University of Nigeria Research Publications

NWODO, Anthony Ikechukwu

A

utho

r

PG/MA/98/20966

Title

A Study of the Use of Advertising in Marketing

of Programmes in Selected Government Organisations

Facu

lty

Business Administration

Dep

artm

ent

Marketing

Dat

e

September, 2003

Sign

atur

e

A STUDY OF THE USE OF ADVERTISING IN MARKETING OF PROGRAMMES IN SELECTED

GOVERNMENT ORGANISATIONS

NWODO ANTHONY IKECHUKWU PG/MBA/98/20966

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA ENUGU CAMPUS

A STUDY OF THE USE OF ADVERTISING IN MARKETING OF I'ROCRAMMES IN SELECTED GOVERNMENT ORGANISArI'lONS

NWODO ANTHONY IKECHUKWU PG/MBA/98/20966

PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR THE AWARD OF MASTEliS IN BUSINESS ADMINISTRATION

(MBA) DEGREE IN MARKETING

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADM INISTRA'I'ION

UNIVERSITY 011' NIGERIA EN1JC;IJ CAMPIIS

SUPERVISOR: PROF. IKECIilJKWU E. N WOSIJ, PIi.1).

SEPTEMBER, 2003

CERTIFICATION

This is io certify that Nwodo Anthony Ikechukwu with KcgistratiGn Nlimbcr

P(;/MBA/98/Z0966. A Postgraduate student in the 11bpa1-tment of Marketing,

ilqiuersity of Nigeria, Enugu Cai l lp~~s has completed the requirements for

coursework and has also completed this research project under my supervision arid

guidance.

This piv~ject has not been submitted anywhere for the award of any degree or

diploma. IT is therefore accepted for the award of Masters in B~isiness

Administration MBA degree in Marketing of this University.

Prof. Ikechukwu E, Nwosu (Ph.D) Project supervisor.

Dr. (Mrs.) J.O. Nnabuko I lead of Department

DEDICATION

This project is dedicated to the Almighty God; and to all men and wonlen o r Goodwill.

I

I

A studerli researcher is like a parasite living on the reseasch wsitingr; ol' mose . experienced researchers, academics and writers alike. Accordingly, this pro)xt

wouldn't have been possible without the reseal-chlwritings of many l~eople too

numerous to mention here. I feel indebted to them.

My thanks and appreciation go to my project supervisor, Prof. Il<echukwu

Nwosu, Sor the able way he piloted this project up to its conclusion. I particularly

chesish his lu~ack for originality and thoroughness. I'rol'., Accept my appr-eciation

My thanl<s also go to all other lecturers and stal'f of the Ilepartlnenl of' I

Marketing -especially, the Depastmental Secretary, Mrs. 'lhcresa A. Okeke and Mr.

IIyginus 'i3zeugwu and all others for the various assistance I received in the course

of this re:,earch.

I : i m grateful to Dr. Anameze of (FMII), Dr. (Mrs.) Alibo of Asokoro

eneral 1 Iospital Abuja, Mr. Mark Ogbonna of Enugu State Ministry ol- 1 lealth and

o the entire students of 1998199 MBA class of the 'CJniversity of Nigeria,

articula:ly the MBA, marketing class, I say congratulations to you all.

1 also appreciate immensely the efforts of the members of my f'amily, my

hther, my mother, my cousins and all my siblings brothcrs/and sistel:; for their

love, encouragement and understanding which saw me thro~~gh in this programme. I'

i My gratitude and appreciation also go to my employer, Intcrcontincntal Hank IF CPLC for having tolerated me while trying to complete this programmcs.

I \

I

Fir,ally, my prayer and supplication go to the Almighty God, liom \vhose

infinite mercy, and abundant knowledge, I drew the little that saw one tlwo~~gh.

ABSTRACT

This project is a study of the use of Advertising in the Marketing of

Program~nes of selected Government Organisation. As a develbping country,

'Nigeria ]:as been purs~~ing and implementing many prograpmes aimed at enhancing I

I the socio-economic well being of the citizenry. Such programmes arc i n the areas

:of 'health agricult~ire, industrialization, education and virt~~ally every sector of the

>econoinjl There has been tremendous need for marketing and more especially

+jadvertisil-kg to explain these prograinlnes to the target populace for whom they are

[intended to serve as government programmes are not ends in themselves but arc

sintended t.o serve the developlnental goals and objectives. 'I'his s t ~ ~ d y was thercl'orc

necessitated by the need for a detailed study 01' the use 01' advertising in the

p~arketinl;, of the various development progmnmes of the govcrnmcnt.

Specifically, the s t ~ ~ d y was ncce~~itatcd 1-)y the need, to ascc'rtain tIw nature 01'

advert IIN ssages coming from government orgallisat ions as wcl l as to Ii~id out t l x I gil'l'erent medialchannel of communication used by governments and their agencies

in advertising their programlnes, as well as the effective~iess of' their

advertisen. ents.

To :~ccomplish the objectives of the research, the survey method o!' reseal-ch

was employed with questionnaire as the ina.jor instrument for primary data /

~ollection. Two sets of questionnaire were designed, one li)r h e stal'l' 01' the I

iovcrnment ministries/o1.ganisatio1is studied while the otlicr was ibr thc niumbers of \ \

the public who arc the targets of govcrnmcnt programmes.,

'I'hr priinarylraw data collected with the tool ol'questionnaire were !isst of all

presented and analyzed using percentages and tables and subsequently i~scd t o test

@e hypotheses of the study.

One important finding made by the s t ~ ~ d y was that despite tho many

governme~it campaigns a b o ~ ~ t a number of social issues, many people are still

vii

TABLE OF CONTENTS

I 9 i b> f

L r . ....................................................................... i,TI I LE PAGE P '

WERTIFICIATION ................................................................ t $DEDICATION ...................................................................... t iA' ACKNOWLEDGMENTS ...................................................... if

; ABSTRACT ............................................................................ :y TABLE OF CONTENTS.. ...................................................... b :;LIST OF TABLES. ................................................................. e kmmm o m : INTRoDucTIoN D . Background oT the study ............................

.6 Scope and Limitations of the study--------------------'---- " . . ,7 Deflrlltlon of Term ............................................

CHAPTER TWO: LITERATURE REVIEW

v vii ix

CHAPTER ONE

INTROI)UCrlllON

1 BACKGROUND OF THE STUDY

Marketing has been defined in several ways by different authorities. Despite the

different schools of thought, one certain distinct concept that emerge from the I

definitions is the belief that marketing is a societal activity. j

Every business organisation and other social institutions all over the world < owe their existence, success and growth to the application of the marlteting B concept. 'They identify a need, probably from their observation of the various

degrees of neglect or deprivation going on in the society and take app~opriate I i

actions to fdfil that perceived need or want. k 1 d ?

A broadened view of marketing sees it as a social, rather than a business I

bctivity. l'he major exponents of this view are I'hilip Kotler and Sidney Levy

969). They regard marketing as a relevant discipline for all organisations in so I

< 7 r as all organisations can be said to have customers. I herefore, marketing is

eeded not only by business organisations but also by 01-ganisations such as

hurches, educational institutions, governmental organisations as well as political

barties which do not exist for protlt. This view led to thc delinition o f inarkcting 4 s the analysis, planning, implementation, and control of careli~lly Sor~nulated

rogramlnes designed to bring about vol~~ntary exclla~~ges ol' values wit ' I target

arketing tor the purpose of achieving organisational objectives' Kotler ( IC>93).

This definition according to Ach~~mba (2000, pp. 14- 15) di l't'el-s liwm the

aditional delinition by substit~~ti ng exchange o I' val11c.s liw the economic goods

nd services, thereby ~naking marketing applicahlc to inst itillions cngagucl in

etting the p~iblic to accept an idea, doctrine, p~-og~.il~nrnc or linowleclgc. 'l'he

urpose of exchange he said also changes ficm prolit to that of' a~ilieving

rganisational objectives that includes winning converts, getting votes, changing

beliefs and behavior, or getting an employment. rI'l~us, lie delineb marketing as a i B

[lsocial and managerial process by which individuals and groups obtain what they [ heed and want by creating and exchanging products and values with dtherr:. i J 1

Marketing is therefore been applied to such diverse activities as tourism,

.family p!anning and road safety campaigns, promot ion of patriotism, disciplined K P [and orderly behaviour, national unity, industrialisation or in tlie fight against

muggling and official corruption.

Mrxketing is a thought process, that increxxs the chances of' sllccess in I

kocial inleraction, involving two or more parties, when one party is interested i n

seeking i3 specific beneficial result from tlie other party and vice velsa This

-involves knowing what is needed in a society, who and who are to benelit and how I! ?much Lt they are willing to give up to obtain the benefits as well as what methods are F ;available and most suitable to reach them. Accordingly, it is not the considerations f c

''of & the initiating party but those of the taryet/custoincr that sllould dominate the % " id hplans, prc.grammes, and implementation of the exchange transaction. 8; %i As already stated above, marketing is a thought process. So also is public ii: E l

@olicy/programine. Both have tlie mission and cllallcnge of creating and ~i:crcating F ' I

.:$he future:, which remains problematic for society, corporate organisatiol-is as well b

f+s individuals. The knowledge of the iilture is at hcst, pn~b:~hil istic. Illose who P

lan to capture its opportunities must also I'acc its challenges. 'I'hese cl~allenges

manate ii-om: the st!-engths exhibited in the internal environment; the weaknesses i \

bx $hat tend to reduce the potentialities of the internal cnvironmcnt.; the opportunities i : &at a? we plan to exploit in the external environment Sol- h i lding the li~turc; and the

reats in the external environment whicl~ are the cost we must bear Sor the

pportunities we plan to exploit.

Acl~ieving an acceptable balance between internal strength and weaknesses, I

d external opport~lnitics and threats and also between internal and cxtcrnal

:nvironments according to Prof. Victor Uchendu, requires not only acceptable

policy instruments but the right combination of strategies. These also reijuire a

right cornhination of marketing tools for acceptnhiliiy, lience, thEse demand

planning. iJchendu said we cannot begin to integrate policy, strategy and planning r . without stsking our vision of the future. I hus, "national development of Nigeria

and its peoples is our vision" reinains the goal of every government. According to

him, many processes and instruments are at the disposal ol' the policy n~aker to

achieve the goal, "and policy is the intellectual apparatus used by the analyst to

"look in fr,)m the outside" and discover how far the realities ol' policy inst:uments

and choiceb lead to or lead away from our SLI~LI~-e dream of national devcloplnent.

