THE EFFECT OF MASS MEDIA ADVERTISEMENT ON CHILDREN (A CASE STUDY OF INDOMIE AND PAMPERS IN ENUGU STATE)

THE EFFECT OF MASS MEDIA ADVERTISEMENT ON CHILDREN (A CASE STUDY OF INDOMIE AND PAMPERS IN ENUGU STATE)

ABSTRACT

An abstract on The Effect of Mass Media Advertisement on Children (A Case Study of Indomie and Pampers in Enugu State) The study were group under five chapters heading beginning with introduction down to conclusion. The objective of the study was to determine the impact of mass media advertisement on children, the effectiveness of the mass media in promoting indomie and pampers product. The study were of significant to the researcher, the management to indomie and pampers product, the management to mass media and also other forth coming researchers that may wish to carry out similar research topic. Data were collected using research instrument and which analysis using chi-square method. The population of the study was 150 while the sample size were 110. Some of the findings were: Mass media advertisement increase sales volume of the product. It was discovered that children are satisfied with mass media advertising campaign of indomie and pampers as well as the quality of the product. It is also discovered that power failure affect mass media effectiveness. The researcher recommendations are: The management should always make provision for mass media advert. Effective publicity should be enforced on the need for the product (pampers and indomie).

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION                                                      1

1. Background of the Study                                         1
2. Statement of the Problem                                 5
3. Objectives of the Study                                    6
4. Research Questions                                          7
5. Hypothesis Formulation                                    8
6. Significance of the Study                                         9
7. Scope of the Study                                          10
8. Definition of Terms                                          10

CHAPTER TWO

REVIEW OF RELATED LITERATURE                            11

2.1  An Overview of Mass Media Advertising               11

2.2  Objectives of Advertising                                         14

2.3  Contributions and Criticisms of Advertising

to the Society                                                 18

2.4  Forms of Advertising                                        23

2.5  Advertising Budget Decision                              25

2.6  Problems in Advertising Budgeting                     27

2.7  Determination of Advertising Budget                  30

2.8  Measuring Advertising Effectiveness                    36

2.9  The Advertising Agency                                    39

CHAPTER THREE

RESEARCH METHODOLOGY                                      41

3.1  Sources of Data                                               41

3.2  Area of Study                                                  41

3.3  Population of the Study                                    42

3.4  Determination of Sample Size                                  42

3.5  Sampling Techniques                                        43

3.6  Research Instrument Used                                44

3.7  Method of Data Collection                                 44

3.8  Method of Data Analysis                                   45

3.9  Expected Result                                               45

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS                        41

4.1  Data Presentation and Analysis                          41

4.2  Test of Hypothesis                                           59

4.3  Discussion of Findings                                      62

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATIONS

AND CONCLUSION                                                  64

5.1  Summary of Findings                                       64

5.2  Conclusion                                                      65

5.3  Recommendations                                           66

Bibliography                                                    67

Appendix                                                        69

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was “broadcast” to a wider audience. The first dated printed book known is the “Diamond Sutra”, printed in China and 868AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literary to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400.

THE EFFECT OF MASS MEDIA ADVERTISEMENT ON CHILDREN (A CASE STUDY OF INDOMIE AND PAMPERS IN ENUGU STATE)