1

THE INFLUENCE OF ADVERTISING ON THE CONSUMPTION

PATTERN OF CIVIL SERVANTS AND BUSINESS

COMMUNITY IN EBONYI STATE AND ENUGU

METROPOLIS

BY

OKORIE, MARTHA NGWOBIA

PG/MBA/08/53246

BEING A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA, ENUGU CAMPUS

MAY, 2012

2

THE INFLUENCE OF ADVERTISING ON THE CONSUMPTION PATTERN OF CIVIL SERVANTS AND BUSINESS COMMUNITY IN EBONYI STATE AND ENUGU

METROPOLIS

BY

OKORIE, MARTHA NGWOBIA PG/MBA/08/53246

BEING A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION UNIVERSITY OF NIGERIA, ENUGU CAMPUS

IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE WARD OF MASTERS OF BUSINESS ADMINISTRATION IN

MARKETING

SUPERVISOR: DR. S.C MOGULWA

3

THE INFLUENCE OF ADVERTISING ON THE CONSUMPTION

PATTERN OF CIVIL SERVANTS AND BUSINESS

COMMUNITY IN EBONYI STATE AND ENUGU

METROPOLIS

BY

OKORIE, MARTHA NGWOBIA

PG/MBA/08/53246

BEING A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA, ENUGU CAMPUS

MAY, 2012

i

TITLE PAGE

THE INFLUENCE OF ADVERTISING ON THE CONSUMPTION

PATTERN OF CIVIL SERVANTS AND BUSINESS

COMMUNITY IN EBONYI STATE AND ENUGU

METROPOLIS

BY

OKORIE, MARTHA NGWOBIA

PG/MBA/08/53246

BEING A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA, ENUGU CAMPUS

MAY, 2012

ii

CERTIFICATION

This is to certify that this research project titled “The influence of

Advertising on the Consummation Pattern of Civil Servants and Business

Community in Ebonyi State and Enugu Metropolis by Okorie, Martha

Ngwobia with Registration No. PG/MBA/08/53246 submitted to the

Department of Marketing, University of Nigeria, Enugu Campus in partial

fulfillment for the award of Master of Business Administration is original

and has not been submitted for the award of any degree or diploma either

in part or full in this or nay pother tertiary institution.

___________________________ _______________ Okorie, Martha Mgwobia Date PG/MBA/08/53246

iii

APPROVAL PAGE

This project work titled “The influence of Advertising on the

Consummation Pattern of Civil Servants and Business Community in Ebonyi

State and Enugu Metropolis” written by Okorie, Martha Ngwobia with

Registration No. PG/MBA/08/53246 is duely approved to be submitted to

the Department of Marketing, University of Nigeria, Enugu Campus in

partial fulfillment for the award of Master of Business Administration

(MBA) degree in Marketing University of Nigeria, Enugu Campus.

___________________________ _______________ Dr. S.C. Moguluwa Date Supervisor

___________________________ _______________ Dr. S.C. Moguluwa Date Head of Department

iv

DEDICATION

This work is dedicated to the almighty God for his infinite mercies

upon my life and my husband Barr. Agwu Kalu, my brother, Mr. Rapheal

Okorie for their encouragement during the course of this work despite all

odds.

v

ACKNOWLEDGEMENTS

This project would not have been a success without the

encouragement and inspiration I received from my supervisor Dr. S.C.

Moguluwa. I remain grateful to you sir. I owe my gratitude to all my

lecturers in the faculty of Nigeria, Enugu campus. Their level of

commitment in teaching is highly appreciated.

vi

ABSTRACT

In this study, the focus was on the influence of advertising on consumption

pattern of Civil Servants and Business Community with emphasis ion Ebonyi

State and Enugu Metropolis. The researcher made a very sincere and in-

depth study into various advert media and their individual influence on civil

servants and Business Community. Structural questionnaire copies were

administered to our respondents after the researcher had reviewed similar

literature. The study categorized the respondents into two viz-

management and non-management cadre. The questionnaire were

designed and distributed along side these categories. The test of our three

hypotheses were done with a chi-square approach. Analysis of our data

revealed that civil servants become aware of products through some advert

media such as radio, television, bill board, newspaper, magazines and

novelty. However, radio and television were found to be the most effective

means of reaching the civil servants and business community in the whole

arrangement to advertise the products. The study also revealed that Ad

activities influxes consumption pattern.

vii

TABLE OF CONTENTS

Title Page i

Certification ii

Approval page iii

Dedication iv

Acknowledgments v

Abstract vi

Tables of Contents vii

List of Tables x

CHAPTER ONE

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Statement of Problem 7

1.3 Objectives of Study 10

1.4 Hypotheses Formulation 11

1.5 Significance of Study 12

1.6 Scope of Study 13

1.7 Limitation of Study 14

1.8 Definitions of Terms 14

References 18

viii

CHAPTER TWO

LITERATURE REVIEW 19

2.1 An Overview of Advertising 20

2.2 History of Advertising 23

2.3 Meaning and Definition of Advertising 25

2.4 Types of Advertising 30

2.5 Objectives of Advertising 31

2.6 Advantages and Disadvantages 34

2.7 Consumer Buyer Influences 35

2.8 Advertising Budget 46

2.9 Factors That Should Be Considered When Setting

Advertising Budget 50

2.10 Message Selection 51

2.11 Media Selection Strategy and Scheduling 55

2.12 Evaluation of Advertising Effectiveness through Research 57

2.13 Advertising Research Technique 57

2.14 The Concept of Consumption Pattern and Advertising 65

References 68

CHAPTER THREE

RESEARCH METHODS 70

3.1 Research Design 70

ix

3.2 Research Method 70

3.3 Sources of Data 71

3.4 Questionnaire Design/Method 72

3.5 Population Studied 72

3.6 Sample Size Determination 73

3.7 Method of Questionnaire Distribution 75

3.8 Method of Data Analysis 78

References 79

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA 80

4.1 Presentation of Data 80

4.2 Test of Hypothesis 101

CHARTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 116

5.1 Summary of Findings 116

5.2 Conclusion 118

5.3 Recommendations 119

Bibliography 123

Appendix I

Appendix II

Appendix III

x

LIST OF TABLES

Table 4.1 Distribution of Questionnaire per Areas/Valid Returns 82

Table 4.2 Age Distribution 83

Table 4.3 Classification by Sex 84

Table 4.4 Marital Status 84

Table 4.5 Educational Qualification 85

Table 4.6 Salary Grade Level 86

Table 4.7 Tier of Government 86

Table 4.8 Which of the Promotional Tools are Civil Servants

More Aware Of 87

Table 4.9 Assessment of civil servants markets with other markets 88

Table 4.10 Whether civil servants purchase more of industrial of

consumer goods 88

Table 4.11 Civil servants awareness of various products through various

media/management usage of various media 89

Table 4.12 Civil Servants grading of the effect of radio promotion of

consumer product 90

Table 4.13 Would the increase in radio promotions result in an

increased positive influence on the consumption pattern

on civil servant 91

Table 4.14 Civil Servants rate of listening/watching television 91

xi

Table 4.15 Civil Servants feeling towards the language used in

communicating advertising messages 92

Table 4.16 Civil Servants rating on the effect of television advertising

on their consumption pattern 93

Table 4.17 Civil Servants (management cadre) rating of frequency of

advert by companies in Ebonyi State and Enugu

Metropolis 94

Table 4.18 The rating of the percentage of Civil Servants salalry(ies)

that is spent in search of ad messages 95

Table 4.19 Civil Servants rating on the effect of bill board displays

on the consumption pattern of civil servants 96

Table 4.20 Civil Servants rating on the effect of novelty ad on

consumption pattern of Civil Servants 97

Table 4.21 Civil Servants rating of the effect of newspaper on their

consumption pattern 98

Table 4.22 Would you think that poverty affects Civil Servants

responds to ad messages which in turn affect their

consumption pattern 99

Table 4.23 Would you think that education affects Civil Servants

response to ad messages which in turn affect their

consumption pattern 100

1

CHAPTER ONE

1.1 INTRODUCTION

The history of marketing dates back to early limes what appears to

be only difference between what obtains now and then is that the activities

of marketing of old emphasized buying and selling. Hence, little or no

effects were made by the nature of wants of the consumer it was just good

and services for goods and services. At the same time, the gap between

production and consumption was very small and. manageable such that a

producer's problem was more in production than in disposal.

Unfortunately. Due to industrial revolution which has brought, in its

wake total change in creativity, thinking and improvement in genius. The

result is that the problem of the producer had to transcend the only act of

production to making them available to consumer. This is because the

consumer has equally attained some level of sophistication in his style in his

style and mode of demand for goods and services. An average consumer

today is more rational and that is why he could appear as possessing what

the researcher may call dynamic taste pattern" the consumer's position is

also improved by the fact that not only that he has become rational but

2

also a critical consumer who is most unwilling to compromise the

consumption of quality goods.

This phenomenon affects the way and manner which the consumer

makes his demands for goods and services.

At the point the producer has learn to identify the needs and wants pattern

of the typical consumer and producer goods and services to satisfy these

needs. Similarly apply some marketing mix tools to attract, persuade,

invoke and sustain action in the consumer. Such marketing mix elements

are applied strategies to make sure that the "situation centered" or

"persona! centered factors" to have results. For instance, in situation

centered factory like family, serious influence is already wield on the

potential consumer with result that very serious campaign would be

required to make a change. This view is buttressed by Udeagha (1995:72)

when he said" it is the family as an individual's basic cultural unit that

shapes his consumption pattern, his attitudes towards some goods and his

likes and dislike"

1. The family he said is made up of two types. These are family of

orientation which consists of one's parents and the family of

procreation as a matter of fact; promotion is one of the major

3

elements of marketing mix otherwise known as promo tools. The

promo tools advertising, publicity, sales promotion personal selling is

usually applied like other marketing processes to achieve financial

consumption by the consumer within these promotional tools as

identified above, advertising appears to yield more influence in the

consumer than others. According to Nwosu (1990:239) one of the

best definitions of advertising is that advertising mass

communication which is aimed at helping people to sell goods,

services, ideas, person and institution or organization.

2. He stressed the use of advertising as the means of reaching the

respective target market or consumer group in the consumer,

industrial trade and retail channels. Udeagha (Op cit.218) said

advertising is a marketing promotion tool which is used to inform and

educate a large audience of buyers or consumers about an

organization, its product or services and to induce terms to patronize

the organization that is to buy its goods.

3. He emphasizes that advertising share some of the above mentioned

characteristics with such other promotional tools as personal selling

and publicity with which an organization also tries to reach its target

4

members. What the scholars are emphasizing is that advertising is

very indispensable and of course powerful tools recommendable to

any organization for complete access and influence on audience.

That is more reason why none of the other promotional tools can

take the place of advertising. Differentiating advertising from other

forms of promotional tools pride and Ferrell in Udeagha (lbid:348)

defined advertising as a paid form of non-personal communication

that is transmitted to consumers through mass media such as

television, radio, newspaper, magazines etc

4. They said that advertising unlike publicity has identity sponsor.

Advertising uses the techniques of informing, persuading, reminding

and reassuring, in convincing the consumer to develop a preference

for a new brand of product or an entirely new product line. As a

matter of fact, advertising has not only become an integral part of

our social and economic system, but has also grown over the years to

assume tremendous proportions both as a business activity and

social phenomena, Consumption pattern, as the name suggest can be

define as the mode of people's spending on goods and services which

they consume. This mode of spending is usually influenced by

5

"person centered factors" as learning, beliefs, education, attitude,

motivation as well as "situation centered factors" as legal, religious,

economic, culture, family and reference group. Consumption pattern

can also be said to mean group buying behavior or spending pattern.

On the part of civil servants their consumption pattern is also

influenced by both "persons centered factors and situation centered

factors". However, the extent it is influenced by advertising is yet

uncertain. A simple examination on consumption pattern or buying

behavior can give its meaning as both an act and also a process. As

conceived of by Block et al in Udeagha (lbid: 73), buyer, behavior or

consumer behavior consist of the "acts" or individuals directly

involved in the decision process that precede and determine these

acts.

5. He concluded that is involves such activity as the purchase of a given

product, such as car, a piece of furniture or the refusal to purchase it;

the choice of the given company or store as one's source of supplies

of goods and services or the choice of a given institution as one's

place of learning. As a process, Udeagha gave direction on why it is a

process. He said that buying behavior as a process is evidenced by

6

various models of consumer or buyer behavior which are used to

explain the purchase behavior or the buyer as a process consisting of

several stages of phase. Udeagha (lbid:73) listed scholars like (Nicosia

1966): Engel Kollat and Blackwelt 1968 and Howard and Sheth

(1969), Webster and Wind (1972) and Kotler (1988) as those whose

models threw light on this matter and thus contributed towards a

better understanding of the buyer in the market place.

6. As he continued, he said that although most of these authors vary in

their presentation of the buyer decision process, yet marketing

literature recognizes fire stages of this process, the first is that by

Kotler which is composed of:

1. Problem recognition, search pattern to be an act, it means the

consumer do not have to go through the buying process. His

pattern of purchase or consumption is usually based on loyalty

whereby he could be for instance, a loyalist to a particular type of

beer which necessarily does not require going through the buying

process. The emphasis is to determine the extent the advertising

influence consumption pattern no matter the perspective - as an

act or process.

7

1.2 STATEMENT OF PROBLEM

All over the world, both private and public sector have always

maintained some workers in their employment. In the private sector these

people could be designated with the common "word workers" while it

attracts greater connotation in the public sector. In the public sector,

worker could be called a civil servant or a public servant. The two words are

just matters of nomenclature because somehow, public servant which

appears to suggest workers in the employ of government (Federal, State

and Local) parastatals and companies obviously has supervising ministries.

Civil servant would therefore, imply carrier workers in government employ

usually under supervising ministries. These workers are subject to

anonymity and have guaranteed tenure. They must be loyal and must not

be subjected to any act of impartiality.

Somehow, the conditions of this category of workers in government

employ have for some time now attracted the attention of people

charitable organization, journalist, human right organizations, private

sector and general populace. The comments border on what may be

described as poor condition or service which exposed the workers to all

manner of danger. The worker is at mercy of very poor government

8

machinery to control and protect the worker. Also the question of

mismanagement in government work places has assumed unmanageable

dimension. This poor state of affairs in work place(s) has created more

problems than solutions for the worker.

As a matter of fact, one would think that the poor condition of the

worker would influence him to more rational, more sensitive and dynamic

to his environment. For instance, his purchase pattern should change and

adjust to became responsive to the promo-tools (advertising, personal

selling publicity and sales promotion) in place. Attempt to make rational

adjustments and purchases should warrant consistent response and

reactions to these promo-tools especially advertising. Unfortunately, this

condition does not hold due to some factors.

