The Impact of Television Advertising on Nursing Mothers

The Impact of Television Advertising on Nursing Mothers

CHAPTER ONE

General Objective

The general objective of the study is to assess and identify the effect of TV advertisement on nursing mothers’ image on the selected FMCG product specifically baby diapers.

Specific Objectives

To examine the effects of celebrity endorsement of TV ads on nursing mothers’ image of baby diapers in Nsukka.
To analyze the effect of content of the message of TV ads on nursing mothers’ image of baby diapers in Nsukka.
To analyze the effect of media usage of TV ads on nursing mothers’ image of baby diapers in Nsukka.
To analyze the presentation of the message of TV ads on nursing mothers’ image of baby diapers in Nsukka.
To examine the effect of commercial creativity of TV ads on nursing mothers’ image of baby diapers in Nsukka.

CHAPTER TWO

REVIEW OF RELATED LITERATURES

Theoretical Review

This chapter is allotted to assess and summarized the information, which are collected from the previously published materials such as papers, thesis, books, and online resources that dealt with the similar aspects to this study. Therefore, issues related to advertising, consumer behavior and FMCG product specifically, baby diapers are covered thoroughly. The objective of this chapter is to become familiar and to equip with the existing literature that helps the researcher to address the research questions that at the end of the research.

Promotional Mix

In the process of transaction of products and/or services, the business may deal with one or more of the four main marketing-mix factors, i.e. Products, Promotion, Price and Place. In this study therefore, the researcher will navigate through the promotion type of factors on the marketing-mix.

Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. While implicit communication occurs through various elements of the marketing mix, most organizations communicated with the market take place as part of a carefully planned and controlled promotional program. The basic tools used to accomplish an organizations communication objective are often referred as the promotional mix (George E.Blech and Michael A. belch, 2001).

Promotional Planning through the Persuasion Matrix

To develop an effective advertising and promotional campaign, a company must select the right spokesperson to deliver a compelling message through appropriate channels or media. The persuasion matrix (fig.) helps the marketers to see how each control-label elements interact with the consumer’s response process. The matrix has two sets of variables called independent and dependent variables. While the independent variables are the controllable components of the communication process, dependent variables are the steps a receiver goes through in being persuaded. Marketers can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium. And, though they can’t control the receiver, they can select their target audience. The destination variable is included because the initial message recipient may pass on information to others, such as friends or associates, through word of mouth.

Promotional planners need to know how decisions about each independent variable influence the stage of the response hierarchy so that they don’t enhance one stage at the expense of another. A humorous message may gain the attention but result in decreased comprehension if the consumers fail to process its content. Many ads that uses humor, sexual appeals, or celebrities captures consumers attention but result in poor recall of the brand name or message. The following examples illustrate decisions that can be evaluated with the persuasion matrix.

Receiver/comprehension: can the receiver comprehend the ad? Marketers must know their target market to make their message clear and understandable. A less educated person may have more difficulty interpreting a complicated message.
Cannel/ Presentation: which media will increase presentation? A top rated, prime time TV program is seen by nearly 12 million households each week. Popular magazines such as Time and People reach nearly a million hones with each issue. But the important point is how well they reach the marketer’s target audience.
Message/Yielding: Why type of message will create favorable attitudes or feelings? Marketers generally try to create agreeable message that lead to positive feelings towards the product or service. Humorous message often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised. Music adds emotion that makes consumers more receptive to the message. Many advertisers use explicit sexual appeals designed to arise consumers or suggest they can enhance their attractiveness to the opposite sex. Some marketers compare their brands to the competition.

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

Research Approach

In this research, primary data were collected from respondents with help of questionnaire and the collected data may present in different type that can be tables and graphs of the raw data. Quantitative data can be collected in either controlled or naturalistic environments, in field studies or laboratories, from sample of the general population (Jeanette, 2006). The primary data collected from respondents’ rate the scale in 5point Likert scale (from ‘strongly disagree’ to ‘strongly agree’) or closed questions on questionnaire would generate quantitative data. Whereas open-ended questions would generate qualitative information as they are a descriptive response.

The purpose of this approach is to quantify data and generalize results from a sample to the population and measure the response of views and opinions in the chosen sample.

Research design

A research design is a clear and detailed explanation or set of actions for achieving a research output or end product (Mounton, 2011; Babbies & Mouton, 2006). Research design is the arrangements of the process of collection of the data and analysis of the results of the collected data that are relevant to the present research purpose. Therefore, the researcher had to take great care in the preparation of the research design (Thanulingom, 2003).

