ABSTRACT
This study is aimed at giving insight into the effects, if any, of television advertisement on the buying habits of consumers. It is a research survey based on a sample size of 300 of Enugu urban dwellers. Careful empirical studies have uncovered or shown that advertising actually influences people’s choice and consumption of some goods and services as well as their buying habits, especially peak milk in can and sachets. Furthermore it has found out that advertising brings a lot of pleasures, amusement, education and entertainment and produce changes that ultimately affects the likes, achievement development of the consumers. Moreover this study will guide the producers and advertisers of understand the beset techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of television messages. The chapter one of this study unfolds the definition of advertising and effect on the buying habits of consumers with relation to a particular medium/television. This study will reveal viewers attitude or acceptance to it. It will also consider television effectiveness or failure in realizing its set objectives. Where the aim is not realized, what are the reason or factors responsible after which findings will be produced to make the study more enough for anybody who may wish to study or carryout related work in future.
CHAPTER ONE
BACKGROUND OF STUDY
Advertising is defined as a non-personal communication of information usually paid for and it is usually persuasive in nature, about products, services or ideas by identified sponsored through various media. Advertising is a market tool that serve several functions. It identifies and differentiate them from others. It also communicate information about the products, and induces the trail of the new products by new users and suggest repurchasing by existing users to increase product use. It also build brand reference and loyalty etc. According to history the advertising began in the early times when most people could not read and write, the nature of advertising changes from time to time since its origination, perhaps as 400 B.C, until the invention of printing press in about 1436.since then its role has been significantly altered at least twice. Once in response to the industrial and once with the annual of affluent society.
The past world war II era has been marked by growth and television adverts, intense marketing competition and increased attempts to differentiate products through strategies or other techniques. Naturally, advertising is governed by the strategy, the basic message remains the same whether it is in television process, posters or radio. But each medium calls for differing technique and offers its advantages and opportunities. With television you can communicate in both sight and sounds usually in bonus of movement. This is what makes the television so powerful in one particular area that of demonstration. With the coming of commercial television in 1955, we have for the first time III Britain the ability to go right into homes of consumers and demonstrate our products with all the persuasion of door-to door salesmen.
Television as a medium of communication was however not popular in Nigeria before the mid 70s its high cost and was this restricted to the rich. The above situation was changed of the era of oil boom and udoji awards to own a television set at a disposal price. Today, television as a medium of advertising is now very popular as it is now found in almost every home, even in a remote village, so everybody can now have access to usual communication by watching adverts on television, either in their houses or in their neighbor’s house. This enable the manufacturer that advertise his products to be rest assured that the message will get to the target audience.
The effect of television adverts on the buying habit of the consumers, especially peak milk is the thrust of this project from common sense indicates every product has a competing substitute. The effect of television adverts on the buying habits of consumers is the paramount importance to this researcher. Hence television is an effective way of bringing message to consumers because of its characteristics way of combing pictures and sound, they trends to see hear and commenced if not wholly but partly towards a particular advert, such that will convince the target audience, the advertises must understood the complexity of human behavior and the variety of effects on behavior. As advertises become aware of behavioral characetics, they can use those characteristics features to defined new markets and develop advertising campaign for those markets.
Consumers behavior is affected by both internal individual influences include the consumer perception of the world, the world consumers learn and habits they have developed. External individual influences include the consumer family, social structure and culture. The way this influencing factors integrated within the consumer determine how that consumer will behave it. His reaction towards a particular adverts. The incitation of an instance of modern times advertising, It can be said that adverts or practice of adverts is as old as man. One can assume that the first adverts on earth surface is between the serpents Eve and Adam her husband, because Adam and Eve were first victims of the overwhelming power of advertisement in Europe. The oldest method of advertisement used by the early craft man was town crying and signs.
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