This study is aimed at giving an insight into the effects, if any of the Elephant Television Advertisement on the Buying Habits of consumers among IMT Students.
It is research survey based on a sample size of 200 of the IMT students.
Careful empirical studies have uncovered that advertising actually influences people’s choice and consumption of goods and services as well as their buying habits.
Again, it has been discovered that advertising brings a lot of pleasure, amusement and entertainment and produces changes that ultimately affect the like, dislike, achievements, development of the consumers.
Morse so, this study will guide the producers and advertisers of Elephant to understand the best technique to reach their prospective consumers.
This study tends to show the significance for unique selling appeal and repetition of Elephant television message.
Chapter one of this study unfolds the definition of advertising and its effects on the buying habits of consumer with relation t4o a particular medium television.
Yet, this study will reveal viewer attitude or acceptance to it. It will also consider Elephant television effectiveness of failure in realizing its set objectives.
Where the aim is not realized, what are the reasons or factors responsible after which findings will be produced to make the study explicit enough for anybody who may wish to study or carry out related work in future.
INTRODUCTON
Advertising is defined as a non-personal communication of information usually paid for and usually, persuasive in nature, about products, services or ideas by identified sponsor through various media.
It is a marketing tool that serves functions. It identified product and differentiate them from others. It communicates information about the products and includes the trial or new products by users and suggested repurchasing by existing uses to increase product use. It builds brand preference and loyalty etc.
The art of advertising began in the early times when most people could not read and write. The nature of advertising changed a little from the time of its origin, perhaps as early as 400BC until the invention of the printing press in about 1436. Since then, it has been significantly altered at least twice.
Once in response to the industrial revolution, and once with the arrival of affluent society.
The post world war II era has been marked by growth of television adverts, intense marketing competition and increase attempt 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, outdoor or radio. But each different medium calls for different techniques and offers its advantages and opportunities.
With television, you have at your communication both sound and sight with the bonus of movement. This is what makes television so powerful in one particular area – that of demonstration.
With the coming of commercial television in 1955, we have for the first time in British the ability to go right homes of our consumers and demonstrate our products with all the persuasion of doors to – door salesman. Television as a medium of communication was however not very popular in Nigerian before the mid 70’s because of its high cost and was thus restricted to the rich.
This situation was dramatically charged in the era of oil boom and Udoji award of 1974 and so, the ordinary workers were able to own their television sets.
Today, television as a medium of advertising is now very popular as it now found in every home especially in IMT Students, even in the remotest of the village, so everybody can now boast of being in possession of one information or the other, even somebody that does not have, can easily move over to a friends house to watch.
By this, a manufacturer that advertises his products on the television will be rest assured that the message would get to the target audience. The effect of televisions advert on the buying habits of consumers is the thrust of this project for common sense indicates that every product has a competing substitute.
The effects of Elephant television adverts on the buying habits of consumers are of paramount importance to their researcher. Hence, television is an effective way of bringing message to consumers because of the sound together, they tend to see, hear and are convinced, if not wholly but partly towards a particular time. Thus, in order to formulate a successful advert; the advertiser must understand the complexity of human behaviors and the variety of effects on behaviour.
As advertisers become aware of group behavioral characteristics, they can use those characteristics to define new market and develop advertising campaign for that markets.
Consumer behaviour is affected by both internal individual influence and external environmental influences. Internal individual influence include the consumer personal needs and motives, the consumer perception of the world, the way consumer learns and the habits the consumer has developed. External influence the consumer family, social structure and culture.
The way these influencing factors are integrate within the consumer, determine how that consumer behave that is his reaction towards a particular advert.
The keen interest in consumer behaviour today stems from the desire of marketers to find more effective way of communicating with their customers.
Buying habits, on the consumer part, are very addictive and once a person is hooked unto it, it is very difficult for the person to drop the habit. This is why Elephant television advertisement interests the buyers. This is because they feel that showing an advert in the television motivates the consumers to start the habit of buying that particular product.
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