THE EFFECT OF MASS MEDIA ADVERTISEMENT ON CHILDREN
(A CASE STUDY OF INDOMIE AND PAMPERS IN ENUGU STATE)
ABSTRACT
An abstract on The Effect of Mass Media Advertisement on Children (A Case Study of Indomie and Pampers in Enugu State) The study were group under five chapters heading beginning with introduction down to conclusion. The objective of the study was to determine the impact of mass media advertisement on children, the effectiveness of the mass media in promoting indomie and pampers product. The study were of significant to the researcher, the management to indomie and pampers product, the management to mass media and also other forth coming researchers that may wish to carry out similar research topic. Data were collected using research instrument and which analysis using chi-square method. The population of the study was 150 while the sample size were 110. Some of the findings were: Mass media advertisement increase sales volume of the product. It was discovered that children are satisfied with mass media advertising campaign of indomie and pampers as well as the quality of the product. It is also discovered that power failure affect mass media effectiveness. The researcher recommendations are: The management should always make provision for mass media advert. Effective publicity should be enforced on the need for the product (pampers and indomie).
CHAPTER ONE
INTRODUCTION 1
- Background of the Study 1
- Statement of the Problem 5
- Objectives of the Study 6
- Research Questions 7
- Hypothesis Formulation 8
- Significance of the Study 9
- Scope of the Study 10
- Definition of Terms 10
CHAPTER TWO
REVIEW OF RELATED LITERATURE 11
2.1 An Overview of Mass Media Advertising 11
2.2 Objectives of Advertising 14
2.3 Contributions and Criticisms of Advertising
to the Society 18
2.4 Forms of Advertising 23
2.5 Advertising Budget Decision 25
2.6 Problems in Advertising Budgeting 27
2.7 Determination of Advertising Budget 30
2.8 Measuring Advertising Effectiveness 36
2.9 The Advertising Agency 39
CHAPTER THREE
RESEARCH METHODOLOGY 41
3.1 Sources of Data 41
3.2 Area of Study 41
3.3 Population of the Study 42
3.4 Determination of Sample Size 42
3.5 Sampling Techniques 43
3.6 Research Instrument Used 44
3.7 Method of Data Collection 44
3.8 Method of Data Analysis 45
3.9 Expected Result 45
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 41
4.1 Data Presentation and Analysis 41
4.2 Test of Hypothesis 59
4.3 Discussion of Findings 62
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATIONS
AND CONCLUSION 64
5.1 Summary of Findings 64
5.2 Conclusion 65
5.3 Recommendations 66
Bibliography 67
Appendix 69
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was “broadcast” to a wider audience. The first dated printed book known is the “Diamond Sutra”, printed in China and 868AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literary to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400.
The mass media are all those media technologies that are intended to reach a large audience by mass communication broadcast media (also known as electronic media) transmit their information electronically and comprise television, radio, film, movies, etc. Although these were produced in huge numbers, very few early examples survive, and even most known to the printed before about 1600 have not survived. The term “mass media” was coined with the creation of print media, which is notable for being the first example of mass media as we use the term today. This form of media started in Europe in the middle Ages. Johannes Gutonberg’s invention of the printing press allowed the mass production of books to sweep the nation. He pointed the first book on a printing press with movable type in 1453.
According to Kotler (2012:416) Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Thus, most advertisements are designed to make both personal selling and sales promotion easier by informating, persuading, reminding, reassuring, reinforcing and establishing positive attitude and images towards products and a company.
Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. All about advertising is a sponsor sending a message, called advertisement through one or more mass media (Radio, television, newspaper, magazine) to reach large numbers of potential users or buyers of a product.
According to Josephat I.O. (2008:6) Mass media consist of the various means by which information reaches large number of people such as television, radio, movie, newspaper, and the internet. Sociologists study mass media especially to see how it shapes people values, beliefs, perceptions, and behaviour.
Mass media basically refers to a part of media that is specifically designed to reach a large number of audience. This terms was first used in the year 1920 when the nation wide radios and mass circulation of new books become common. Following are the many types of mass media: Television, radio, personal web page, message boards, blogs, pod casts, and video hosting services.
