AN ASSESSMENT OF NTA TELEVISION COMMERCIAL INFLUENCE ON AKWA IBOM STATE POLYTECHNIC FEMALE STAFF BUYING BEHAVIOUR OF EXPRESSION ATTACHMENT
CHAPTER ONE
INTRODUCTION
- Background of the Study
The twentieth century was a time of phenomenal growth and development of television when earlier on radio and newspaper were major forms through which people had access to information. Beginning in the early 1940s and continuity through the end of the century, people’s experience expanded to television through not at the same accelerated rate as the usual.
It is assumed that watching television appears to be leisure activity in most societies today. Where the consumer spends the most attentive time. A number of survey reports average daily television viewing time as high as five to six hours abound. No wonder it has while the newspaper may cover the city’s general metropolitan area, television offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere, and show them almost anything. The power of television is in its ability to simultaneously appeal not only to sight and hearing, but to strengthen interest through the dimensions of movement and the realism of full colour.
Television commercial can show and tell many people about a product or service and actually demonstrate benefits of ownership. Since people see how it works and how it is package, every time they see it they will be psychologically reminded of their desire to have it.
Television has always been a popular medium for large retailer but because it able to reach smaller market areas, its use by small and medium sized businesses is becoming more popular. Television (often abbreviated to TV or idiot box in British English) is a widely used telecommunication system for broadcasting and receiving distance.
Television commercials appear to reach a large audience even simultaneously, this is advantage. Television commercial has the ability to convey message with sight sound and motion and can give a product or service instant validity and prominence. However, television commercial ahs some disadvantages such as the message comes and goes, that is it is transient, when a shot the viewer does not see the commercial again.
According to Chris (1996, p.24) advertising is a “commercial catalyst stimulating a consumption conscious society and remaining itself unchanged. Advertising is “persuasive communication, a tool for marketing, and it touches on the society as a social interaction tool. The major objective of advertising is to persuade and influence consumers through the exchange of information concerning an ideas, goods and services”, Linus (2015, p.1).
However, this is changing as new advertising technologies and the emergence of new media outlets, offers more options for targeted advertising. Advertising has a history of being considered a one way form of marketing communication where the message receiver is not in positively to immediately respond to the message as in seeking more information. For example, before now, one was to go out to the market to make a research on a particular product he or she in need before buying it, but for some years. Click on their television set to watch an advertising to make their choice of a product in which they want. They can even sit in their choice through technologies. One of such example is the purchase of cars, where people sit in their different houses make choice of car, colour, brand etc then send for it online transaction, after they might have watch the advert on the television. This is applicable to nearly all other consumable products including hair care product in which expression attachment is one of them.
To advertise means to inform about a product or service from the seller to the buyer. And it does not end with flow of information alone, but further to influence and persuade people to take a desired action like placing an order to buy a product.
It is based on the foregoing that a study on “an assessment of television commercial influence on the female staff of Akwa Ibom State Polytechnic buying behaviour of expression attachment become necessary.
- Statement of Problem
Great use is made of electronics when the media mix for a hair care products are considered. This perhaps is due to the need to demonstrate and dramatics the use of product and the benefits derived from such use.
The emergence of television ant it’s use for the purpose of advertising, to some extent tends to dwindle the resources and effect of radio, magazine and newspaper advertisement.
Television commercial is on both visual and verbal elements for its message to where set goal. In Nigeria, there are many television commercials on beverages targeting people as their major consumers.
Over the years, it has been observed that people especially females. Including staff of Akwa Ibom State Polytechnic, Ikot Osurua use expression hair attachment. It is safe to observe that while some watch expression attachment commercial on television, others may not have the opportunity of watching it, yet they still buy and use the product. One does not know what uniforms the purchase and usage. For those who watch the commercial, it could be asked, “to what extent does the television commercial of expression attachment influence the buying behaviour of Akwa Ibom State Polytechnic female staff of the product such made this study necessary.
