CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising is any form of non-personal presentation and promotion of goods and services usually paid for by an identified sponsor.
Advertising is non-personal because its message are not aimed at a particular person but are meant for an anonymous audience.
Advertising is derived from the Latin word “Advertere” which means to turn attention of people to a specific thing.
Advertising in Nigeria is traced to one of the earliest form of mass communication namely town criers were used in disseminating of information about important ceremonies and event such as inter-tribunal, disasters, wars, birth, death, marriage.
Today, Advertising is used worldwide to sell ideas, policies and attitude as well as products, even the socialists’ countries when one condemned communication as an evil of capitalism, frequently adhered to their theories of advertising in developing in their planned economics.
Bounce (1982) defined advertising as a “non-personal communication of information usually paid for and persuasive in nature about a products, services, ideas by identified sponsor” that is to say that advertising inform prospective about goods and services, their uses and application.
1.2 Statement of the Problem
The most visible activity of the wheel of any business in advertisement, it disseminates information about products or services in trying to reach consumers decision making process.
This is why organization including the producer of star maggi budget every year for the advertisement of their products. It is pertinent to find out whether house wives in Ikot Ekpene Urban are influence by the advertising and if this advert induces them to action.
Since most people today, have access to the media which convey both sounds and visual, this study seeking to know whether this advertising really influence consumers in Ikot Ekpene Urban.
1.3 Objective of the Study
The following are the objectives of this study:
1.4 Research Questions
The following are the research questions to this study:
1.5 Scope of the Study
This study on the influence of advertising on consumers brand preference of star maggi did not attempt to cover the advertising of other maggi but limited to only star maggi and targeted at house wives residents in Ikot Ekpene Urban.
1.6 Significance of the Study
This study will help house wives in Ikot Ekpene Urban in particular and society at large to appreciate the past gains of advertising.
This study will help media organization and advertising agencies to know how to produce advert copies.
This study will equally help consumers brand preference in the midst of varieties of product advertised. Also, it helps other organization that exit without advertising to adopt.
1.7 Limitation of the Study
During the process of this study the followings factors contributed as limitation. This includes the refusal of the respondents to complete the questionnaire on ground of loss of interest on anything that is political.
Also, the incorporative of attitude of the respondents to respond to the research questions in time which posed a problem on data collections. These problems were solved by explaining to the respondents that it was for academic purpose not for anything else.
Terms of Use: This is an academic paper. Students should NOT copy our materials word to word, as we DO NOT encourage Plagiarism. Only use as a guide in developing your original research work. Thanks.
Disclaimer: All undertaking works, records, and reports posted on this website, eprojectguide.com are the property/copyright of their individual proprietors. They are for research reference/direction purposes and the works are publicly supported. Do not present another person’s work as your own to maintain a strategic distance from counterfeiting its results. Use it as a guide and not duplicate the work in exactly the same words (verbatim). eprojectguide.com is a vault of exploration works simply like academia.edu, researchgate.net, scribd.com, docsity.com, course hero, and numerous different stages where clients transfer works. The paid membership on eprojectguide.com is a method by which the site is kept up to help Open Education. In the event that you see your work posted here, and you need it to be eliminated/credited, it would be ideal if you call us on +2348064699975 or send us a mail along with the web address linked to the work, to eprojectguide@gmail.com. We will answer to and honor each solicitation. Kindly note notification it might take up to 24 – 48 hours to handle your solicitation.