Abstract
This research work was aimed at finding the Impact of NTA Enugu Commercials on
Consumers Demand for Malta Guinness. The researcher made use of the survey design to
gather necessary information. Copies of questionnaire were administered and retrieved from
the respondent. The findings showed that NTA, Enugu commercials have impact on
consumers demand for Malta Guinness. Also commercials affect the choice of products in a
competitive market. The researcher made some recommendations based on the findings of the
research. That companies should endeavour to spend reasonable amount of money on
commercials, which would be regained through increased sales volume. Manufacturing
companies should also carry out more pre-advertising and post advertising researches so as to
determine effectiveness of the commercial made.
1.1 Background of Study
Advertising is one of the most common strategies used to direct persuasive communication to
target buyers and public. Achumba and Osuagwu (1994) quote the American Marketing
Association (AMA) as defining advertising as any paid form of non-personal presentation.
Advertising on television offers a number of benefits to businesses by incorporating sound,
images and movement to make the whole package interesting for consumers.
Advertising on television is the ability to communicate with a very large audience. Most
companies adopt various marketing approaches in a bid to maintain or increase profit
margins, market shares or sales volume of their product or services.
Television commercials have always been able to appeal to multiple senses through its
combination of text, images, sound and motion.
Television is a powerful advertising medium, it relies on both sound and visual effects. These
effects can be used in combination to catch the attention of the audience and then reinforce
their retention rate by repeating message using both audio and video.
The role of a good commercial includes creation of awareness, generation of favourable
attitude and preference in consumers mind for the demand of the particular brand.
Hence, a good commercial is one that is capable of attracting attention, making consumers
develop interest, making them desire to buy the product and use the product. Television
reaches a large variety of individuals with different backgrounds which makes it cost efficient
for advertisers to reach a mass audience.
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A well created television commercial draws the audience to watch it. According to a study by
Ball state university, the average individual watches television for more than 4 ½ hours a day.
This is more time than individuals spend listening to the radio or reading the newspaper, this
increases the visibility of television commercials.
Commercial also known as advertising is a specialized form of communication because in
order to satisfy the market function it has to influence the choice of the consumers.
Commercial is one of the most efficient tools that manufacturing companies utilize to create
more demand for their products on account of its capacity to reach a large number of people
at a relatively short time cost.
Radio advertisers can only appeal to one of the senses of their listeners (hearing). Television
on the other hand can take advantage of both the senses of hearing and of vision by appealing
to both senses.
A sale price can be spoken during the television commercial then reinforced with a graphic
on the television, using a high quality graphic can make it easier for the customers to
remember a product than just hearing about it.
To achieve optimum and lasting results all relevant marketing elements should be effectively
coordinated with commercial.
The importance of commercial as a marketing promotional activity is to promote product and
service flow through appropriate channels, to act as a catalyst in acquainting the consumer
with options by which wants may be satisfied.
Television commercial is still the most persuasive and powerful tool for reaching consumers,
television commercial has tremendous effect on consumers just by repetition and exposure of
catchy jingles and slogans.
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Commercial can be classified into:
(A)Print media.
(B) Electronic media.
The print media include: newspapers, magazines, outdoor posters, bill boards, journals and
novelties etc. The electronic media include: radio, television, internet etc.
Demand for product is created through effective commercial. A product with good qualities,
pricing strategies and packaging, but not properly advertised will die a premature death.
One of the biggest advantages of using television is the fact that it provides a lasting image in
the memories of the consumers through its visual effect.
Television commercial has intimate approach due to which it becomes more appealing and
attracts the attention and interest of people, as it combines elements such as: sight, sound and
motion.
Television breaks the barrier of illiteracy as due to its combination of sight, sound and
motion, understanding the message becomes easier, whereas with the print media like
newspapers and magazines, readers have to put a lot of efforts on reading and understanding
the message which may not be possible for illiterates