ABSTRACT: The objective of this study was to investigate the influence of television advertisements in promoting Indomie noodles with a particular focus on children in Emene community. The audiovisual nature of television makes it mirrors reality and is capable of influencing the psychological perspective of children and adolescents because children tend to cultivate what they watch on television according to George Gerbner. The theory that led support for this study was Cultivation Theory. A cross-sectional survey research method was adopted to elicit responses from the respondents. The data collected were analyzed using frequency and percentage method while the data were presented with the aid of tables. The results indicated that larger percentage of children claimed to be influenced by Indomie television advertisement and like eating Indomie. It was recommended that advert should be structured in such a way that will not deceive children and it should perform the same functions as advertised to children while APCON should be mindful of the need to protect the public from deceitful and moral advertisements i.e advertisers should have respect for the minors by telling the truth in their message to avoid cheating under age.
Keywords: INDOMIE NOODLES
1.1 Background to the Study
Advertisement is one of the key elements for the development, expansion, and growth of industrial sector and ultimately for the economic development. The media and advertising campaigns are unavoidable by consumers in the 21st century. Researchers have studied and will continue to study the effects of advertisement and its influence on attitudinal change, emotions, modification of lifestyle choices and its significant role in the consumption of goods and services (Akinrosoye, 2011) cited in (Horne, 2006).
Advertising, over the years has evolved into a powerful marketing tool in modern economics; advertising plays an important role in the growth of a business in its line of expertise. Advertising is a persuasive non-personal communication about products, services, or ideas usually paid for by identified sponsors through the various mass media. Today, we are exposed to advertisement everywhere, whether in the bus, walking round the street, on the high ways, while travelling, in the newspapers and on radio and television, SMS advert are receiving on our mobile phones, email advert/marketing we get in our inbox and particularly when surfing the internet.
Advertising is one of the ingredients in sustaining business whether the company is dealing with products or services. The entire business of a commercial organization or company starts and ends with advertising. That is to say, the rise and fall of any profit company depends solely on the expenditure incurred by the advertiser.
It should be noted that when planning advertising campaign, one of the things to be considered from the outset is the type of media to be used, because different media performs present different purposes and offer different kind of results. Children advertisement is better channeled through television while adult advert can pass messages from radio, TV, billboard and print media. Illiterates cannot grab messages from newspaper, social media and other literate media.
Equally, adverts are placed where advertisers believe they will reach the largest, most relevant audience. Commercial business use advertisment to drive the consumption of their product, while non-profit organizations may place adverts to raise awareness or encourage a change in behaviour or perception.
It should be added that, consumers don’t just buy advertised goods and service because they have enough money but rather they motivated by certain motive. Smriti (2007) writes that buying motive is the urge or motive to satisfy a desire or need that makes people buy goods or services. Motive equally, seen as thoughts, feelings, emotions and instincts, which arouse in the buyers a desire to buy.
A buyer does not buy because s/he has been persuaded by the salesman, but s/he buys for the aroused desire in him or her. In another word, a motive is simply a reason for carrying out a particular behaviour and not an automatic response to a stimulus.
Television seems to be the leading media used to advertise products, in other words commercial advertising seeks to impress the consumers about the image of a product to create a better impression in the minds of the consumers and to increase their patronage. Advertising often seeks to grant increase consumption of their products or services through branding which involves associating a product name or image with certain qualities in the mind of consumers. It is against this backdrop that this research investigated the influence of television advertisements in promoting Indomie noodles.
1.2 Statement of the Problem
Over the years, Indomie Noodles Company has been using the mass media as a channel for creating awareness for its product. The perception and attitude of the consumer towards a particular advert could create positive image, confidence as well as aspire the purchase of product by the consumer, it has been observed that most consume of Indomie instant noodles desire the product because of its advert strategy and credibility. Looking at the rate of noodles competition in the market, this work seeks to know if commercial advert of Indomie noodles is influenced by the purchase of the product, looking at various competitions commercial adverts of noodles in the market.
1.3 Objectives of the Study
- To examine the extent to which children are exposed to Indomie noodles advertisement.
- To investigate the children perception of Indomie noodles advertisement.
- To ascertain the influence of television advertisement on children choice of noodles.
1.4 Research Questions
- To what extent do children exposed to Indomie noodles advertisement?
- What is the perception of children toward Indomie noodles advertisement?
- To what extent do television advertisements influence children choice of noodles?
1.5 Scope of the Study
The study which examined the influence of television advertisements in promoting Indomie noodles was narrowed in scope to children of Emene community in Enugu state. The choice of children of Emene community in Enugu state was due to the proximity to the researcher, inadequate time to study all children in Enugu state.
Also, the demographic factors of the respondents will be studied before the administration of research instrument such factors include: age, gender, academic level e.t.c.
1.6 Significant of the Study
The findings of this study will benefit the following groups and individuals. Some of the beneficial of the study are consumers, policy makers, advertisers, advertising agencies and advertising researchers would stand to gain a lot from the facts contained in this work.
It will assist advertisers and advertising agencies to understand the concept of advertisement, especially, what children want, how they want it and the media they often expose to in order to know how to target them.
Another beneficiary of this study is the media practitioner, the media practitioners are major part of the advertising family because advert messages usually pass through them so that media audience will be exposed to such message, as a result the media need to be watchful on the content their majority of the audience wish to be exposed to, media may begin to lost their audience. Therefore, the media stations need to do audience research.
Noodles industries will benefit lots from the study with the view to know what is expected of them in the aspect of advertising strategies and tactics to persuade and lure consumers particularly, to make their choice while 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.
Findings of this research serve as eye opener to many traditional advertising agencies to join other advertising media such as social media, email and other e-media to their practice. This study gives a clear insight into how advertising campaigns can influence consumers buying behaviour which encouraged brand owners to use suitable media of communication to market their products.
Policy formulators will equally benefit from the research by using the information of study findings to make laws that will improve advertising especially some untrue statements in some advertising messages.
Government and policy formulators can through some agencies like APCON approve, edit among other monitoring advertisement message i.e government through her agencies would see the need to enforce truthfulness, fairness and non- deceit contents in advert message in order to safe guide the public interest.
It will assist students of mass communication, advertisement, marketing and other related field to understand the concept of advertisement. The findings of this study will serve as an addition to existing literature on the topic for students who like to carry out similar research.
This research provides benefits for researchers and practitioners. For researchers, this study attempts to provide a greater understanding of the advertising information and knowledge. Future researchers will find the material relevant as it forms bulk literature that exist in the field of mass communication, journalism and media studies, etc that they can lay hands on when carrying out research related or similar to this.
1.7 Operational Definition of Study
These are the main definition we are going to be working with in this context.
Influence: It refers to the effect or impact of advertisement on the Indomie Noodle among children in Emene community at Enugu State.
Television Advertisements: In this research, television advertisements are promotion of Indomie Noodle via television.
Indomie Noodle: This is the leading noodles brand in Nigeria, and because of its popularity, many Nigerians even call other noodle, Indomie.
INFLUENCE OF TV ADVERTISEMENTS IN PROMOTING INDOMIE NOODLES
Format = MS Word, Price = ₦4000, Chapter = 1-5, Pages = 52, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes
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