TABLE OF CONTENTS
CHAPTER TITLE PAGE
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – ii
Dedication – – – – – – – iii
Acknowledgements – – – – – iv-v
Table of Contents – – – – – – vi-viii
List of Tables – – – – – – ix
List of Appendices – – – – – x
Abstract – – – – – – – xi
1.0 INTRODUCTION – – – – – 1
- Background of the Study – – – – – 1-2
- Statement of the Problem – – – – – 3
- Objectives of the Study – – – – – 4
- Research Questions – – – – – 4-5
- Significance of Study – – – – – 5-6
- Scope of the Study – – – – – 6
- Limitations of the Study – – – – – 6
- Definition of Terms – – – – – 7
2.0 REVIEW OF RELATED LITERATURE – 8
2.1 Concept of Advertising – – – – – 8-10
2.2 Characteristics of Advertising – – – – 10-11
2.3 Function of AKBC Television Commercial – – 11-14
2.4 Types of Advertising – – – – 14-15
2.5 Theoretical Framework – – – – – 15-17
2.5.1Â Â Â Â Â Â Â Â Â Â Cognitive Dissonance Theory –Â Â Â Â Â Â Â –Â Â Â Â Â Â Â –Â Â Â Â Â Â Â –Â Â Â Â Â Â Â 17-18
2.5.2 Agenda Setting Theory – – – – – 18-19
2.6 Review of Related Study – – – – 20-22
3.0 RESEARCH METHODOLOGY – – – 23
3.1 Research Design – – – – – – 23-24
3.2 Population of the Study – – – – – 24
3.3 Sample and Sampling Technique – – – 25-26
3.4 Instrument for Data Collection – – – – 26
3.5 Validity and Reliability of Instrument – – 27
3.6             Method of Data Collection     –       –       –       –       27-28
3.7 Method of Data Analysis – – – – 28
4.0 DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF FINDINGS – – 29
4.1 Data Presentation and Analysis – – – – 29-36
4.2 Discussion of Finding – – – – – 36-36
5.0 SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATION – – – – 40
5.1 Summary – – – – – – – 40-41
5.2 Conclusion – – – – – – 41-42
5.3 Recommendations – – – – – 43-45
References
Appendix
ABSTRACT
The project influence of AKBC Television commercial on consumers choice of close-up toothpaste in Ikot Ekpene Local Government Area was guide by the objectives of determine how AKBC television commercial on close-up toothpaste motivated the consumers of Ikot Ekpene Local Government Area and to find out the factor that compel consumers of close-up toothpaste to prefer AKBC television commercial to another. The population of this study was 143,077 people in Ikot Ekpene Local Government Area. The survey method was used. The sampling procedure used was the cluster sampling procedure which enable the researcher to select the respondents for the study. Instrument of data collection used was the questionnaire to elicit responses from the respondents. The findings showed that the people of Ikot Ekpene were satisfied with the AKBC television commercial on close-up toothpaste and that respondents indicated that they watch AKBC television commercial on close-up toothpaste. The study made some recommendations which include; that the AKBC television should carry out a downward review on the advertising rate in order to enable more manufacturers to advertize their products, close-up advertisement need to be supplemented with personal selling.
