CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Advertising business is a form of marking communication used to encourage, persuade, or manipulate an audience (viewers, readers, or history’s, sometime a specific group to take or centime to take some action, (Allens, 2009p12)
Most commonly, the desired results is to drive consumer behavior with respect to a commercial offering.
Advertising jingles and slogans are at the front of delivering the proper message to customers and prospective customers. The purpose of advertising jingles and slogans according to Bell and Cassidy(2012p76) is to convince customers that a company’s services are the best, enhance the image of the company, point out and create a need or products or service demonstrated new uses for established products and programmers, reinforce the sales people’s individual messages, draw customers to the business and to hold existing customer. The essence is to effect consumer buying behavior.
An advertising slogan is a catchy phrase or series of words used to help consumers remember A company, brand or product (calvert, 2009 p12) for instance, the advertising slogan used by Guinness malt is” love at first sip” while on the other hand, advertising jingle is a short tune used in advertising and for other commercial use. The jingles contains one or more looks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Advertising, buying’ use jingles in radio and television commercial/ they can also be used in non- advertising contexts to establish or maintain a brand image. Jingles are form of sound branding. Companies create advertising slogans and jingles to use in various marking efforts in the hope that phrases and music will stick in people’s mind.
That way, when a consumer needs a product or series ‘offered by a variety of companies, that consumer will choose the product or service that is top- of – mind from slogans recognition .
Jingles are similar to slogans in that they are catchy and used to associate a specific company, product or brand. Jingles tent to be musical, though, where as slogans do not need to be accompanies by music (cook, 20011: 72). However, slogans can become jingles; slogans that is sung, is a jingle. Guinness malt’s “ love at first sip slogan often is sung in the company’s commercials, marking it a jingle as well.
Most commonly, the desire to use advertising slogans and jingles are is to drive consumer behaviors with respect to a commercial offering, although political and ideological advertising is also common. The purpose may also be to reassure employees or shareholders that a company is viable or successful.
Gills (2007) noted that commercial advertisers who used ad a slogans and jingles often seek to generate an increased consumption of their products or service though “ branding “ which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Therefore, the essence of advertising slogans and jingles is to influence consumer beheviour. It is based on this premise that this project work evaluates advertising jingles and sloganeering campaign on consumers buying habit.
1.2 Statement of the problem
Advertising jingles and slogan are two aspects of advertising that go to some extent in influencing consumer buying habit. However, the inadequacy in the construction of the appropriate message or music tune in ad slogan and jingles may end up influencing consumer buying habit negatively. This is due to the fact that slogans for instance are often retained in memories but once they are not appealing to the mined as they relate to the products being promoted, it may not have the influence on consumer buying habit.
Much emphasis is laid on the caliber of message r music being carried by the Nigeria Plc that use ad slogans and jingles, yet failed to live up to expectation of what is promised in the advertisement . for instance, in the case of Guinness malt whose slogan is “ love at first sip, most times the first sip of such drinks is disgusting due to certain factors which the company failed to take into consideration before selling its products to the public.
The in appropriate selection of the media in reading the jingles and slogans in achieving its purpose for the company or organization.
1.3 Objectives of the Study
The broad objective of this project work is to evaluate advertising jingles and sloganeering campaign on consumer buying behavior.
The specific objectives include the following:
1. To determine the role of advertising jingles and slogans in influencing consumer buying behavior of Guinness malt.
2. To determine the adequacy of the music tune and message incorporated in the advertising jingles and slogans of cuisines malt.
3. To investigate whether Guinness Nigeria Plc live up to expectations of what is promised in its advertising jingles and slogans for Guinness malt
4. To determine the relationship existing between the media types and effectiveness
1.4 Significance of the Study
This project work will be of immense significance to the management and staff of Guinness Nigeria Plc it will go to extent to enlighten them on the concepts their role in promoting products and influencing consumers’ behavior
Students and other researcher will widen their scope in the information contained in this project work.
1.5 Researcher Questions
The following researcher questions are formulated for the purpose of this project work.
1. Do advertising jingles and slogans play any role in influencing consumer buying behavior of Guinness malt?
2. How adequate are the music and message incorporated in the advertising jingle and slogans of Guinness Nigeria Plc in promoting cuisine malt.
3. Does Guinness Nigeria live up to expectations of what is promised in its advertising jingles and slogans for Guinness malt.