What appears prominent among these factors is illiteracy. In Nigeria

for which Ebonyi and Enugu States is part of, the illiteracy level appears to

be very high. What we are trying to say is that most of our civil servants and

business community are illiterates, therefore, might not be able to read

meaning and understanding into advertising and cures. Where they appear

educated, it may not be right type of education that may guarantee their

responsiveness to their environment. Another problem seems to be

9

poverty one could observe that civil servants and some business

community are ranked poorest in the wider society. Out of their little

stipend they are subjected to taxes and deductions of all kinds. This leaves

them with little or no disposable income (dy) to make purchases. The result

is that some may not be able to acquire media applications like televisions,

radio, newspapers and therefore, know nothing about advertising as an

unholy practice, war and deceit.

Likewise, the civil servants appear to have lost all their immunities,

responsibilities, privileges and rights. They no longer enjoy their privileges

of anonymity, impartial treatment and guaranteed tenure hence, flinching

loyalty. All these occasioned by political instability appear to affect the

general psyche of worker and business community and do not in any way

place them in better position to give attention to advertising messages.

Sometimes, people show obvious preference for other promo-tools against

advertising.

It also appears that advertising has been poorly applied especially in

this part of the world, such that its purpose of information, education and

persuading the public is undetermined. Media mix could be another

constraint to appreciation of advertising. It is the feelings of the researchers

10

that some of the problems enumerated could seriously deter advertising

from creating the needed awareness on the lives of civil servants and

business community their purchases. Repeat purchases and general

attitude following consumption. At least they all point to communication

and it is a serious phenomenon in this study.

1.3 OBJECTIVES OF STUDY

The major purpose of this study is to identify to what extent

advertising can influence the consumption pattern of civil servants and

business community in Ebonyi and Enugu States. In more specific terms this

study shall seek to do the following;

1. To determine whether consumption pattern of individuals or group

can really be influenced by any factor

2. To find out if civil servants and business community are even aware

of advert practice.

3. To determine if poverty and illiteracy can affect the perceived

influence of civil servants and business community consumption by

advertising

11

4. To determine whether there is a class of civil servants and business

advert messages influence more than others

5. To find out the type of advert that can really influence civil servants

and business commuity and to what extent the concept of media mix

can contribute to achieve this purpose

6. To determine whether the perceived loss of some rights to

impartiality, guaranteed tenure status by civil servants can really

affect their disposition to promo-tools.

7. To establish if the perceived ability of advert to yield more impact on

civil servants and business community consumption pattern against

other promo-tools is real merely psychological.

1.4 HYPOTHESES FORMULATION

In the context of the following objectives the following hypothesis

grouped into null (Ho) and alternative (Hi) were advanced.

Ho (null) Advert activities have no influence on the consumption pattern of

civil servants and business community.

12

Ho (null) Poverty as a factor does not affect civil servants and business

community response to advert messages which in turn affects

its ability to influence their consumption patterns

Ho (null) Illiteracy as a factor does not affect civil servants and business

community response to advert messages which in turn affects

its ability to influence their consumption patterns

Hi (alternative) Illiteracy as a factor does affect civil servants and business

community response to advert messages which in turn affects

its ability to influence their consumption pattern.

1.5 SIGNIFICANCE OF STUDY

It is the anticipation of the researcher that the result and findings of

this work will help a lot of people and institutions. For instance the advert

practitioners would have the opportunity to understand to what extent civil

servants and business community response to advert messages and of

course, the total impact on their consumption pattern.

13

Similarly, the practitioner would be exposed to the media mix that

achieves better results, with respect to wielding influence on civil servants

and business community with the applications of advertising tool.

Marketers would benefit as the study places them in a better position to

design good marketing strategy capable of influencing the consumers

especially in cases where paid workers are involved The study would also

benefit students and researchers towards understanding the intricacies and

technicalities of directing any advert activities to civil servants and business

community; it would also be of benefit to free lance readers for enrichment

of general knowledge.

1.6 SCOPE OF STUDY

The Enugu State under study was grouped as an area of study with

emphasis on local, state and federal workers (civil servants). Ebonyi State is

made up of thirteen (13) local government areas but the study was broken

down into the former or old five (5) local government areas which were

Abakaliki urban and Afikpo North. For community people the study was

broken down twenty (20) importers and five (5) local business people in

14

Ogbete market in Enugu, State and Kpirikpiri market Abakaliki in Ebonyi

state.

1.7 LIMITATION OF STUDY

Usually, a researcher encounters some constraints in the course of

his/her work which is always contingent on some factors. The limitation to

this research work is the element solvating ideas from people for a

complete research. This complacent and indifferent attitude could be direct

result of high illiteracy, poverty and lack of inventiveness. Other problems

are time and financial constraints. A work of this nature would have needed

a long period of time unfortunately academic thesis of this nature usually

have time frame attached within which the work must be completed. The

turbulent disposition of Nigerian economy should be a major setback to this

thesis. The researcher found money a serious impediment for easy

commencement of this work.

1.8 DEFINITIONS OF TERMS

In enhance understanding in this work, some terms would be

defined;

15

Marketing

Udeagha (1995) defined marketing as a marketing-oriented process,

concerned with efforts geared at providing for the satisfaction of the needs

and wants of the buyer. The goods and services which satisfy these need

and wants are procured in an exchange process by the markets promotion.

Aderike (1988) see promotion as one of the components of the

marketing mix used by an organization to inform educate and persuade the

market regarding the company's offerings, advertising, personal selling,

sales promotion are the major variables of promotion

Civil servants

Civil servants refer to carrier workers in government employ usually

under supervising ministries. These workers are subject to anonymity and

have guaranteed tenure and cannot be exposed to be loyal to the

authorities. According to wordnet web, Princetonedu/per/, A business

person (also business man or business woman) is someone who is

employed at usually a profit-oriented enterprise, or more specifically

someone who is involve in the management at any level of company, or

even an entrepreneur.

16

Consumption Pattern

Consumption pattern can be said to mean buying behavior or

spending pattern. It also includes the driving forces that influence the

individual taste and fashion to rampant changes.

Advertising

Ralph S. Alexander et al (1963), defined advertising as any paid form

of non personal presentation and promotion of ideas, goods and services

by identified sponsor.

Personal Selling

In the words of Pride and Ferred (1989) personal selling is defined as

an activity which undertakes informing customers and persuading them to

purchase product through personal communication in an exchange

situation they further stressed that the purchase product should be

interpreted broadly to encompass the acceptance of ideas and issues.

17

Public Relations

According to the International Public Relations Association (IRPA)

public relations is the art and science of analyzing trends, predicting their

consequences, counseling leaders of organizations and implementations

planned programs of action which will serve the public interest.

Publicity

Kotler (1988) sees publicity as any non personal stimulation of

demand for a product, service or business unit by planting commercial

significant news about it in a published medium or obtain favorable

presentation of it upon radio, television, magazines, trade journals, bill

boards or stage that is not for by the sponsor.

18

REFERENCES

Nwosu I. E. (1990) Mass Communication and National Development

Perspectives on the Communication Environment in Nigeria 1st Edition

Aba: Frontier Publishers Limited.

Udeagha A. O. (1995) Principles and Processes of Marketing. 1st Edition

Enugu: JTC publishers.

19

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

The very act of advertising has come a long way while

communications has remained its most essential ingredient. That is why in

Udeagha (1995:21) advertising is viewed as being different from personal

selling in that it is unlike the latter a mass communication tool that uses

such media as the television, radio, newspaper and magazine to reach its

audience which is usually a large one.

Also in Nwosu (1990:239) advertising is seen mass communication

which is aimed at helping to sell goods services, idea persons and

institutions or organization. He contended that it is therefore a vital tool of

promotions and marketing which are very essential for economic and broad

national development it is through this communications that ideas products

and services are brought to the knowledge of consumers.

The fact that images, facts about a product and of course services

can be communicated through advertising makes it possible for this

research work to consider the extent advertising can influence the

consumption pattern of civil servants and business community. The simple

logic being that civil servants and business community like any other groups

20

in the society could be influenced by Advertising. Specifically the review

would cover such areas as overview of advertising types objectives,

importance, merits and demerits others include psychological and cultural

influences, advertising, research and other areas which would embrace

developing advertising budget, deciding the advertising messaging,

formulating its strategies, advertising influence and cultural background of

target audience advertising effectiveness media selection strategies

advertising and brand preferences and finally the concept of consumption

pattern and advertising.

2.1 AN OVERVIEW OF ADVERTISING

It is generally a truism in marketing world that no product an easily

reach its consumers without serious efforts which must involve promotion

advertising. A product no matter the quality price and distributions

strategies must require some elements of awareness for its marketing to be

complete and effective.

This synchronize with the views of Gordon Oliver (in a study by

Anedu Uchenna U. 1995.15) when he said that products designed to meet

consumers desires and being offered at affordable price will not be

21

successful unless information about it availability and benefits are

provided. This information is achieved through promotional tools for which

advertising is one of them. This view is a fact because there is nobody that

had ever purchased a product or paid for a service for which he or she had

no previous knowledge of.

The consumer in Nigeria including civil servants and business

bombarded with series of advertising messages in a bid to secure their

purchase decision companies who produce and market their goods and

services leave no stone unturned in this effort of creating awareness,

invoking purchase action and sustaining of same. The intensity of these

advertising efforts is aggravated by the emerging world environment

whereby competition has become the order of the day. Organizations no

longer go out of their way to produce goods and services (marketing

myopia) without the consumers' interest or feeling at heart. It is now a

common place that it is not enough to produce goods rather the producer

is also required to call for the product distinguishing it from other product

brands or makes. This philosophy is important as both producer and

consumers are attaining sophistication. The summary of this emerging

trend is what we call consumer orientated production and services.

22

Hence management teams of most firms now spend much effort in

the area of promotional strategies for the purpose of creating awareness.

Obtaining market acceptance for the product service competition, break

even and make profit. To achieve these most of the companies employ

various promo-tools in combination with other marketing mix elements like

product quality, pricing and distribution.

Advertising appears to be the most impact creating promo-tool mix

element. It is through advertising that the idea about the existence of a

product is created and of course the demand. However, it cannot be

claimed with every amount of exactitude that advertising is an Island,

simple handedly influencing the sale or otherwise of a product.

This is because advertising like other promotional tools only does pat

of the job required for a product to be sold to ultimate consumers. For

instance apart promotional tools like persona! selling, sales promotion and

publicity which play tremendous roles in the marketing of a product. Its

quality pricing and distribution elements are also considered.

It may not be possible for a well advertised to involved purchase

action when wrong pricing strategy or policy is adopted. The same applies

to distribution channels. Some products by their special nature require

23

direct sales to consumers while some must warrant the employ event of

intermediaries.

In a situation where wrong choice of channel is made, there is no

amount of advertising messages that might create break - even sales.

Hence advertising can only be seen as an important factor (not a total one)

in the production and marketing of goods and services.

Similarly, advertising is seen to exist in a web the social psychological

needs, wants and backgrounds of the consumers.

2.2 HISTORY OF ADVERTISING

It is not out of place to associate advertising with the existence of

mankind the only narration is that the former has undergone some more

refinements. According to Donald and Gordon (in a study by Amedue 17)

Archeologists have found the fore runner of lost- but found notices in the

ruins of runaway slaves.

They have found political advertisement. This advertisement said

roughly ''vote for Macellius. He is the friend of the people". This type of

advertising is called personal or political advertising. Whatever happens

claims abound that the origin of modern advertising is credited to the 18th

24

century period. During this development of civilization were at base in most

economics such as that the question of international or properly developed

advertising practice was out of question. This assertion is reinforced by

Bonne E. Louis et al (in a study by Anedu Uchenna) when in reference to

early period of advertising said that most advertising were local through

public announcements by hawkers chanting advertisement slogan.

As a matter of fact modern advertising came to Nigeria in 1928

(about 78 years ago) with LINTAS LIMITED as the pioneer advertising

Agency Business Times in Anedy 1996 p 18. According to Anedy scholars in

Nigeria have argued that advertising has the ability to educate and inform

consumers about products, services and prices. It is also seen as a sure way

to broaden the market. He maintained that it is also possible that our fore

father here in Nigeria practiced advertising as early as the Babylonians. This

assertion could still hold even through it lacks be definitive.

Discuss about confection showing with the use of any valid proof to

authenticate it. At least we are aware that before Henry investment

analysis occasioned by the uncertainty of factor elements. Henry Townsend

founded the first Nigerian newspaper (IWE IROHIN) there was a credible

25

practice of traditional advertising in form of or a media, word of mouth

selling use of symbolic item, singing and announcements.

It is a thing of joy to recall that advertising has reached an enviable

eight in Nigeria, for instance it is on record that Nigerian chapter of the

International Advertising Association was formally launched on 27 February

1985 in Lagos. In addition to the above, very commendable improvement is

being made in the training of both advertising and public relations experts

across Nigerian Universities. There is this hope that the call in a forum of

states commissioners of information in 1998 on special petroleum trust

fund to set up information management fund to be utilized in the provision

of equipments for mass will give impetus to the growth of advertising in

Nigeria. It is in the light of the above that it is expected that this elements

of promotion would soon achieve its full growth size in Nigeria of only the

tempo is sustained.

2.3 MEANING AND DEFINITION OF ADVERTISING

This aspect of promotional tools has long been associated with

various meanings and definitions by scholars, manufacturers, governments

and consumers. The only common idea in the definitions is that it is not

26

only a promotional too! but also an exercise in creating purchase action the

American Marketing Association (AMA) defined advertising as "any paid

form of non personal presentation of ideas goods and services by an

identified sponsor" there is need for an analysis of the key words that play

in the above definition to enable us understand some basic differences

between advertising and other promo-tools Sponsorship. Also Sidney J Levy

(in Kotler Ibid .p 607) said that advertising can be identified in the following

qualities:

Public presentation

Advertising is seen as a highly public mode of communication. This is

to the extent that its public nature conferred a kind of legitimacy on the

product and also suggest standardized offering. This is because many

persons receive the same message buyers known that their motives for

purchasing the product will be publicly under stood.

Pervasiveness

In this case advertising is seen as a pervasive medium that permits

the seller to repeat a message many times it also allows the buyer to

receive and compare the messages of various competitors large-scale

27

advertising by a seller says something positive about the seller's size

popularity and success.

