TABLE OF CONTENTS
Cover
Title
Certification
Dedication
Acknowledgement
Table of Contents
List of Tables
List of Figures (or other illustrations)
Abstract
CHAPTER ONE
INTRODUCTION
1.1Background to the study
1.2Statement of the problem
1.3Objectives of the study
1.4Research questions
1.5Significance of the study
1.6Scope of the study
1.8Operational Definitions of the terms
CHAPTER TWO
2.0Sources of Literature
2.1Review of the Concepts
2.1.1What is advertising?
2.1.2Historical Development of Advertising
2.1.3Functions of Advertising
2.1.4Popular Advertising Media
2.1.5Factors to be considered in Selecting Advert
2.1.6Advertising Agencies
2.1.7Role of Advertising Agencies
2.1.8Advertising Campaign Strategies
2.1.9Why you are advertising and what are you advertising?
2.1.10 The Process of Making an Advertising Campaign
2.1.11Concept of Language
CHAPTER THREE
Research Method
3.2Research Design
3.3Characteristics of the Study Population
3.4Sampling Technique and Sample Size
3.5 Data Collection Instrument
3.6 Validity and Reliability of Research Instrument
3.7 Data Collection Process
3.8 Data Analysis
CHAPTER FOUR
Data Presentation and Analysis
4.1Data Analysis
4.2 Data Analysis
4.3Answer to Research Questions
4.4 Discussion of the Findings
CHAPTER FIVE
5.0Summary, Conclusion and Recommendations
5.1Summary
5.2 Conclusion
5.3 Recommendations
Study for Further Study
Questionnaire
References
ABSTRACT
The study was carried out to find out the effect of Indigenous Language on Advertising Campaign using MTN and GLO telecommunication firms as a case study. In carrying out this study, the researcher used survey research method coupled with questionnaire as the measuring instrument. From the findings, it is established that language is one of the powerful tools in conveying advert messages to the targeted audience. Also, advertising in indigenous language has great impact on the targeted public rather than advert in another language because people tend to understand their native language better and that is why MTN and GLO used indigenous language in advert campaign regularly. They advertised in indigenous language to enhance understanding, to direct advert message to a particular native, and to let the people feel very important, as a result of this, indigenous language catches people’s attention in advertisement than in English language and pidgin language as it has persuading force on customers. It is recommended that to improve and enhance the use of language particularly indigenous language on the practice of advertising campaign only registered word and expressions should be used while less proverbs and idiomatic expression should be adopted in order to make the message understandable especially as this generation are not familiar with big idiomatic expression, proverb etc. Similarly, because of the potential of audio and visual as both appeals to the illiterates, radio and television should be used regularly to present advert campaign in indigenous language to enhance understanding.
