Description
CHAPTER ONE
1.0 Introduction
1.1 Background of the Study
Adverting can be traced back to the beginning of recorded history. Archeologist working in the countries around the Mediterranean sea have dug a signs announcing various events and offers, the Romans painted walls to announce gladiator fights and the Phoenicians painted pictures promoting their wares on large rocks along parade routers.
During the Golden age in Greece, town criers announced the sale of cattle, crafted items and even cosmetics (kotler and arm strong, 2008.396).
The word [advertising] itself has its root in two Latin word ?AD? means toward while ?veered? means turn. In other word advertising can be called an attempt to make people turn toward a product or a service. Before the age of modern advertising, what existed was a relatively simple system of proclamation and announcement (Oluyemisi 1992:3).
However, it was not until the emergence of adverting agencies in the latter part of the nineteenth century that adverting became a fully fledged institution with its own ways of working and with its own creative valves. The agencies sold themselves as expert in communication to their clients who were then left to get on with the business of manufacturing.
Today, advertising is no longer limited to signs and written words, advertising message now appear in color and pictures accompanied by the spoken words with the coming of television and radio, advertising become a multimedia phenomenon. One can easily establish a pattern in the growth of advertising.
Specialty advertisement like billboard and other newly discovered media were also popular advertising media for a short while (1990:12).
Advertising is an effective communication force and a vital marketing tool that helps the manufactures to sell goods, services images and idea through channels of information.
Since all above advertisement contain persuasive element directed at all ultimate purpose of a sale advertising must provide motivates. Thus, advertising is concerned with the identification and presentation of desirable and believed benefits to the target audience, which is mostly achieved through the use of an advertising slogan, slogan are short often memorable pirates used in advertising campaigns which serves as the most effective means of drawing, attention to one or more aspects of a product. A slogan is a term used as a secondary sentences attached to a brand name.
Some slogans are created just for specific campaigns that are meant for a limited time, some are intended as corporate slogan to be used for an extended period. Some slogans start out as the former, and find themselves converted to the latter because they take hold with the public while others are memorable many fears after their use in discontinued the significant roles played by a slogan in advertising is best appreciated when the physical and objective different ion between goods is small or non-existent and the customer has to make use of subjective factors such as the slogan to determine purchase or patronage. The qualities of a slogan include:
1) It gives a credible impression of a brand or product.
2) It makes the consumer fell a desire or need.
3) It is hard to forget. It adheres to one?s memory (whether on it or not), especially it is accompanied by mnemonic devices, such as jingles, ditties pictures of film.
1.2 Statement of the Problem
Today, advertising does not only inform consumers on product or services, it also widens market by revealing new use and attractive leads in consumer goods, advertising is given an ever widening task in creating consumer interest and loyalty while selling the company behind the product. This shows that tasks assigned to advertising have grown in importance and in range.
Through advertising slogan has proved to be one of the simplest and most effective ways of making the consumer to recall the benefits to be derived from the use of a product or services, if it fails to perform its function, it will not only be useless but may also result to serves damages. Jekins (1978:8) made it clear that the amount of creative genius put into advertising is useless if it cannot remind the audience of the benefit to be derived from making use of the product or services JEFKINS (1976:183) also pointed out that slogan can be used badly. When a slogan is deceptive or when the target audience perceives it as such, it will not be appreciated and can even lead to more damages.
Some critiques see some slogan as empty and cosmetic NZEIBE (1986:3) some of the corporate organization it portrays does not live to the promise in the slogan.
Therefore, there is the need to investigative consumers perception of advertising slogan, the study will also examine the extent to which consumer believe the advertising slogan.
1.3 Research Question
1) How do consumer perceive advertising slogan?
2) Do slogans influence the buying behavior of the consumer?
3) To what extent do the consumers believe advertising slogans?
1.4 Purpose of the Study
The purpose of the study is to examine the impact of advertising slogans on consumer by using selected advertising slogan as a study. The study will also reveal the consumers reaction to slogans in advertising message which will invariable help advertising practitioners to ascertain the effectiveness of advertising slogans. The reason for this is that the aim of the adverting is to arouse the interest of the consumer to respond positively to the advertised which are advertising messages condensed into {CATCHY WORDS} or phrases are used to remind the prospective buyers the benefits of the advertised product.
1.5 Significance of the Study
The study is meant to reveal how consumer reacts to the slogans in advertising message the significance is to highlight the impact of advertising slogan on consumer. It meant to help both the students of advertising and advertising practitioners to ascertain the effective of advertising slogans on the consumer. It is hoped that the study would serves as a reference material for student of advertising and researchers in subsequent research works.
1.6 Scope of the Study
The study will cover slogans selected from both product and services adverts.
The product aspects will be limited to edible product of Nigerian Breweries. The beverages includes Malt, Star, 33 Export, More, Legend, Hi-Malt, Maltex, Farouz Maltex, Malta Gold, Star Radler, Strong Bow, Heineken, Maltina, Amstel Malt etc.
1.7 Limitation of the Study
The major limitation is the non-availability of relevant materials on the study of slogans.
Also the sample was largely drawn from Ibadan and thee population is small due to time, human and financial constraints, as such broad generalization may be difficult.
Moreover, since the reason of subject formed the data for this study there was no way to prove that the information provided were accurate this is one of the major limitations of the survey design.
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