (1979).  It is said that in American, there are over 480 million television sets and that every home has an average of two television sets in  good working condition.

In places like this, the impact of television on a given products e.g. baby food is usually of a household dimension.

According to Grraham Mytton (1983); in Africa, television has made such rapid progress and has become so fundamental and part of daily life, that it is not easy to forget, first now recently it arrived and how fast it has grown.  Today, it is at the centre of things.  Its impact on nursing mothers cannot be over-emphasized.

This study will examine in its ramification, the way changing attitudes are constantly being created among consumers of baby products as a result of the impact that television advertisements are having on them.

Television began in Nigeria in 1932, and since them television has been an effective form of information dissemination.  Television advertisements have become so diffused in all facets of our national life.  Important products produced in the country have gained wide scale acceptability as a result of the efficacy of this medium of communication in projecting the said products.

Information health, latest music in the market must be relayed to the audience.  Television advertisements are so widely cherished because of its ability to overcome language barriers as well as transport problem.  That is to say, that it can travel long distance and it is noted for its speed.  These issues will be carefully looked into in this work.

In fact television has been often described as the companion medium.  It is a matter of fact that people in the rural areas are noted for their great attention to the contents of the television.  They would want to know what is going on in the market circles, information about the new variety of products, information on baby products and the care for them.  This is why this work will have to delve into business of examining the reactions of peoples of the remote parts in our country to find out their attitude on TV adverts, especially as it relates to advertisements that are anchored on baby products.

The scope of this work includes how these media consumers make use of the messages gotten from the television.  It is on this premise that this study is elicited.  The researcher is also aware that some respondents may be hesitant to disclose the true picture of things for reasons best known to them.  The researcher is also conscious that some of the respondents may decide to conceal or even paint things too good or too bad.  Because of this, there may be a little percentage error in the result from this research work.  The study by way of scope will further reveal, that there are many factors, which could compel many mothers or their babies to favour or dislike baby product itself on the health of the consumers.

Attempts will definitely be made in the study to find out if another media influences the consumer of baby products other than the television.  In this perspective basis of the effectiveness of television to comparative basis is the effectiveness of television to other media of communication.

The most effective strategy that should be employed by baby products advertisers will be singled out and thoroughly dwelt on.  Efforts should also be made to identify the languages of the prospects and an effective use of its made to ensure that the advertisers obtain the best results.

The scope of the research will also cover the views that people hold on the advertisements going on about baby products, and equally find out how the media could be used to persuade people to buy baby products even when its prices go high.

The research will  also delve into the standardization of baby products to attain internationally recognized standards.  This has become necessary because that is the only way the customers’ interest can be arrested making them to develop some liking for a particular product.

These and more are some of the areas, which this research work will be covering.  Care should also be taken to overcome the delimiting factors so that a limited error margin can be met.

 

• OPERATIONAL DEFINITION OF CONCEPTS

For the purpose of this study, some of the key concepts used in this work would be defined operationally.  This definition is done to enhance the understanding.

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