A STUDY OF THE PERSUASIVE TECHNIQUES OF TELEVISION ADVERTISING OF SELECTED BRANDS OF BEER
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
According to Delozier (1976), television is the newest and fastest growing of all major media, and is probably also the most versatile. It makes it’s appeal through both the eye and the ear; products can be demonstrated as well as explained. It offers considerable flexibility in terms of the geographic market covered and the time of message presentation. By making it’s impression through the ear, television can take advantage of the personal, dramatic impact of the spoken word.
On the other hand, television is an expensive medium:
- The message is not permanently recorded for the receiver, thus message not reached is lost forever;
- Television does not present pictures so clearly as magazines do; and
- Television does not lend itself long advert copy.
Television is a unique medium. Unlike radio, television combines sound and vision. Unlike print, news and other programmes are broadcast in vernacular, hence the uneducated are not listed among viewers. Television is an intimate medium. It is a great medium for demonstrating how something is done or how something works.
Through appropriate choice of time and programme, an advertiser can reach a great proportion of viewers who are of the sex, age, occupation, social group, etc he is seeking. Unlike radio, newspaper and magazine, television has provided advertisers the opportunity of making considerable and lasting impressions on the minds of viewers thereby eliciting the desired reactions. However, like radio, television has leapt barriers of illiteracy and ignorance. One does not need to attain a colossal height in academic pursuit before he/she can understand or enjoy a television programme. The seriousness with which rural dwellers consider the acquisition of television receivers in recent times is enough testimony.
Television as a medium of communication has two major advantages:
The characteristics of television include:
with television, it is possible for millions of viewers to watch a live show. Watching an event as it is happening is believed to give some indescribable stimulus to the show, quickening audience concentration and interest, and giving them a sense of participation. Moreover, television’s greatest appeal lies, perhaps, in the intimacy that accompanies it’s being within the home.
Another important variable in this study is advertising. According to Mcquail (1969:41) the 19th and 20th centuries were periods that industrialization and mechanization hit the developed countries. The effects of these industrial and technological revolutions led to expanded manufacturing in England and later on in the United States. It also geared the system of production increasingly to standardize mass consumption. As industries adopted mass production techniques, factory – made products accelerated and this necessitated change in the system of marketing. The conception of markets changed from people in areas to consumers living everywhere. Thus, a need for advertising developed as mechanization turned out goods faster than they could be absorbed in the region of their manufacture. A need arose to extend markets geographically and manufacturers had to find a way of communicating the value of products to people who knew noting of their reputation. Advertising provided the needed communication vehicle. In other words, this is how advertising came to be.
Advertising is multi-dimensional, Kotler (1980:468) shares this view when he says, advertising comes in many forms and has many uses. It involves such varied media as magazine and newspaper, radio and television, outdoor display – posters, signs, sky writing; novelties, catalogue, directories and circulars. It can be carried out for such diverse purposes as long-term building of the company’s name (institutional advertising), long-term build-up of a particular brand (brand advertising), information dissemination about a sale, service, or event (classified advertising), announcement of a special sale (sales advertising), etc. there are numerous experts in the field of advertising, hence there are equally diverse definitions of the subject matter. Otto Kleppner, (1975:224) defines advertising as:
“… any form of non-personal presentation and promotion of ideas, goods and services by an identified sponsors”,
Britt (1970:24) also defines advertising as:
“… any form of non-personal presentation and promotion of products, services or ideas by an identifiable individual or organization”.
Advertising is one of the tools of public communication. It is essentially persuasive communication. Apparently, the objectives of advertising therefore are:
- To produce awareness and knowledge about the product and service.
- To create liking and preference for a product or service
- To stimulate thought and action about the product or service
- To build brand recognition, preference or insistence
- To reach new areas of the population
Television advertising therefore is an attempt by manufacturers or promoters, to persuasively, through television expose audience members to products and services with the ultimate aim of securing their awareness, liking, acceptance and continued loyalty to the products or services.
This study seeks to find out the persuasive techniques of television advertising of selected brands of beer namely:
- Heineken
- Harp
- Star
- Gulder
- champion
a significant number of television viewers as well as beer consumers watch beer advertisements on television. Although, there are no mention of prizes or awards on adverts on these products yet, most people still patronize the products. What is responsible? Do advertisers actually employ any persuasive technique? Or merely take chances. If they do, is/are the/these technique/techniques effective?, Or do consumers buy these brands of beer because they just feel like buying? Answer to these questions are precisely the aim of this study.
