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Influence Of Nta Enugu Television Advertisement On The Choice Of Hair Relaxer Among Female Undergraduates
[A CASE STUDY OF UNDERGRADUATES IN CARITAS UNIVERSITY]
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Sybil and Obah (1987), say this form of advertising play on the emotions
of consumers and exploit their desire with intensive persuasion
.Advertising aim at promoting goods and services like relaxer. Benson
Eluwa (2005:3) Advertising does more than sell product. It makes mass
marketing possible by making prospective customers aware of the
availability and unique qualities of specific goods and services. It
shapes our attitude and our attitudes shape our behavior, Ahunaya
(2004:70).
According to Benson Eluwa (2005:44) the influence of
advertising does not stop at the economy but also influence the youths
greatly by way of sensitization, social interaction, modification, for
example, caritas students. Advertising has influenced female
undergraduates by making them to be materialistic, it affects their
value system, makes them think that life is just acquisition of more
things. Advertising creates opportunities and brings changes in the
attitudes of undergraduates by making them change products not minding
the effect of those products, shapes students tastes and habit.
A
researcher ,Alvan (2004) in his write up said that „‟Advertisements like
our age are hedonistic image management, and fashion driven, they
glorify the individual, idealize, consumption as the route to personal
fulfillment and affirm technological progress as the motive force of
destiny†there must be various brands of hair relaxer in the shops,
market stall and in hawkers barrows, the ability for each to sell
depends on the brands exposure to and persuasive power of advertising
messages on the buyer as well as the quality of such brand and finally
the availability of the brand.
Some of the brand had long
established their names while others are still coming up into the market
example, Ozone, Dallas, Ebony and La-sheen cream relaxer. This is why
the purpose of advertising hair relaxer seems to be geared towards not
only informing its prospective buyers about its arrival but also
persuading on efficiency and efficacy.
Television seems to be the
best media used to advertise these products. Television has this partial
monopoly, perhaps because of its power to positive music of the
advertisement and the color. Music can heighten the emotional or
dramatic impact of the commercial. The idea of positioning music as
unique selling point is to reinforce the recognition of advertisement.
Advertising is a very small aspect of marketing mix one cannot ignore.
Most
people in advertising try to ask whether advertisement really work by
influencing consumers choices of product. Although, researchers and data
on advertising have added over the years, the evidence of its success
has not been conclusive. The effectiveness of advertising and how it
generates sales does not mean that progress has not been made on the
product.
Researchers have come up with principles that test the
relationship in advertising exposure and its effectiveness. These
principles in advertising which are base on product selection by
consumers were evaluated in this research and it is hoped this will
provide insight into the study of whether advertisement does influence
consumers‟ preference of competitive products. There are a whole lot of
ideas on what advertising is and works. It can be seen as a promotional
instrument that persistently creates awareness of goods and services
with the objective of persuading this target audience to patronize or
take action.
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ABSRACT - [ Total Page(s): 1 ]“Influence of Television Advertisement on the Choice of Hair Relaxer among Female Undergraduatesâ€, is aim to determine the influence of television advertisement on ladies on the choice of hair relaxer products. The method of the study is survey method and the instrument used for data collection is the questionnaire and personal interview. The population of the study is 2,280 out of which 150 were purposively selected and sampled Data collected was analyzed in tables and simple percen ... Continue reading---