Marketing on its own has been recognized as an integral part of economic

development. I n this regard, marketing has been reco$iized as a social activity

aqd process through which a country's needs and wants are integrated into its

national plm and planning circus and monitored to ensure that the desiscc! results

k e achieved. Government policy/progran~me as well as strategies are flexible in

eaning, and therefore, have lent tl~emselves to numerous competitive

pplications. To this Uchendu posits "Literally, both words conjure the image of

ower, the power of organized action that can shape the dcstincs 01' nations; set

tional a11d corporate agenda as they ordes and ~x-osder nntio~~al, corl~or;itc and

dividual priorities. Maslceting is a clmlgc agcnt hwcc the nlarlicti~lg idea helps 1

s to think about those human conditions that can be changed or sedircctcd iliro~~gh

rganized action, since programmes and activities ol' c l l a~~ge do not happen by

hance. Programmes and activities of change arc t h o ~ ~ g l ~ t about, plmned ihr and

ut into action by human beings working for organisations and [os pasticular

is such that it finds utility in such

lerse areas as politics, nation-building1 national development, the economy,

siness and culture and tourism, health, agriculture, Banking and inaiy others.

Government programmes are viewed as end products consisting of either

cuments or conclusion by gove~-nment a~~tlmrities, expressing their views on

~blems demanding action, and how they intend to deal1 with such problems with

: available resources. We have in recent years heard a nl~inber of

mouncements by governincnts on many public issues. We Ilave d s o seen the

blication of programme documents, in a wide range o!' issues ranging lium

riculture to industry, energy, education, population, housing, health to sports,

~rism, and environment. Though process are contained in these documents on

w to achieve the programme objectives, marketing is becoming inc:.easingly

perativc for the success of government pmgrammes.

2 STATEMENT OF PROI31,EM

Governance is about consequences hence any government is rated by the

tent to which its policies and programmes impact on the lives of the citizenry.

wernance as the responsive and responsible exercise of power for public good

cording to Abdulsalami Abubakar (2003), must honour p ~ ~ b l i c interests, and

nbrace ethnics in order to maintain legitimacy.

Quoting Aristole, General Abdusala~ni e~nphasized that man needs society

id that governance was introduced for societal good, pointing out that a viable

~vcl.nrnt-nt is only judged to be so by its outcome "and so also is governance

nich celebrates itselr in terms 01- the happiness i t brings t o the people witlliil its

!fined polity".

The former military Mead of State says "A viable govwnmcc n l ~ ~ s t manilkst

the improved welfare of the people within its jurisdiction. I t 1n11st 131-ovidc the

I

people with security and address their fears. I t must also give them realizable hope

:for their aspirations and assist then achieve SLLCII aspirations. A viable governance I

jnust be able to assist the people and provide the appropriate 'and conducive

environment to attain the height of the goals of their ambitions."

In line with above postulations, governments at all levels initiate policies

and programmes aimed at addressing the problems of society and uplifting the !

:living standards of the people. These program~nes must be understood and i ktPPreciated by the people, the citizens for whom they are made otherwise they are S :bound to fail. 1'11~1s governments employ a wide range o f marketing strategies in

I

pusl~ing/selling t l ~ i r programmes to the populace.

s One of such marketing strategies regularly employed by government B P agencies in marketing their programmes is advertising. Such government r Cprograrnmes like National Programme on immunization, (NI'I ), new agricult wal fl :methods/improved farming ~netl~ods, Universal L3asic llducation 11131:, ,:ampaigns

gainst HIV/AIDS scourge among ot11c:l-s ~-ecluirc s~rstained

dvertismg/com~nunication for them to be undel-stoocl and appl-eciat2d by the

Jt:lkins and Ugboaja 1986: p.3) state that tl~erc has been need t l l r o ~ ~ g h o ~ ~ t the

eveloping world, inspired by independence, lor communication to explain new

deas, new life styles, new ind~~stries, new prod~~cts as well as new scl-vices. 'l'l~erc

as been tremendous scope for the use of advertising in marketing government \, rograrrmes by governments conscious ol'the need to educate people about social

rvices and how to improve their productivity levels. 'l'liis requires detailed

cademic exercise. Accordingly, this project so~ight answers to thc 1i)llowing

earch questions:

Do governments departmentsiparastatals use advertising in marketing their t

programmes?

What is the nature of the advertising messages employed by government

agencies in marketing their programmes?

What are the different types of media employed by gover~~meilt agcncies in

marketing their programmes?

What are the different ways through which government agencies advertise

their programmes, Do they employ advertising agencies or not'?

3 OBJECTIVES OF THE STUDY

This project set out to accomplish the following objectives:

To ascertain whether and how government parastatals rlsc advertising in

marketing their programmes; I

to ascertain the nature of advertising n~essagcs ~lscd by government agencies

and parastatals in marketing their programmes;

to find O L I ~ the different media of cornrn~~niciltio~l L I S ~ ~ by go\fernn~ent

agcncies in marketing their programmes;

to attempt to determine the different ways and means through which

government agencies employ advertising in marketing their programmes;

and

to make recommendations based on thc or~tcomc ol'the s t ~ ~ d y . I

4 FORMULATION OF HY POTIIESI~S

The fbllowing hypotl~eses arc form~~lated lor the s t ~ ~ t l y and are stated in null

id alternative form:

01: Government Agencies and parastatals do not employ ac1vc1-I ising i l l

marketing their programmes.

a l : Government Agencies and parastatals elnploy xlvcrtising i l l mu-kciing their

programmes.

In advertising

erhploy mostly

In advertising

government programmes, parastatals and agencies do not

fear appeals and persuasive communication strategies. b

government programmes, parastatals and agencies employ

mostly fear appeals and persuasive communication strategies.

Government agencies do not employ multi-media appl-oach to advertising

their programmes. I

Gcwmment agencies employ multi-media approach in advertising their

programmes.

Advertising Agencies are often not employcd by government agcncies in

advertising their programmes.

Advertising Agencies are often employcd by government agencies in

adi:ertising their programmes.

employing advertising in the marketing ol. governnient programmes. Many

Qvernment programmes fail due to the inability 01' the agencies or p;~rastatals

SIGNIFICANCE OF THE STUDY

This study is significant because it is an attempt to cxplorc the arca o f ~tsing

alnlnes to carry adequate awareness calnpaigns on them.

ordingly, this study will be significant to policy malte~s and public pl.ogramrne

agers because it will educate them on the ways and means 01' ensuring that

uate advel-tising and publicity for the success of' their

The study will also be beneticial to the Chief lixeci~tives of' gop,ernlnent

of the respective three tiers of government as it unveiled I

ose pertinent issues required in carrying o ~ ~ t awareness campaign for government

Most government programmes like issues on rcprdductivc health, campaign

bgainst 'HIVIAIDS etc. usually carried out and implemented by government 1

bgencies in co~~junction with International Donor agencies like U N ~ C L I : , USAIII,

UNDP among others. Many a times, Non- governmental organisations are also

fnvolved in such campaigns especially campaigns for aflirmative action and other

nder based issues. Consequently, the study is of significance to these

eholders as it is a leap into advertising and marketing for development

Finally, tlie s t ~ ~ d y is significant because i t is part of the sequi~-ements Sor the Y

Bward o:'Maste~-s degree in Business Administration M I ~ A nmketing.

d

i 5.6 SCOPE AND LIMITATIONS OF THE STUDY

The scope of the study covered FCT Abuja and Enugu, the capital of I ~ L I ~ L I

tate. 'It was conducted among Government Parastals such as 11131 Federal

4inist1-y of IIealth and its affiliate1 allied institutions such NI'I, NACA, nlA1:I)AC

11 in Abuja. The State Ministry of I-Iealth like tlie 1:ederal h4inistry of I lealth is

wolved in many campaigns, advertising and awareness CI-cation and this they

arry out with international D011or agencies, which the state by virtw of his

osition in Eastern region boosts o f a good nunlbcr ol'tllein.

A y - t from tlie fact that the study is limited to its scope, it is also limited by

uite a good number of 131-oblems enco i~n te~u l i l l lllc poccss 01' co~lcll icting i t .

'hese problems stem mostly from the fact tlint the rcseadier as a ba11li worke~. has

3 combine this s t ~ ~ d y with his work and this was not easy. 'l'ranspo~-ting himsell'

rom the place of his work to Enugu for both s t ~ ~ t l y and thc lecture were not easy

nd this was fi~rther compounded by the lingering l i~el scarcity at the time.

'These is also the problem of response. Conducting a I-esearcli oS tllis nature

1 Nigeriia is not always easy due to pancity of data. Some o f the respondcrnts we1.c

t willing to attend to the questionnaire given to t11em whilc some of the

stionnaire were poorly filled leading to their rejection. 'I'hese limitations

wever serious they are did not in any way affect the beauty of the &dy.

I

DEFlNITION OF TERM

Government Programmes:: Policy accosding to Andrews ( I 97 1 p.22) is as

h an accordion like word as it objective. "Policy is served as an objective and

turn can be an objective served by more specilTc policy or programnlc.?. 'I'hus,

oughout this project policy and programme are ~ ~ s e d interchangeably to mean

REFERENCES

Abubakur Abdulsalaini (2003); Globalisation, Multi-ethnicis111 and t l~e In\peratives of Governance" The Glrarrlian New.spcrper,- J illy 25.

b

i

1 chumba Iheanyi (2000); Stategic M~rketing in the 21th Cent~rry, Illinois, Ilnited

States: Charolette Publishers.

efkins; Frank and Frank Ugboaja (1986): Cotrrtlrritticrrtiotz itr It~~1rr~;tri~rIizit~g Cormtries London: Macniillian publishers.

otier, Philip and Sidney J. Levy (1969); " Broadening the marketing concept" Jourtzal yf'marketing Vol. 33. January.

,otler, Philip (1993): Mlrrketing Mrrtrtrgetrretlt: Attcr!vsis, Plrtttzing Ifiqdementation and Control; 7th d i i , New Delhi E'rentice-1 Iall P~iblishers Inc.

khendu, Victor C., "Policy Analysis And Strategy In Nigeria's National Development", Senior Executive Course I,ectu~-e,. Nigerian Institute For Policy and Strategic Studies NIPSS Kuru

C11APTEIt T W O

LITERATURE REV1 E W

For a detailed and comprehensive coverage, this chapter is handled i~nder the

following headings:

Gwernment policy1P1-ogrammes - idea and the need lbr advertising of'

gcvernment programmes.

Nature and Definition of Advertising

Advertising as a con-r~nunication proccss

Advertising as a marketing strategy

Typcs of Advertising

Fi~wtions of' Advertising

Advertising in Nigeria.

T I E GOVERNMENT POl~ICY/l ' l iO(;I<AMMI~~ lI)ICA A N D '1'1 I K

NEED FOR ADVERTISING O F C;OVEltNM I N T I'I<OC;I<AhlM ICS.

Paticy and programme are flexible in meaning and thereli)rc, have Icnt

emselves to numerous competitive applications. Liicrally boll) words according I

Uchendu conjure the image of power, the power o f org;lnizcd action that c;m i

htnpe the destinies 01. nations, set national a n d corporate agenda as they order and i I

@-order national, corporate and individual prioritics.