Applied Expressiveness

Advertising provides opportunities for dramatizing the company and

its products through the artful use of print, sound and color. Sometimes

however, the tools very success at expressiveness may dilute or distract

from the message.

Impersonality

Advertising cannot be as compelling as a company as a company

sales representative. The audience does not feel obliged to pay attention or

respond. Advertising is able to carry on only a monologue not a dialogue

with the audience to our mind these four characteristics of advertising as

pointed out by Sidney give impetus to the claim that advertising is one of

the most defective promotional tools for reaching any target market. This

overriding function of advertising is further reinforced by Louis E. Bonne et

al (1976: 468) when they said that advertising is non personal sales

presentation usually directed to large number of potential customers.

28

(Udeagha op. Gtp 218) said that is a marketing promotion tool which

is used to inform and educate a large audience of buyers of consumers

about an organization. Its product or services and induce then to patronize

the organization, that is to buy its goods. He maintained that advertising

shares some of the above mentioned characteristics with such other

promotional tools as personal selling and publicity with which an

organization also frees to reach it target markets. Therefore according to

him advertising must be differentiated from other promotional tools. He

maintained that since advertising is used to gain access to a large audience

that is scattered over a wide area at one and the same time it cost per

prospect is usually low, much lower than that of personal selling. Hence, it

is regarded as being more efficient than personal selling.

According to him advertising is not as effective as personal selling

information loss due to selective exposure, selective distortion and

selective retention is higher in mass media than in interpersonal

communication. He concluded by saying that communication by means of

advertising is also less susceptible to immediate feedback than personal

selling.

29

Falusi (in a study by Anedu Uchenna 1996: 22) said advertising forms

the great communicative threads of commerce and communication and is

the strongest as well as the most tender and abused of the threads of

humanity hence to him advertising is the most essential interface in the

chain of captivities that constitute modern business.

Charles Futrell 1992:37 sees advertising as non-personal

communication of information paid for by an identified sponsor such as

individual or organization. According to him the information brings the

idea, product or services existence in the know of the potential audience.

Paul Callaghan (1993: 302) said that advertising is a paid form of non

personal presentation and promotion of ideas, goods or services by an

identified sponsor.

Stanton (1981: 44) in his view defined advertising as consisting of all

activities involved in presenting to a group a non personal oral or visual

openly sponsored message regarding a product, service or idea. This

message is called advertisement is disseminated through one or more

media and is paid for by an identified sponsor.

30

2.4 TYPES OF ADVERTISING

Advertising can be categorized into many types in form of the

following National Advertising - This is a type of advertising that covers the

whole nation whereby below the lie media or above the line media is used

usually, advertising is defined to distributors.

a) Retail advertising- Is another type of advertising that is locally aimed

at consumers.

b) Co-operative Advertising- This integrates both local and national

advertisers.

c) Trade Advertising - This advertising is directed at manufacturers and

distributors it is usually found in trade journals and magazines with

special focus on retailers or distributors.

d) Direct Advertising - Other names for direct advertising are mail order

or direct mail advertising. It involves direct mailing or advertising

direct mailing or advertising message to target market through mails.

e) Reminder Advertising -This is usually employed by manufacturers

whose products has been in the market but aimed only at informing

the customers of the existence of it product.

31

f) Industrial Advertising - This type of advertising is concerned with the

marketing of industrial products.

g) Institutional Advertising - This type of advertising is commonly

corporate advertising. The main aim of type of advertising is to

market the organization.

h) Public Service Advertising - In this type of advertising products are

not involved rather social problems trying to represent the company

as socially concerned with people's problems. The advantage is the

chances that it can result in higher demand for the company's

products Professional Advertising- It is aimed at professionals like

actors, Lawyers, lecturers, pharmacist. These people are usual y

reached through their in house journals.

2.5 OBJECTIVES OF ADVERTISING

It is a fact that advertising objectives are not different from the

objectives of other mass communication tools generally, the objectives of

advertising include among others to inform, educate and entertain the

consumers. The education and information revolves around making them

aware of a new offering that is just available for the market patronage. The

32

objectives transcend creating awareness about new product to include

reminding consumers of the existence of an existing product.

According to Udeagha (op cit, p. 220) to access the effectiveness of a

given campaign which can only be set out offer careful study of the target

market must be quantifiable. He continued by saying that the quantification

of such objectives implies however, knowledge of their current stand and

formulation of any desired change in absolute or percentage terms per

period of time. The effectiveness of an advertising campaign he said

depends on a thorough knowledge of the target market. He said that in

order to reach the target market(s) effectively with this tool of mass

communication data on the following attributes of the market must be

provided by an organization's marketing research department.

1) Their department and psychographic characteristic.

2) Their information stand that is whether there is product awareness

or lack of interest or lack of it liking etc.

3) Attitudes of the target market(s) towards the product and the

organization.

4) Stages of buying decision process.

33

5) Media preference of the target market(s) as well as data on media

circulation and cost.

6) Evaluating criteria that under lie the product choice

7) The image of the organization has cut in the minds of prospects of all

these attributes of the target market and media available/ a given

form would be in a position to know;

I. The type of buyers to focus the advertising campaign on

II. Whether the objectives of the campaign will be to create

awareness, stimulate interest or action to create preference or to

change negative attitude or image positive ones.

III. Whether to focus on using advertising to stimulate problem

recognition in the prospect or to supply them with information

that will influence their choice or products, brand or suppliers.

The objective could also be reduced dissonance of choice has

already been made. In this case, the campaign would be geared at

showing buyers the benefits of their purchase.

IV. The right type of media for the transmission of the advertising

message. This is from the point of view of the prospects media

preference timing and the organization cost considerations.

34

V. The features or aspects of the product or services to emphasize in

an advertisement. If all these factors are known and considered in

an advertising campaign, there is no reason why such a campaign

will not achieve its objectives with serious emphasis on

requirements for such objectives to be effective it has then dawn

on us that a producer do not have to wake up one day to

advertise products without first of all setting out objectives meant

to be achieved. The objectives must be set out for both planning

and controlling to be easy and achievable. It is therefore only

important that we set objectives which be achieved through any

advertising campaign.

2.6 ADVANTAGES AND DISADVANTAGES

As expected advertising exists with some advantages and

disadvantages Advantages:

According to Kotler and Armstrong (199:395) the arguments for the

use of advertising includes:

1) Advertising triggers quick sale.

2) Advertising builds long term image for a product.

35

3) Advertising is expressive.

4) Advertising reaches masses of geographically spread out of buyers at

a low per exposure.

DISADVANTAGES

The demerits were pointed as follows;

a) Advertising is identified as one way communication.

b) That it is impersonal but not as persuasive as personal selling.

c) It can be costly.

2.7 CONSUMER BUYER INFLUENCES

THE PSYCHOLOGICAL INFLUENCES

The psychological influences form a part of the consumer behavior. It

can be called person centered factors which include cognition, beliefs

attitudes, motivation and learning. Ordinarily, the consumer behavior can

be defined as the behavior the consumers or buyers of product or service

exhibit in searching for, purchasing, using evaluating an disposition of

products, services and ideas which they expect will satisfy their head Geoff

Lancaster et al in a study by Anedy Uchenna 1996: 32.

36

The psychological aspect of the buyers is very important and to a

very great extent in dispensable in the whole purchase arrangement

(consumer). It covers such factors as motivation, perception, learning,

beliefs and attitudes. That is perhaps why Walter Wood in a study by Anedu

Uchenna 1996:33 said that consumer behavior is mentioned, but the actual

choices made satisfy motives may depend on other psychological variables.

I shall take them one after another.

Motivation

The word motivation is derived from the verb to motivate which

means to induce or to provide with a motive (Udeagha 1995: 17) He said

that motives are stimulated needs that an individual seeks to satisfy. A

consumer can always become interested in buying or patronizing a product

or service when he is motivated. This view is reinforced by the position

Kotler (in Udeagha Ibid p. 60) when he opined that a consumer is motivated

when his system is energized or made active and behavior is directed

towards the same type of goal. Motives arouse the need and influence the

belief of the individual. On a final note it need be mentioned that an

individual is motivated as soon as the preceding need is satisfied.

37

Perception

According to Kotler 1988:188 a motivated person is ready to act. He

argued that how the motivated person acts is influenced by his or her

perception of the situation. Perception is defined as the process by which

an individual selects organizes and interprets information inputs to create

meaningful picture of the world Benard Berelson et al (in Kotler Ibid p 188)

somehow, perception depends not only on the character of the physical

stimuli to the surrounding field (the Gestah idea) and on conditions within

the individual.

Generally, people can emerge with different perceptions of the same

stimulus object because of these perceptual processes, solutive attention,

selective distortion and selective retention. The important thing in

perception is that it influences to a great extent the individual's

motivational desire to satisfy a need. The first and most popular is stimulus

response and reinforcement theory of learning that was propounded by

Paviv, a Russian psychologist while the second is the cognitive theory of

learning which was popularized by Wroe Anderson (Nieshl in Udeagha Ibide

38

p 65) said that Pavlov's association theory of learning resulted from the

experiment which he performed with his dog.

In it Pavlov rang a bell each time he wanted to feed his dog salivated

each time he rang the bell even without presenting food to it. Thus the dog

had learnt to associate the sound of the bell with food. From this, it was

concluded that not only animals but human beings learn from the past

experience and their past actions. It is this time of thought that kotler in

Udeagha (Ibid - 66) said that "when people act they learn" also John F Hull

(in William Starton 1981:110 see learning as a factor influencing persons

perceptions which may be defined as changes resulting from previous

experiences. He contended that learning does not include behavior changes

in behavior that is by definition, attributable to infrastructure responses

growth or temporary states of the organism such as hunger, fatigue and

sleep. In addition he said that interpreting and predicting the consumer's

learning process is a real key to understanding buying behavior.

Therefore it is unfortunate that no simple learning theory has

emerged as universally workable and acceptable.

However Ernest R. Hllgard et al (in WJ starton (181:110 identified

three principal learning theories in the study as

39

1) Stimulus responses theories

2) Cognitive theories

3) Gestali and field theories

Attitudes

Attitudes over buying is usually acquired through beliefs and

learning. It is defined as by David Krech et al 9 in Stanton (1981:115) as

person's enduring favorable or unfavorable cognitive evaluation emotional

feeling or action tendency towards some object or idea. Attitude is

perceived as involving through process as well as emotional feedings and

they vary in intensity. That is why it is said that attitude influences beliefs

and beliefs influences attitude.

Udeagha (op Gf p.59) says that attitude is a predisposition of the

wind towards a thing, a person or an even t it is defined by Block et al in

Udeagha Ibide p 59) as "a learned predisposition to respond consistently in

favorable or unfavorable manner with respect to a given alternative".

He contended that an individual's attitude toward a product service a

firm or an individual is usually regarded by marketers as his assessment of

the ability of the product, service firm or individual to fulfill his

40

expectations. He contended that it is ones attitude that conditions one to

accept or neglect any of these things. Attitudes spring from thoughts or

cognitive process, emotional feelings and action tendencies, and are

therefore known to have three components Chtsnell in Udeagha (Ibid p 59).

a. The cognitive component which refers the knowledge or belief about

the particular object of attitude data or information and so the

cognitive component of attitude is the component based on factual

data or information about the object of an attitude study such

information can also be based on past learning.

b. The effect or felling component of attitude which relate to the

emotional content of attitude and arouses either like or dislike of a

particular object, things or person that is the object of the study or

analysis.

c. The cognitive component of attitude is the action tendency of

attitude and it's concerned with the disposition to take action of

some sort. It relates to the readiness of the individual. The buyer for

instance to take action or display a particular behavior towards an

object.

41

Henry Assael (in a study Anedu Uchenna op Gt p 35) explains that

there are three components attitudes Brand beliefs as the cognitive (for

thinking component of attitudes brand evaluations as the affective for

feeling component, and intention to buy as the collective (or action)

component).

Conclusively, he said that the interface between these components

illustrate the high involvement hierarchy of effects. Brand beliefs influence

and brand evaluation which influence intention to buy as in the diagram

below;

COGNITIVE

Component brand beliefs

AFFECTIVE

Brand evaluation

CONATIVE

Components intentions to buy Assail finally contended that

consumer's state of mind described as the psychological set towards the

prospective the product benefits the consumer or the buyer seeks and his

or her attitude and beliefs towards various brand.

42

BELIEFS

A belief is a mental conviction tanck and Wagnalis in Udeagha op cit

p 58) it is according to Etuk in the same Udeagha "the cognition about the

nature of the environments" to depend on available data or information

Udeagha argues that since belief implies established knowledge about

something it is bound to influence our attitude towards that thing.

Adding that belief is a component of attitude and changing is bound

to change attitude. Beliefs according to Block et al in Udeagha (Ibid p 58)

represents information that links a given product or brand to evaluative

product or services. The point remains that these affects the buyer's

attitudes towards products or services or toward their suppliers for

instance a belief that named hospital has an experts in gynecology will

generate favorable attitude towards the hospital in the minds of potential

patients.

COGNITION

Cognition or perception according to Udeagha (Ibid p 57) is the

mental process of marking sense of the world around us. According to

43

(chrisnall" it refers to the mental process of knowing perceiving and

judging, which enable the individual to interpret the world about him"

Udeagha argues that cognition compress our systems of knowledge. Beliefs

and values and thus has a lot of impact on our attitudes and behavior. He

maintained that it is generally believed by consumer behavior theorist that

a motivated person is ready to act, but now he acts depends on his or her

perception of the situation. Concluding, he said that what we purchase or

consume, where we purchase it from are all likely to be influenced by our

cognition or perception.

THE COGNITIVE STRUCTURE

Chisnall in Udeagha (Ibid p 56) said that an individual's cognitive

structure is determined by two types of factors stimulus factors and

personal factors which through their interactions affect an individual's

economic social and cultural decisions and activities. He said that, that is to

be understood in the sense that the effect advertisement or a brand name

a consumer for instance depends on factors which are personal to him (his

or her interest, experience, belief, attitudes and motives) and which tend to

influence his or her perceptions of the stimulus (adverting message product

44

brand etc) he added that two or more persons confronted with a given

buying situation may act differently if they perceive it differently. Asking

question as to;

1. Why do people perceive a given objectives situation differently.

2. Why should two or more persons who listened to the same sales

promotion about a given brand of car away with different

perceptions contending that they will depend on the ability of the

sales man, his company and the ability of the car to perform.