CHAPTER FOUR

ANALYSES AND INTERPRETATIONS

Analysis of Sample Characteristics

A total of 190 responses were obtained from respondents of nursing mothers out of 200 samples by distributing questionnaires through electronically (telegram channel) and also by disturbing questionnaires physically in all sub cities of Nsukka. To analyze the characteristics of the sample SPSS software were used. Since the aim was of the study is to get data from respondents of diverse background, the respondents were selected systematically from different; educational backgrounds, occupation, living status and age groups. And a total of 10 respondents were selected and distributed the questionnaire physically to either the owner of Baby Diaper Company or the wholesalers. Where, all of them were willing and cooperative to provide their feedback by filling the questionnaire. After collecting the questionnaire, the researcher analyzes the characteristics of the sample by using SPSS software. Similar to the respondents of the consumers, the respondents in this part were also from different; educational background, occupations, and positions.

CHAPTER FIVE

CONCLUSIONS AND RECOMMENDATIONS

Conclusions

It is evident that the number of private television stations has shown a dramatic increment in the past few years, the expansion and increment of the stations also created conducive environment for different companies to advertise and promote their products widely across the country. To this effect this sturdy assess and analyze how television advertisement affect the decision making process of purchasing baby diapers promoted in different stations in line with the benefit of the producers/ wholesalers.

Recommendations

Based on the conclusions and findings of the study the following are the recommendations that the producers need to take into considerations while they designed a promotional TV advertisement.

As the rating of the factors are different from the perspective of the consumer and producers, the producers should take in to account that they should give priorities to content of the advertisement because it is highly desirable by the customers to make decisions of purchasing baby diapers.

The advertisement of the baby diapers should include demonstrating the basic characteristics of the product such, unique features of the product, price, and benefits that the consumer would get by using such products and repetitively broadcasted.
The producers should also be careful when choosing the media and it is better to focus on Medias that has light, entertaining and family oriented programs than news and sport channels. This is mainly because, choosing appropriate medium to transmit one’s own advertisement would help the producer to get the proper audience that it has targeted.

References

Aker, D.A. (1995), Building Strong Brands, New York NV: Simon & Schuster Inc.
Advertisement Headlined (1979), What Sensational Business is Advertising,’ Chicago tribune June 10, 1979.
Alexander Kroll (1976), The Truth About Advertising. Young issues.
Ambach.G and M. Hess (2000), Measuring Long Term Effects in Marketing. Marketing Research.
Ataman, M. B, H. J. Heerde & C.F Mela (2010). The Long Term Effect of Marketing Strategy on Brand Sales, Journal of Marketing Research.
Aviary J. & Teixeira T (2016). Marketing Communication’ Harvard Business Publication.
Babbias, E. and mouton, J. (2006), The Practice of Social Research Oxford: Oxford University Press.
Bill Abrams (1982), ”It Took an Advertising Man to See the Potential in Soggy Brown Bags.” The Wall Street Journal, January
C.H Sandage, Vernon Fryburger, Kim Rotzoll (2002), Advertising Theory and Practice A.I.T.B.S Publish.
CNconsumerreporthhps://www.consumerreports.org/cro/diapers/buyingguide/index.htm
Dee Pridgen and Ivan I. Preston (1980), Enhancing the Flow of Information in the Marketplace Georgia law review 14.
Fast Moving Consumer Goods sectors view analysis recommendation (2009) report by angle booking.
George E. Belch, Michael A. Belch & Keyoor Purani (2014), Advertising and Promotion an Integrated Marketing Communication Perspective 9^th edition,
McGraw Hill education (India) private limited New Delhi
Grammer D and Howitt D (2004). The SAGE Dictionary of Statistics. London SAGE.
Harper W.Boyd, Jr. and Sidney J. Levy. (1967), Promotion a Behavioral View, Englelvood Cliffs N.J Prentice hall
Krishna Kumar & K. Rodha et.al. (2014) A Study on Relevance Factor in Effectiveness of Television Advertisements on Consumer Purchase Decision in Salem District International Journal of Business and Administration Research Review vbli issue No.2.
Kenton W. (2019) Fast Moving Consumer Goods (FMCG) retrieval from: www.investopedia .com/terms/f/fastmoving-consumer-goods-fmcg.asp
Kothari, C.R. (2004), Research Methodology: Methods and Techniques: New Age International.

Related Topics:

Other Topics