- & Uci~endi~ states that policy is utilized in l ' o ~ ~ r ~ ~ ~ ' ~ ' C I - C I I I ways. I trst ilS ;I

hilosopbica! concept or doctrine that justilics the action of a c o ~ n ~ n ~ ~ n i t y , b brganisation, political agcncies of the state in tl~cir respective c1.1i)rts to set ihc L' fjamework for solutions to corninon problen~s. 'I'he policy idea Uchendu adds F

'wptures the poblic, corporate or private spheres or dcmands 01':iction. I ,

Policy has a rather pragn~atic second usage. l'olicy is viewed as an cnd I . broduct consisting of either documents or conclusions drawn by re:;ponsible

authorities that clearly express their views on pn)blcms demanding action and h o w I

pey plan to deal with them with available rcsou~-ccs. A third usage of' policy is I

$ratchic in which case the policy idea lays emphasis on the li~ndamcn~al processes

Pough which an organisation provides stability and ortlerly c l ~ n g e while r , 'plan~ing to capture future dcs i~ul goals. i 1 ' Finally, Uchendu says policy is used as a li.amework for action, as both the i /processes and the end result. I n this sense he l'i~rther emphasized that policy is a

i&de to action, that it is a guide for the achievcmcnt of delincd goals. I t is in its I, I

)frame of reference as a doctrine and a Sramcwork lbr action that policy is untier i ;taken here, that is as a philosophy and practicc ol' action designed to achieve k . twrtain goals within a framework of an organisation. I L . I t is in light of the above that we take a look at tlw state of World Children, a

iprogrmme of the United Nations Millennium 1)cvelopncnt Plan. 'I'his is a I '

.CQnte~nporary programme which according to 1 1 1 ~ 1Jnited Nations Sccretary- ! ? I

;General Mr. Koli Annan is intended to remind adults ol. their obligation to elicit I /pod consider the views of children and young people when decisions that aSl'cct thc I.:

/b~ ilf children are being made. I I In the United Nations Millennium Declaration, World Icadcrs I-c-alli~-mcd i itheir :;hared duty to all the world's people especially the most v~~lncwblc and in i . . [partietilar, the children of thc wol-Id to wlioni tlic 1i1ti11.c lxlo~lgs. 'I'hc world

b d e r s subsequently pledycd a set ol'spccilic goals, thc Millcnniilnl ikvclopmcnt \ p$ ~&oals, that will Ibcus their collcctivc cl lbr~s i l l tlrc conli~lg years as they undcrtakc ! .* > , , i@e chdlengcs of poverty reduction and sust;linablc dcvclopmcnt ( I JNI( '1 i1;- 2003). 1 . :. " ! , . , At the closing of the UN General Asscnlbly's spccial scssio~l on ( ' l ~ i l c l ~ w in h,-, I - "

!May2002 world leaders set themselves an additional agc~ida illld :I set o1'goals that F: .1 ;: "

F" specifically concerned with ensuring the rights ol' cvcry c l~i Id. "A \vorld I T t Sor

$hildrcn included the commitment to change thc world lbr and with chi ldrcn." r

i t I

i ' Expectedly, the interests of children s11ould be at the heart of every

'[successful development agenda, hence achieving the Mil lenni~~m ikvclopment t i :Goals, vital for poverty reduction and sustainable development,' depended on

in meeting the goals for children. These goals are shown in the table

h i m e Period 2002 to 20 10 1; -

-. - khrnotirlg quality education

4. I 3' I BBmtecting against abuse, F ~ ~ l o i t a i i o n - L and violence

.'I

Time I'eriod 2000 to 20 15

I : Eradicate ext~.eme poverty a n d I ILI I I~CI . ;

Goal 4: Iteduce child mortality; Goal 5 : Improve ~ i i a t c ~ m l hcdth

Goal 6 : Combat IIIV/AII>S, malaria and otlier

Goal 6: Combat 1 IIV/AII)S Goal 3: Promote gender equality and empower women I

\ \,

Millennium Summit Dccluration: Section 6 - "P~.otecting the Vulnerable".

'The idea of meaningful child right and child participation at the international

level \w!: put into practice at the 1JN (iencral Assembly slxcial scssion o n

children. In the run up for the spccial session, IINICIXI: repork, the Global

Movement for Children bl-ouglit together adults, adolescents and children,

campaigners, counselors and cl-usaders for child rights, those who cat-ccl about

forging a world fit for children "While recognizing tliat children and aciolesccnts

cannot bc expected to challenge the world's misplaced priorities on their ,)wn, this

energetic alliance embraced the idca that the job co~1Ic1 not be donc by adults

without the passion and perspective of children "(IJNICEF 20035).

UhIC13: reports that more 400 chiltlrcn, rcprcscnting over 1 50 countrics,

travelled to New York City in May 2003 to attend tllc special session At the

forurn, w!licli lastcd fbr three days children were divitlcd into gl-o~~ps to discuss

eight key issues, which they had identi-lied as exploitation and abuse, environment,

protectio~l from war, chi ldren's participation, heal th, I I 1 V/AI IX, po\!crty and

education.

At :he close ol' the ON session on children, all countrics adopting ''A World

fi t for children Declaration and plan ol' Action re-aflimcd their conlrnit~ne~lt to

promote and protect the rights of children. 'I'lirough national actions and

international cooperation, govcl-n~i~clits coni~nittuci tllcnlsclvcs to promoting

: healthy lives, providing quality cclucatio~~, protcctil~g ~cliilclrcn agi~ins~ ahlscs, r

i ' ,exploitaticn and violcncc ant1 conibating I IIV/AII>S. i

I 'Tho decision reachctl at the 1JN session n o doubt i~~ l i )~ - l~ led the IICW ; I I ~ I

I concerted efforts by Nigerian gavel-nmcnts at fighti~lg I IIVIAI I>S and prolccting

the most vulnerable. These el'Sorts reclui~-e sound aclvert ising s11-atcgics 1,) change

people's attitude and 1br them to bc acccptcd by the plblic.

There is no doubt tliat tlic clccisions and agreements of' wol-Id governing

home country. The decisions reached at the UN 2003 special session on the rights

of children and the most vulnerable in society no doubt infor~ncd thc myriad oS r 7 children's pxliament by the various Nigerian gavel-nn~ents. I he pressure oS the

internationa! Donor Agencies is also responsible Sol the increasing attcntiol-! being

paid by our governments to issues o f advocacy like the c11.cactecl I IIV/AII>S,

women's rights/affi~-mative action and the campaign againsl I~arrnli~l widow-hood

practices among others. Governments and government agencies know the power

or the infli:ence o r advert ising 011 the marketing Imxesscs and marketing

effectiveness of these programlnes. At least at the level of awareness cration

about these issues, advertising efkctiveness in marketing t lmc issues is

incontestable.

2.2 1)EFINITION AND NATURE OF A1)VElU'ISINC

Advertising as thc Advertising I'ractitioncrs C'oirncil of' Nigeria ( A P ' O N )

defines it "is a form of communicalion through media about ~mtlucts , sel-vices, o r

ideas, paid Scr by an identi lied sponsor".

Winstcjn Fletcher ( 1 979) defines i t as thc "tlisscminat ion 01' sales mcssagc

through purchased time and space. '"l'hc authors 01' Conternpol-al-y Advc~tising

(Bovee and Aren 1986) dclines i t as the "non-pel-sonal communicati 1 1 1 ol'

information :~sually paid li)r am1 i~sually pcrsuasivc in nature a h ~ l prod~~cts,

sewices or ic!!:as by an identified spo~lsor t111.ougll thc various nlcdia".

]:or thl: non-initiates understanding the concepl ol' advertising propel-ly

would requirc an analysis of' thc constilut ive clcmcnts of' t l~c abovc clclini tions. As I

: stated earlier, Fletcher defines adverlising as "thc disscminalion 0 1 ' sales message L

[ through purc<~ased time or spilcc". I i A sale!: message is one that sclls. What i t is sclling may bc ;i product,

service, idea or cause. Which ever i t is, the message is trying to p.cscnt a view i -

i. F - I.

point favorable to the product, service, idea, or causc, and is so mderstood by the

recipients of the message. The "sales" may simply be to imbue them with a

favorable disposition and opinion; it may be to convince them about a i v e n line of

fact, it simply could be to persuade them to exhibit either tcnrporary or

continuously a particular pattern of beliavio~rr (Ozoh 19962).

"But underlying the approach taken by the message is the fact of tlie

dissemination. In other words, tlie message is not just conceived and lcli there. I t

is dissemin,itecl. This I ' x t ol' dissemination implies thc, prcscncc ol' an audience

which conrtitute the object ol' the activity ol'ciisscminalion.

The register used in describing this a~dicncc in atlvcrtising is "target

audience". The target audience according to Ozoli is that segment or segments o f

the general population that offer viable prospects i'or the salc of' the product,

senice, idea or cause.-ln other \~~olu / , r , if is t h ~ ~ l secliot~ (!/'/hc pop111(11ioti 1 ~ 1 1 0 (11-C'

rmst likely to buy or. pre/kr [he ~wo[/rrc*~ or sctvic.e, c~c.c~c/~ triltl (11i~q11 I I - ~ I ~ I [IW icletr

or C L I I I S ~ .

- '['he "sale message", therclbre, tends to jmmotc

or causc among the target audicncc. 'I'hc f'rlct of' tlic

person conceiving, it in most cases, the advcrtiscrs and

the prodi~ct, service or idea

qcss i~gc 111ovi11g l i u ~ i the

tlic advertising agencies to

the target a~rdience is what is referred to as disscnrination.

- The process, thcreibre, is ak in to the iitndamcntal ~,rocess ol'conlnl~~ii~catio~r.

The encoder (in this case the advertiser and the aclvcr~ising agcncy) conceives the

sales message (which is a message promoting a produc~, service, idea or ca~isc) and

then disseminates (transmit) i t to the i~~tencicd ~.ccipicilts, namely tllc lal-get

audience.

- "l'hrough piit-chased time and space". Advertising message is cli~cctccl at all

. members 01' a particular target auclicncc. I Iowcvcr, in ,ol.dei- to ~.caCJr tlrcm, the

, message has to be transmitted through a mccliunl capable or. 1.cacl1ing everyone o f

them. I t has therefore, to be transmitted via the mctlia - either print or elcctronic or

both. The print media of'iers its space to thc advcrtiscr I ~ N - tllc 11-ansmission oI' the

latter's ml ssage, while the electronic mcdia makes available ail- timc. . 13ut these space and time arc not lice as the mcdia organizations charge l e s

for their usage. It is in this sense that the advertiser, olicn, through his advertising

ugency paj/s the owners of the mass-media for the usage of their space and time in

transmittil-:g the saIes message to the intended audience. It, tllcseli)se, the'lnessagc

is not paic for, then it is 11ot quitc essentially a n atlvcrtisc~ncnt (Om11 1096 1'2).

Froi!~ the dissection of the various elements ol' the definition, i t is evident

that there are many players in advertising. rI'I~c al>ovc a~lalysis threw LIP key

Concepts in that definition such as:- I

1

ADVER3'ISER: 'l'herc is the person or organisation whose PI-oduct, sel-v:ce, idea

br cause is promoted through thc purchased timc or sp;ice. 111 more gcnc~.iil tern~s,

ft refers to h e person os organisation \vhosc advcrtiscnlcnt is rim on the ~llctlia.