Somehow, all these arguments and question help us to understand

the secret behind consumers' willingness or otherwise to prefer a

particular make or a brand of a product. And in such situation what

the advertiser would do is to reinforce his message tailored towards

the potential market perception. Psychologist attributes the

tendency of people to perceive a given situation or stimuli to three

factors in their perceptual process (Ibid p 57). These are selective

attention or exposure, selective distortion and selective retention

(Pridde and Terrel Ibid).

ECONOMIC INFLUENCES

45

Economic influences are one of the situation centered factors which

influences an individual's purchasing or buying behavior. The others include

social class family life cycle. Political and cultural influences, opinion leaders

and so on, we know that to live and function properly in any society, an

individual must interact with others. This interaction is necessary because

of mutual wants needs and personal objective.

This aspect of situation centered factors would discuss the economic

influence on consumer behavior. The consumer buyer behavior is influence

by his income level. This portrayed by Emeka Okpala (in a study by Anedu

Uchenna 1996:37) when he stated that economic aspect of behavior

involves these elements of consumer behavior that are influenced by

income or purchase power. Kotler 1988:181) supported Okpala's view

when he said that product choice is greatly affected by one's economic

circumstances consist of their spendable income (it level, stability and time

pattern). Savings and aspects and assets (including liquid percentage)

culture is the most fundamental determinant of a person's want and

behavior.

He tried to explain the extent culture can influence our demand and

purchase pattern. Therefore, any attempt to bring the existence of new

46

goods and services or old ones in the know of buyers must take into

account the cultural characteristics of such environment.

Jugheiner and White (in a study by Anedu Uchenna 1996:39 even

remarked that alert marketers and advertisers have cashed in and are

continuing on selling opportunities provided by the changes in the way

some people live. The point being made is that these influences may affect

consumers or business people and civil servants buying behavior.

2.8 ADVERTISING BUDGET

Advertising budget is usually preceded by advertising objectives.

Organizations lay much emphasis on the question of achieving their

objectives. Such objectives have increase in sales profit or wealth

maximization.

Unfortunately, no organization can ever realize these set objectives

without emphasis on marketing her elements. Advertising as an element of

the promotion (marketing mix element) is one of such variables that must

be considered for the organization to realize such goals and objectives as

stated above. The budget for advertising is a serious matter in the overall

more to achieve the organization's goal. One can say that it is one of the

47

proofs around which the destiny or realizing the organization's objectives

revolves.

Many companies adopt the following four methods to set their total

advertising budget for any component such as advertising affordable

method.

This method explains that many companies set their promotion

budget at what they think affordable. The method is explained more by

some extract in Seligman as represented in Kotler 1988:604) which states

that "why it is simple. First i go upstairs to be controller and ask how such

they can afford to give us this year. He says a million and half. Later the

boss comes to me and asks how much we should spend and I say 'oh about

a million and half. This method does not ''" recognize the role of promotion

as in resentment nor the immediate impact of promotion on sales volume.

It creates room for unpredictable annual budget and makes strategic

planning difficult.

Percentage-of-sales method

48

Here many companies set their own promotion (advertising) budget

at certain percentage of their sales whether current or anticipated. Kotler

1988:604) gives three advantages of methods;

First: the percentage of sales method means that promotion expenditures

are likely to vary with what the company can 'afford' this he continues

satisfies the financial managers, who feel that expenses should bear a close

relation to the movement of corporate seals over the business cycle.

Second: this method encourages management to think in terms of the

relationship between promotion cost, selling price and profit per unit.

Third: this method encourages competitive stability to the extent the

competing firm spend approximately 'the same perception of their sales on

promotion (advertising).

Competitive partly method

Some companies usually set their promotion (advertising) budget to

achieve share of value partly with their known competitors. This is

explained by some quotes by Albert Wesley in Kotler (1988:605) when an

executive asked a trade source. Do you have any figures which other

companies in the builders specialties field have used which would indicate

49

what proportion of gross sales should be given over advertising Kotler

continued that this executive believes that by spending the same

percentage at sales on advertising as his competitors he will maintain his

market share.

Objective and task method

The basisity of this method is that marketers should develop his

promotion (advertising) budget by defining his specific objectives

determining the tools that must be performed to achieve these objectives

and estimating the costs of performing these tasks. The sum of these costs

Kotler said is the proposed promotion budget for which advertising is a

microcosm.

2.9 FACTORS THAT SHOULD BE CONSIDERED WHEN SETTING

ADVERTISING BUDGET

In analyzing the four methods usually adopted in setting the

advertising budget, we followed the objectives and task method because it

requires the advertiser to define advertising campaigns specific objectives.

50

Shults and Manfir et al 1988:643) described some of the factors that should

be considered when setting the advertising budget as

i. Stage in the product life cycle: New products typically receive large

advertising budgets to build awareness and to gain consumers trial.

Establish brand usually are supported with lower budget as a ratio

result to sales.

ii. Market share and consumer base: High market share brands usually

require less advertising expenditures as percentage of sales to simply

maintain their share. To build share by increasing the market or to

take share from competitors requires large advertising expenditures.

Additionally, on a list - per - impression basis, it is less expensive to

reach consumers of widely used brand than to reach consumers of

low share brand.

iii. Competition and clutter in market with a large number of

competitors and 1 i high advertising spending, a brand must be

advertised more heavily to be heard above the noise in the market.

Even simple clutter in the market from advertisements not directly

competitive to the brand creates a need for heavier advertising.

51

iv. Advertising frequency: The number of repetitions needed to put

across the brand's message to consumers also determines the

advertising budget.

v. Product substitutability: Brands in a commodity class (eg cigarettes,

beer, soft drinks) require heavy advertising to establish a different

image advertising is also important when a brand affords unique

physical benefits or feature even when a good method for selling

advertising budget properly considered. Strategies for achieving

advertising objectives would still have to be devised.

2.10 MESSAGE SELECTION

One of the most offer forgotten aspects of advertising is the message

selection. Impliedly, the expertise and ability of the creation of people are

ignored completely in some cases. Unfortunately it is only a force that

could be a successful advertisement without serious emphasis on the

capabilities of the creative department. The above view is reinforced by

John Tofen in Kotler (1988:622) when he said that by leaving out the

creation factor, a substantial part of market share differences are

unexplained.

52

The study found out that the effect of the creativity factor in

campaign is more important than the number of dollar spent. He added

that it is only after gaining attention can a commercial help to increase the

brand sales.

Advertising usually go through some steps like message generation,

message evaluation selection and execution before a creative strategy can

be developed. Thus steps can be discussed briefly.

1. Message Generation: It is argued should constitute part of

developing the product concept as it expresses the unique benefits

derivable from such products. Some creative people use inductive

method by talking to consumers, dealers, experts and competitors.

Somehow there is this general belief that the consumers fillings

constitute the major source of ideas for creative people. That is why

Leo Burnett emphasized that I quote "in-depth interviewing where I

come realistically face to face with the people I am trying to sell to. I

try to get picture in my mind of the kind of people they - are new

they use this product and what it is". Apart from the inductive

method, some creative people also use deductive method in

generating advertising messages. Here buyers are viewed as

53

expected four types of rewards from a product, rational, sensory,

social or ego satisfaction, buyers may also visualize these rewards

from result of use of experience.

2. Message Evaluation and Selection: One is expected to evaluate the

message so created. The message should be considered on ability to

create the needed impact on the consumers, Tirelt (1988:624)

suggested that message be rated on desirability, exclusiveness and

believability. It is on the basis of such rating that an advertising copy

can be selected before or after other.

3. Message Execution: it is expected that every advertisement should

contribute to the complex symbol of a product or offering which is

the brand usage creative people must a matter or professionalism

find a style, tone, words and format for executing message.

The variables above must be put into common consideration to

enable cohesive image and message execution is all about presenting the

message in conspicuously readable form and can take any of the following

styles as summarized shee-of-life. This shows one or more persons using

the product in a normal sitting life style. This emphasis how a product fits

with life style. Fantasy-this creates around the product or its use mood or

54

image-This builds on evocative mood or image around the product such as

beauty, love, seventy. Musical-This uses the background music or shows

one or more persons or cartoon characters singing a song involving the

product.

Technical Expertise -This shows the company's expertise and

experience in making the product scientific evidence - This presents survey

or scientific evidence that the brand is preferred to or out performs one or

more other brands.

Testimonial evidence - This includes a higher credible, likeable or

empathetic source endorsing the product like Dettol Soap endorsed by

Nigeria Medical and Dental Association (NMDA).

2.11 MEDIA SELECTION STRATEGY AND SCHEDULING

Media selection is all about advertisers efforts to decide on what

media to carry his messages where and time of such advertisement media

selection is the problem of finding out the most cost effective media to

deliver the desired number of exposures to the target audience Kotler

55

(1988:629) he went further to state that the effect of exposures on

audience awareness depends on exposures, reach, frequency and impact.

i. Reach: The number of different persons or households exposed to a

particular media schedule at least once during a specific time period.

ii. Frequency -This is number of times within the specific time period

that an average person or household is exposed to the message.

iii. Impact: The qualitative value of an exposure through a given medium

(thus a food in good house keeping would have a higher impact than

in the police Gazette).

Another problem following the decision on reach frequency and

impact is choice of media types. A media planner should be able to know

the capacity of the major media types to deliver reach, frequency and

impact. Each medium has advantages and disadvantages (Ibid p 631) He

continued that media planner make their choice among these media

categories by considering various variable, the most important ones being

the following;

i. Target audience media habits: For example Radio and television are

the most effective for reaching teenagers.

56

ii. Product: Women's dresses are sometimes shown in color magazines

and polorid or digital cameras are best demonstrated on television,

media types have different potentials for demonstration,

visualization, explanation believability and color.

iii. Message: A message announcing a major sale of tomatoes will

require radio or newspaper. A message containing a great deal of

technical data might require specialized magazine or mailings.

iv. Market Research Cost: Television is very expensive whereas

newspaper advertising is inexpensive, what counts of course is the

cost per thousand exposures is also required to pay serious attention

to media timing.

This will take us to the micro-scheduling problem. In macroschuding

the advertiser has to decide how to schedule the advertising over the year

in relation to seasonality and expected economic developments while

micro scheduling calls for allocating a set of advertising exposures over a

short period of time to obtain the maximum impact (Ibid 1988 p 636).

2.12 EVALUATION OF ADVERTISING EFFECTIVENESS THROUGH RESEARCH

57

The greatest confusion that subsists between advertising and other

promo-tools is to what extent advertising influences the sale or purchase of

a particular product. Is it positive that a product sold was over because of

the extent of advertising campaign. Even where the campaign is intensive.

It is possible to determine the influence of this promo-tool on one unit of

the product sold. The simple fact appears to be that other variable apart

form advertising influence the sale of products just like advertising. Such

variable as price competition and cultural influences

The above raises the question as to whether advertising really affects

people’s purchasing power. Some of the problem above can be solved by

going through an advertising campaign.

Since research is the thorough search for an investigation of

information, said to mean the thorough search for an investigation

regarding advertising. Udeagha (op cit p.113) said that advertising research

is a major area of the application of marketing research. He said that it is

not only because advertising is a very important component of marketing

communication but also because its impact on the consumer is never self

evident.

58

In consequence, its effectiveness in achieving the turn's marketing

objectives is never granted conclusively he said marketing research used in

two major areas of advertising

I. In media research

II. Marketing and effectiveness of advertising Jugeheimer and White in

their books "Basic Advertising" express that advertising research can

be either general or scientific. They further said that basic research

sometimes called theoretical research, is a general form of research

that explores idea about advertising as a whole. This throws light on

how advertising works and how all the parts of an advertising

campaign relates to consumers decisions and marketing practices.

Applied research focuses on specific aspects or problems that arise.

Secondary advertising research refers to such information sourced

from research firms as magazines, watching television and listening to all

radio stations. Syndicate research forms provide lots of information about

the competition through newspapers, magazines, outdoor, television and

advertising that competitive firms are using primary research is that which

research firms are lured to do specifically for the company.

59

2.13 ADVERTISING RESEARCH TECHNIQUE

Advertising research falls within the nexus of marketing research.

According to Kotler (1988 p. 107) marketing is the systematic design

collection analysis and reporting of data and finding relevant to a scientific

marketing situation facing company. Therefore we can also say that

advertising research is the systematic and careful assembly, analysis and

interpretation of data relevant to the successful execution of an advertising

programme, such advertising programme is aimed at solving an advertising

problem ordinarily such research can begin advertising campaign. The

important thing is that such research should be able to give genuine and

relevant solution(s) to problems stunting the development and growth of

advertising. Anedu Uchenna in study 1996:41 discusses advertising

research technique before and during an advertising campaign.

RESEARCH BEFORE CAMPAIGN BEGINS

For any research to hold before an advertising campaign product or

services people and market where you want to sell must be involved.

60

1. PRODUCT OR SERVICE RESEARCH

Emphasis here is usually no finding out the need and want profile

and pattern of consumers. What is the present, market need and

want pattern? What is the potential market likely to want and need?

The product research helps to portray or position goods or service in

the moods of consumers.

2. CONSUMER RESEARCH

This deals with the marketer's effort to find out what product(s) the

consumer would buy and the motive behind such action.

Two ways to collect consumer research includes the following;

a. Mail intercept- interview consumers in shopping malls.

b. Focus group interview with small group familiar with the product.

c. Projected technique designed to see how consumer acts in a

given situation distribution. Price or promotion for a proposed

marketing or advertising effort embarked upon to face the

research during and advertising campaign.

3. RESEARCH DURING ADVERTISING PREPARATION

A test applied during advertising preparations are as follows;

a. Bank Testing

61

Here we are referring to form the best liked to the least like

advertisement.

b. Paired comparison tests

In this case consumers rank pair of advertisements.

c. Close procedure

Consumers close missing words of an advertisement

4. RESEARCH AFTER ADVERTISING IS READY

It has been observed that much of research is done after the

advertising has been prepared. When it is ready to run in the media

as well as after it appears

5. PRE-TESTING PROCEDURE

Kinear and Taylor (in Anedu 1996:44) listed different procedures

used to pretest advertising as follows;

i. Portfolio Tests

Involves the forced exposure of a group of target consumers to a

packaged of both test and control called a portfolio.

ii. Physiological Methods

62

A Galvanized Skin Response (GSR). This is measured by attaching

electrodes from a recording device to respondents who are then

exposed to tests and control advertisements.

6. LABORATORY TESTS

Commercial may be tested for sales and attitude input in a simulated

shopping environment.

7. CONSUMER JURY

Consumer jury is a group of people who matu the profile of potential

consumers it takes the form of the following

a. Order to merit-applied in print advertising tests.

b. Paired comparison testing-two advert the same time.

c. Dummy magazine.

d. Focus group interviews.

