The Effect of Television Advertisement on Consumer’s Brand Choice

The Effect of Television Advertisement on Consumer's Brand Choice

Download This Complete Project Topic and Material (Chapter 1-5 With References and Questionnaire) Titled The Effect of Television Advertisement on Consumer’s Brand Choice ( a Study of Airtel Customers in Asaba Metropolis ). Here on Projectgate. See Below for the Abstract, Table of Contents, List of Figures, List of Tables, List of Appendices, List of Abbreviations, and Chapter One. Click the Download Now Button Below to Get the Complete Project Work Instantly.

Project Topic and Material on The Effect of Television Advertisement on Consumer’s Brand Choice ( a Study of Airtel Customers in Asaba Metropolis )

The Project File Details

  • Name: The Effect of Television Advertisement on Consumer’s Brand Choice ( a Study of Airtel Customers in Asaba Metropolis )
  • Type: PDF and Ms Word (Doc)
  • Size: [48Kb]
  • Length: [51] Pages

 

ABSTRACT

This study was on the effect of television advertisement on consumer brand choice. Three objectives were raised which included:  To ascertain of consumers are aware of the adverts of airtel network, to find out if consumers have easily access to television facilities, to ascertain if advertising campaigns by airtel network are wasteful and to find out if there is unhealthy rivalry amongst airtel network. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from airtel, Asaba. Hypothesis was tested using Chi-Square statistical tool (SPSS).

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Introduction      

It is important to ascertain that the objective of this study was to ascertain the effect of television advertisement on consumer brand choice. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the effect of television advertisement on consumer brand choice

Summary         

This study was on the effect of television advertisement on consumer brand choice. Three objectives were raised which included:  To ascertain of consumers are aware of the adverts of airtel network, to find out if consumers have easily access to television facilities, to ascertain if advertising campaigns by airtel network are wasteful and to find out if there is unhealthy rivalry amongst airtel network. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from airtel, Asaba. Hypothesis was tested using Chi-Square statistical tool (SPSS).

Read Also:  Trend In The Use Of Human Models In The Nigeria Advertising Industry

 Conclusion

TV advert considered as the most active mass market advertisement and this is revealed by the high cost television networks charge for airtime advertisement especially during famous television events (Udochi, 2013). The study assessed the impact of TV advert on consumer choice. The study concludes that participant, jungle and product benefit of airtel network in TV adverts. Many factors such as personal, social, cultural, psychological and others influence customers choice of brand. The study however concludes personal factor is the most important among them. Personal factors such sex, age, educational level. Advertisement is considered as a very strong platform, which has over the years impacted the lives of people since the beginning of ages (Wells et al., 1995). The study concludes that exposure to airtel TV adverts significantly impacted on consumers’ frequency of choosing airtel. This is because TV adverts plays a crucial role to change consumers purchase attention and increase consumer’s awareness of product (All-Share & Salaimeh, 2010).

Recommendation

The recommendations were based on the findings of the study. The following were recommended. airtel TV advert significantly impacted on customers’ frequency of choice. The study therefore recommends that the company should continue with TV advert on the product. The advert should have focused on benefit of the choosing airtel and as well as reassuring the consumers the quality of it.

References

Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer Brand Preference. Journal of Social Science, 10(1), 9-16.

Baca, R., J. G. Myers, and D. A. Aaker (2005). Advertising Management. (5th ed.). Upper Saddle River, NJ:

Barroso, K. (2005). The Impact of Television Advertising on Child Health & Family Spending. International Marketing Conference on Marketing & Society. Retrieved on Dated, 10-04-2009.

Byzalor, A. A., Calder, B. & Iacobucci, D. (2004). New Media Interactive Advertising vs. Traditional advertising. Journal of Advertising Research, 38(4), 23-32.

Castillo, J. J. (2009). Convenience sampling. Retrieved June 27, 2010 from Experiment Resources: http://www.experiment-resources.com/convenience-sampling.html Datta Srinivasa (April, 2008) “Advertisements Do TheyMatch Consumer Preferences?” Marketing Mastermind,pp.59-62


GET THE COMPLETE PROJECT»


Be the first to comment

Leave a Reply

Your email address will not be published.


*