ADVERT1SEMENT: 'The Advertising Practitioners Coi~ncil 01' Nigeria defines

. an advertisement as "a communication in the media paid Sor by a n idelltiliable

sponsor and directed at a target audience with the aim ol' imparting in1i)rmation

about a prcdi~ct, service, idea 01- cause.

ADVERTlSlNG AGENCY: 'I'his is a busincss l i m ~llal is stal'lkci 131 peoplc

who are advestising practitio~~css, and which exist to psi~narily sclldcr and docs I I indeed render advertising services.

ADVEIITISIN(; PltAC1'I'I'IONI~l<:AI~CON dclincs this as "onc wllo is skillcd

: in planning, creating and placing adverlisetnc~lls"

i MEDIA: These refer to the channcls thsougl~ \vhich advcrtiscnlc,~ts arc 1 lranannnitted to their intended ;ludic~~cc. I t inclr~ties all the iiedi;i o l lllii\S

I ~mmunication such as magazine, newspaper, cinenla, tclcvision, l o , ctc. ;is 1.

I well as marly other types of media.

2.3 ADVERTISING AS A COMMUNICATION PROCESS

"Advertising is a form of con~munication".. Non-personal communication of :

infbl-mation" ...

These excerpts drawn from the definitions ol' advertising presented in the

proceedink section aptly captures the essential q~~al i ty oS:~clvcrtising. I t is basically

~onlm~micrhon. It is a communication IN-occss involving a translk~cncc 01'

message limn the advertiser to the customer, and a conscquu~~tial f'cecihacic which

can assume a variety of forms.

As a result of its inherent communicatio~~ nature, many commentators llavc

thded to yomote advertising as being purely and distinctly a communication's

function; carrying with i t many imperat ivcs \vhicll arc co~n~nunicat io11 i n cll,iractcr.

Among these is the critical need I'or the advcrtising pl-actitionur to

comprehend the communication process, and those l'acto~.s that lead to c l'l'ect ive

communication. I

An l~nderstanding ol' what com~nunicntion is and the nature 01' h e

co~nmunic?iion process is essential l'or a critical appreciation of' why advcrtising is , .

i, bssically a comn~unication, which has always been intcrpl-ctcd as a sh2:ring of'

, meaning between peoples, playing inte~dlangcable roles of' source and rcceivcr.

% This simple explanation implies two essential activities in cvcry incicltmt ol' i t communication - a transmission and an interaction or exchange. i

i Transmitting entails the conveyance i)f inf'ot.mation liom one poinr to thc i : other. A]-- exchange or interaction implies acting o n or ~.csponding t J these I

1 informtior! such that thesc response gcts to or i t perceived by tllc initial

Betwt:en the advertiser and the target audience every singlc advertisement

resents an attempt to share a unil'orrn interpretation, tncaning, a l w ~ ~ t a [-!'ocluct,

ice, ideas or cause. I

In other words, the advertiser attempts to get the audience to pcrccivc and

response to a product, service, idea or cause in a particular fashion. I le uses both

verbal and non-verbal codes to convey his meanings to the audience

The verbal codes refer to the words, thc languages used is expressly

delivering the message, while non-verbal codes rclatc to all non-language uspccts

of the advertisement mush as the actions involved, the visualization, coloul-,

scheme, etc Every advertisement conscql~cntly-attc11113ts to establish a common

cliinate of attitude and opinions towards the advertised product, servicc or idca

between the LWO parties. Sometimes this is achicvctl l'ull~y. At otl~cl- tinles, i t may

fail woefdly, as so many advcrtising hilures have shown. c 7

1 here, are many factors critical l i ~ the success or cl'lcctivcness of' the twin

act'ivities of transmission and exchange involved in evcry act ol'comml~nication.

For instance, for transmission to be el'fective, thcre is a presupposition ol'the

availability of a channel or channels that reach the participanis in thc

communication act.

1:xtrapolating this to advcrtising, i t implies the availability 01' mcdu that

could rcach rhe target audience. 'I'hough, this may seem a simple I-quit-cn~cnt, thc

reality is thai this is not always the casc. Advertisers d t c ~ ~ ~.csort to muliimcdia

strategies to be able to reach dclinitc target al~dicncc. 111 111atly co~111 l t . i~~ wit11

relatively wzak mcclia industry, i t is not always possible l o localc 1llcc1i;l \villi

precision reach capabilities. Advertisers contin~tc to use gcnc~.aI 111etliit L I ~ ; I ~ cut

across the population.

The second limb of the activities, interaction or cxcl~ange, prcsuplx)stx '1

'e sharing of meaning between the source and receiver. I:or this to bc the casc, thct-c <i

1 must be wha: has been referred to as an overlap in psychological licld" (l:ngel,

Kinnear and Warshaw 1979). In advcrtising this is possible i!'thc advertiser sends

messages that flow and rcllect the nccds and n~otivntion ol'thc target rna~-kct. I

1

Every act of communication entails a flow o r message in a certain cyclical

pattern. There are therefore points along and th~*ough which the messilgc moves.

Thcse poinri; ordinarily could be rcfcrrcd to as Ihc elements of the con;rnunicaticm

proccss. Advertising messages also flow i n the same ~xlttcsn.

- The elements of'tlw coinmunication process asc:

Source

Message

Chanhel

Receiver

Feed back. r 7 I he source usually is thc activator ol'the process. I t is pertinent to point out

thdt there are no constant sources and ~xccivers. In evcsy act 01' cotnmunicat ion,

the participmts may very roles scvcl-a1 times one moment being thc so~trcc and the

next transfo!ming into tlie rcccivcs (Ozoli 1996).

'I'lie source usually begins by articulat ins his intention and desires illto a

message. 'I'he process of transf'orming his intents and ~ C S ~ I - C S into il I I I ~ S S I ~ ~ C is

known as encoding.

In advertising, the advertiser usually has a need to advertise. '1'11e

:' basic advertisement I-epsescnts the encoding 01' thc aclvcrtiscr's intent or p:~rpose

: into a message. 'I'l~is encoding is normully pel.l'ol.mcd by aclvcrtisi~lg agencies, I

where there exists a crop of professionals specially skillecl in planning, cl-eating

and producirg acivertisements. Within advertising, thereli~l-e, both tllc advertiser

, . and advertising agency constitute the source: (Ozoli I900 1'5). 1

r 7

i 1 he second element, mcssagc constitutes the maltcs ol' ~ I w c o n i ~ ~ i i ~ ~ i i ~ * ; ~ t ion. I I As we had earlier indicated, tlie advestisemcnt constitutes tlic message. t I ,

It c.omes in many forms, S L ~ C ~ as press, radio, television, outdoor or mail

order advertisements. But whatever form it assumes, i t is the basic artic,.latian or

encoding ..)f the intentions and desires of the advcrtiscr a11d his advertising agency.

'Ill(: channel represents the medium or mcd ia th~-ough which the n; s a g e is

transmitted to the receiver. It is the vchiclc that carsics the ~iicssagc picking i t i ~ p

fro111 the source and then dropping it on the rcceivcr. F,or many i t is conlmon to

rapidly ni ,lie the most basic types of media. But with ~xl'ercncc to advertising, the

major mecjia include;

I<acriio 7 - 1 elcvision

Newspaper

Ma:; azi ne

I3iIIixm-d.

A Ii& of other schelnc or below-the-line 11icclia exist, but tlic olic.; almve,

rcprcsent some of the most licqucntly LISL 'C~ to t 1 . ; 1 1 w l i t ;dvertisi~ig I ~ C S S ; \ ~ C S 10 tlic

targct audimcc.

'I'hc receiver is the rccipicnt ol'tlic message. As i t is al~.cady cvidc~lt, tllc

target aud~mce are those tor whom the ndvertisc~iic~it is psilil;11-ily intc'11ded

When the message or advertisement reaclics tllc tasgct xdicncc,

communication has been cU'cctcd. (lom~iii~nicatio~i is cl'l'cctivc only whc~i i t

achieves the intended efSect. '1'0 perceive i!' this has bccn so, the I-ccciver must

respond to 11ic message so as to complete the commi~nicatim p-occss.

'l'he response 01' the seccivcr is Ittiown as I'ccclback. I:ccdbacl\: is, I l~ct-cliw

. essential il- dctcrnlining M / I I C ~ I I C I . co~nn~u~lic;ltioII 1 1 ~ L ~ C I I ef'I'Ccti~e 01. not. I;or tlic

advertiser, feedback can be ascertained t1i1r)uyli t~. i l~l<i~ig stildics illid otlies I . ,

1 campaign aisessment research.

/ . i.

I

If a 1:lember of the target audiencc ~ecsponds in the manner dcsircd by the

advertiser, t!ien the advertisement has been el'lkctivc. I lowcvcr, i t is pcrtincnt to

point out that while in certain cases, l'ecdback may be instantaneous, in'ad\/crtising

this is not the case. Advehsing efffects tend to be cumi~lative. In ol lw \vot-ds, i t is

built overtime, hence feedback tcnds to be delaycd.

One essential derivative characteristic of' advertising arising li.: ,m its

character as s communication is thc intangibility. IJnli kc in mally other aspccts o t'

business, atlvertising effects arc hardly concrctc, and hence to the lay~licn or

impatient and unsltilled manager, it is al\\/ays tedious to give cl~~atititative I

explanations or descriptions oi'the effects ol'advcrtising.

They frequently treat advertising as a running cost ratlw than a capital

investment. It is instructive to note that though brand loyally a ~ l d iniagc catmt be

readily grasped, the goodwill attendant upon it majl account for consrllncs p~lrcliasc

and communication f'or the next twenty years or even a lil'etimc. According to

Ozoh, any money spent an such "intangiblcs" slio~~ld thcrclh~-c be seen as a long-

term investn? mt.

TABLE 2.2 SCHEMATIC I'ItESENTAl'lON 01; A I)VEIU"SIN(; AS A COMMUNICArTION PItOCGSS

So~lrcc Mcssagc C h i l n ~ l ~ l ltcccivcr Adverliscs Advertising Advcstiscr in ' l l ~ c ' lhgcl arliculales a agency normally co~~ccst with his

I

r~ildicnco l'or wllo111 tlic plan or encodes advcrtiscr's agency places t l~c ad\/crtiscmcnt is intcndod programmes c I' o~jcctiveslintcntions advcrliscmcnl i n rcccivcs via ~ h c media atl\wtising and with into an the mass media or his advcrtising Advertisement othcs mcdia agcncy embasts sui tablc for on cxccuting such partic~~las kinds of a programme Mcdia.

SOURCE: Ozoli 1I:C. (I 998): Principles and I'ractice ol' Advcl-tising, I , a g o ~

AI'CON.

'rliere has a lways been that subtle e ~ n p h a s i s on sales in h e (Icl ini( io~l 01 '

advertising. 'The definition given by Mfinston 1:lctcllcr ( 1970) that advcrti-ing is

the dissemination o f sales message. .. is very direct a d i~ncquivocal alx;at t he

inherent selling role of advertisements.