8. TELEVISION TESTS

Closed circuit tests it is harder to pretest and can be done in form of

projector test trailer test with viewing facilities set up in trailer

shopping centers or running a sample commercial over the air in the

same special closed circuit arrangement or over a cable Television

Station.

63

9. TELEVISION THEATRE TESTS

One can say that this is the most popular form of television testing

and employs either a brand preference pre test and test or

mechanical dialing device for indicating reactions for or otherwise.

10. POST – TESTING

Print-TV campaign effect. According to Udeagha (opGt p 114)

marketing research is often used in testing the effectiveness of

advertising campaign or specific advertising, He said that an

advertisement may be tested at the various stages of its

development and therefore focused his work on testing the

effectiveness furnished advertisements or advertising campaigns he

adopted some procedures as recognition tests recall test and sales

profits tests to measure the effectiveness of advertisement. We shall

take them one after the other.

a. Recognition tests TV and post campaign: These types of tests are

usually used to measure the leadership of the print

advertisements its emphasis is on measuring the leadership of

advertisement media and recognition of the advertisement in any

given journal, newspaper, magazine. Usually a group of people

64

normally adults are used sample to test the leadership of such

newspapers and of course, the recognition of such

advertisements. It needs to be mentioned that recognition test

can be extended to television whereby a pool of viewers are

interviewed on the recognition of advertisement question.

b. Recall test: In recall test the question transcends just recognition

of the print advertisements to recall of their aspect usually a

representative sample of leaders of the magazine or any media

(print) is presented with a list of advertisements that appeared in

the relevant print media and sample (each) is required to

identifies the advertisements they can recall. The result is subject

to analysis evaluation interpretation.

c. Sales profit tests: As a matter of fact sales and profit tests

measure the impact of advertisements on sales and profits. The

emphasis is on the fact that the percentage contribution on sales

and profits by advertisements should be tested and of course

determined. However, it should be noted that other variable

other than advertisement to a large extent influences the sales

and profit figures of any business we should therefore not be

65

oblivious of such other variables like price place product quality

and quantity. Also, the other promotional tools like personal

selling, sales promotion and publicity.

2.14 THE CONCEPT OF CONSUMPTION PATTERN AND ADVERTISING

We had defined consumption pattern as the mode of people's

spending on goods and services which they consumers specifically how

does Mr. Adewole react or decide on what product to purchase and how

often does (he) Adewole engage in that. What principles guide him. This

mode of spending is usually influenced "person centered factors" and

"situation centered factors" The belief here is that an individual purchase

pattern or the rate or mode of changes is highly dependant on factors like

learning, beliefs education, Attitude, motivation which are all person

centered factors.

Similarly, the same individual is also influenced by other factors like

religion culture, social, family, reference group, opinion leaders which are

situation centered factors. Advertising must as a first step recognize all

these factors it is to achieve any influence on consumption pattern of the

consumers at this point, it is important to explain the linkage between

66

advertising and consumption pattern set not oblivious of the fact the above

factors do influence purchase pattern of frequency.

Therefore apart from the dependent relationship between the

consumption pattern and person/situation centered factors influenced by

advertising, there is a serious relationship between consumption pattern

and advertising to a very large extent, advertising can influence

consumption pattern in any economy otherwise, the advertising not

effective.

Effective advertising is expected to fulfill certain criteria and these

criteria to represented with the AIDCA principle as A-Attention, I – Interest,

D – Desire, C- Credibility, A-Action.

The point being made is that irrespective of the factor influencing

individual buying, behavior advertising is yet expected to fulfill the criteria

of AIDCA and PAPA. A good advertising package should be able to attract

the consumers attention, interest, desire, give credibility to the product as

well invoke action. In the final analysis we contend that irrespective of the

situation person centered factors which can influence our buying pattern

advertising must be used to create market for our products create

adjustments to our purchase pattern especially on the civil servants and

67

business people particularly in Enugu state and Lagos State the two states

differ in the sense that Lagos is made up by business people while Enugu

state is mainly civil servants state.

REFERENCES

68

Akpala Agwu (1990) Management, An Introduction Perspective, Faculty of

Business Administration University of Nigeria Enugu Campus.

Anedu; U Uchenna Impact of Advertising on Consumer buying pattern (A

Study of Enugu Metropolis) MBA project report Department

marketing, Lagos State University, Ojo Lagos State.

Boone E Louis et al (1976) Contemporary Business: U.S.A.: The Dryden Press

International Edition

Callaghen Paul Business Levels GIWO (Great Britain 1993)

Futrell Charles (1992) Personal Selling U.S.A: Business one IRWN

Homewood

Jefkins Frank (1987) Introduction to Marketing Advertising and Public

Relations, London Macmillan publishers limited

Nwosu I.E. (1990); Mass Communication and National Development

Perspective on the Communication Environments Development in

Nigeria 1st Edition Aba frontier publishers limited.

Udeagha A. O. (1995) Principles and Processes of Marketing 1st Edition

Enugu JTC publishers

William J Stanton: In Udeagha (1995): Principles and Process of Marketing

1st Edition Enugu JTC publishers

69

CHAPTER THREE

Research design is a framework or plan that is used as a guide in

collection and analysing the data for study (Baridam, 1997). It is a mode of

proof that allows the research to draw inferences concerning causal

relations among the variables under investigation (Nachmias and

Nachimias, 1976: 76). For Green and Tull (1978) it is operational pattern or

framework of the project that stipulates what information is to be collected

from which source and by what procedure.

The research design approach adopted in this work is the survey

research technique. This is as a result of the descriptive nature of the

nature as it attempts to assess the influence of advertising of the

consumption pattern on civil servant and business community in Ebonyi

State and Enugu Metropolis.

The survey approach appeared best suited for this work since it is not

quite feasible to interview the entire population. Furthermore, in surveys,

there are fixed sets of questions and responses that are systematically

classified, so that quantitative comparisons can be made.

70

In the words of Oppenhein (1970: 1), a survey therefore, is a form of

planned collection of data for the purpose of analysing the relationship

between certain variables.

3.0 RESEARCH DESIGN AND METHODOLOGY

3.1 RESEARCH DESIGN

3.2 RESEARCH METHOD

The survey method was adopted by the researcher in carrying out

the work. This survey method warranted the use of both primary and

secondary data generated from the field through oral interview and

questionnaires. As a reminder, the topic is the influence of advertising on

the consumption pattern of civil servants and business community in

Ebonyi State and Enugu Metropolis.

It looked at how advertising influence the consumer (civil servants

and business community) to adjust their consumption pattern. Obviously,

consumption pattern is usually influence by a number of factors. But with

respect to civil servants and business community, it is not known whether

adverting is one of these factors that can influence consumption pattern.

Similarly, where it does, the extent is not known.

71

3.3 SOURCES OF DATA

Data for this work were generated from two major sources: primary

and secondary sources

PRIMARY SOURCES:

The questionnaire formed one major source of data. As matter of

fact, the entire states were covered to administer this source of data.

Nevertheless, personal interviews were also conducted to smoothen some

views for a more efficient research.

SECONDARY SOURCES:

The secondary source is known from past works (published and

unpublished). The past works came under the caption literature review. It

makes the research sufficiently knowledgeable about the problem area, to

identify relevant facts and history of the problem and finally quote the

major authorities in the area of research. Source of secondary data include

all published and unpublished works draw from universities, national, state

and local libraries, such materials as newspapers, newsletters, magazines,

business weeklies, seminar papers and textbooks.

72

3.4 QUESTIONNAIRE DESIGN/METHOD

Due to the nature and type of information required, the structured

questionnaires were used. The structured questionnaire resulted in three

types of questions

(1) Dichotomous question

(2) Multichomous question#

(3) Open-ended question

The dichotomous renders itself to “yes” or “no” response from the

respondent. Conversely, multichomous enables the respondents to choose

from the range of alternative answers. In some quarters, it can be regarded

as objective questions.

On open-ended questions, the respondent is expected to give answer

subjectively. He bares his mind from his very perception and intuition. This

one is incongruent with close ended question where he has limitations over

bringing his experience to bear.

3.5 POPULATION STUDIED

A project of this nature is always fraught with problem of population

determination. This is because of the scattered heterogeneous nature of

73

the respondents. However, we were able to study some of the government

areas Ebonyi State and Enugu Metropolis.

We took a general study on the local government concentrating on

the civil servants in Federal, State and local government employ business

community. The local government in Ebonyi State that were chosen

include Abakaliki and Ohaukwu, and the ones that ere chosen ion Enugu

were, Enugu North, Enugu East and Enugu Sough.

The population figure for the civil servants in these local

governments is put at thirty five thousand.

3.6 SAMPLE SIZE DETERMINATION

It is often a very difficult task trying to determine a sample size

through the use of statistical method involving large respondents. In the

light of the above, the researcher used pre-testing questionnaire method.

With the general population of civil servants defined at thirty-five

thousand as the actual number of the population, its standard deviation

and other characteristics could not be ascertained, a sample of 100

respondents were used to test the positive and negative returns of the

distributed questionnaire, logically, the pre-test ratio stood at 1.35. To

74

actually be on the safer side, a technique which gives the possible sample

irrespective of the tolerable limit of error and level of confidence according

to (J.E Freund in Uzoh, 2000) was used.

Relying on a confidence level of 95 percent and a tolerable error limit

of 5 percent, the sample size was determined using the formular

Out of a sample of 1000 respondents used to test the positive and

negative returns of the distributed questionnaires, the result revealed that

620 respondents out of 1000 pre-total respondents (62%) were correctly

filled and returned. This group we call positive response. The difference of

the pre-test sample of 380 represents 38% of questionnaires either not

retuned at all or were rather incorrectly filled hence, regarding as negative

(rejected) responses.

With our Freund formular we can calculate our optimal sample size

as:

Expressed as

n = sample to be calculated

75

g = standard deviation for the desired level of confidence

p = 62; percentage of positive responses

q = 38; percentage of negative responses

e = 5%, the limit of tolerable error (100) whereby we now

substitute for n at 95% confidence level of Z = 1.96

deviation and at 5% tolerable error standard.

Our sample can be obtained as:

p = 62%

q = 385

n = 2

2

5

38)(62 (1.96%)

n = 25

(236) 3.8416

n = 25

9050.5

n = 362

3.7 METHOD OF QUESTIONNAIRE DISTRIBUTION

A total of 362 questionnaires were distributed across all the first five

(5) local government areas in Ebonyi and Enugu. The above forty forms our

76

sample size for the study which three hundred and four (344)

questionnaires were returned. This represented a response ratio of

approximately 95%.

The following local government areas were covered.

Table 3.1:

CIVIL SERVICE QUESTIONNAIRE DISTRIBUTION

LOCAL GOVT

AREAS

NUMBER

DISTRIBUTION

NUMBER

RETURNED

NUMBER NOT

RETURNED

Abakaliki 74 70 4

Ohaukwu 72 66 6

Enugu North 72 70 2

Enugu East 72 68 4

Enugu South 72 70 2

Total 362 344 17

The questionnaires were easily distributed owing to the use of

effective channel in distributing and collecting them.

it need be stated that the set of questionnaire meant for

management staff in state, local and federal establishment in the state

77

were distributed among functional departments as production/works,

personnel including public relations, marketing and accounting.

Table 3.2:

MANAGEMENT QUESTIONNAIRE DISTRIBUTION

DEPARTMENT NUMBER

DISTRIBUTED

NUMBER

RETURNED

NUMBER NOT

RETURNED

Production/works 10 9 1

Personnel including

public relations

16 15 1

Marketing 14 14 1

Accounting 10 10

Total 50 48 2

Within the management cadre cutting across all the five (5), local

government areas chosen in Ebonyi and Enugu states. We were able to

distribute fifty (50) questionnaires.

Out of these fifty, forty-eight (48) were completed and returned

while two (2) were not returned. This indicates 96% response and 4% non

response.

78

3.8 METHOD OF DATA ANALYSIS

The data collected for this work derive from both secondary and

primary sources of information. However, primary sources were

emphasized in the researchers insight and understanding of the subject

area of research.

It was on the basis of collection of primary information that

questionnaires were designed. These questionnaires were more of

dichotomous in nature which warranted the use of statistical technique

called chi-square in analysing the data. Another reason for adopting the

chi-square the fact that the project topic was not in anyway not compare

two phenomena. The analysis was therefore, based on these primary data

source which was analysed with the statistical technique of chi-square.

79

REFERENCES

Anedu, Uchenna U. (1993): The Effect of Promotion on the marketing of

toilet soap in Enugu Urban. A study of GINA soap industries, Enugu

Starling Publishers Ltd.

Okeke, A.O. (1994): Formulation Statistics for Business Decision, Enugu,

Hms Production 1st edition.

Uozh, Stanley I.I.B: An Appraisal of Public Relations Inputs

(instruments/strategies) in the Awareness Creation of HIV/AIDs

pandemic in Nigeria”. M.Sc Project Report Marketing, UNEC, sep.

2001.

80

CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA

Questionnaire constitutes a major source of data in this work even

though other sources of data collection were made good use of. In other to

arrive at one sided conclusion with regards to the works at hand, we were

compelled to design and apply two sets of questionnaires distributed

randomly. The first sets of questionnaires were designed for lower level

staff working within the state while the second set was designed for

management staff in ministries, parastatals and similar government

institutions.

On the side of management, fifty (50) questionnaires were

distributed out of which only fifty-eight were filled and returned. On the

part of other civil servants a total of 262 questionnaires were administered

to the respondents located in the chosen areas (Ebonyi and Enugu states)

samples. 344 of 95% were returned, out of which 340 or 99% were

returned, out of which 340 or 99% were completely filled and returned. At

this stage we are going to tabulate our data in the order of collection to

enable us not only test our hypothesis but also to make recommendations.

81

Questions were asked management staff and other civil servants to enable

the researchers realise unbiased results.

The line of thought where was that seeking both opinions of the two

classes of staff will guarantee a more objectives and justified result. One

table was used for both categories of staff in situations where the

questions are related. The questionnaires were distributed among the

chosen five (5) local government areas (not necessarily within the local

government headquarters).

Table 4.1 below shows the distribution of questionnaires to various

areas in Ebonyi and Enugu states and the number of usable questionnaires

returned in addition to their percentages.

