PREAMBLE ON ADVERT RECALL
The impact of advertising recall strategies on students is pivotal in shaping their awareness and preference for goods and services. Effective advert recall methods enhance students’ ability to remember and influence their purchasing decisions, fostering brand loyalty. The interplay of recall and patronage underscores the dynamic relationship between marketing efforts and consumer behavior among students
Abstract
The main objective of the study was to investigate the extent to which advert recall strategies influence students recall and patronage of product. This study is anchored on Uses and Gratifications Theory and Cognitive Response Theory to give the study the needed footing. A cross-sectional survey research method was adopted and questionnaires were used to elicit responses from respondents. The data were analyzed using descriptive statistics (frequency and percentage) and the data were presented with the aids tables. The study found that majority of the respondents 200 (55.5%) often exposed to advertising campaigns. Almost all the respondents (99%) noted that they can recall some of the advertising campaign they have been exposed to before. Again, a sizable number of the respondents (46%) go for a discount and promo adverts campaign. Also, a substantial number of the respondents (55.6%) rarely act upon or consider purchasing a product or service after seeing an advertisement. Similarly, majority of the respondents (58.3%) said slogan/jingle makes advert messages more memorable. The study recommended that brands should craft advertisements that are not only visually appealing but also memorable. Develop catchy slogans, jingles, or visual elements that leave a lasting impression on students. Incorporating humor, relatable situations, or emotionally resonant narratives can enhance recall and create a connection with the audience.
CHAPTER ONE: INTRODUCTION
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 (Rudani, 2010).
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, because the essence of business is to grow, expand and survive in the long run while advertisement is one of the strategies and tactics to stay afloat(Sew and Smith, 2010).
Thus, 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, even as SMS we receive on our mobile phones, email advert/marketing we get in our inbox and particularly when surfing the Internet. Including those we are exposed to when using some apps or playing some games (Carthy 2014).
Similarly, 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 (Sew and Smith, 2010). 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 different purposes, offer different recall rate and offer different kind of results.
However, one of the essential components of advertising is recall strategy. Advert recall can have a significant influence on customer recall and patronage. If a consumer remembers an advertisement, they are more likely to remember the brand or product being advertised, which can lead to increased brand recognition and customer loyalty. Additionally, if a consumer remembers an advertisement, they are more likely to consider purchasing the product or using the brand’s services (Esuh, 2014). This is because the advertisement has helped to establish the brand in the consumer’s mind, and they are more likely to think of it when making purchasing decisions. Whereas, if a consumer does not remember an advertisement, they are less likely to recall the brand or product, and they may not consider it when making purchasing decisions. This is why it is so important for companies to use effective ad recall strategies to increase the likelihood that consumers will remember their advertisements (Esuh, 2014).
Meanwhile, advert recall strategies are techniques used to increase the likelihood that consumers will remember an advertisement. Some effective recall strategies include but not limited to the use of memorable slogans or jingles, use strong, attention-grabbing visuals/images, repeat the advertisement multiple times, use celebrities/ models or other popular figures in the advertisement, use emotional appeals to create a strong connection with the audience, make the advertisement interactive or engaging in some way, use sensory elements like music, sound effects, or unique scents, create a sense of urgency or scarcity in the advertisement and use humor or other engaging storytelling techniques (Esuh, 2014).
It should be noted that different strategies will work better for different products and audiences, so it’s important to experiment and find out what works best for a specific campaign. It is against this background that this study is on the thrust to investigate influence advert recall strategies on students’ recall and patronage of goods and services.
1.2 Statement of Problem
The core objective of advertising is to promote a product, service, or brand to a target audience in order to generate interest and ultimately drive sales. Advertisements can also be used to inform, persuade, or remind consumers about the benefits of a particular product or service, or to create a positive association with a brand. Thus, for the advertisement to effectively realize this core goal, it should be memorable and easy to remember otherwise known as recall.