Over the years, the preponderant management pc~xxp t ions o l ' advcr~ i s ing has

been as an aid to sales. Liven within the particular contcxt 01' its c o ~ n r n ~ ~ n i c a t i m

function nclvr:rtising, has been looked upon to commllnicatc thc I-i g l ~ t messages at

thc right time that wil! PI-cdisposc its ;~lldicnce toward? the \>rand. Adveltising

consequentl) has a lways been sccn a s a nlarltcting tool. . , 'I'hc above statements can be apprcciatcd hcttcr i I' they arc d i s c ~ ~ s s c t l wiihin

the context of the elements of the marketing mix. 'I'hc mal-licting mix cncaps i~la tc

the disparate elements that must bc organized and synthcsizeci fix any nlal3 cting

effort to S U C C ~ : ~ ~ .

There must be a proper mix of these elements ill any given cl'li,r!s at

tl~arketing a brand, if a very successli~l effort is desircd. 'I'licsc :lctiient arc

products, price, place and promotion.

The prciluct refers to the brand that is yet to be sold, in othcl- wo~ds , tlie

object of the r~mketing effort. Not only must i t be 01' good quality, its packaging

and total presentation must be supesior. Nowadays, whcse every single psoduct

category is characterized by sevcral brands, it beliavcs h i every brand to cnsc~re

that its quality is kcenly competitive.

Each brgnd musl endeavour to ensure that it is quite supcsios oli all t+osc

i~idicators. If the quality and packaging 01' a brand is inl'crios, the scsult is ilia[ t11c

brand may not appeal to the target market. 'I'l~ey will soon abandon i t I'os the good

or better quality brands. Obviously, for any s~~cces s l i~ l ~narketing cl'ii,rt to li~llow,

the quality of the brand must be good.

Similarl~., the brand must be appsolx~iately psicocl. 'l'licsc ase sc\wal psil.ing

slrategics that a brand could adopt, but the key rcquirctncnt is that tlic p-ice g,vcn

h c circumstalices of the bsand liii~st bc sight. If ' i t 1s I I O ~ , the11 ii S L I C C C S S I ~ I I

marketing efl'o1.t may not cnsurc.

Place (otherwise known as clistsibi~tion) i ~ n p l i c ~ tllc ;ivaili~l?ility 01' tI1c l)r1111(1

at the different points where the consumer ~ m k e s his 1~11-c11asc. Many people 11.wc

had experiences where they seek in vain lbl- thc bsancl they wish LO h ~ y . 'I'he

marketing implication of this scquiscment is t11at all el'li'ctivc distribi~tion systcni

nus st be pirt i l ; placc: sucl~ that t l~c \>I-and is always available at all points ol'

purchase.

Promotion entails making the psospccts os tasgct ~naslic[ a\va-c 01' 111c

availability ol' the brand and inducing thcnl to [my. 111 simple' ~ S I I I S plm~oting the

brand to them. A brand be of very good quality, i t way bc availal~le atid a t h e

sme time be appropsiately priccd, yct may not sell as i~ s I I ~ L I I ~ , ~ C C ; I L I S C

consumers a:'e not aware of its or that i t has not bcell lyomoted to thc~n, so that

they can beccme disposed towards buying i t .

I t is not, therefore, simply a question of having a good p~.oduct thai is widely

available anc! rightly priced; it is even more a question ot'promoting the product to

the right cons~~mers.

A better mouse trap may not make everyone beat the path to your home.

A lower quality one that is attractively promoted could sell more.

FOI. a S L I C C ~ S S ~ L I ~ ~~~;l~-l<ctilig p1.0g1.11111111~, ~ I I C I . C liwc, t11c1.c I ~ ~ L I S ~ I>c i l p~.opcr

mix ol'the f o ~ ~ r elements. I-':ach onc niust bc ol'thc riglit propor~io~i and blcntl very

well with the appropri~te proport ion ol' the otliw elenicnts,.

UnSortunately, this has not always bccn tlic case in practice. Many li~mis ~ ~ s ~ l a l l y

fail on pron~c-;tion and place, particularly tlie indigenous b ~ i n c s s as organisa~ions.

The multinat'l~nal, however, have always done well o n all.

Promotion is indeed a very crucial element ol'thc marketing mix. I t is made

up of the following distinct components:

Advertising

Public relations

I'esson:~l selling

Sales promotion

Resel Icr s~lpport communicat ion.

Advert!sing consequently is a pro~notional tool and i t is within that cotitcxt

that it perS0rrt.i~ its marketing fi~nctions. Like other psomotimal tools, advcl-tising

is used prirnal.ily to promote the brand to the targct market. I t is by 1:,11. the most

significant of all the tools. I t is so because though data arc not readily mailable,

firms spend more money on i t than on the other tools.

Furthermore, you are no re likely to find a distinct advertising limctional

unit within most marketing departments, unlike the others which may be st~bsumed

into other general marketing fi~nctions. :

Aga!i~, perhaps more than the other ~ools, advertising has sl~-outed into a

distinct industry and profession 01' its own. ' 1 ' 1 ~ total billings ol' advertising

agencies alone is a testan~ent of the clcvelopmcnt 01' ~ h c industry. Not only have

advertising agencies become a global and national phenomenon, many 01' them

have c1evel:)ped to become multinationals in thcir o\vn right.

I t has considerably accounted hs thc susvival and clcvclopmcnt 01' the miiss

media as well as some othes ancillasy industries such ils psinting, radio-tv.

1)soduction. modelling, etc.

Advertising has evolvcd to bccomc a psol'cssion 01' its o\v11, liccnscd ; n some

countries s ~ ~ c h as Nigesia.

Advcstising is thus a ~najos maskcting tool. ' I he advcx~ising lx~dgc~s { ) I . Iis~ns

year in year out, thc numesous advcstiscmcnts in thc 1 1 1 ~ ~ l i i 1 , tllc high billings 01'

advertising agencies, its increasing PI-ol'essionalizatio~l, asc all visible i~ldicators ol'

its re1cvanc:c: as a marketing tool (Ozoh 1998. 1'13.9- 10).

2.5 TYPES OF ADVERTISING

Advestising can be classified into many typcs. A vasicty o

could bc i~tilized in doing this. !:or instance, one can undc~

classilicaticln by looking at the typcs 0 1 ' audicnccs to wliich udvel-tiscm,:nts arc b

directccl.

In dcing this, one will observe that the a i ~ d i c ~ ~ c c ol'advcrtising arc varied

and diversi!'ied. While some are 0111 in tile ~llarkct Iooliing li)r goods or scsvices

which they can idtinlately consulnc or we, others arc in seal-cll of' those they can

Si~rther proi:ess or use to makc end products. 'l'hc target audiences of' i~dvcrlising

thus constitute one approach that can be utilized in categorizing or classi l'ying

advertisements. Similarly, while the spatial coverage ol' some advertise~ncnts

may be very large, some others may be confined to very limited areas. 'I'he

geographic area covered is therefore one approach that codd be used. 'I'he

purposes for which the advertisement is intended yet ol'l'crs ano thcr angle thiit can

bc used in differentiating advertisements. So also can the types 01' media in which

~llc advertisement appeared.

Accordingly, Om11 ( 1 998) classillcd advertising thus: I

(4 By target audience (L]) geographic area covcrcd (4 By Sunct ion or ~ L I I . ~ O S C

(4 By type ol'lnedia used

13Y TARGET AUDIENCE: This basically entails c s s i I atlverlising

according to :he types of audiences lix wliicli the i~dvc~.tiscliients arc i~i~cr~tletl.

I'here arc basically two types of' advert isc~ncnt ~ I I C I I this aly~ro;lcI~ is r ~ t ; l i ~ e d

lialllely consu~ner and industrial advertising.

Consunw Advertising: 'I'his is advertising targcl at tllc ulti~natc co~lsun!cr or

h c person or lxrsons who buy lor tlic ~~l t imatc c o ~ ~ s ~ ~ n l p t i o n ol'otlws. I t is ~ ~ s ~ i a l l y

the kind of a(lvcrtising run by rnanufacture~-s 01' colwmcrs goods and ~LII-ables ,

products that ~:eople consutnc or me in thcir daily lifc, such as appliances, p c ~ w ~ l a l

co~nputers, etc. It is also the most pervasive type, the most lixxlwntly seen I<ir:d ol'

advertising. 'I'he products advertised arc usually ready lbr ultimatc consu~nj~tion

and use by the individual and do not I ~ L I ~ I - e l i~~- t l~c r I - ~ ~ L ' C S S ~ I I ~ .

I Industrial Advertising: Industrial goods or I ~ ~ L I C I S C~IIIIJI - ise 1110s~ I ~ ~ O ~ L I C I S

and goods that are used in the manufc t~r ing 01. other goods. C'onscq~~ci~tly, i

/ intl~lstrial advertising reScrs 0 those advert iscincnts l i l spcci lically ;~cicI~.css

I people who buy or influence thc buying 01' ind~~srrial also

extend to those that are simply ~ ~ s c t l in thc p~.occss ol' P I - ~ ( ~ L I C ~ ~ O I I , 0111 arc 1101

necessarily components or ing~ulicnts 01' anotllcr ~ ) r o d ~ t . Such goods includc

office eq1;ipment such as typewriters, copicrs, etc.

:BY GEOGIZAPHIC AREA COVISl<EI): 'l'his entails classil'ying atlvertising

according to the geographic areas covered or rcachetl by the advcl-tiscmcnts.

Under this heading, some advertisements could be intended to ~ m c h or cover

several ccxmtries, some might be intended for a wholc country, while yet others

could be intended to cover only some parts ol'a country. In classil)ing advertising

by this approach, the following types cmcrgc.

1nti:rnational advertising

National advertising

Regional advertising

Lo(.-al advertising

Intcmationd advertising: 'l'his is advertising that is directed at i!udicnccs

across so many countries. Typical examples arc those run by trans-national

companies, such as coca-cola, pepsi-cola, DIJL, IJPS, etc. The critical flct is that

the same ndvertise~ment is run in di fl'ercnt comtries. '!'he advert iscmc~lts tend to be

~miversal in themc and execution and arc expcctcd to have univc~-sal apjx;!.

Na~.ional Advertising: 'I'his is advcrtisitig that is intcntlcd to covet- all cntirc

country. Most of the advcrtiscn~c~lts we scc cvctytlay ow 1 ~ ~ w o r 1 ~ television, radio

and in national newspapers arc cxan~plcs ol' national aclvcrtisi~ig campaigns.

Ilowcver, national advertising is 11ot run only 111roi1gh ~iaiio~i;il ~ncdi;i.

Most of the times, advcrtiscrs prcl'cr local mcdia sprcatl over dil'1i.1-cnt

sections oi' the country in the bclicf that tlic local media will I-tach theit- si:ztiotis 01'

the country much better than the national mcdia.

Regional Advertising: 'I'his is advertising t l u t is ditwtcd ;it a l ) ;~rt ic~~lar

region. 'I'he advertisement is run in only that ~xgion and no \vlicrc also. I t is I

usually run by ADVERTISERS who are interested in reaching only a palticular

region.

Local advertising: Unlike some of the earlier types, local acivertising is

confined to ;I particular locality, may be just a town or a state. I t is the type of'

ttdvertising f:-equently associutcd with major retail or11 lets,

BY FUNCTZON OR PURI'OSIC: Using this approach, xivertiscments can be

clissified acI.:ording to the piirposes or filnctions they are designed to pcrli~rm.

