CHAPTER ONE
INTRODUCTION
1.1 Background of the study
In the area before our
colony, scale business as well as the town (cities or villages) interacts
between and among themselves. Local training activities including faming,
buying and selling of goods and treasure-Gold, Silva, Diamond etc. was the
order of then day, such as, proximity and technology in terms of advertisement
was considerably low. However, when the need for convergence of message arises
a town carrier moves in and out of village hitting the going (ring the bell)
with the message that every village member should gather at a particular place
usually the market square for an information either from the king 1 ”Oba” or
Obong being the paramount ruler of that community. This medium was rightly
effective and efficient, because it was quite yielding. The response of the
village members can be compared tom our research joins our “consumer attitude
to mass media advertisement”. As dynamic as the society is consumer attitude
can be viewed effectively considering individual group of firms and business
and the state at large. Culture, human psychology, Religion believe and
exposure as well as human factor acts as
elemental tools that helps to portray consumer’s attitude of advertisement
mass media. The features though inherent and hidden must be set in the context
of other major elements product policy, price determinant, distribution pattern
and person selling, will which the firms attempts to satisfy the need of the
market at a profit to itself. Thus, for firms to survive in this 21 century,
they must be production to the extent that they must be participated changes in
the market place prepared for them and move along with them into the
future. Etuk maintained that the success
of any firm is rooted in the market place (1999 pg.2). Realizing this firms
would post consumers as regards product availability, product innovation and
new products through creating of impression which makes consumers and potential
consumers to either buy, adopt the products etc. (forming attitudes could be
favourable attitude). Engel et al.
are of the opinion that the ability of advertising to create favourable
attitude towards a product may often be dependent upon the consumer’s attitude
regarding the advertisement itself. Though he also observed that some unlike
advertisement could be effective. (1993. Pg476). In conforming to the above
statements, a marketing driven firm must be able to appreciate their target
markets. If they should have favourable attitudes toward their product or
services. According to Bauer and Arens, advertising has come a long way
becoming powerful device that announces the availability and location of the
products in form of the value and quality and even associates the ego of people
who buy the brands (1992 pg 25) ideally, advertisement is a form of
communication with sponsor identified. However its relation to other forms of
communication must be investigated for example, advertising of consumer goods
must be viewed in light of or not house wives will talk to each other about the
products for industrial products, the role of advertising in communicating
awareness of the company and the product must be judged against the cost and
the ability of these salesman further, the synergetic affects of a combined
advertising considered. Attitudes on the other hand are expression of inner
feelings that reflect whether a person is favourably or unfavorably responding to
the output. It is further an expression of the mind –measurable through the
tenet of appreciation by a consumer of that product or potential intending consumer for example our country Nigeria may
not be able to communicate through advertising messages as easy as we think due
to the limitation of unlike culture.
Not that people in the Oron L.G.A. of Akwa Ibom state have a strong
linking for the colour “Red” sequel to this, the city of Calabar is also unique
as regards her attitude towards advertising messages. Suffice to say, that
little or nothing to the best of my knowledge has been done to unveil b or
analyze the plug in the wheel of advertising with particular references to
Calabar. Therefore, allowing foggy nations to be regarded as messages,
advertising reduce around it.
1.2
Statement of the problem
Hung
considered advertising as a marketing of activity that tends to satisfy the
needs of consumers, business firm and the government. This expectation might be
neglected owed to the fact that the degree of responsiveness by these elements
of research is dynamic based on certain factors such as finance on reputation
or goodwill of the firm as well as the society or state who buy using the
product can easily influence the consuming attitude of other users. This study
attempts to give an analysis of what orientation the Calabar consumers have in
relation to
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