Advertisers Preferences of Media Channel Problems, Choice, and Reasons

Description

– Advertisers Preferences of Media Channel Problems, Choice, and Reasons –

Download Advertisers Preferences of Media Channel Problems, Choice, and Reasons. Mass Communication students who are writing their projects can get this material to aid their research work.

Abstract

This research work is designed to examine the impact of television advertising on consumer brand preference for soft drink in a competitive market, with particular reference to 7up bottling company nig. Plc, 9th mile corner, enugu.

For the purpose of clarity, this project has been divided into five chapters and the information was gathered through both primary and secondary sources.

The introduction was done in chapter one where objective of the study, the statement of the problem, the hypothesis, scope and the significant of the study was done.

In chapter two, reviewed some related literature about the topic. In chapter three, the population of the study, the sample size, method of data collection and the data analysis is tool that was used in the research study were discussed.

Introduction

The beginning of the twentieth Century witnessed an outburst of advertising efforts the bottling companies. This outburst was necessitated by the desire to outsell the other in the consumer market, since soft drinks are competitive products.

In order to maintain a stronghold of their various market segments, or even to widen an existing market, different advertising strategies erupted prominent among them are sales promotions, sales campaign, point of purchase displays, media advertising e.t.c.

This rampant use of various advertising strategies in eliciting consumers’ response has credited a stiff competition between the manufacturers of soft drinks of which 7up is one. Constant inundation of consumers with multifarious advertising slogans has even created confusion in the minds of helpless consumers on which products to buy or leave.

Pride and fewel in their book “marketing” explained that an advertisement may a times be informative, or entertaining yet it may fail to get the audience to purchase the product they were of the opinion that the ultimate effectiveness of advertisement is determined by its ability to cause product adoption and high purchases among the potential buyers.

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