INFLUENCE OF AKBC TELEVISION COMMERCIAL ON CONSUMERS CHOICE OF CLOSE-UP TOOTHPASTE

INFLUENCE OF AKBC TELEVISION COMMERCIAL ON CONSUMERS CHOICE OF CLOSE-UP TOOTHPASTE (A SURVEY OF IKOT EKPENE LOCAL GOVERNMENT AREA)

CHAPTER ONE

INTRODUCTION

• Background of the Study

Advertising is as diverse as its marketing parent. If occupies a very high position in the marketing configuration advertising is one of the sub-element of promotion element of marketing communication. Also, advertising basically is a marketing tools and means of communicating the availability of products and services to the general public. There are primary and selective advertising.

Primary advertising is that type of advertising that aims at promoting demand for generic product or services of the entire industry or organization. on the other hand, selective advertising promotes demand for a particular product of a company or firm. This is done in order to structure demand for their products by consumers. Though the main purpose of advertising is to influence the psyche of the people with the sole aim of drawing them towards a particular goods or services. Modern advertising started in Nigeria in 1929 with the establishment of West African Publicity Limited (W.A.P) by United Africa Company (W.A.C) West African Publicity concentrated in placing posters and other advertising products exported to West Africa by British manufacturing in newspaper increased their readership thereby creating avenues for increased advertising of products. Thus, television commercial was established by the eastern and northern regional government in 1960 and 1962 respectively. The federal government of Nigeria established their own television station in April, 1962 known as the Nigerian Television Service (NTS) in Victoria Island, Lagos. Since then, there has been a steady increase of television stations in the country. Akwa Ibom State Broadcasting Co-operation (AKBC) advertising creates drama, suspense and emotion.

It is a powerful behaviour shaping and modifying force. The producers of close-up toothpaste as one the leading organization producing consumer products have employed Akbc-TV extensively to advertise many product including close-up toothpaste. This study is therefore, embarked upon to determine how AKBC TV advertising of close-up toothpaste has influence consumer’s choice of the product.

• Statement of the Production

Today, with the addition of the profile marking the business of television broadcasting, news, advert and other programmes are seen as product, which have to be package well. AKBC-TV, Uyo is an oldest established Television Station, in Akwa Ibom State. However, it is certain that it includes advertising programmes on the broadcasting. Studying consumers choice and reaction when exposed to AKBC-TV commercial on close-up tooth-paste in Ikot Ekpene, finding out the numbers of viewers of AKBC-TV station in Ikot Ekpene and their choice of programme.

Seeking the opinion of AKBC-TV audience about the close-up toothpaste advertisement on AKBC-TV station in Ikot Ekpene.

Thus, this research seeks to find out the influence of AKBC-TV advertisement on consumer’s choice of close-up toothpaste in Ikot Ekpene Local Government Area of Akw Ibom State.

• Objective of the Study

The objectives are as follows;

• To determine how AKBC-TV commercial on close-up toothpaste motivated the audience of Ikot Ekpene Local Government Area.
• To find out how consumer’s of close-up toothpaste in Ikot Ekpene rate AKBC-TV commercial.
• To seeks the opinion of the viewers of close-up toothpaste advert in Ikot Ekpene Local Government Area.
• To find out the factor that compel consumer’s to prefer AKBC-TV commercial messages to another.

• Research Questions

The following questions are formulated based on the statement of the problem and research objectives.

• Does consumers of close-up toothpaste in Ikot Ekpene Local Government Area watch AKBC-TV commercial?
• To what extent AKBC-TV commercial influence the consumers of close-up toothpaste in Ikot Ekpene Local Government Area?
• What are the opinion of the viewers of close-up toothpaste advert in Ikot Ekpene Local Government Area?
• To find out the roles of AKBC-TV commercial on consumer’s of close-up toothpaste in Ikot Ekpene Local government area
• What compel consumer’s to prefer AKBC-TV commercial messages to another?

• Signification of Study

The life of every corporate organization is primarily dependent on the good will of consumer’s who patronize it’s products. The attitude of consumers to a product or service determines whether or not that product will stay in the market. Consequent upon this, the study will be of great importance to producers of close-up toothpaste. They are expected to provide information that would help AKBC-TV to improved with the use of information and communication technologies in their programmes. It is also expected to be immune important to markers of other brands of toothpaste in the country as it will help them determine the best way to advertise and position their own product. The study will also help the research students, advertising practitioners, in advertising on AKBC-TV in the area of consumer’s choice. Mostly, it helps media planners and corporate bodies involved in the manufacture of close-up toothpaste when buying airtime and chosen area for the advertisement of their product.

• Scope of the Study