INFLUENCE OF PRODUCT ADVERTISING ON CONSUMERS’ BEHAVIOUR (A STUDY OF SELECTED TOWNS IN ENUGU STATE

ABSTRACT
In a bid to produce and market their goods and services in the most successful
manner, most business organizations resort to the use of promotional tools,
especially advertising to realize their goals and objective. Such businesses rely
heavily on the advertising industry because of their conviction that advertising
has become the leading communication platform and communication
arrowhead that gives meaning and the required bite or teeth to modern
marketing. This approach has proved successful for some business
organizations while for others, it failed to generate the required or anticipated
response from consumers or customers. This study thus, focused on the
motives, the drives as well as all the other factors that combine to influence
consumers in their buying decisions. It surveyed the behaviour of consumers
and the effects product advertising exerts on the m, identifying both the
negative and positive attributes. The research was conducted empirically
involving the use of questionnaire which provided primary data. Secondary
data was obtained through various authoritative books and other publications.
A thorough analysis of the data was made and the result tabulated using 100
percent as the base for the measurement of frequency to analyze the figures.
The hypotheses which are mere formulated assumptions were tested, using the
expected and observed frequencies to draw inferences and conclusions. The
study observed the great role advertising perform in shaping the decisions of
consumer in their choice of products.

It identified the need to strengthen the
creation of enough awareness for products through advertising, especially,
new products, bringing out the unique selling points of such products enough
to influence consumers’ loyalty toward such advertised products. Apart from
recommending clarity of advert messages and objectives, the research warned
against false claims and other unwanted elements in advertisements messages
with the intention of swaying consumers loyalty toward the products so
advertised pointing out the consequences resulting from such action. The study
also stressed the need for the embracement of the new paradigm shift in
advertising approach. Christened; Integrated Marketing Communication
(IMC) or the new advertising, the approach by this form of advertising is based
on synergistic integration of all available promotional and marketing
communication tools in the design and implementation of an advert campaign,
properly blending them and running the campaign with this mix for greater
effectiveness. Finally, it has been observed that consumers’ buying behaviour
is made up of the perceived and real image they (Consumers) configure about
an organization and its products and or services. Consumers’ perception of a
company and its offerings and a synthesis of the bundles of the messages they
receive from and about the organization through all conceivable
communication media. It is therefore, imperative for manufactures and
advertisers to adopt this modern philosophy of advertising with a holistic and
synergistic approach if at all, they intend to achieve efficiently in the discharge
of the marketing function

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