1.2 The Statement of the Problem
The brewing industry in Nigeria is over-crowded. As at 1989 there were about 34 brewing plants scattered all over the country. These suggest a situation where some breweries would have been making unimpressive turnover irrespective of marketing strategy but he reverse is the case.
It can be said that Heineken, Harp, Star, Gulder and Champion are among those products whose advertisement messages are competitive, yet the patronage they get from the drinking public is unprecedented. What is responsible? Can it be attributed to persuasive advertising techniques, or are there other variables that help capture consumers’ loyalty?
1.3 Objectives of the Study
The study was based on the following objectives:
- To examine the persuasive techniques of television advertising of Heineken, Harp, Star, Gulder and Champion brands of beer.
- To find out whether the success in the sale of these products is facilitated in these techniques.
- To examine the effectiveness of these techniques.
1.4 The Research Questions
The study was meant to provide answer to the underlisted research questions:
- Do television advertisers of Heineken, Harp Star, Gulder and Champion brands of beer actually employ any persuasive advertising technique?
- Is there any relationship between persuasive technique used in television advertising and beer consumers’ purchasing habit?
- What are the reactions of consumers to such adverts? Do such reactions favour advertisers?
- Which persuasive techniques(s) of television advertising is/are more effective in product sales?
1.5 Justification for the Study
The aim of advertising is to produce awareness and knowledge about a product and service, to build brand recognition, preference or insistence. This aim is defeated if advert messages are not understood and acted upon by consumers. Thus, the need for entrepreneurs to insist on advert designs that can sell their products cannot be overemphasized.
A study of this nature can be of immense benefit to a cross section of the business public especially at this stage of our economic development. This study will also raise the level of awareness in advertisers as well as consumers.
Moreover, this research was initiated in an attempt to find out which persuasive techniques advertisers use in television advert of selected brands of beer and also to ascertain how effective or successful these techniques are.
Furthermore, the findings from this study is expected to add more to the avalanche of knowledge in communication research.
1.6 Delimitations of Study
Whereas there are many brand of beer on sale in Nigeria, for example, Bond, Baron Bergerdorf, Crown, Crystal, Champion, Double Crown, Dubic, Gold, Golden Guinea, Pal, Rock, Star, Heineken Sparkling, Kronenburg, Merit, Rex, Gulder, Skol, Harp, Grand, Monarch, “33” Export brands of beer, etc. However, this research shall be restricted to only five brands of lager beer:
- Heineken
- Star
- Gulder
- Harp
- Champion
It should be noted that these brands chosen are those in high demand in this part of the country
1.7 Limitation of Study
Like every other human endeavour this study was not without it’s limitation. The major limitation in this study was the sample size. In a study of this kind, it would have been more rewarding enlarging the sample size in order to facilitate generalizations but due to time constraint the sample population had to be limited to 100. Time and financial constrain were also limitations.
1.8 Operational Definition of Terms
In a study of this nature, it is expedient that certain terms which can acquire various interpretations have to be defined. For a concept if not properly defined in terms of one’s study can lead to ambiguity and may distort the intended meaning of issues discussed. Consequently, the following terms are defined in the context of this study:
Product: A product is something that is viewed as being capable of satisfying a want.
Strategy: This is a means or techniques of achieving a specific objective. It will also mean all marketing and advertising efforts wield into a cohesive unit that will achieve a stated end.
Industrialization: This refers to mass production of factory – made goods using scientific equipment.
Consumers: People who use good or services to satisfy their needs rather than to resell them or produce other goods with them.
Consumer Awareness: This is a situation where a consumer becomes aware of the existence of a particular product or brand.
Technique: See strategy.
Purchasing Habit: This is a situation where a consumer is noticed to be consistent in the purchase of certain category of goods.
HYPOTHESIS
The study was based on the following hypothesis:
- That there is a relationship between persuasive techniques used in television advertising and beer consumers’ purchasing habit.
- That the more attractive and fulfilling the advert message, the more the demand for the product so advertised.