4. Is there any significant relationship existing between media and effectiveness of advertising jingles and slogans
1.6 Research Hypotheses
A hypothesis is a prediction of relationship between one or more factors and the problem under study that can be tested (Anyianuka et al, 2010,p.2) the research formulated the following hypotheses
H1: Advertising jingles and slogans do not play any role in influencing consumer buying behavior of cuisine malt
H2: The music tune and message incorporated in the advertising jingle and slogans of Guinness Nigeria Plc in promoting cuisines malt is not adequate.
H3: Guinness Nigeria Plc lives up to expectation of what is promised in its advertising jingle and slogans for cuisines malt.
Ho: cuisines Nigeria Plc does not live up to expectation of what is promised in its advertising jingle and slogans for Guinness malt
H4: A significant relationship exists between the media type and effectiveness of advertising jingles and slogans
Ho: A significant relationship does not exist between the media type and effectiveness of advertising jingle and slogans
1.7 Theoretical Framework
The theoretical framework of this study is based on the hierarchy of effects model.
Among other advertising theories, the hierarchy of effects model is predominant. It shows clear steps of how advertising works. The hierarchy of effects model was formulated by Robert Lavidge and Gary Steiner in 1961 the theory is a six – step hierarchical framework that proposes that sales people and create desire in order to be successful.
Hierarchy of effects model can be explained with the help of a pyramid. First the lower level of objectives such as awareness, knowledge or comprehension are accomplished. Subsequent objectives may focus on moving prospects to higher levels in the pyramid to provoke desired behavioral Reponses such as associating techings with the brand, trial, or regular use, etc. it is easier to accomplish adverting pyramid than the ones
Hierarchy of Effects Model
Awareness
Liking
Purchase
Conviction
Performance
Awareness: the customer becomes aware of the product through advertising. The is a challenging step, there is no guarantee that’s customer will be aware of the product brand after they view the advert.
Knowledge: the customer begins to gain knowledge about the product, for example through the internet, retail advisors and product packaging
Liking: As the title a state, this step is about ensuring that the customer likes your product. As an advertiser what features can you promote to encourage the customer to the your product?
Performance: Customer may like more then one product brand and could end up buying any one of them. At this stage advertisers will want the consumer to disconnect from rival products and focus on their particular product.
Conviction: this stage is about Creating the customers desire to purchase the product. Advertiser may encourage conviction by allowing consumers to test or sample the product
Purchase: Having proceeded through the above stages, the advertiser wants the customer to purchases their product. This stage needs to be simple and easy , otherwise the customer will gad fed up and walk away without a purchase.
Awareness
Liking
Performance think Think
Purchase Do
Conviction Feel
Source: www. Lear marking. Com
Toward s the top the percentage do prospective customers will decline as they move up the pyramid towards more action oriented objectives, such as regular brand use.
It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buying moves through when making a purchase. The steps are
Awareness: if most of the audience is unaware of the object, the communicator’s task is build awareness, perhaps just name recognition, with simple message repeating the products name, customer must become aware of the brand. This is not as straight forward as it seems. Capturing someone’s attention does not mean they will notice the brand name. Thus, the brand name needs to be made focus to get consumers to become aware. Magazine, but you will have trouble easily seeing the brand name
Knowledge: the target audience might have product awareness but not know much more; hence this stage involves creating brand Knowledge. This is where comprehension of the brand and what it stands for become important
Liking: if the audience looks unfavorably towards the product, the communicator has to find out why. If the unfavorable view is based on real problems, a communication campaign alone cannot do the job. For product problem, it is necessary to first fix the problem and only then can you communicate its renewed quality
Preference: The target audience might like the product but prefer it to others. In this case, the communicator must try to build consumer preference by promoting quality, value, performance and other features. The communicator can check the campaigns success by measuring audience preference before and after the campaign
Conviction: A target audience might prefer a particular product but not develop conviction about it the communicator’s job is build conviction among the target audiences.
Purchase: finally, some members of the target audience might have conviction but not get around to making the purchase. They may wait for more information or plan to act later. The communicator must need these consumer to take the final step, perhaps by offering the product at a low price, offering a premium, or letting consumers tried out. This is where consumer or purchase. Thus advertising is thought to work and follow a certain sequence whereby the prospect is moved through a series of stages in succession from unawareness to the purchase of the product.
1.8 Scope of Study
This project study on advertising jingles and sloganeering campaign on consumer buying behavior, is focused on cuisines malt which is produced and marking by cuisines Nigeria Plc.
1.9
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