The Role Of Models In Advertising: An Analysis Of Food And Beverage.

1.3 Objective of the Study

The following objectives are put forward to provide the required direction to the study:

i. To find out whether models in advertising attract more attention to themselves than product advertised.

ii. To determine what arouses the interest of the audience most in billboard advertising.

iii. To assess what influences action of audience in model advertising

iv. To ascertain what the audience recall most in model advertising.

1.4 Research Questions

The following questions are posed in pursuant of the study’s objectives:

i. Do models in advertising attract more attention themselves or to the product advertised?

ii. What arouses the interest of audience most in advertising?

iii. What influences action of audience most in advertising?

iv. Does audience recall models in advertising more than product advertised?

1.5 Research Hypothesis

The study formulated and tested the following research hypothesis

Ho: there is no significant relationship between model advertising and consumer consumption of beverages

Hi: there is significant relationship between model advertising and consumer consumption of beverages

1.6 Significance of the Study

The significance of any study is measured by the contribution it makes to past, immediate and present efforts at offering solutions to a problem.

Businessmen and business scholars from developing countries are slowly recognizing that people must buy and consume constantly, increasing quantities of goods if the economy of these countries is to continue to grow.          

However, in the push for greater sales, businessmen face increasing competition. Competition should not be tolerated, hence, a competitive market means a competitive advertisement campaign.

The significance of this study is to show how the model advertising can be justifiably applied to achieve a more than usual contribution to business growth of both new and well established organisation.

1.7 Scope of the Study

The study will analyze the Role Of Models In Advertising: An Analysis Of Food And Beverage. The study is limited to some Amstel malt consumers in Onitsha the commercial nerve centre of South East Nigeria, as a case study.. Hence, the respondents for this study will be obtained from and among the consumers in the study area.

1.8 Limitation of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

1.9 Definition of Terms

ADVERTISING: To make goods and services known to the public through the information media.

DEMANDS: The acquisition of goods and services by payment of money or its equivalent consumer goods

PATRONAGE: This is the habitual purchase by a consumer of a specific product brand.

CONSUMER: Those who make use of goods and services

BRAND-NAME: The name used to identify a specific product type e.g.  Seven-up bottling company

ADVERTISING CHAINS:They are attributes or specific to their advertised product or what advertisement say consumer will benefit from the product.

1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows. Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study.

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