82

Table 4.1

DISTRIBUTION OF QUESTIONNAIRE PER AREAS/VALID RETURNS

AREAS NUMBER

DISTRIBUTED % OF TOTAL

NUMBER OF VALID

RETURNS

RETURNS AS PERCENTAGE

OF TOTAL Enugu North

Enugu East

Enugu South

Nkanu East

Nkanu West

Isiuzo

Awgu

Aninri

Nsukka

Igboetiti

Udi

Ezeagu

Abakaliki

Afikpo North

Afikpo South

Ohaukwu

Isielu

29

34

28

22

30

37

20

28

28

16

18

30

12

14

13

11

16

8.0

9.4

7.7

6.1

8.3

7.5

5.5

7.7

7.7

4.4

5.0

8.3

3.3

3.9

3.6

3.0

4.4

24

28

28

22

25

27

20

28

28

16

18

26

12

14

13

11

14

6.6

7.7

7.7

6.1

6.9

7.5

5.5

7.7

7.7

4.4

5.0

7.2

3.3

3.9

3.6

3.0

3.9

Total 362 100% 340 94%

83

While collecting our data, certain demographic factors were taken

into consideration, such factors as age, sex, marital status, and educational

background.

Table 4.2

AGE DISTRIBUTION

AGE RESPONDENTS PERCENTAGE (%)

Between 20 – 24

25 – 29

30 – 34

35 – 39

40 – 44

45 – 49

50 – 54

53 – above

20

70

80

50

45

29

24

22

5.9

21

23

15

13

9

7.1

6.5

Total 340 100%

Table 4.2 indicates that 23% fall between the age of 30 and 34

showing that they contribute the majority of civil servants in the states,

21% are between 25 and 29; 15% are between 35 and 39%; 13% are

between 40 and 44; 9% fall between 45 and 49; 7.1 fall between 50 and 54;

6.5% are those above 55 while 5.9 are those falling between 20 and 24.

84

Table 4.3

CLASSIFICATION BY SEX

SEX RESPONDENTS PERCENTAGE (%)

Male

Female

208

132

61

39

Total 340 100%

Table 4.3 shows that out of the three hundred and forty (340)

responses, 61% are male, while the remaining 39% are female. The

implication is that more male civil servants responded to the question. It

would also appear that the state has more concentration of men than

women in her employ.

Table 4.4

MARITAL STATUS

MARITAL STATUS RESPONDENTS PERCENTAGE (%)

Single

Married

Divorced

Separated

Widowed

189

97

8

12

34

55.6%

29.3%

1.5%

3.6%

10.1%

Total 340 100%

85

From the above, it can be observed that 55.6% respondents are

single, 29.3% are married. 1.5% divorced, 3.6% separated in marriage while

1.1 are widowed.

Table 4.5

EDUCATIONAL QUALIFICATION

EDUCATIONAL LEVEL GROUP RESPONDENTS PERCENTAGE (%)

FSLC

WASC/GCE/Equivalent

Natioanl Diploma

NCE/HND/Degree

Second Degree and above

PHD and above

A

B

C

D

E

F

51

60

102

65

40

22

15%

17.6%

30%

19.0%

11.8%

6.5%

Total 340 100%

Table 4.5 shows that group (B) educational level has the highest

respondents with 17.6%. This is an indication that school certificate group

responded more than others. It is followed by group (D) with 19%, (C) with

30%; and (A) with 15%. Others are group (E) with 11.8% and group (F) with

6.5%.

86

Table 4.6

SALARY GRADE LEVEL

SALARY GRADE RESPONDENTS PERCENTAGE (%)

01 – 06

07 – 09

10 – 14

15 and above

213

67

41

19

63%

70%

12%

65%

Total 340 100%

Table 4.6 is indicated of the fact that workers between 01 and 06

grade level constituted the highest respondents with a total of 63%.

Somehow, the same category appears to make a reasonable percentage of

civil servants in any state. From our table, they are closely followed by

employees between 07 and 09 grade level; those between 10 and 14 with

121. The least in the table is 15 and above grade with only 6%.

Table 4.7

TIER OFF GOVERNMENT

TIER OF GOVERNMENT RESPONDENTS PERCENTAGE (%)

Federal

State

Local

88

160

92

26

47

27

Total 340 100%

87

Table 4.7 shows that 47% of our respondents are civil servants in

state employ; 27% in local government and 26% in the employ of federal

government of Nigeria.

Table 4.8

WHICH OF THE PROMOTIONAL TOOLS ARE CIVIL SERVANTS MORE AWARE

OF

PROMO TOOLS RESPONDENTS PERCENTAGE (%)

Advertising

Publicity

Sales promotion

Personal selling

All of the above

78

13

28

15

206

23

4

8

4

61

Total 340 100%

Table 4.8 shows that civil servants in Ebonyi and Ebonyi State

Metropolis know about all the promotional tools to the extent of 61%.

This is followed by knowledge of advertising with sales promotion

with 8% personal selling and publicity tallied to 4%.

88

Table 4.9

ASSESSMENT OF CIVIL SERVANTS MARKETS WITH OTHER MARKETS

OPTIONS RESPONDENTS PERCENTAGE (%)

Larger than producers

can cope

Just enough to cope

with

Les than producers

cope with

115

195

30

34%

57%

96%

Total 340 100%

Table 4.9 indicates that 195 or 57% respondents are of the option

that civil servants market is just enough for producers to cope with; 115 or

34% said the civil servants market is more than producers can cope with

while 30 or 9% said it is less while producers can cope with.

Table 4.10

WHETHER CIVIL SERVANTS PURCHASE MORE OF INDUSTRIAL OF

CONSUMER GOODS

TYPES OF GOODS RESPONDENTS PERCENTAGE (%)

Industrial

Consumer

-

355

-

100%

Total 355 100%

89

Table 4.10 indicates that servants purchase more of consumer goods

with a 100% affirmation against the idea that civil servants purchase more

of industrial goods. It therefore, means that non of th respondents

supported the later idea.

Table 4.11

CIVIL SERVANTS AWARENESS OF VARIOUS PRODUCTS THROUGH

VARIOUS MEDIA/MANAGEMENT USAGE OF VARIOUS MEDIA

Media Respondent Percentage

of total

Newspapers

Magazines

Radio

Television

Bill board

Novelty

2

1

13

12

4

1

97

58

340

300%

130

58

15%

7.7%

100%

92%

31%

7.7%

28.5%

17%

100%

88%

38%

17%

The table above is indicative of the fact that management of various

companies make use of promotional media of newspapers, magazines,

radio, television, bill boards and novelty. The management of these

companies should be conscious of the fact, these media register at the

mind of the civil servants. From the table, radio and television dominate in

90

level of civil servants awareness and this underscores the need to increase

the usage of others to attract and sustain higher readership and awareness

that the audience can be influenced by any standard.

Table 4.12

CIVIL SERVANTS GRADING OF THE EFFECT OF RADIO PROMOTION OF

CONSUMER PRODUCT

RESPONSES RESPONDENTS PERCENTAGE (%)

Very strong

Strong

Weak

Very weak

No effect

145

96

61

330

6

43%

29%

18%

9%

2%

Total 340 100%

From the respondents reaction in the above table, radio has very

strong effect (43%) on civil servants and thus their consumption pattern.

This is followed by 29% respondents who claim that radio has just a strong

effect, 18% weak, 9% very weak and 2% who claim that radio has no effect

on civil servants buying pattern.

91

Table 4.13

WOULD THE INCREASE IN RADIO PROMOTIONS RESULT IN AN INCREASED

POSITIVE INFLUENCE ON THE CONSUMPTION PATTERN ON CIVIL SERVANT

RESPONSES RESPONDENTS PERCENTAGE (%)

Yes

No

I don’t know

25

71

14

75%

21%

4%

Total 340 100%

From the table (4.14) above, there is indication that any increase in

radio advertisements would definitely result in more influence on the

consumption pattern of civil servants. One of the 100%, 75% confirmed

this impression with “Yes” which 21% disagreed. The remaining 4% of the

respondents were under certain.

Table 4.14

CIVIL SERVANTS RATE OF LISTENING/WATCHING TELEVISION

RESPONSES RESPONDENTS PERCENTAGE (%)

Very often

Often

Seldom

230

65

45

68%

19%

13%

Total 340 100%

92

Table 4.14 shows that 67% civil servants in Ebonyi and Enugu state

metropolis very often listen and watch television. A total of 19%

listen/watch television often while remaining 13% listen/watch seldom.

Table 4.15

CIVIL SERVANTS FEELING TOWARDS THE LANGUAGE USED IN

COMMUNICATING ADVERTISING MESSAGES

RESPONSES RESPONDENTS PERCENTAGE (%)

Favourable

Mixed

Indifferent

I don’t know

42

70

200

28

12%

21%

59%

8%

Total 340 100%

The above table shows that 59% of the civil servants are not

bothered on the language used in advertising messages, while 21% has

mixed feelings to it, 12% and 8% said it is favourable and undecided

respectively. The researcher therefore feels that the advertising messages

can just be improved upon irrespective of language used. However,

caution must be exercised in order not to sacrifice our local language on the

alters of introducing foreign ones.

93

Table 4.16

CIVIL SERVANTS RATING ON THE EFFECT OF TELEVISION ADVERTISING ON

THEIR CONSUMPTION PATTERN

RESPONSES RESPONDENTS PERCENTAGE (%)

Very strong

Strong

Weak

Very weak

Not effect

108

96

50

31

15

75%

21%

4%

Total 300 100%

Out of the total number of three hundred civil servants who claim that the

television advertising have influence on their consumption pattern, 32%

rated it is being very strong, 28& rated as being strong, 15% as being weak,

9% claimed it has very weak influence while 4% maintained that television

has no influence on their purchase pattern.

94

Table 4.17

CIVIL SERVANTS (MANAGEMENT CADRE) RATING OF FREQUENCY OF

ADVERT BY COMPANIES IN EBONYI STATE AND ENUGU METROPOLIS

RESPONSES RESPONDENTS PERCENTAGE (%)

Very often

Occasionally

Often

Seldom

29

3

17

1

58%

65

34%

2%

Total 50 100%

The table above reveals that 58% of civil servant in Ebonyi state and

Enugu Metropolis, support that company(ies) and or producers slot adverts

very often, 6% said occasionally, 34% said often while 2% said that it is

slotted seldom.

95

Table 4.18

THE RATING OF THE PERCENTAGE OF CIVIL SERVANTS SALALRY(IES) THAT

IS SPENT IN SEARCH OF AD MESSAGES

RESPONSES RESPONDENTS PERCENTAGE (%)

Below 2 percent

1 – 10 percent

11 – 15 percent

Above 16 percent

Indiscriminate

3

2

5

4

36

6%

4%

10%

8%

72%

Total 50 100%

From the above, we observe that about, 5% of civil servants

(management cadre) are of the opinion that civil servants as low as 2

percent of their salaries on advertising, 4% of the view that between 3 to

10 percent is spent on search of advertising message, 11% share the

opinion that 11 to 15% is spent in search of Ad messages, 8% said it is 16

percent and above while 72% of the civil servants opinion that salaries are

spent indiscriminately in search of ad. Messages.

96

Table 4.19

CIVIL SERVANTS RATING ON THE EFFECT OF BILL BOARD DISPLAYS ON THE

CONSUMPTION PATTERN OF CIVIL SERVANTS

RESPONSES RESPONDENTS PERCENTAGE (%)

Very weak

Weak

Very strong

Strong

No effect

6

12

66

42

4

5%

95%

51%

32%

3%

Total 130 100%

From the respondents’ reaction in the above table, bill board had

very strong effect (51%) on civil servants and their consumption pattern.

This is closely followed by 32% who claim that bill board has just strong

effect, 95 weak and 5% are of the view that bill board has very weak effect

while it say that it is of no effect with regards to consumption pattern of

civil servants.

97

Table 4.20

CIVIL SERVANTS RATING ON THE EFFECT OF NOVELTY AD ON

CONSUMPTION PATTERN OF CIVIL SERVANTS

RESPONSES RESPONDENTS PERCENTAGE (%)

Very strong

Strong

Weak

Very weak

No effect

14

22

12

6

4

34%

38%

21%

10%

7%

Total 58 100%

From the above table, we observed that 38% of civil servants are of

the opinion that novelty has strong effect on their consumption pattern.

This is closely followed by 241 who claim it has very strong effect, 21% said

it has weak effect, 10% said it has very weak effect while 4% said that

novelty has no effect at all on the consumption pattern of civil servants.

98

Table 4.21

CIVIL SERVANTS RATING OF THE EFFECT OF NEWSPAPER ON THEIR

CONSUMPTION PATTERN

RESPONSES RESPONDENTS PERCENTAGE (%)

Very strong

Strong

Weak

Very weak

No effect

50

32

12

8

4

51%

33%

12%

8%

4%

The emphasis on this table is the respondents rating of the effect of

newspaper medium on the consumption pattern of civil servants. Out of 97

respondents who have seen the product through newspapers, 51% rated it

as very strong, 33% as strong, 12% said that weak effect, 8% said it has very

weak effect while 4% said it has no effect.

99

Table 4.22

WOULD YOU THINK THAT POVERTY AFFECTS CIVIL SERVANTS RESPONDS

TO AD MESSAGES WHICH IN TURN AFFECT THEIR CONSUMPTION

PATTERN

RESPONSES RESPONDENTS PERCENTAGE

MALE FEMALE

Strongly Agree

Agree

Strongly disagree

Disagree

Indifferent

14

18

130

32

14

6

6

98

12

7

5.8%

7.94%

67.05%

12%

6.1%

Total 340 100%

From the table above, we observe that 67.05% of the 340

respondents claim that poverty does not affect civil servants response to

Ad messages. This is followed by 12% who just agree 7.94% agreed it does

6.1% are indifferent while 5.85 strongly agreed that it has effect.

100

Table 4.23

WOULD YOU THINK THAT EDUCATION AFFECTS CIVIL SERVANTS

RESPONSE TO AD MESSAGES WHICH IN TURN AFFECT THEIR

CONSUMPTION PATTERN

RESPONSES RESPONDENTS PERCENTAGE

MALE FEMALE

Strongly Agree

Agree

Strongly disagree

Disagree

Indifferent

12

13

116

31

26

11

19

78

15

9

5..8%

12.3%

57%

13.5%

10.29%

Total 340 100%

Out of the 340 respondents contacted, 57% strongly disagree that

education affects their response to Ad messages consequently their

consumption pattern, 13.5% disagree, 12.3% agrees that it does, 10.29%

are indifferent while 5.8% strongly agreed.

101

TESTING OF HYPOTHESES

It would be recalled that in chapter one of this work, we formulated

tree hypotheses. A t this point, we are going to test the three hypotheses to

enable us establish the validity or otherwise of some. In doing this we are

to make use of the tables presented in this chapter (chapter 4) including

other questions raised in the questionnaire. We are to test the hypotheses

using the chi-square due to its usefulness in comparing expected and

observed frequency.

