ABSTRACT
This research work, is aimed at giving an insight into the Effect of Television Advertisement on the Buying Habits of Consumers. It deals generally on the concept of Advertising and narrows it down to the roles advertising plays in this beverage, Bournvita.
Careful empirical studies have uncovered that advertising actually influenced people’s choice and consumption of goods and services, as well as their buying habits.
Again, it has been founded that advertising has a lot of pleasure, amusement and entertainment, and produces changes that ultimately affect the likes, dislikes, achievements and development of consumers.
More so, this study will guide the producers, marketers and advertisers of products, especially, Bournvita to understand the best technique to reach their prospective consumers.
This study tends to show the significance for unique selling appeal and repetition of the television messages.
Chapter, unravels the definition of advertising. Objective of the study, research problems, continuing, and explanation is made on the significance of the study, and later one, a hypothesis was stated, tested and analysed.
Chapter two traces down the development of modern advertising. The same chapter continues by completely x-raying the literature works of eminent scholars, their views were used to back up my personal contributions and arguments. The complete meaning of advertising was given, then traced down to the perceptual process of receiving the advertisement messages.
In chapter three, I stated the research designs and methodology, for the research work. the sample size taken was 400 people.
Narrowing it down, chapter four gives the analysis and presentation of data. The three hypothesis were tested.
Finally, chapter five gives a summation of the research findings. Recommendations and conclusion were made. There was also the questionnaire page – getting the views of respondents. Then was the bibliography of the authors, which rounded-off the whole research work.
TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENTS
CHAPTER ONE
1.0INTRODUCTION
1.1BACKGROUND OF THE STUDY
1.2STATEMENT OF THE PROBLEM
1.3OBJECTIVE OF THE STUDY
1.4SIGNIFICANCE OF THE STUDY
1.5RESEARCH QUESTIONS
1.6RESEARCH HYPOTHESES
1.7CONCEPTUAL AND OPERATIONAL DEFINITIONS
1.8ASSUMPTIONS
1.9LIMITATION OF THE STUDY
CHAPTER TWO
REVIEW OF LITERATURE
2.0DEVELOPMENT OF MODERN ADVERTISING
2.1SOURCES OF LITERATURE
2.2THE REVIEW
2.3PURPOSE OF ADVERTISING
2.4THE PERCEPTION OF PROCESS IN ADVERTISING
2.5PERCEPTION OF ORGANIZATION AND ADVERTISING/MARKETING STRATEGY
2.6SUMMARY OF LITERATURE REVIEW
REFERENCES
CHAPTER THREE
METHODOLOGY
3.1RESEARCH METHOD
3.2RESEARCH DESIGN
3.3RESEARCH SAMPLE
3.4MEASURING INSTRUMENT
3.5DATA COLLECTION
3.6EXPECTED RESULTS
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
4.1DATA ANALYSIS
4.2RESULTS
4.3DISCUSSIONS
CHAPTER FIVE
SUMMARY AND RECOMMENDATION
5.1SUMMARY
5.2RECOMMENDATIONS FOR FURTHER STUDY
BIBLIOGRAPHY
JOURNALS AND MAGAZINES