'l'here are several categories of advc~-tising under this app-oach s ~ c h as procl~~ct a n d

non-product advertising, commercial as against no~~-~~ot~cornrne~.ciaI advcrtising

direct as against indirect action advcrtising.

Product versus non-prodwt advertising: PI-oduct advertising ~.clL.rs to those

advertiseme~?ts that are intended to sell u product ot. set-vice. I t is a\>out tlw 111ost

widely seem type of advertise~i~ent. 'I'hc many iidvcrts on consumer gooi!s and

dusables are ~ypical examples ol'product advcrtisi~lg. ,

On the other hand, non-product advertisi~lg rel'ers to those advcrt isc~lxnts

designed to sell or promote ideas. Several advcrtisc~ncnts oxcmplilying tllis type

abound.

They ix lude advert ise~~~ents promoting such ideas and psact ices as i'anli ly

planning, prcwention of cruelty, abortion, cnvirol~mcntal conscrvation, ctc. 'I'lwsc

advertisements specifically aim to al'li'ct thcir ai~tlicnccts clisposition to\v~ids the

advertised issue.'

Corn~~wciaI vc~.sus non-commercial advcrtising: While 11 co~nn:!.:~-cia1

advertisemer t actively advertises a products or service in the cxpcct;ttion o f

~naking a profit, non-commel-cia1 adve;-tiscmcnts arc i~si~ally li~undcd on motives

orller than the ~naking of prolit. I t tends to poinote csscntially ideas or causes and

usually is sponsored by intcrcst groups or charities.

Direct action versus indirect action udvcrtising: 'l'hc li)l.rnc~- arc dcsignccl to

induce the taking of specific and irnmecliatc course of action by the prosl,ccts, such

as is the case with mail-order advertising where the reader is expectedto complete

a coupon and inai 1 to the advertiser.

On the other hand, advertisements that simply try to cultivate an image for

the produci or organisation is usually an indirect advcl-tisement. I t does not

attempt to engender immediate and direct action by tllc ~ .cspo~~dcnts . ILt l~cr , i t

tends to build a favo~irable disposition towards tlic advcrtiscd procl~lct, in the hope I

that this disposition would influence subscq~~cnt sales.

BY TYPE OF MEDIA: Sometimes, i t is casy and co~ivcnient to cliissil)

advertising by the type of media in which aclve~~tisemcnts arc 1.~111. I n this wisc we

can talk abc,ut.

Radio advertising

Television advertising

Newspaper advertising

Maga inc advertising

Out(10or advertising

I

1 Mail-order advertising. I

As diffcl- en^. typcs ol'advcrtising: As ~llcir tunics inlply, 1l1c ~ l c l v c l . ~ i s c r ~ ~ c ~ ~ ~ s appear

on the indi~xted media. 'I'hc most signilicant ilnplication, 01' c o ~ ~ r s c lies i l l the

manner in which advertiscments appearing in each of' t llc ~ncclia arc excc~~tccl.

2.6 FIJNCTION OF ADVERTISING: 0 1 1 r : t ~ l i t l y ~ i ~ of the defi~i i t io~is o f

advertising no doubt revealed its many 1-01cs i l l society. Aclvcrtisilig

perfo;ms a variety oS Sunctions. 'I'liesc fimctions havc bccn catego1 imd as

marketing communication, education and social (13ovcc and At-en 1986). I

'The ~narlteting lunction recognizes tlic strategic value 01' advertising as an

element of h e pro~notional mix most lirms use in selling tlieir goods and services.

Advertising is a distinct promotional elenicnt thal sc~.vcs as a bridge 1x~wct.n [lie

advestisers iincl the target maslet.

Thsough advertising, the advertiser delivers his message lo the targel niaskct.

In a mass marltets where it is quite impossible to I-each the mi~ltitudc ol'prospects

for a brand personally, advertising of'fers not only tlic cheapest means, but at

effective way of intruding into the tasgcts' conscioils~~ess to get them acclilaintcd

with the prc~duct or service. To this extent, thcrcli)~-c, actvertisi ng is a majol. ~ , l i iy~~ .

in the marlceting of goods and services, cspccially in a vast divcssiliccl coi~~ltry like

Nigeria.

Furtl>ennore, advert ising scsves to co~nmunicatc in limns t ion and messages

to people. Xn the perrormance of its communication lilnction, advcstising provides

consumers aitli the buying ilili)~malion they ncctl. ' 1 ' 1 1 ~ cons1llncl.s no longer Ilavc

to worry ~lbout how to satisfy their buying inli)mation nccds. I lo\v:ver, in

performing this role, advertising is expected to bc I-esponsihlc and proviclc only

inforn~ation that is completely honest, t r ~ ~ t h l i l l and accurate.

This admission is par-licularly crucial against the bacl;c!~.op of the practice 01'

some advertisers who make inl'orn~a~ion on tlic lxands available, and ~ 1 l c . 1 ~ they

can bc bou~;ht.

'I'lie education funclion 01' advcslising accolding to, Omll is ma11i t'cst::cl in its

ability to i~libue its audience with the quality ol'"l>sycllic-mobility"

Through advertising, consumers horizon arc strctchcd beyond their

immediate physical and mental confines, such that they l~cco~nc aware of' new

consumption alternatives. I t , thcl-cli)sc, imbi~cs consi1tncr.s wit11 Il~c inspiralion li)r

upward niobility and genesal impsovemcnt in lllc stancla~d 01' their lives.

Advertising's econon~ic Simction is essentially concerned with its role in

stimulating commerce and industry in the society. 'Ihis i t does in Inany ways that

are direct and indirect. By promoting consun~ption, i t generates a steatl'y str::anl of

buying and selling which keeps the economic wheel of the society running. In

providing inf'omation to consumers, thereby cnabling Inanuhctl~rers to I-each them

directly, it rcduces thc cost of' distribution and thereby malics goods and services

cheaper.

The competition engendered ammg producers by advertising oiien ctmcs as

an impetus for greater production, cost and general management cl'ficiency.

Advertising in severaj ways stim~~late economic activities in the society, a ~ ~ d tl1~1s

contributes to overall economic growth and development.

The social fimction ol'advcrtising is conccrnccl with the Inany oll~er tllings i t

has the capat:ity to do other than sales. Advertising promotes and advocates social

values such as those bordering on sustainable development, child W C I I'are, disease

prevention and thc can~paigns against I 1 I VIA 11)s.

2.7AI)VEIIrI'ISINC IN NICISIIIA: Much of' the carly history olv ~1~1\1ertising in

Nigeria largely centres on the activities 01' lllc c r t i s i g ol'l%hoots ol'

~nultinationals S L I C ~ as Unilever and its aclvertising agency, I ,intas. A Inore

vigorous inti~~stry was to elncrge such later, with (he lirst ~ni!j~r i~npe tu being

provided by ihc Nigerian Enterprises 1'1-ornotion I>cclxx 01'

as Indigenisation Degree..

'I'he Decree had provided Ibr advertising as a \d~ol l

with exclusive ownership I-cservcd !'or Nigerians. Nigeria I

trusted into the position oS major drivers 01' the industry, even i I' tlicy \vcrc not

ready to assume such roles yet. the incipicllt signs ol' llic e~iwrgent activisni

and vitality that were later to clxmctcrise advertising, was evident in tlie activism

of the Association of Advertising Practitioners o1'Nigcria (AAPN). 7 3 Ihe associdtion struggled relentlessly over the years, raising r l~c scniitiviiy of tlie

public and the government to the problems and interest of'the advertising i!idustry.

The struggles of AAPN (which was an umbrella organisation ol'acl\lcrtising

agencies in Nigeria) were to pay off in 1788, when government accorcied

legislative recognition to the pl-olession

.Tn ~!iat year, govern~ilcnt prom~~lgakcl a clccrcc, I I ~ W iaggecl 1)ccrce 55 01'

1988. Tlic Dccrec established tlic Advertising T'ractitiolicrs ('ouncil ol' Nigeria I

(AI'CON) and gave it tlie fi)llowing powcrs and li~nctions.

(a) Determining w!io are advertising p1.actitioncl.s

(b) Detc'rmining what standards of knowledge arc to be attained by persons

seel;') ng to

become registered as members of tlie advertising psol'cssion ancl I-cviewing these

standards from time to time.

(a) Securing in accordance with the provisions of' the Ilccrcc, the estahlisliment

and

maintenanex of a register of' practitionc~-s, and the publication 1i.om time to tinic of I

a list oS thcse persons.

(a) I<cguinting and cont~.olling tlic practice 01' aclvcrtisilig i n all its aspccts and

raniilications.

(b) Condr~cting examination i n tlle pl-ol'cssion a11d ~lWill.~lillg C C I I ~ I ~ C ; ~ ~ ~ S 01'

diplolna to successti11 candidates, and \vIicn appropriate and tiw such piltyose,

the council shall prescribe fccs to be paid in ~ ~ s p c c t ~llcrcol*. i i With the coming of AI'CON, advertising has a s s i ~ ~ n e d li~ll Ilctlgcd r I 1 professional status. A prol'cssion is L I S L I ; I I I ~ c I ~ ; ~ ~ x t ~ r i ~ L ' d 1 ~ y ;I dclili~'d l)ody 01' I'

of new members and licensing before one could become a mcnlber :,I' the

profession. Ozoh stated that advertising has by virtue of Ilecree 55 acquircd all

lhese charactit,.ristics. :

As had earlier on indicated, the impetus lbr the prolkssionnlization of

xivertising in Nigeria came Srom the AAI'N. 'I'hc: orgr~ni~ation i'o~~ght l~a r i l a t ~ i its

activism is reflected in the members ol' accredited advertising agencies that now,

exist and operate in Nigeria.

3.1 RESEARCH DESIGN

This chapter discusses the research design and methodology adopted in the

cause of conducting this study. Survey 1.escarc11 design was adoptccl and this

according to Zikmund (1982, 16) is a method of' daia collection bked on

communication with a representative sample ol' individ~~als callecl 1-espo11dents.

Sui.vey research design from the above delinition 01' %ikmun<l implies thc i~sc of'

representative sample in an academic study/cxercisc and ol' this nature as opposed

lo studying the whqle popi~lation. 'I'his 111cthod Zik111~1nd posits is ajwrt 1.1-om

having the advantage ol' Ilcxibility, is of value t o decision 11~1kcl-s hccausc i t

provides a cluicl< and accuratc means of assessing inti)rrnation abou~ a larget

population.

Survey research involves asking respondents li)r in limnat ion using ei t lw

verbal and or written questions called qimtionnairc. I;or the purpose 01' this

research, the major instrument used was the qucstionni\i~-c whicll was (lcsiy~\cd with

both closed and open ended questions. 1:or the closed c ~ d e d qucstio~s, both

1 dichotomous and multiple choicc questions wcrc i w d , i111d :\IT i l l1 ~ I I I C I I ~ C ~ I lo limit

3.2 I>lCSY G N l N G '1'H E INS'I'KUM ICN'I'

As already stated above, the instn~mcnt i~sccl ti)^ this s t i~ ly \vas designed

using both open and closed ended clucstions as well as a combination 01'

dichotomous. and multiple choice questions. '1 ' 11~ p~~rposcs ol'all [ h e x was to elicil

accurate an(' recl~~isite inl'onnation that address the problc111s and ohjcctivcs ol' thc

study.

