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Effect Of Advertisement On Consumer Brand
EFFECT OF ADVERTISEMENT ON CONSUMER BRAND
Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertisers goals is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group (and symbols) for communications this involves the study of consumers behaviour: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. The essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, taking decision on sales is the most difficult tasks facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products.
1.1 BACKGROUND OF THE STUDY
In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.
Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930. At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women’s insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today’s standards, the advertisement featured a couple with the message “The skin you love to touch”.
In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business’ name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station’s broadcasts, rather than selling the sponsorship rights to single businesses per show.
1.2EMENT OF THE PROBLEM
The role of advertising in determining consumer behaviour and brand preference has been undermined by many firms in Nigeria over the years. Some firms spend huge amounts of money advertising their products and still claim about indifference in their sales volume. This misconception seems to be based on an entirely understandable initiative reaction: how can advertisers claim that advertising does not increase consumption and sales and still spend so much money on it?
According to Ambler (2000), advertising has major influences on consumption volume of consumers, as well as sales volume. Adverts may not necessarily bring about huge volume of sales in the short-run, but will certainly increase sales and profits in the long run if done properly. Even if some marketers believe that accurate knowledge about consumers, how they buy, why they buy, and where they buy- is unnecessary as it is possible to manipulate hapless buyers into parting with their money in return for products that they do not want. However, models about advertising as a strong force have survived despite various empirical studies showing that the view of advertising as a strong persuasive force is largely unfounded.
1.4 RESEARCH OBJECTIVES
The following are the research objectives of this study:
1. To examine the impact of advertising on consumer brand preference.
2. To determine advertisement channels that are most effective for influencing consumer buying behaviour.
3. To examine the impact of celebrity endorsement on consumer brand preference.
4. To find out factors that encourages brand loyalty amongst consumers.
1.5 RESEARCH QUESTIONS
In-order to achieve the objectives of this study, the following research questions were used:
1. Does advertisement influence consumer brand preference?
2. Which advertisement channel is most effective for influencing consumer buying behaviour?
3. Does celebrity endorsement affect consumers buying preference?
4. What factors encourage brand loyalty among consumers?
1.6 RESEARCH HYPOTHESIS
- Ho: Advertisement does not influence consumers’ behavior and preference for a brand.
Hi: Advertisement influences consumers’ behavior and preference for a brand.
- Ho: There is no significant relationship between media channel and effectiveness of advertisement.
Hi: There is a significant relationship between media channel and effectiveness of advertisement.
1.7 SIGNIFICANCE OF THE STUDY
The study will help firms understand the importance of advertising. It will also enable them structure their adverts and brands to make them more appealing in order to improve sales and lead to better performance. As this study gives a clear insight into how advertisement can influence consumer behaviour, many firms will be encouraged into using adverts to market their products. When firms start making more sales and profits as a result of advertising, the economy of Nigeria will be boosted, as more income from tax will be accrued to the government of Nigeria. The findings and recommendations of this study will go a long way in helping firms to adopt good advertising strategies, and appealing brand designs to help get more consumers for their products and services.
1.8 SCOPE OF THE STUDY
The study is limited to the influence of advertising on brand awareness and consumer preference in Uyo, using selectedconsumers of various beverage brands as a focus point.
1.9 LIMITATION OF THE STUDY
The only limitation faced by the researcher in the course of carrying out this study was the delay in getting data from the various respondents. Most respondents were reluctant in filling questionnaires administered to them due to their busy schedules and nature of their work. The researcher found it difficult to collect responses from the various respondents, and this almost hampered the success of this study.
1.10 DEFINITION OF TERMS
Advertisement: Any form of non-personal communication through mass media that is paid for by an identified sponsor(s).
Advertising: A process activity or program necessarily to prepare message get it to the intended market.
Influence: The effect somebody or something has on somebody or something.
Media: The main ways that large number of people generates information or get entertained.
Consumers: Persons who buy goods and use it for services.
Product: Anything that can be offered to the market for attention, acquisition, and consumption or use that might satisfy a need or want.
Services: Any act of performance that can be offered to another that is essentially tangible and does not result in the ownership of anything.
Consumer Behaviour: The behaviour at which the consumer will display if searching for purchasing.
