INFLUENCE OF HYPO TELEVISION ADVERTISING ON STUDENTS’ CHOICE OF BLEACH

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgment

Abstract

Table of content

CHAPETR ONE

1.0   INTRODUCTION 

1.1        Background of the study

1.2        Statement of problem

1.3        Objective of the study

1.4        Research Hypotheses

1.5        Significance of the study

1.6        Scope and limitation of the study

1.7       Definition of terms

1.8       Organization of the study

 

CHAPETR TWO

2.0   LITERATURE REVIEW

CHAPETR THREE

3.0        Research methodology

3.1    sources of data collection

3.3        Population of the study

3.4        Sampling and sampling distribution

3.5        Validation of research instrument

3.6        Method of data analysis

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS AND INTERPRETATION

4.1 Introductions

4.2 Data analysis

CHAPTER FIVE

5.1 Introduction

5.2 Summary

5.3 Conclusion

5.4 Recommendation

Appendix

 

 

 

 

 

 

 

 

 Abstract

The study examines the influence of hypo television advertising on students’ choice of bleach (A case study of University of Uyo students). The total population for the study is 200 students of University of Uyo, Uyo Akwa Ibom State. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made final year students, year four students, year three students and year two students were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies

 

 

 

 

 

 

 

 CHAPTER ONE

INTRODUCTION

• Background of the study

Since ancient times, advertising has been communication designed to attract favourable attention to goods or services. In modem Nigeria it generally refers to the use of mass media to carry paid messages whether for commercial or political purposes. Advertising has become a ubiquitous and powerful element in contemporary Nigeria. It has also been a major factor in the shaping and operation of the whole mass communication system; for which it provides the primary economic support. On one hand it borders on activities such as pricing, packaging, shop design, display and personal selling etc. On another end it fuses with publicity, public relations, propaganda and politics. A basic function of advertising is to establish the presence and create an awareness of a product or service. It is informative even when it provides only the price of a product and the address of the seller. When advertising is carried out through time in a consistent style, it provides the advertiser with a reputation derived from the messages’ form, content and context. Overtime advertising has been using an assortment of communication media such as package and label design, in-store displays, billboards and posters, vehicle branding, leaflets and flyers, calendars, book jackets, magazines, newspapers, cinema, radio, television and internet, etc. Television and newspapers generally win the largest portion of advertising investment. Newspapers such as the Daily Nation have had the highest readership and circulation reaching up to 2.2 million people per day in Nigeria. Television has made the imaginary world of advertising universally familiar and has fostered the fantasy that its values are normal and desirable. Most mature adults can distinguish between the world of fantasy and the realities of their economic power. Just the same way they can also distinguish between claims in individual adverts and the reality of the products’ merits. They cannot distinguish between the world of fantasy and that of reality offered by TV advertising. For this reason Hypo Company make advertisement in television, newspaper and even flyer. It is easy to convince students that hypo bleach pass others product. With this background the researcher wants to investigate influence of Hypo television advertising on student choice of bleach.

 

 

1.2 STATEMENT OF THE PROBLEM

Advertisement messages or advertisements on the television last only as long as it is being presented on the screen. If a viewer is not watching or listening at the exact moment the advertisement is presented, the message is gone and wasted as far as the viewer is concerned. In order to be able to influence viewers preference positively towards their services and packages, television advertisers or television advertisement directors need knowledge of the viewers and how they react to certain factors under different situations. Most modern television advertisements are not directed by the dictates of psychological principles. This is a problem because the viewers are humans and they have their cognitive or mental process, if the television advert is not well designed, it will turn the people off instead of attracting them. Understanding the psychology of the viewers is an aspect that needs to be researched.

1.3 OBJECTIVE OF THE STUDY

The objectives of the study are;

1. To find out if television advertisement have any effect on student preference.
2. To ascertain whether student really patronize hypo bleach
3. To ascertain whether hypo product bleach pass others product

1.4 RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H₀:  television advertisement has no effect on student preference.

H₁: television advertisement has effect on student preference.

H₀²:  students are not patronizing hypo bleach

H₂:  students are patronizing hypo bleach

1.5 SIGNIFICANCE OF THE STUDY

This study, which is primarily aimed at explaining the influence of hypo television advertising on student’s choice of bleach, will provide an insight into the problems associated with hypo television advertising on student’s choice of bleach. This report would be of great benefit for Hypo Company and students, to expose them to the choice of bleach t. The findings will be useful for researchers to further generate knowledge in the field

1.6 SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers influence of Hypo television advertising on student’s choice of bleach. The researcher encounters some constrain which limited the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
3. c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.

1.7 DEFINITION OF TERMS

HYPO BLEACH: Hypo is bleach packaged in sachet and plastic. Very good for keeping whites clean. Hypo has become a synonym of consumer bleach in Nigerian household owing to its quality, affordability and accessibility. Within the first quarter of launch, Hypo has become a leading brand in the bleach market for whitening of clothes

TELEVISION ADVERTISEMENT: An advertisement film (variously called a television commercial, commercial or ad in American English, and known in British English as a TV advert or simply an advert) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service.

STUDENT: A student or pupil is a learner or someone who attends an educational institution. In the United Kingdom, those attending university are termed “students” while “pupil” refers to an attendee of a lower educational institute; the same was typically true in the United States previously where student was considered a loftier.

1.8 ORGANIZATION OF THE STUDY

 

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding.  Chapter five gives summary, conclusion, and recommendations made of the study

 

 

 

 

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