HYPOTHESIS I

H0: Advertising activities have no influence on the consumption pattern

of civil servants

H1: Advertising activities have influence on the consumption pattern of

civil servants

In applying the chi-square, we need to note the following statistical

notations.

oi = observed frequency

ei = expected frequency

Ho = Null Hypothesis

Ha = Alternative Hypothesis

102

OPERATIVE ASSUMPTIONS

Level of significance = 5%

DETERMINATION OF EXPECTED FREQUENCY

The expected frequency of each cell is computed and reflected in the

contingency table thus:

E(RC) = N

FCFR

Where E(EC) = Expected frequency of the cell

FR = Total row frequency

FC = Total column frequency

N = Total Frequency

1. 992

411106

2. 992

310106

3. 992

153106

4. 992

84106

5. 992

34106

6. 992

41158

103

7. 992

31059

8. 992

15358

9. 992

8458

10. 992

8458

11. 992

310340

12. 992

310340

13. 992

153340

14. 992

84340

15. 992

34340

16. 992

411300

17. 992

310300

18. 992

153300

19. 992

84300

20. 992

34300

104

21. 992

411130

22. 992

310130

23. 992

153130

24. 992

84130

25. 992

34130

26. 992

41158

27. 992

31058

28. 992

15358

29. 992

8458

30. 992

3458

Let us present these expected frequencies along with the

corresponding frequencies in a 5 x 6 contingency table. For the purpose of

testing this hypothesis, table 4.26 will be used. This is combination of table

4.16, 4.19, 4.20, 4.21 and 4.,22

105

Table 4.25

CIVIL SERVANTS RATING OF THE INFLUENCE OF ADVERTISING ON THE

PATTERN OF CIVIL SERVANTS THROUGH VARIOUS MEDIA

Response Newspapers Magazine Radio Television Billboard Novelty Row

total

Very

strong

Strong

Weak

Very

weak

No

effect

ei

ei

ei

ei

ei

ei

ei

ei

ei

50

(43.91)

32

(33.12)

12

(16.34)

8

(8.97)

4

(3.63)

28

(24.03)

20

(18.12)

6

(8.94)

3

(4.91)

1

(2.98)

145

(140.86)

98

(106.25)

61

(52.43)

30

(25.40)

6

(11.65)

108

(124.29)

(96

(93.75)

50

(46.27)

31

(25.40)

15

(10.28)

66

(53.86)

42

(40.62)

12

(20.05)

6

(11.00)

4

(4.45)

14

(24.03)

22

(18.12)

12

(8.94)

6

(4.91)

4

(1.98)

41

210

153

84

34

Total 106 55 340 300 130 58 992

CALCULATE DEGREE OF FREEDOM

df = (R – 1) (C – 1)

where

R = number of rows

C = number of columns

106

df = degree of freedom

df = (5 – 1) (6 – 1)

df = 20

DECISION RULE

Reject null hypothesis if the critical value is less than the calculated

value.

COMPUTE THE CHI-SQUARE

Applying the chi-square computation formular, we have

X2 = ei

ei)-(oi 2

Table 4.25

X2m

oi ei oi – ei ei

ei)-(oi 2

50

32

12

8

4

28

43.91

33.12

16.34

8.97

3.63

24.03

6.09

1.12

4.34

0.97

0.37

3.97

0.84

0.03

1.15

0.10

0.03

0.65

107

20

6

3

1

145

98

6

30

6

108

96

50

31

15

66

42

12

6

4

14

22

12

6

4

18.12

8.94

4.91

1.98

140.86

106.25

52.43

28.29

11.65

124.29

93.25

46.27

25.40

10.28

53.86

40.62

20.05

11.00

4.45

24.03

18.12

8.94

4.91

1.98

1.88

2.94

1.91

0.98

8.25

-8.25

-8.57

1.21

5.65

16.29

2.25

3.73

5.60

4.72

12.14

1.38

8.05

5.00

0.45

10.03

3.88

3.06

1.09

2.02

0.19

0.96

0.74

0.48

0.12

0.64

0.40

0.05

2.74

2.13

0.05

0.30

1.23

2.16

2.73

0.04

3.23

2.27

0.04

4.18

0.83

1.04

0.24

2.06

X2 32.65

108

Computer value, X2 = 32.65

Critical value, X2 = far 20 df at 0.05

Level of significance = 31.41

DECISION

Since the calculated value is higher than the critical value, we reject

the null hypothesis. This implies that advertising activities through various

media) have influence on the consumption pattern of civil servants.

HYPOTHESIS II

H0: Poverty as a factor does not affect civil servants response to advert

messages which in turn affect its ability to influence their

consumption pattern.

H1: Poverty as a factor does affect civil servants response to advert

messages which in turn affect its ability to influence their

consumption pattern.

In applying the chi-square, we need to note the following statistical

notations.

109

oi = observed frequency

ei = expected frequency

H0 = Null Hypothesis

H1 = Alternative Hypothesis

OPERATIVE ASSUMPTIONS

Level of significance = 5%

DETERMINATION OF EXPECTED FREQUENCY

The expected frequency of each cell is computed and reflected in the

contingency table thus:

Formular

E(RC) = N

FCFR

Where E(RC) = Expected frequency of the cell

FR = Total row frequency

FC = Total column frequency

N = Total Frequency

1. 340

20208

2. 340

27208

110

3. 340

228208

4. 340

44208

5. 340

21208

6. 340

20132

7. 340

27137

8. 340

228132

9. 340

44132

10. 340

21132

Let us present these expected frequencies along with the

corresponding frequencies in a 5 x 2 contingency table. This hypothesis

shall be tested using table 4.23.

Table 4.26

CIVIL SERVANTS OPINION OF THE EFFECT OF POVERTY ON THEIR

RESPONSE TO AD MESSAGES

111

Response Male Female Row total

Strongly Agree Agree Strongly disagree Disagree Indifferent

ei ei

ei ei

ei ei

ei ei

ei

14 (12.23)

18

(16.51)

130 (139.48)

32

(26.91)

14 (23.84)

6 (7.76)

9

(10.48)

98 (88.51)

12

(17.08)

7 (8.15)

20

27

228

44

21

Total 208 132 340

Note: the figurers in parenthesis are the calculated expected frequencies

Expected frequencies are calculated thus:

Ei = size) (sample total Grand

total rowtotal column

CALCULATED DEGREE OF FREEDOM

df = (R – 1) (C – 1)

where

R = number of rows

C = number of columns

df = degree of freedom

df = (5 – 1) (2 – 1)

df = 4

112

DECISION RULE

Reject null hypothesis if the critical value is less than the calculated

value.

COMPUTES THE CHI-SQUARE

Applying the chi-square computation formular, we have

X2 = ei

ei)-(oi 2

DECISION

Since the calculated value is lesser than the critical value, we accept

the null hypothesis. This implies that poverty as a factor does not affect

civil servants response to advert message which in turn influence their

consumption pattern.

HYPOTHESIS THREE

H0: Education as a factor does not affect civil servants response to advert

messages which in turn affect its ability to influence their

consumption pattern.

113

H1: Education as a factor does affect civil servants response to advert

messages which in turn affect its ability to influence their

consumption pattern.

In applying the chi-square, we need to note the following statistical

notations.

oi = observed frequency

ei = expected frequency

H0 = Null Hypothesis

H1 = Alternative Hypothesis

OPERATIVE ASSUMPTIONS

Level of significance = 5%

DETERMINATION OF EXPECTED FREQUENCY

The expected frequency of each cell is computed and reflected in the

contingency table thus:

E(RC) = N

FCFR

Where E(EC) = Expected frequency of the cell

FR = Total row frequency

114

FC = Total column frequency

N = Total Frequency

1. 340

23208

COMPUTED THE CHI-SQUARE

Applying the chi-square computation formular, we have

X2 = ei

ei)-(oi 2

Table 4.27

X2

oi ei oi – ei ei

ei)-(oi 2

12

23

116

31

26

11

19

78

15

9

14.07

25.69

118.6

28.14

21.41

8.92

16.30

75.31

17.85

13.58

2.07

2.69

2.6

2.86

4.59

2.08

2.70

2.69

2.85

4.58

0.30

0.28

0.05

0.29

0.98

0.48

0.44

0.09

0.45

1.73

X2 5.09

115

Computer value, X2 = 5.09

Critical value, X2 for 4 d.f at 0.05 level of significance = 9.49

DECISION

Since the calculated value is lesser than the critical value, we accept

the null hypothesis. This implies that education as a factor does not affect

civil servants response to advert messages which in turn influence their

consumption pattern.

116

CHARTER FIVE

5.0 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 SUMMARY OF FINDINGS

The major findings of the study are:

That among the various media studied in Ebonyi and Enugu state

metropolis, civil servants awareness of products is created more through

the radio than the media.

This assertion is true because from the recall rate of 340 or 100%

respondents clamed to have become aware of various products through

the radio.

The medium is closely followed by television. In our analysis, out of

the 340 respondents 300 admitted being through the promotion awareness

created through the television. What this means therefore, is that

television is a veritable media through whish the existence of products is

made known to the civil servants. Logically, this tallied with the 225 or 75%

who claim that promotions through radio influence their consumption

pattern as against 230 or 68% who admitted listening/watching television.

Civil servants also become aware of products through other media such as

bill boards, newspapers, magazines and novelty from our records 130 or

117

31% of civil servants claimed to have become aware of various products

through the bills boards, 97 or 15% claimed they become aware through

newspapers, 58 or 77 claimed magazines while another 58 or 7.75 claimed

they become aware through the novelty ad:

We observed with interest that civil servants including business people

in Ebonyi and Enugu states metropolis to a great extent are indifferent as to

the choice of language used in communicating advertising messages. It

therefore, means that they understand most of the local languages (dialect)

and of course, English Language which unarguable is the “Lingua Franca”

This case of indifferent could be a direct result of the fact that a good

majority of the civil servants are not only from and within the states but

because many of them are Literate. For instance, about 102 or 30%

respondents claimed to possess National Diploma 65 or 19% claimed to

have obtained at least NCE/HND Degree: 60 or 17.65% possess WASC or its

equivalent 51 or 15% claim that they possessed first school leaving

certificate 40 or 11.8% obtained second degree and above while the

remaining 22 or 6.5% possessed PHD and above.

We also observed that the actual percentage of civil servants salaries

that is committed in search of advert messages. This is because from the

118

management cadre respondents; 14 or 68% confirmed that the percentage

of civil servants salaries spent in search of advert messages is only but in

discriminate, 7 or 12% claimed that civil servants spend between 11-15

percent of their salaries in search advert messages, 5 or 8% said between

3.10%, while 4 or 7% and 3.5% claimed civil servants spend above 16% and

below 2% respectively.

5.2 CONCLUSION

The issue of advertising influence civil servant because an important

question given the possibility that certain factors like education, poverty

and others could dialogue the attention of the former irrespective of how

well package the message could be. For instance when a great many of the

audience are poor, two things are possible:

(1) They may either not be able to afford the appliances/other media

through which the message are passé or

(2) Their psychology is beaten that little or low attention is given to ad.

Messages. The job of creating influence through as is very arduous

one especially when very articulate and intelligent audience is

involved. It is therefore a blessing that the purchase pattern and

119

attitude of civil servants could be influenced ad messages. This

implies that civil servants market can be exploited if there is

remarkable improvement in media are used. We believe completely

that if the ad practitioners and government give more attention to

our recommendation the civil servants market would not only be

maintained buy would become an additional easier market to

exploit.

5.4 RECOMMENDATIONS

Following the finding in this study, we make the following

recommendations:

RADIO AND TELEVISION

Since radio and television are the most effective media through

which products awareness is created and of course, through these means

advert messages reach and influence consumers, there is every need to

stop up action to improve on what ever is state of the media. This

improvement could be in form of extension of broadcast time of

government owned media.

120

Happy enough most of the emerging privately owned media are run

twenty four (24) hours thus creating more effect on the consumers

purchase pattern.

OTHER ADVERTISING MEDIA

Even through some other advertising media as magazines,

newspapers, bill boards, and novelty create their own impact on the

consumer, the impact cannot be said to be enough. The person(s) for this

low score could be a derivative of such factors as general apathy to read on

the part of civil servants who appear to visualize medium like bill boards as

decorative instruments of the city. It could also be, because such medium

as bill boards as bill board lack decorative/illustrative effects. Whatever the

reasons for the low score, we recommend that future researchers should

concentrate on identifying why these medium do not create equal impact

on the consumers with a view to making useful impact.

THE USE OF PROMOTION EXPERTS

Since it has become obvious that radio and television and of course,

some other advertising media create influence on the consumption pattern

121

of civil servants, it believes various companies to utilize the services of

experts in the promotion of their products. It is only engaging experts both

in media houses and private practitioners that more influence could be

created on the consumption pattern of civil servants. This could also result

in increase in the sales of products varying from company to company.

EDUCATION AND POVERTY

It was also observed that education and poverty do not constrain civil

servants response to advert messages which in turn influence their

consumption pattern. What this implies is not that education and poverty

are not important factors in the content of exerting influence on a

consumer rather it is suggested of the fact that an average civil servant is

neither an illiterate nor poor.

The above statement can be explained by the obvious massive use of

radio and television by those categories of the population. We have known

that those two factors (education and poverty) could be very critical factors

where they are abysmally lacking in an environment. It could therefore be

recommended that the advertising practitioners should back age good

advertising messages tailored to suit both categories of people (averagely

122

rich and illiterate). This non-constraining phenomenon is an advertising

development as it would make the efforts of advert practitioners and

producers of goods and services more result oriented. However, the advert

practitioners must recognize the secular nature of their total audience as

many other people apart from civil servants are yet illiterates and poor.

We also recommend that further researchers should concentrate on

finding out ways through which the civil servants interest could be

developed more and of course sustained. This becomes important as even

government messages are relayed to those categories of people through

the media. The government may be required to play leader role in this

arrangement.

123

BIBLIOGRAPHY

Akpala Agwu (1990): Management: An Introduction and The Nigeria

Perspective; Faculty of Business Administration University of Nigeria.

Boone E, Louis et at (1976): Contemporary Business. U.S.A. The Dryden

press. International Edition.

Futreel Charles (1987): Personal Selling: USA, Business one IRWN

Homewood.

Jerkins Frank (1987): Introduction to Marketing Advertising and Public

Relative, London, Macmillan publishers Limited.