Advert recall can have a significant influence on customer recall and patronage. If a consumer remembers an advertisement, they are more likely to remember the brand or product being advertised, which can lead to increased brand recognition and customer loyalty. Additionally, if a consumer remembers an advertisement, they are more likely to consider purchasing the product or using the brand’s services. This is because the advertisement has helped to establish the brand in the consumer’s mind, and they are more likely to think of it when making purchasing decisions.
On the other hand, if a consumer does not remember an advertisement, they are less likely to recall the brand or product, and they may not consider it when making purchasing decisions. This is why it is so important for companies to use effective ad recall strategies to increase the likelihood that consumers will remember their advertisements.
However, despite the significant of recall in advertisement, few studies have been carried out in this aspect and surprisingly, many of these studies were done outside Nigeria (Memon, Arif and Aslam, 2016); Trivedi, 2013); and (Khurram, Qadeer and Sheeraz, 2018) making their findings difficult to replicated in Nigeria. Hence, it is against this background that this study is on the thrust to investigate influence advert recall strategies on students’ recall and patronage of goods and services.
1.3 Objectives of the Study
i. To examine the extent to which RESEARCHCAGE UNIVERSITY students are exposed to advertisement.
ii. To determine the extent to which advert recall strategies influence RESEARCHCAGE UNIVERSITY students recall and patronage of product (s).
iii. To ascertain the type of advertisement platforms which RESEARCHCAGE UNIVERSITY students often exposed to.
iv. To determine the factors which help RESEARCHCAGE UNIVERSITY students to recall a particular brand.
v. To examine way by which advertiser grab the attention of RESEARCHCAGE UNIVERSITY students to recall brands and patronize a specific brand.
1.4 Research Questions
i. To what extent do RESEARCHCAGE UNIVERSITY are students exposed to advertisement?
ii. How much do RESEARCHCAGE UNIVERSITY students recall and product (s) purchase decisions depend on ad recall strategies?
iii. Which advertising platforms are RESEARCHCAGE UNIVERSITY students exposed to most frequently?
iv. What factors influence RESEARCHCAGE UNIVERSITY students’ ability to recall a specific brand?
v. In what way can advertiser grab the attention of customers to recall brands and by extension patronize a specific brand?
1.5 Scope of the Study
The study which investigates the influence advert recall strategies on RESEARCHCAGE UNIVERSITY recall and patronage of goods and services shall be narrowed in scope to Researchcage University, Lagos. Thus, the geographical scope of this study shall be within RESEARCHCAGE UNIVERSITY, Iree. The choice of RESEARCHCAGE UNIVERSITY students is due to its proximity to the researcher, inadequate time to study all students in Lagos State among other logistics. .
1.6 Significance of the Study
-The results of this study will make a substantial contribution to the body of knowledge already available in the fields of mass communication, advertising, and marketing in general. Through this study, the advertisers will specifically recognize and comprehend the genuine effects of various techniques, particularly those that aid in recall while advertising brands, particularly in this era of competing brands.
-Advertising agencies may also gain from this research because it will reveal the media (such as radio, television, billboards, digital signage, and other new media platforms) appropriate for a specific campaign to aid recall as well as what consumers want and how they want, allowing advertising agencies to create appealing materials to support consumer recall processing and, consequently, patronage.
-The Federal Competition and Consumer Protection Commission (FCCPC), the Advertising Practitioners Council of Nigeria (APCON), and other stakeholders tasked with ensuring fairness in advertisements and consumption may also profit from the findings of this study as it may serve as an eye-opener by observing the types of celebrities, models, lyrics, and other alluring strategies combined.
_This study may be relevant to researchers in the fields of advertising, marketing, mass communication, and other related fields who are interested in conducting studies that are similar to or related to this because it provides them with an empirical opportunity to see what has been done while also serving as a source of literature. This will help to close some gaps in our understanding of advertising and how it operates, particularly with regard to the factors that help consumers recall.
1.7 Operational Definition of Terms
Advert Recall Strategies: In this research, advert recall strategies are techniques used to increase the likelihood that consumers will remember an advert messages.
Influence of Adverts: In this study, this has to do with the effect or impact that adverts recall can have on customer recall and patronage.