The project concerns the use of Advertising in the Malketing of I'sogrammes

of select gi,vernment agencies. Advertising as a communication and as a marketing

strategy is a two-way psocess involving the sendcs, in this case the govcsnment

agencies, md the receiver or the tasgct audience. Accol-dingly, two sets ol'

questionnaises wcrc designed fi,r the sti~dy, onc lijr thc 'stal'l' and ol'licials 01' the

govesnme~~t agencies selectcci while the sccontl one was li,r the gcnesal ,x~blic or

the target of government progsa~~~mes.

3.3 SO1 :RCES OF DATA

Datii used for this project came mostly l'som two so~~sccs. ' l ' l ~ ~ asc primasy

and secondary data sourccs. While sccondary data matcsials are those that are

already in existence eithcr in published or ~.ecoscled li)sm, psimary data a1.e those

sourced purposely for this pro-ject.

I'he sccond;~sy data ~ ~ s e d came mostly li.on1 tcst110olt jousnals, 11csvspapel-s

ahd other ~ublisl~ed materials. On the other hand, the quest ionnaise as already

stated was the principal instsi~mcnt i~sed Sol- primary data collection. Oral !nterview

was sparingly used to get explanations to questions a d otlicr issues 111111 coi1Ic1 not

be adequately covered by the questionnaire.

3,4 POI.ULATION /OBJECTS OF STUDY

'This project is a sti~dy of' 1 1 1 ~ use ol' advcstising in ~nasketing go.wnmcn1

pl*ogrammcs oS select govel-nmcnr agencies. In that regard, h e population/object ol'

s t ~ ~ d y is two tics. I:irst, i t includcs all the sral'l' ant1 ol'licial's ol' govc1.111llc111 agc~~cics

and ministries selected for the study. 'l'hcsc inclt~dc thc I:ni~gu State Ministry ol'

I-lealth and its afliliate agencies, the I~ctlcsal Millis11.y ol' Ileal1ll and al'liliate

agencies l~lte the National I'rogrammc on Immunization (NI'I), Nat io lu~ Act ion

Committec on AIT>S/I IIV (NAC'A) and tllc National Agc~~cy li,r 1;ood a ~ i t l 1h1g

~dministravion

Agencies like

allied agen!;ie:

and control (NA17DAC). I t also

the British Department for Internat

; as well as some Non-govern me^

includes intesnational 1)onor

ional I>evelopment I>I : I l> and

ntal O~.~anis; i t ions"~(;Os that

employ adv'xtising in marketing their advocacy progsammcs.

Secoi~dly, the population 01' study includcs the general pilblic, thc citizenry

which are the objects of government policies and programmes; and are also the

iarget of government advertising campaigns.

3.5 SAM PILING PROCk:I)URE/SAM Pl,E SIZE I)I~'I'I~ItM INArI'ION

To ertsure that the samplc is tri~ly ~-c~~rcsentative 0 1 ' tlic P O ~ ~ L I ~ ~ I ~ ~ O I . , (lll()til

sampling psocedure was adopted for the study and this was lo ensure [hat all

categories o t' respondents were represented in the sanlplc..

Quot:~ sampling procedure is ~lnlike probability sampling because the

likelihood ol\ inclusion of a sampling elc~ncnt in a samplc is not known. 13ut like

probability sampling, it ofess [he advantage ol' ensusing ha t all class/g~.oups ol'

~ d y population ase sepsescn[ative in a samplc. (,)i~ota salnpli~lg t l~c~-eli~rc

combines tlle best 01' probability and nwl-pd)ihility , or juclgcn~c~lt sanlpl ing

procedures.

O L I ~ polx~lation of study li)r this prc!jccl is a linitc o ~ l c 1le1lc.c a prclcsl survcy

was conduc!ed with a convenience samplc 01' 10 respondents (11-awn li-om tl::: ol'licc

of the National Programme o n Immi~nization Nl'I 1:C''17, Ministry 01' 1 l w l t l l

Ileadquarters and Enugu State Ministry ol' I Icalth. 'I'he respondents \.yere asked to

indicate whether they usc advertising on cscat ing a\m-elless a l x ~ t t heir

progranme:;. Of this number 6 (60%) ans\vescd yes while thc scmnining 4 (40'?6)

I indicated N o and with this the samplc size was dcte~-n~i~lccl using thc ! ~ ) s I ~ I L I ~ ~ ~ I . I

= sample size - - standard normal deviation wllich at 0 . 0 5 lcvel ol'significancc is

1.96.

= Proportion oSPositive response - 00% or 0/00

= Proportion Negative response 1-0-0 = 0-0

- Margin o l ' c s ~ ~ r - 5% or 0.05. n -I (1.96)(0.6)(0.4)

(0.05)2 368.8 I

This is rounded up to 400 which is the sample size for the study and which is

ributed in equal proportion of' 200 li)r the staff' of' guvc~~lnlcnt agencies studied

the remaining 200 for members of the general public.

STATISTICAL METHOD OF DATA ANALYSIS

The prim).ry data collcctecl wit11 the instsu~ilcnt 01' c1~1~sti01l1li1i1.c \YC"I.C Iirst 01'

grouped anC sorted according to respwse and presented using pc~-ccntagcs cind

es.

nts.

REFEItENCES

E.C. Osuala (1993) Introduction of Research Methodology ~ f f i c a n - Fep

Publishers l ,td. Ibadan.

Paul Leedy, D. (1974) I'ractical Research I 'lannin~ land Ilcsign, Macn~illan

I'ublishing (30. Inc. and Colliers Macmillan Canada I ,td.

William, Zikmund G. ( 1 982): E-vplorir~g Mwke t i r~g Rc.setrrclr, I limsdalc, Winston:

CBS College Publisl?ing.

I

C I1 A PT15 I< l i 0 U I<

D A T A PRESENTAI'ION A N D ANA I ,YSIS

4.1 INTRODUCTION

This chapter deals with the presentation and analysis 01' the raw pri~n;lry ~ l i l t i l

gathered lvith the research instri~~nent of ql~estionnairc. 1;irst 01' all, a sLlnlniary oS

the q~~esti,.)nnail-e distribution antl collections were p~.cscnted allel wliicl~, ;I detailed

presentati:.)n and analysis of the respondents opinions antl responses were done in a

Inanner to address each of the ~ O L I I . Ilypotlicscs fo~~n~i~ la tc t l li)r tlic s t ~ ~ d y . rl'liis

implies 1!1at ilftcr tlie s~~rnn~ar ized qi~cstionnairc distribi~tion and collection

presentation, only questions that address tlic individ~~;ll liypotlicses \WIT extracted

lich the' different questionnaire antl presented in li)rni L I S C ~ i l l s i n tlie

hypot11est:s.

A :otal of 200 copies of questionnaire were distributed to tllc stal'f' and

officials of govemncnt agencies selected li)r tllc stildy \vllilc anotlic~. 200 copies

were also distributed to menibcrs 01' the general public. Out 01' tlic 200 copics given

to governinent staff, 166 copies were reti~rned as c o ~ ~ c c t l y liled and lice 1.1-om any

Swn ol'n?tlnipuIation, tlius ~-ep~escnting 83 per ccnt ~-cturns.

O n !lit other hand, ol'tllc 200 copics also givc~l out ,lo ~llcnlbcrs ol'thc pul,lic,

siiiccssfi~~. On thc wliolt: 304, 0111 ol'1lic 400 copics ol'clucstiori~lai~.c clislriI>~~tcd li,r

researchedst~~dent took time ofl' to move I-ound antl distrib~~lccl tlic qucs~ionnairc

distribution and collec~ion.

Table4.b QUESTIONNAlliEI)ISTKIBU1'IONANI)COIJl,KCI'ION

Respondents ..

- -

Staff of Chvt Agency 166 41.5

Public 34.5

To ta 1 400 76.0

4.2 l)kirKA l~liICSICNrIIArI'ION, ANALYSIS A N I) I I Y 1'0'1'1 I ICSICS 'I'lCSrl'lN(;

Moving presented tlie summariscd cli~estionnaisc distribution and collection,

thc next stage is the detailed pt-cscntatioti atid analysis 01' tlic data, by picking tllc

hypotheses one alicr the otlies aticl pi-cscnting and atialysing qwst ions that arc

relevant t 3 each and testing the liypotl~esis tllcl-c i~lict-. I

r ~ ~ ~ ~ o ~ r o r ~ s i s ONE

1101: Government Agencies and Pat-astatals d o not cliiploy Advertising in I

Marketing their Progt.arnliies.

Iiai :Government Agencies and Parastatals clnploy Advestising in tlie blaskcting

of iheir Programmes.

'1'0 address this Iiypotlicsis, ~.csl,otidcnts li-otii the govet-nmcnt

agcncies/~~asastataIs studied were asked to list the p ~ b l i c pt.ograrnlilcs thcy havc in

tllc receni time. A good numbcl 01' tlit'lll, ilS tllc I . C S ~ O I I S C ~ sIlo\v in~iici\tc(I tllat they

have pt.ogl.amn~es on 1-IIV/AII>S, saf'c sex, cliildlwomcn I-iglits p~-ogsalnrnes 11s well

as many other pro-wolnen programmes. Additionally, the I-espo~iscs 1.1-om tnembers

of the public who were asked to indicate the go\~c~~limcl~t/l ,~~lL~lic psogsatnmcs they

aware 0f1-'~ show that a good numbc!. ol' them know about such Iwogratnmtls like the

-

campaign ag ins t I-IIVIAIDS, safe sex, safe driving and abstinence limn alcohol

and drugs.

'['he next rou:~d of questions is the use of advertising in p~ .o~~~ot i~~g/ rna~-I<t ' t i~~g these

programmes. Both categories o f rcspo~~dents were asked to either indicate he the^.

hey use advcrtising in crcating awareness about the programmes and W I I C ~ I I C I - ~ I I C

aclverts are s em by their target audience. 'l'hc response to this is sho\vn in tht- tablc

below.

TABLE 4.2 WHETHER COVEHNMICN'I' AGENCIISS US17 AI)Vl~lWlSIN(;

IN MARKETING TI-IEIK 1'KOCltAMM 1SS

Opinions

Itespond en ts

Govt. staff'

I'ublic 1

'I'o ta 1

Yes

Responses

I28

99

227

SOURCE: Field survey

'%

77%

72%

As shown in the table 4.2 above 77% ( 128) 01. stal'l' I-espondents indicalrct that

-. No

Itcspo nscs

38

39

hey use advcrtising in promoting and creating a\varenc.ss a b o ~ ~ t their progranlmes

while 72% (99) of the respondents from members ol' the p ~ ~ b l i c answe~ul Yrbs also

[hat they see or hear adverts promoting public issues and pl.ogralnmes. 'i'his is

against 23% (38) and 28% (39) stalT and p ~ ~ b l i c respondents ~.especlivcly that gave

contrary answer that they neither usc nor scc or hcar advcrts pmiwling

pubIic/gove~-nment related issues.

