This research intends
to find out the effects of television advertising on sales of aerial detergent
in Enugu and Abia metropolis. Two hypothesis were tested using analysis of
variance. The population for this study sales of ariel detergent and staffs of
aerial detergent companies in Enugu and Abia. The sample for the study is fifty
subjects stratified random sampling technique was employed. This research also
contains theoretical framework, summary of findings, conclusion and
TABLE OF CONTENT
Background of the study
Statement of the problem
Limitation of the study
Significance of the study
Research of Hypothesis
REVIEW OF RELATED
Procedural steps in
Structure of advertising
Sales effect of
RESEARCHER METHOD AND
Population of the
Development of Research
Validity of research instrument
Reliability of Research instrument
Method of data
Method of data
ANALYSIS OF DATA, PRESENTATION AND
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Conclusion of the
Suggestions for further research
BACKGROUND OF THE STUDY
In the western world
the relevance of television advertising in promoting the sales of commodities
have been accorded great recognition for some decades age. As a result of the
change in sales and the growth in technological innovations that effect the
various sectors of the economy, manufactures and marketers in order to tap these
opportunities compete among themselves to develop and introduce new product
into the market.
Aerial detergent which
is the product in contention made its first introduction into the Nigeria
market in 1996.
The PANDAR investment was then the sole distributor until they
were joined by other two firms, WISAM company and CAPPA holdings.
During its first year I
n the Nigeria market, the only firm that was in charge of the advertisement was
the group African advertising firm that is based in Lagos state.
The problem with aerial
detergent, however is not just to distribute the product but to successfully
launch it into the market. This according to the environmental factors will
determine its adoption resulting to the profitability and growth of the
The adoption process
begins where the firms innovation process leaves off and according to Barker
(1979:26) describe how product, try, adopt or reject it. Innovation of goods
and services can only be of great value and profit producers and firms
respectively if its acceptance or adoption is properly motivated. To this end,
it is important to establish appropriate place and time.
In order to develop an efficient and effective buyer’s
communication, manufacturers should, according to Dirksen Kroeger and Nicosia
(1993:421), decide on which to say and hoe to say it to their target market.
One way of doing this is through advertising.
It is important to note
that the advertising of a product does not guarantee its acceptance by the
What really matters is how appropriate and convincing the
advertising campaign is, including its effective execution at the right place
There are various types
of advertising vehicles available to the many factures and television as one of
such means cannot be over emphasized studies by Dirkson Kroeger and Nicosia
(1993:420) show that television has exhibited the most rapid growth of any
advertising medium and may be said to be a leading medium for national
advertising. It is on this ground that the researcher in tends to investigate
the effects of television advertising on sales of ariel detergent in Enugu and
STATEMENT OF THE PROBLEM
Television is a vital
dissemination means of a new product due to its impact and popularity. While
impact is the extent to which television advertising instill desirable actions
in producers, television popularity entails its degree of likeability by
It is unnerving that
poor, or not – too-good results are the reward of in any manufacturers who
employ television as an advertising medium in spite of its uniqueness of “sight
and sound” attractiveness.
Why do most television
campaigns disappoint? It is the proposition of this research the television
impact t and popularity interaction is to create quicker new product patronage
but whose conception and exploitation are marred by advertisers’ telemyopia.
This is a situation where television advertiser of new product fails to realize
the relevance and implication of television advertising on new product
introduction and in arrangement today. This research intends to bridge this gap
by reducing the problem of telemyopia to a minimia.
This research is aimed
at achieving the following objectives.
1 To know the extent to which
sellers rely on the effect of television advertisement in making new product
2 To ascertain the attitude of
buyers to the effect of television advertisements
3 To evaluate the experience of
producer who relied on the effect of television advertisement in making new
product purchase decision.
4 To know if there is a relationship,
and nature of it, between sellers or producers demographic make up and
television viewer- ship.
SCOPE OF THE STUDY
research is to investigate the effects of television advertising on the sales
of Arial detergent in Enugu and Abia.
SIGNIFICANCE OF THE STUDY
This research is significant for the following reasons:
This study will
evaluate the impact of television advertising message on sales, including its
degree and nature.
This research will
assist firms to understand the nature and importance of an appropriate
television advertising of an appropriate television advertising programme, and
to choose the right media mix, a particular place and time.
This research will
emphasis the need for advertising agencies to be objective in the selection of
television channels for advertisement of a new product to reduce telemyopia.
1 Do television advertisements
persuade buyers more than radio advertisements to switch brands?
2 Do television advertisement induce
sellers more than radio advertisement to sell more of a new product?
3 Is there any direct relationship
between television viewer-ship and social class?
TERMS AND CONDITIONS APPLY
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