Kotler, Philip (1988): Marketing Management: Analysis, planning,

Implementation and Control, New denim. Prentice Hall International

6th Edition

Okeke A.O (1994): Formulation Statistics for Business Decision. Enugu Hms

Promotion 1st Edition.

Pride W.M. and Perrel O.C. (1989): Marketing: Concept and Strategic

Hougton Nafilin Company.

Stanton, William J (1981): Fundamental of Marketing: Kogakusha, Mc-Gram

Hill in 6th edition.

124

Udeagha, Anthony (1995): Principle and Progress of Marketing: Enugu, J.T.C

Publishers 1st edition.

JOURNALS

Doughudje Chris “How to Assess Promotion” Advertising in Nigeria: Nigeria

vol. 6, No 2, September , 1986.

Karl, G. “The dilemma of creative Advertising” Journal of marketing 25 No,

2 October 1960.

Leviti, Theodore “Marketing myopia” Harvard Business Review, July-August

1960.

PAPERS

Amachi, Kelvin; The Role of Promotion in Nigeria Via advertising in Nigeria

Economic Growth. Business Times Monday May 20 1991

Onyebwagu C.S: Campaign Planning: Guided Note On Advertising

Management, (Promotional Strategy) May 26, 1991.

125

APPENDIX I

TEST OF HYPOTHESIS I

Computation of expected Frequencies (ei) from the observed values (see

table 4.25)

1. ei = 50; ei 992

411106 = 43.91

2. oi = 32; ei 992

310106 = 33.12

3. oi = 12; ei 992

153106 = 16.34

4. oi = 8; ei 992

84106 = 8.97

5. oi = 4; ei 992

34106 = 3.63

6. oi = 28; ei 992

41158 = 24.03

7. oi = 20; ei 992

31058 = 18.12

8. oi = 6; ei 992

15358 = 8.94

9. oi = 3; ei 992

8458 = 4.91

126

10. oi = 1; ei 992

8458 = 1.98

11. oi = 145; ei 992

411340 = 140

12. oi = 98; ei 992

310340 = 106.25

13. oi = 61; ei 992

310340 = 52.43

14. oi = 39; ei 992

84340 = 28.79

15. oi = 6; ei 992

34340 = 11.65

16. oi = 108; ei 992

411300 = 124

17. oi = 96; ei 992

310300 = 93.75

18. oi = 50; ei 992

153300 = 46.27

19. oi = 31; ei 992

84300 = 25.40

20. oi = 50; ei 992

34300 = 10.28

21. oi = 66; ei 992

411130 = 53.86

127

22. oi = 42; ei 992

310130 = 40.62

23. oi = 12; ei 992

153130 = 20.05

24. oi = 6; ei 992

84130 = 11.00

25. oi = 4; ei 992

34130 = 4.45

26. oi = 14; ei 992

41158 = 24.03

27. oi = 27; ei 992

31058 = 18.12

28. oi = 12; ei 992

31058 = 8.94

29. oi = 6; ei 992

8458 = 4.91

30. oi = 4; ei 992

3458 = 1.98

Computation of observed chi-square (X 2

0) for test for hypothesis

X 2

0 = n

ei

ei)(oi 2

Where oi = observed frequency

ei = expected frequency

n = number of observations

128

Therefore:

X 2

0 =

12.3391.43

22 12)-(32.28 40.91)-(50 +

34.16

2 16.34)-(12

+97.8

2 8.71)-(8+

63.3

2 3.63)-(4+

03.24

2 24.03)-(28+

12.18

2 18.12)-(20

+ 95.8

2 8.94)-(6 +

91.4

2 4.91)-(3+

98.1

2 1.98)-(1 +

86.140

2 140.86)-(145

+ 25.106

2 106.25)-(98 +

52.43

52.43)-(61 2

+ 28.79

28.79)-(3 2

+ 11.65

11.65)-(6 2

+ 124.29

124.29)-(108 2

+ 93.75

93.75)-(96 2

+ 46.27

46.27)-(50 2

+ 25.40

25.40)-(31 2

+ 10.28

10.28)-(15 2

+ 33.86

33.86)-(66 2

+ 40.62

)40.62-(42 2

+ 20.05

20.05)-2(1 2

+ 11.00

11.00)-(6 2

+ 4.45

4.45)-(4 2

+ 24.03

24.03)-(14 2

+ 18.12

18.12)-(22 2

+ 8.9

8.9)-(12 2

+ Error! Not a valid link.+ 7.98

1.98)-(4 2

X 2

0 = 0.84 + 0.03 + 1.15 + 0.10 + 0.03 + 0.65 + 0.19 + 0.096 + 0.74 + 0.048

+ 0.012 + 0.64 + 1.40 + 0.05 + 2.74 + 2.13 + 0.05 + 0.30 + 1.23 + 2.16 + 2.73

+ 0.04 + 3.23 + 2.27 + 0.04 + 4.18 + 0.83 + 1.04 + 0.24 + 2.06 + 32.65

129

APPENDIX II

TEST OF HYPOTHESIS II

Computation of expected frequencies (ei) from observed values (see table

4.26)

1. oi = 14; ei 340

20208 = 12.23

2. oi = 18; ei 340

27208 = 16.51

3. oi = 130; ei 340

228208 = 139.48

4. oi = 32; ei 340

44208 = 26.91

5. oi = 14; ei 340

21208 = 12.84

6. oi = 6; ei 340

20132 = 7.76

7. oi = 9; ei 340

27137 = 10.48

8. oi = 98; ei 340

228132 = 88.51

9. oi = 12; ei 340

44132 = 17.05

130

10. oi = 7; ei 340

21132 = 8.15

Computation of observed chi-square (for test for hypothesis

X 2

0 = n

ei

ei)(oi 2

Where oi = observed frequency

ei = expected frequency

n = number of observations

Therefore:

X 2

0 =

23.12

2 12.23)-(14 +

16.15

16.15)-(18 2

+ 139.48

139.48)-(130 2

+ 26.91

26.91)-(32 2

+ 12.84

12.84)-(14 2

+ 7.76

7.76)-(6 2

+ 10.48

10.48)-(9 2

+ 88.51

88.51)-(98 2

+ 17.081

17.08)-(12 2

+

8.15

8.15)-(7 2

131

APPENDIX III

TEST OF HYPOTHESIS III

Computation of expected frequencies (ei) from observed values (see table

4.27)

1. 340

23208 = 14.07

2. 340

42208 = 25.69

3. 340

194208 = 118.6

4. 340

44208 = 28.14

5. 340

35208 = 21.41

6. 340

23132 = 18.92

7. 340

42137 = 16.30

8. 340

194132 = 75.31

9. 340

46132 = 17.85

132

10. 340

35132 = 13.58

Computation of observed chi-square ( for test for hypothesis

X 2

0 = n

ei

ei)(oi 2

Where oi = observed frequency

ei = expected frequency

n = number of observations

Therefore:

X 2

0 =

14.07

14.07)-(12 2

+ 25.69

25.69)-(23 2

+ 118.6

118.6)-(116 2

+ 28.14

28.14)-(31 2

+

21.41

21.41)-(26 2

+ 8.92

8.92)-(11 2

+ 16.30

16.30)-(18 2

+ + 75.31

75.31)-(78 2

+ 17.85

17.85)-(15 2

+ 13.58

13.58)-(9 2

= 5.09

133

APPENDIX IV

Department of Marketing

University if Nigeria

Enugu Campus

Dear Sir/Madam

This is a scholarly inquiry into the issue of “Influence of Advertising on the

consummation pattern of civil servants and Business communities in Enugu

and Ebonyi States. It is purely an academic exercise in partial fulfilment for

the award of Masters Degree in Business Administration (Marketing). All

resources will be treated in strict confidence.

Thanks for your co-operation.

Yours sincerely,

Nwaobia, Martha Okorie

PG/MBA/08/53246

134

Tick () or fill in the space as appropriate. Responses must be based on

sincere truth and honesty please.

1. Sex (a) Male [ ] (b) Female [ ]

2. To which of the following age groups in 9. years) do you belong

(a) 20-24 [ ] (b) 25-29 [ ] (c) 30-34 [ ]

(d) 35-39 [ ] (e) 40-44 [ ] (f) 45-49 [ ]

(g) 50-54 [ ] (h) 55 and above [ ]

3. What is your marital status

(a) Single [ ] (b) Married [ ] (c) Divorced [ ]

(d) Separated [ ] (e) Widowed [ ]

4. Indicate your highest educational qualification, please.

(a) FSCL [ ] (b) WASE/GCE [ ]

(c) National Diploma equivalent [ ] (d) Masters Degree [ ]

(e) NCE/ HN Degree [ ] (f) PHD and above

5. On what salary grade level are you now

(a) 01 - 06 [ ] (b) 07 - 09 [ ]

(c) 10 - 11 [ ] (d) 15 and above [ ]

6. What tier of government are you under her employment.

(a) Federal [ ] (b) State [ ] (c) Local [ ]

135

7. Which of the following promotion do you think civil servants are

aware of?

(a) Advertising [ ] (b) Publicity [ ] (c) Sales Promotion [ ]

(d) Personal; Selling [ ] (e) All of the above [ ]

8. How would you characterize the general Advertisers’ expenditure on

advertising relative to other promo tools?

(a) Spends for more on expenditure [ ]

(b) Spends less on advertising [ ]

(c) Spends about equal amount [ ]

9. How do you assess the civil servants market with respect to other

markets?

(a) Larger than producers can cope with [ ]

(b) Just enough to cope with [ ]

(c) Less than producers can cope with [ ]

10. Do you purchase more of consumer’s goods or industrial goods?

(a) Consumers goods [ ] (b) Industrial goods [ ]

11. In the purchase of goods, what would you is/are reasons for your

choice of one type to another (Please you can check more than one)

(a) Good quality [ ] (b) Easily reached [ ] (c) Price considerer [ ]

(d) Good brand [ ] (e) Advertising [ ]

136

12. Identify which of the following media you have seen/ heard or read

any type of advertising. (you can check more than one)

(a) Newspapers [ ] (b) Magazines [ ]

(c) Radio [ ] (d) Television [ ]

(e) Bill board [ ] (f) Novelty [ ]

13. Can you recall hearing any advertising promotion from the radio?

(a) Yes [ ] (b) No [ ]

14. How would you describe the effect that radio promotions of

consumer’s products on civil servants consumption pattern?

(a) Very strong [ ] (b) Strong [ ]

(c) Weak [ ] (d) Very weak [ ]

15. Do you think that increase in radio promotion will result in equal

promotional change in consumption pattern of civil servants?

(a) Yes [ ] (b) No [ ] (c) I don’t know [ ]

16. Is there any television set where you live? (a) Yes [ ] (b) No [ ]

17. If yes how often do you watch television

(a) Very often [ ] (b) often [ ] (c) Seldom [ ]

18. If you do not have television in your house, do you watch television

at other places? (a) Yes [ ] (b) No [ ]

137

19. What are you feelings towards the language used in advertising

communication

(a) Favorable [ ] (b) Mixed [ ]

(c) Indifferent [ ] (d) don’t know [ ]

20. How would you described the influence of the television advertising

on the consumption pattern of civil servants

(a) Very strong [ ] (b) Strong [ ] (c) Weak [ ]

(d) Very weak [ ] (e) No effect [ ]

21. Have you ever seen any bill board advertising displaying consumers

who use consumers goods (a) Yes [ ] (b) No [ ]

22. If yes, what effect would you say the bill board advertising has on

consumption pattern of civil servants

(a) Weak [ ] (b) Very strong [ ]

(c) Strong [ ] (d) No effect [ ]

23. Can you recall any Novelty advertising. (a) Yes [ ] (b) No [ ]

24. If yes, how would you describe the effect of such novelty advertising

on consumption pattern of civil servants

(a) Very strong [ ] (b) Weak [ ] (c) Strong [ ]

(d) Very weak [ ] (e) No effect [ ]

25. Can you recall any consumer goods Newspapers advertising

(a) Yes [ ] (b) No [ ]

138

26. If yes, how would you rate the effect of Newspapers Advertising of

consumer goods on consumption pattern of civil servants

(a) Very strong [ ] (b) Strong [ ] (c) Weak [ ]

(d) Very weak [ ] (e) No effect [ ]

27. Is it true that civil servants are perceived as poor people by the public

(a) Yes [ ] (b) No [ ] (c) Don’t know [ ]

28. Do you think that poverty is a constraining factor to civil servants

response to Ad messages which in turn affects their consumption

pattern

for males only for females only

(a) Strong agree [ ] (a) Strong agree [ ]

(b) Agree [ ] (b) Agree [ ]

(c) Strong disagree [ ] (c) Strong disagree [ ]

(d) Disagree [ ] (d) Disagree Error! Not a valid link.

(e) Indifferent [ ] (e) IndifferentError! Not a valid

link.

29. Can you think there is any truth in the claim that majority of the civil

servants are not well educated

(a) Yes [ ] (b) No [ ]

30. Can financial instability affects the psyche of civil servants

(a) Yes [ ] (b) No [ ]

139

31. Do not think this factor affects the civil servants response to

advertising messages

for males only for females only

(a) Strong disagree [ ] (a) Strong disagree [ ]

(b) Disagree [ ] (b) Disagree [ ]

(c) Strong agree [ ] (c) Strong agree [ ]

(d) Agree [ ] (d) Agree Error! Not a valid link.

(e) Indifferent [ ] (e) Indifferent [ ]

32. How true is the claim that civil servants perceive advertising

messages as war and deceit

(a) Very true [ ] (b) True [ ] (c) Not true [ ]

(d) Not true [ ] (e) Indifferent [ ]

33. Do not think advertising is not something that can give information

about new product or services as reminder than other promoted

(a) I do think [ ] (b) I don’t think [ ] (c) Very weak [ ]

(d) Weak [ ] (e) No effect [ ]

34. How would you describe the ability of advertising messages to wields

more influence on civil servants than other protocol

(a) Very strong [ ] (b) Strong [ ] (c) Very weak [ ]

(d) Weak [ ] (e) No effect [ ]

140

APPENDIX V

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS

ADMINISTRATION

UNIVERSITY OF NIGERIA

ENUGU CAMPUS

Dear Sir / Madam

QUESTIONNAIRE FOR MANAGEMENT

As top civil servants in Ebonyi and Enugu States, employ answers to these

questions which are aimed at collecting information for my MBA Degree

Project for graduation titled “The influence of Advertising on consumption

pattern of civil servants and Business communities in Ebonyi and Enugu

States”

All information would be treated with strictest confidence while your co-

operation is higher solicited.

Thank You

Yours sincerely,

Ngwobia Martha Okorie

PG /MBA/08/53246