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"Kama ilivyoelezwa katika makala ya kwanza ya kitabu ""Utekelezaji wa Matangazo ya Biashara kwa Wateja"" (Section 75), kazi ya mtangazaji ni kufikia wateja wanaotarajiwa na kuathiri ufahamu wao, mitazamo na tabia ya ununuzi." Wao kutumia fedha nyingi ili kuweka watu (masoko) nia ya bidhaa zao. Ili kufanikiwa, wanahitaji kuelewa ni nini kinachowafanya wateja wao wawe na tabia kama hizo. Lengo la watangazaji ni kupata data ya kutosha ya soko ili kuendeleza maelezo sahihi ya wanunuzi, kupata kikundi cha kawaida (na alama) kwa mawasiliano, hii inahusisha utafiti wa tabia ya watumiaji: michakato ya akili na kihisia na shughuli za mwili za watu wanaonunua na kutumia bidhaa na huduma ili kukidhi mahitaji maalum. Kiini cha kuwa katika biashara na mavazi yoyote ya biashara ni kuzalisha kwa ajili ya mauzo na faida. Ili kubaki katika biashara shirika lazima kuzalisha mauzo ya kutosha kutoka bidhaa zake ili kufidia gharama za uendeshaji na post faida ya busara. Kwa mashirika mengi, makadirio ya mauzo ni hatua ya kuanzia katika bajeti au mipango ya faida. Hii ni kwa sababu ni lazima kuamua, katika kesi nyingi, kabla ya vitengo vya uzalishaji inaweza kufika wakati vitengo vya uzalishaji itakuwa kwa upande kuathiri ununuzi wa vifaa. Hata hivyo, kufanya uamuzi juu ya mauzo ni kazi ngumu zaidi inakabiliwa na watendaji wengi wa biashara. Hii ni kwa sababu ni vigumu kutabiri, kukadiria au kuamua kwa usahihi, mahitaji ya wateja wa uwezekano kama wao ni mambo ya nje ya shirika yasiyoweza kudhibitiwa. Kwa hivyo, kwa kuzingatia umuhimu wa mauzo kwa uhifadhi wa biashara na uhusiano kati ya wateja na mauzo, ni muhimu kwa mashirika kushiriki katika mipango ambayo inaweza kuathiri uamuzi wa watumiaji wa kununua bidhaa zake. Katika Juni 1836, gazeti la Ufaransa la La Presse lilikuwa la kwanza kuingiza matangazo ya kulipwa kwenye kurasa zake, ikiruhusu kupunguza bei yake, kupanua wasomaji wake na kuongeza faida yake. Mwaka 1840 Volney B. Palmer alianzisha kampuni ya matangazo ya biashara ya Philadelphia. Mnamo 1842 Palmer alinunua nafasi kubwa katika magazeti mbalimbali kwa kiwango cha punguzo kisha aliuza nafasi hiyo kwa viwango vya juu kwa watangazaji. Tangazo halisi - nakala, mpangilio, na kazi ya sanaa - bado ilitayarishwa na kampuni iliyotaka kutangaza; kwa kweli, Palmer alikuwa wakala wa nafasi. Hali ilibadilika katika karne ya 19 wakati kampuni ya matangazo ya New York City ilipoanza kuendesha biashara. Ayer & Son ilianzishwa. Ayer na Mwana alitoa mpango, kuunda, na kutekeleza kampeni kamili ya matangazo kwa wateja wake. Kufikia mwaka 1900, shirika la matangazo lilikuwa limekuwa kitovu cha mipango ya ubunifu, na matangazo ya biashara yalianzishwa kwa uthabiti kama kazi. Karibu wakati huo huo, nchini Ufaransa, Charles-Louis Havas alipanua huduma za shirika lake la habari, Havas, kujumuisha uwakilishi wa matangazo, na kuifanya kuwa kikundi cha kwanza cha Kifaransa kuandaa. Mwanzoni, mashirika yalikuwa wasambazaji wa matangazo katika magazeti. N. W. Ayer & Son ilikuwa shirika la kwanza la huduma kamili kuchukua jukumu la maudhui ya matangazo. N.W. Shirika la Ayer lilianzishwa mwaka 1869 na lilikuwa na makao makuu huko Philadelphia. Utangazaji wa matangazo ya