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Impact Of Television Advertising In Promoting The Sales Of Mtn Products In Enugu Metropolis
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CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Much of
the early history of advertising in Nigeria largely centers on the
activities of the offshoots of multinationals such as Unilever and its
advertising agency, LINATS. (Ozoh, 2001,). A more vigorous industry
emerged much later with first major impetus being provided by the
Nigeria Enterprise Promotion Decree of 1972 otherwise known as
Indigenization decree. The decree had provided for advertising as a
wholly business with exclusive ownership reserved for Nigeria. Nigerians
were suddenly thrust into the position of major drivers in the industry
even when they were not ready to assume such post.
But the
incipient signs of the emergent activism and vitality that were later to
characterize advertising were evident of the Association of Advertising
Practitioners of Nigeria (AAPN). The association struggled relentlessly
over the years raising the sensitivity of the public and the government
to the problems and interest of the advertising industry. The struggles
of the AAPN (which was an Umbrella organization of the advertising
agencies in Nigeria) were to pay off in 1988, when government accorded
legislative recognition to the profession. In that year, government
promulgated a decree now tagged Decree 55 of 1988. The decree
established the advertising Practitioners Council of Nigeria (APCON) and
gave it the following powers and functions;
Determining who advertising practitioners are.
Determining
what standards of knowledge are to be attained by persons seeking to
become registered as members of the advertising professions and
reviewing these standards from time to time.
Securing in accordance
with the provision of the decree, the establishment and maintenance of
the register of practitioners and the publication from time to time of
the list of the persons.
Regulating and controlling the practice of advertising in all its aspects and ramifications.
Conducting
examination in the profession and awarding certificates or diploma to
successful candidates when appropriate and for such purpose the council
shall prescribe fee to be paid in respect thereof.
With the coming
of APCON, advertising assumed full fledged professional status. The
profession is usually characterized by a defined body of knowledge and
skill which its members must acquire a formal mode of admission and
licensing before one could become a member of the profession.
Advertising has by virtue of decree 55 acquired these characteristics.
Advertising has all over the years assumed a powerful communication
force highly visible and one of the most important tools of marketing
communication that helps to promote sale of products, services, ideas
and images etc. Advertisements are seen in newspapers, magazines, on
televisions and internet and are heard on radio.
The Advertising
Practitioners Council of Nigeria (APCON), (1993,p.2), defined
advertising as “a form of communication through media about
products,services or ideas paid for by an identified sponsor.†Bovee and
Arens (1992,p.7 ) defined advertising as “ non-personal communication
of information, usually about products (goods and services) or ideas by
an identified sponsor through various media.†Ulanoff (1977,p.17) also
defines advertising as “a tool of marketing for communication of ideas
and information or time on the media or uses another communication
vehicle to carry its messages and its openly identifies the advertiser
and his relationship to sales effort.â€
All these explains
advertising as a non-personal messages meaning there is no personal
interaction between the advertiser and the audience expect in the case
personal selling where there is face-to-face presentation and promotion
of the product or services by the sales person. It is usually delivered
through a media and often viewed as the intrusion. It is also paid for
by an identified sponsor. This reflects the fact that the space or time
for an advertising messages generally must be brought by a sponsor.
Advertising plays a vital role not only to the agencies that practice it
but to the manufacturers, media and customers as well. In media for
example advertising constitutes a source of income. Newspaper as a rule
receive two third of their revenue from adverts. The survival of radio,
television magazines and other channels of mass communication without
advertisements is better imagined than real. More so, one best
appreciates the beauty, elegance and glamour which advertisement add to
the entertainment nature of the media when we imagine the absence of
such interline to promote products and services during programmers‟ on
radio and television. As for consumers, advertising is educational;
people learn about new products and services or improvements in existing
ones through advertising. In addition, most advertisements help in
producing psychological effects and can help in changing only mental
states of audiences and predispose them towards the purchase of the
advertised products and services. From the advertising point of view
Doghuje (1985,p.19) says “advertising is a marketing tool whose sole aim
is to build preferences for advertised brands or servicesâ€. Advertising
is best at creating initial awareness of a product or services building
an image and reinforcing existing impressions consumers have of a
brand. It also stimulates demands, strengthens other promotion mix
elements, develops brand preference cut costs, and serves as competitive
weapons for marketers. It is on this premise that organizations are
rapidly learning that an efficient and effective communication with
target audience can be the difference between marketing success or
failure. Marketers are keenly interested in new ways of effectively
communicating with consumers especially through advertising. They are
more concerned with developing tactics and strategies of marketing and
advertising the products and services to the consumers.
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ABSRACT - [ Total Page(s): 1 ]This project examines the Impact of television advertising in promoting the sales of MTN products in Enugu metropolis. Survey research method was used for the study and purposive sampling technique was used to draw a sample size of 200 from residents in Enugu metropolis. Research findings showed that MTN adverts on television have greatly impacted in promoting sales of MTN products in Enugu metropolis and a great number of the residents in Enugu metropolis strongly believe in MTN advert messages ... Continue reading---
