TIỂU LUẬN môn (22)
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TIỂU LUẬN môn (22)
CHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) rds, magazines, movies, music, newspaper, and internet are some of the channels through which producers advertise their wares to the public. Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader. Advertising is a subset of pro TIỂU LUẬN môn (22) motion mix which is one of the 4P’s in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising selves as aTIỂU LUẬN môn (22)
major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotion and publCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) ternet have become two of the strongest medium of advertising as it has massive reach and can influence not only the individual’s attitude, but also behaviour, life style, exposure and in the long run, even the culture of a country.The evolution of advertisement dates back into ancient times. Societ TIỂU LUẬN môn (22) ies used symbols, and pictorial signs to attract their product users. Over centuries, these elements were used for promotion of products. In the earlyTIỂU LUẬN môn (22)
ages, these were handmade and were produced at limited scale for promotions. Later on, this phenomenon gained strength more intensively for promotionCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) he user of the products.1The major aim of advertising is to impact on buying behaviour; however, this impact about brand is changed or strengthened frequently in people's memories. Memories about the brand consist of (hose associations that are related (0 brand name in consumer mind. These brand cog TIỂU LUẬN môn (22) nition influence consideration, evaluation, and finally purchases. The principal aim of consumer behaviour analysis is (0 explain why consumers act inTIỂU LUẬN môn (22)
particular ways under certain circumstances. It tries to determine the factors that influence consumer behaviour, especially the economic, social andCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) also intend to copy them in terms of how they dress and what they are going to buy.Traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory’ about the advertisement, the brand; which in turn leads to attitudes, i.e. product liking an TIỂU LUẬN môn (22) d attitude toward purchase; which in the end leads to behaviours, like buying the advertised product. As the market is surplus with several products oTIỂU LUẬN môn (22)
r services, so many companies make similar functional claim; so, it has become extremely difficult for companies to differentiate their products or seCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) as the competitors could copy the same. Therefore, the marketers give the concept of brand image. Like by creating the character of the caring mother, the marketer injects emotion into the consumer’s learning. This in turn leads to highly exaggerated and Utopian presentation of products. A typical TIỂU LUẬN môn (22) product is painted as having god-like capabilities or magic-wand like effect. Unsuspecting consumers are then fed these packaged advertisements via thTIỂU LUẬN môn (22)
e many channels available.2In (he current era of information explosion and the world of media, advertisements therefore play a major role in changing CHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) sumed by user but also alter the altitude with which they look at the product. All over the world, advertisements have been used since ages for a wide variety of brands. For over the last two decades, a sharp increase in advertisements per brand can be witnessed. Advertisements have great influence TIỂU LUẬN môn (22) in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon aTIỂU LUẬN môn (22)
product or service that it may have lacked otherwise.While qualified embellishments and appropriate mix of exaggeration is almost a necessity in adveCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) them with lesser satisfaction than a brand that runs more frank advert and promotions.This study therefore seeks (0 pursue an investigation into how these utopian adverts have been a bane on intelligent consumer choices using the students of one of Nigeria’s most diversified and sophisticated Univer TIỂU LUẬN môn (22) sities, University of Lagos as a case study.1.2Statement of the ProblemAdvertising can be a pollutant of mental reasoning. Just like (he urban and rurTIỂU LUẬN môn (22)
al landscape; it stuffs the skull like it stuffs the mailbox. It holds sway over press, cinema, television, radio. Nothing escapes its decomposing infCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) vertising’s attitude, its style, its methods, its mode of argument - its utopic proclamations and declarations. Meanwhile, we are always and uninterruptedly harassed by advertising:3without stop, without truce, unrelentingly and never taking a vacation, advertising persecutes us, pursues US, attacks TIỂU LUẬN môn (22) US in city and countryside, in the street and at home, from morning to evening, from Monday to Sunday, from January' to December, from the cradle toTIỂU LUẬN môn (22)
the grave.This subtle assault robs even the intellectuals of their ability to make informed decisions and choices no less to say young adults who are CHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) provider or the reason he saves his pittance of pocket money and upkeep and lavishes same on the latest mid-point phone Juinia keeps flaunting on his face when he accesses Google to do some research, or he is watching a football match, or that catches his glance at the news stand on his way to class TIỂU LUẬN môn (22) every lecture day.It goes without saying that the above is infinitesimal in the scale of losses that emanates from unintelligent consumer choices spuTIỂU LUẬN môn (22)
rred or sponsored by utopic advertisements. The depth and extent of possible damage which could range from material to social, psychological, and evenCHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) e StudyThe purpose of this study is to pursue an investigation into the influence of utopic advertisement as the bane of intelligent consumer choices using students of the University of Lagos as a case study. The study seeks to establish what advertisement is, the utopic nature of recent advertiseme TIỂU LUẬN môn (22) nts, how this influences the mind and decisions, how this utopic advertisement costs consumers better decisions in terms of what they spend their moneTIỂU LUẬN môn (22)
y on despite better alternatives and suggestions of possible ways of ameliorating the effects of this cankerworm of utopic advertisements which seems CHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) following research questions were answered during the course of the study:(I) Does an advertisement have any effect on consumer behaviour?(ii)How much influence does an average advert have on consumer choices?(iii)Is utopic advertisement the bane of intelligent consumer choices?(iv)Can consumers al TIỂU LUẬN môn (22) ways make rational decisions, no matter how utopic.'deceptive the advert is?1.5Research HypothesisThe following hypotheses were tested during the courTIỂU LUẬN môn (22)
se of the study:1Utopic advertisement will not have any significant effect on consumer choices.2Utopic advertisement significantly influence consumer CHAPTER ONEINTRODUCTION1.1Background of the StudyThe world today is flooded with advertisements in the mass media. Television, films, videos, billboar TIỂU LUẬN môn (22) on University of Lagos undergraduate students.1.6Significance of the StudyGọi ngay
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