redio ya moja kwa moja, iliyofadhiliwa na kampuni ya maziwa na kuchapishwa katika Los Angeles Times Mei 6, 1930. Katika karne ya 20, kulikuwa na nafasi chache za kazi kwa wanawake katika biashara, hata hivyo, matangazo yalikuwa moja ya chache. Kwa kuwa wanawake walikuwa na jukumu la ununuzi mkubwa katika nyumba zao, watangazaji na mashirika walitambua thamani ya ufahamu wa wanawake wakati wa mchakato wa ubunifu. Kwa kweli, matangazo ya kwanza ya Marekani ya kutumia kuuza kingono yaliundwa na mwanamke <unk> kwa bidhaa ya sabuni. Ingawa ni adimu kwa viwango vya leo, tangazo hilo lilionyesha wanandoa wakiwa na ujumbe "Sauti unayopenda kugusa". Katika miaka ya 1920, vituo vya kwanza vya redio vilianzishwa na watengenezaji wa vifaa vya redio na wauzaji wa rejareja ambao walitoa programu ili kuuza redio zaidi kwa watumiaji. Wakati ulipopita, mashirika mengi yasiyo ya faida yalifuata mfano huo katika kuanzisha vituo vyao vya redio, na ni pamoja na: shule, vilabu na vikundi vya kiraia. Wakati mazoezi ya programu za udhamini yalipopendwa, kila programu ya redio ya mtu binafsi kwa kawaida ilifadhiliwa na biashara moja kwa kubadilishana na kutaja kwa ufupi jina la biashara mwanzoni na mwisho wa maonyesho yaliyofadhiliwa. Hata hivyo, wamiliki wa vituo vya redio walipata kuwa wanaweza kupata pesa zaidi kwa kuuza haki za udhamini kwa biashara nyingi katika vipindi vidogo vya muda katika matangazo yao ya kituo cha redio, badala ya kuuza haki za udhamini kwa biashara moja kwa kila kipindi. """Jukumu la matangazo katika kuamua tabia ya watumiaji na upendeleo wa chapa imeharibiwa na makampuni mengi nchini Nigeria kwa miaka mingi." Kampuni fulani hutumia pesa nyingi sana kutangaza bidhaa zao na bado hudai kwamba kiasi cha mauzo yao hakijali. "Hii inaonekana kuwa msingi wa wazo lisilo la kweli la ""mtazamo wa mpango"" - jinsi watangazaji wanaweza kudai kwamba matangazo hayaongezi matumizi na mauzo na bado kutumia pesa nyingi sana?" Kulingana na Ambler (2000), matangazo ya biashara yana athari kubwa kwa kiasi cha matumizi ya watumiaji, pamoja na kiasi cha mauzo. Matangazo ya biashara hayawezi kuleta kiasi kikubwa cha mauzo katika muda mfupi, lakini hakika itaongeza mauzo na faida kwa muda mrefu ikiwa itafanywa vizuri. Hata kama baadhi ya wauzaji wanaamini kwamba maarifa sahihi kuhusu watumiaji, jinsi wanavyonunua, kwa nini wanunua, na wapi wanunua, ni muhimu, kama ni uwezekano wa kudhibiti wanunuzi bahati mbaya katika kuachana na fedha zao kwa kubadilishana na bidhaa ambazo hawataki. Hata hivyo, mifano kuhusu matangazo kama nguvu kubwa imeokoka licha ya masomo mbalimbali ya kihistoria kuonyesha kwamba mtazamo wa matangazo kama nguvu kubwa ya kushawishi ni kwa kiasi kikubwa unfounded. Lengo la utafiti huu ni kama ifuatavyo: 1. Kuchunguza athari ya matangazo ya biashara juu ya upendeleo wa bidhaa ya watumiaji. 2. Uwezekano wa kupata Kuamua njia za matangazo ambayo ni ufanisi zaidi kwa ajili ya kushawishi tabia ya ununuzi wa watumiaji. 3. Uwe na mtazamo wa kweli Kuchunguza athari ya uthibitisho wa mtu mashuhuri juu ya upendeleo wa chapa ya watumiaji. 4. Uwe na uhakika Kujua sababu ambazo huchochea uaminifu wa chapa miongoni mwa watumiaji. Kwa ajili ya kufikia malengo ya utafiti huu, maswali yafuatayo ya utafiti yalitumiwa: Je, matangazo ya biashara huathiri mapendezi ya watumiaji kwa bidhaa? 