According to Francis L. (2009:201) Mass media is those of communications that reach and influence large numbers of people reach and especially newspaper, popular magazines, radio and television. Nonetheless, mass media is considered as the fourth estate of the society as well. It is the fourth branch of the government. The voice and weapon of the people are the society as whole.
Pampers are choose from natural clean, baby fresh and sensitive for a gentle clean which are made of different sizes for child protection. Presently, several advertising campaign are on the promoting the product quality and awareness creation.
On the other over past 15 years in the Nigerian market Dufil Group has had a remarkable impact on the Nigeria culinary landscape. Their product Indomie Instant Noodles which appeals to several demographical group has grown to become a household name across the country .
The group, which is a joint venture between Tolaram Group of Singapore and Salim Group of Indonesia currently has 3 factories in Nigeria (De United Foods Industries Limited which was commissioned in 1995 in Ota Ogun State, is the first Instant Noodles manufacturing plant followed by Dufil Prima Foods Plc which was commissioned in 2001 is located in Choba, Port Harcourt, River Sate, lastly, the third and most recent State of the Art Automation Factory was commissioned in Kaduna on 29th of May 2012.
1.2 STATEMENT OF THE PROBLEMS
Despite the impact of advertising in promoting product awareness and increasing sales volume of pampers and indomie in our society. It is associated with a lot of challenges in terms of problem that the researcher want to address in the course of the study.
Such likely problems include: persistent increase on the product price, problem in relation to mass media effectiveness. The quality of the advert, the cost of advertising a product, paper interference on media houses, poor communication flow, and so many others that needed to be solved in the course of this study.
1.3 OBJECTIVES OF THE STUDY
The objectives of the study among others include the following:
- To determine the impact of advertising in promoting sales volume of indomie and pampers.
- To examine how effectiveness mass media advertising campaign on children.
- To identify those problems that may affect mass media advertising campaign on children.
- To recommend possible solution to such problems identified in the course of the research findings.
- To examine and evaluate the perception of children on indomie and pampers advertisement.
- To determine how satisfactory are the product on child health.
1.4 RESEARCH QUESTIONS
- Whether children are satisfied with mass media advertising campaign on the product (pampers and indomie).
- Whether children are satisfied with indomie and pampers product?
- Does the product price discourage most parents from affording the product to their children?
- Do power failure interfere on the effectiveness of mass media advert?
- Whether mass media advert increase the sales volume of pampers and indomie in Enugu metropolis?
1.5 HYPOTHESIS FORMULATION
The researcher formulate both null and alternative hypothesis using the above research questions.
- Ho: Children are not satisfied with indomie and
pampers product.
Hi: Children are satisfied with indomie and pampers product.
- Ho: The product price does not discourage most
parents from affording the product to their children.
Hi: The product price discourage most parents from affording the product to their children.
- Ho: Power failure does not interfere to mass media
advert effectiveness
Hi: Power failure interfere to mass media advert effectiveness.
- Ho: Mass media advert does not increase the sales
volume of the product.
Hi: Mass media advert increase the sales volume of the product.
1.6 SIGNIFICANCE OF THE STUDY
The above study on the effect of mass media advertisement on children will be of beneficially to the researcher, other forth coming research, media house management as well as the producer of management as well as the producer of the product indeed, the study will benefit the researcher based on the fact that the topic of discussion was chosen from the researcher discipline and these will go along way improving the knowledge of the researcher.
Moreso, other forth coming researchers will benefit from the study especially those who may wish to carryout similar/related project topic with the above topic, ie. to say, the documentation of the researcher will serve as reference, material and so on.
Furthermore, the research work will be benefit to the producers of pampers and indomies on the basis for advertising and also means for evaluating each mass media component in order to ensure it effectiveness.
In addition, the study will benefit mass media house management on how best to improve their communication effectiveness in reacting to the general publics.
1.7 SCOPE OF THE STUDY
The scope of the study on the effect of mass media advertisement on children in terms of indomie and papers product will be based on Enugu state that will further be narrow down to Enugu metropolis for proper analysis.
1.8 DEFINITION OF TERMS
Advertising: Is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor (Kotler P. 2010:416).
Mass Media: Mass media consist of the various means by which information reaches large numbers of people, such as television, radio, movies, newspaper and the internet (Josephat, 2008:6).
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