2. Uwezekano wa kupata Ni njia gani ya matangazo ni ufanisi zaidi kwa ajili ya kushawishi tabia ya ununuzi wa watumiaji? 3. Uwe na mtazamo wa kweli Je, uthibitisho wa watu mashuhuri huathiri upendeleo wa ununuzi wa watumiaji? 4. Uwe na uhakika Ni mambo gani yanayochochea uaminifu-mshikamanifu wa bidhaa miongoni mwa watumiaji? Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti wa Utafiti Hi: Matangazo ya biashara huathiri tabia ya watumiaji na upendeleo kwa bidhaa. - Ho: Hakuna uhusiano mkubwa kati ya kituo cha vyombo vya habari na ufanisi wa matangazo. Kuna uhusiano mkubwa kati ya njia ya vyombo vya habari na ufanisi wa matangazo. """Utafiti huu utasaidia makampuni kuelewa umuhimu wa matangazo." Pia itawawezesha kuunda matangazo yao na bidhaa ili kuwafanya kuwa ya kuvutia zaidi ili kuboresha mauzo na kuongoza kwa utendaji bora. Kwa kuwa utafiti huu unatoa ufahamu wazi juu ya jinsi matangazo ya biashara yanaweza kuathiri tabia ya watumiaji, kampuni nyingi zitahimizwa kutumia matangazo ya biashara ili kuuza bidhaa zao. Kampuni zinapoanza kufanya mauzo na faida zaidi kutokana na matangazo ya biashara, uchumi wa Nigeria utaimarishwa, kwani mapato zaidi kutoka kwa ushuru yatapatikana kwa serikali ya Nigeria. Matokeo na mapendekezo ya utafiti huu yatasaidia sana katika kusaidia makampuni kupitisha mikakati nzuri ya matangazo na miundo ya bidhaa inayovutia ili kusaidia kupata watumiaji zaidi kwa bidhaa na huduma zao. Utafiti huo umepatikana katika sehemu ya kwanza ya utafiti wa Uzoefu wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji wa Uuzaji. "Mipaka ya utafiti: ""Kipengele pekee kilichokabiliwa na mtafiti katika mchakato wa kufanya utafiti huu ni kuchelewa kwa kupata data kutoka kwa waulizaji mbalimbali." Wengi wa waliohojiwa walijizuia kujaza maswali yaliyowapatia kwa sababu ya ratiba zao zenye shughuli nyingi na asili ya kazi yao. Mtafiti alipata ugumu wa kukusanya majibu kutoka kwa waulizaji mbalimbali, na hii karibu ilizuia mafanikio ya utafiti huu. "Utangazaji wa matangazo ya biashara ni ""aina yoyote ya mawasiliano yasiyo ya kibinafsi kupitia vyombo vya habari vya umma ambayo ni kulipwa na mdhamini aliyetajwa.""" Matangazo: mchakato shughuli au programu lazima kuandaa ujumbe kupata ni kwa soko lengo. Uvutano: Athari ya mtu au kitu juu ya mtu au kitu. Vyombo vya habari: Njia kuu ambazo idadi kubwa ya watu hutengeneza habari au kupata burudani. Watumiaji: Watu ambao kununua bidhaa na kutumia kwa ajili ya huduma. Bidhaa: Kitu chochote ambacho kinaweza kutolewa kwa soko kwa ajili ya tahadhari, upatikanaji, na matumizi au matumizi ambayo inaweza kuridhisha haja au wanataka. Huduma: ni tendo lolote la utendaji ambalo linaweza kutolewa kwa mwingine ambalo ni halisi na halisababishi umiliki wa kitu chochote. Utendaji wa watumiaji: tabia ambayo watumiaji itaonyesha ikiwa wanatafuta ununuzi. "Kama ilivyoelezwa katika makala ya ""Utekelezaji wa Utangazaji wa Bidhaa na Utamaduni wa Watumiaji"" ya Mafunzo ya Utangazaji wa Bidhaa na Utamaduni wa Watumiaji, ""Utekelezaji wa Utangazaji wa Bidhaa na Utamaduni wa Watumiaji"" ni moja ya masomo ya msingi ya utafiti wa utumiaji wa bidhaa na tabia ya watumiaji."