'The ini'ormation displaycd in thc tablc 4.2 above is now i~scd to tcsl

Hypothesi~ number one using h e statistical 1i)rmular: I

z - - P (( 1 -P)

)rn(P)( 1 -P)

Where P = Proportion of total Positive I<csponse given as 75% or

0.75

I -P = Proportion of Negative Response given as 1-0.75 or 0.25

n = Total captive sainplc size which is 304.

Decision Rille: The Z test statistic takes values Srom -I .90 to 1.96 at 0.05 level 01'

significance. The decision rule here t11e1.cSo1.c is to rcjcct ;he Null I Iypo~licsis i f . the

computed 2'. falls within that rangc o f - 1.96 to 1.96.

Computing the Z, we have

z = (W 304)(0.75)( 1 .O-0.75) - . - - 0.03

Decision: S.ince the computed % of' 0;03 k~lls within thc range - I .06 to ! ,06,

reject the Nu1 l I-Iypothesis and accept the a! twiative tlii~s c o n c l d i ~ ~ g that

government agencies use advertising in nlarkcting their proglminics.

HYI'OTH Ii:SIS TWO

1-102: In ac!vertising government p1.og1-am~iies, parastatals and agc~icics do ~iot

emplcy mostly fear appeals and persuasive co111111~1nicatio11 slrategics.

Ila2: In advertising government programmes, govcrnmcnt pal-astatals and agencies

employ mostly fear appeals and persuasive commi~nication strategies.

The ql.lestions to address this hypothesis arc first p~.cscntc.d as i n t~sblc 4.3

below.

TABLE 4.3 GOVERNMENT ADVERTS ARE PERSIJASIVK AND C A R R Y

1 Options / ~ c s p o n s c s

I Most of the time 47

Occasionally 76

p r e ~ ~

13:1 - Not at All .. -

Total 166

SOURCE: Field Si~rvcy.

The ini'ormation displayed on the table above o n \vI~~' thcr g ~ v e r ~ l ~ n e n t :~dverts

ark persuasive and carry lbar appeals show that 28% (47) of' stal't' I-cspondcnts 1

against 43% )59) indicated most of the tinic, 46 (70) stal'f and 35% (34) 01' p h l i c

responden~s answered occasionally. Anothcr 19% ( 3 2 ) stall' ~ l n t l 30'%(3i) public

respondent:; ticked rarely \vhile thc ~-e~naining 7'% ( 1 1 ) of' stal'l' and 0% (9)

respondents indicated Not at all.

A brealtdown of the presentation in Tablc 4.3 abovc will ~ m d i l y show that

the first two options be talcen as positive responses while thc last two are tlic

negative

options

advcrtiscments arc persuasive and carry Ibar. appeals. 'I'hc ~-crnaining 20'% (88) gave 1

contrary opinion which corrcspondcd to ncgativc rcsponscs.

With this fiwther analysis, we test the sccond Iiypotlwis using % tcst

statistics. 'The forinular and the decision rule remain as statcci lix I~ypot l~s . . ; onc.

Substituti~!g the above figures in our I'o~.rn~~lar I'or tlic % statistics, we Iwvc:

I' - i'roportion of Positive Response which is 0.7 1 or 7 1 percc~it

Ilecision: S i w c the computed Z statistic 01' 0.03 1 Ihlls witlli!i tlic range - 1.96 to

1.96, we r e j x t the rule hypothesis and accept the altcrnativc tliiis concluding that

ac1vcrtiseme;-I: promoting govcr~~mcnt/pitblic issues arc usi~nlly pcrsuasivc and carry

rear appeals.

HYPOTHESIS THREE

1-103: Govel-m~ent Agencies d o not employ mi~ltinlcdia approach in advertising

their pograinmes.

1 la3 : Ciove~,iiment Agencies adopt ~ n u l ti-media aplmxicll in atlvcrt isin*:; tlicir

programmes.

r 7 1 o address this hypothesis, stal'l' rcslxmtlents were asl\cd to i~idicatc tlic type

of media tht,! use in advertising tllcir plugraliimcs. Analysis 01' tlic I csponscs slio\v

that they employ a wide range ol'mass media til'co~nmi~nic:~tic,n ranging 1 iu11 radio,

television, Newspapers magazines to billboal-ds and stickc~.s as well as otllcr lxlow

the line media of communication. Also the members of' the public who ~.cspo~idctl

to my qi~estionnaire indicated that they sccllicar govcrnliic~it advc~-tiscriicn:~ on ;I

variety o f media ranging li-om clcctronic to print ~nctlia and other belo\v the linc

~ncdia like posters, calendars and specialists.

The next question is o n the eSScct of tllc i ~ s c 01' 1nu1 tj-~licdia advert canlpaigns

on the success of'govel-n~nent campaigns. '1 his is s l~own ill the tal~le bclo\v.

TABLE 4.4 WHETHER 'THE USE O F MU1,'1'1M15I)IA A1)VIC1<TISING

HELPS 'TO ENSLJRK 'TlIE SIJCICICSS 0 1 7 (:OVICl<NMISNrT

PROGRAMMES

Options Responses

Sometimes 8 1

All the time 53

Rasely 10

Not at A.II 22

Total 166

Source: Field Survey

Table 4.4 ~ ~ b o v e contains thc responses lion1 our two categories ol'~.cspo~lclents that

the adoption of multimedia approach in advert ising pl.ogralnlncs Ilclpsto ensill-c the

success of'such government campaigns. The responses as presented show that 49%

(8 1) of staff respondents against -30%(4 1 ) of the public answercd someti~nes, 32%

(53) of staff against 42% (58) o f the p~lblic indicated All the time. A~wthe ! 0%) ( 10)

of staff I-cspondents against 6% (9) of the public ans\vcred ~.arcly \)illile the

remaining 13% (22) staff and 23% (30) ticked Not at All.

'I'he information displayed in tablc 4 .4 is ilscd in testing 1lylx)tllcsi:; nulnbcr

rhree using Chi square with thc ii~~.nlular.

Where 0 - observed freqi~encies

E = Expected frequencies

For purposes of the analysis, the table 4.4 is modilied thus.

.

licsponden ts -- - Opl ions 0

A 8 1

I3 53

C 10

D 22

Total 166

Expected frequency (E) ' = Column Table Row Table

Ovcral l 'l'otal

Ikcision Rulc: 'The decision ri~lc li,r thc I~yl-mtluis is to acccpt the Null

I lypothesis il' the computed Chi squarc is lcss than t l~c actud or oxpectcd valw 01' i

thc Chi square at 5% level 01' signilicancc, othcnvisc, the NIIII I lyporhcsis is

rejected a i~d the Alternative accepted.

Degree of freedom Df = (C- I )(R- I )

( 4-1)(2-I)

At 0.05 ,eve1 of significance and 3 degrees of liwclom, tllc critical value ol'('hi

square is given as 7.8 1 5,

Decision: Since the comp~~tccl chi square with the value of' I 1 .OO4 is greater than the

IIYPOTHESSS FOUR

1104: Advertising Agencies are often not cmployed by goveln~ncnt agcncies

advertising theis programmes. I

I la4: Adverti4ng Agencies are oilen employcd hy government i~gcncies

advertising thl: is programmes.

'l'wo qucstions cach from thc stal'l'and public cli~cstiom~aise wcrc I I ~ to tc:,t tllc

Ilypothcsis. 'I'he responses to tlic qucstions asc as sllow~l i n tllc ~rthlc Oclow.

'I'ABLE 4.5 COVI~RNMI~N'I' A N S MAKI I JSI' ( ) I - ' A l )Vl i l< ' l l!;lN(;

Rcspondcn ts Staff -

Options Rcsponsc:

Stsongl:/ Agreed 38

Agreed 5 9

Can't s:.y 20

Disagree 3 1

S trongly Disagreed 18 ---

To ta I 166

As shown in tlic table above whicli is tlic prcsc~ltation 01' tlic rcsponscs OII thc

involvement of Advertising Agencies in creating awasclicss ant1 advertising

government programmes, 23% (38) 01' staff rcspondcnts against 30% (43) of' thc

public strongly agreed with our question, 35% (59) stal'l'agai~~st 27% (37) ~)~ lb l ic I I respondents Agreed, 12% (20) staff and 2 1 % (29) ol'the public can't say whilc 19%

The remaining 1 1% (1 8) of the staff and 12% ( 17) 01' the l'ublic strongly I>isag~.eccl

with our qxstion.

With the above presentation and analysis, we test the 1'0rt11 hybothcsis using

the statistical formular of spearman's Rankcd correlation coel'ticicnt which has the

formu l ar.

R = i - -6 (7.d2)

n(n2- I ).

Where xi'! =Total squared cleviations

n = N ~ m b e r of options.

Decision Rule: The decision rule here is to reject the null hypothesis i l ' the

computed value of r is greater than the critical value at 0.05 level of' significance.

Computin:~, the r, we use staff responses as X ancl the responses Srom members ol'

, the nublic as Y reswonses.

I hbstituting in our Sormu I = 1 .- 6(8)

Decision: 'The critical valuc 01' I- is grcatcr than thc obsesvecl/com~~i1tec1 value of

0.616. But the difikrence hcre is attributed to chance hence thc n ~ l l hypothesis is

still rejected and the altcrnativc lrypotlssis azccpkd thus including that atlvcrlising

CHAPTEK IJIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS A N D CONCLUSION

5.1 SUMMARY OF FlNI~IN(~S/DISCUSSION

In line with the goals of socio-economic dcvclopmcnt, governments t l i r :~~g l~ their

\/arioi~s agencies and pasastatals ~ L I ~ S I I C ) C I L I ~ ~ C a good ~ii~nibcr 01' policies and

prograrnnles aimed at uplifting the l i lk ol' tlic citizenry. ( ;o\u-~imc~its li)r instance,

have sucl~ programmes as the National I'olicy o n Im~nunizatimi (NI'I) ainicd at

arresting :the six childhood Itiller discases 01' Polio, ~neasles, whooping cough

among others.

Governments aIso carry out campaigns programmes o n how to avert the

dreaded I.IIV/AIDS scourge among others carnpaigns/program~nes in the various

Womcn/Youth empowerment, support fbr the government of' tlie day, poverty

Alleviation Progsammcs ctc.

I t is; a widely held view that ccono~nic development in thc real sense of' i t

entails the process by which a society proves fi-om a given socio-economic

condition to another mose dcsisable socio-eco~ion~ic condition th~.o~~gIi the

consequence of education in the appropriate attitude and skills. (;ovcrnment

programmes are therefore aimed at advancing society and tlie cause o f maintenance

thsough appsopriate education and attitude change.

Accordingly, government psogl-ammcs arc not an end in themsclvcs but are

meant to C ~ L I C ~ ~ C the masses a~iil the citi~c111.y o n \vliat to do and wliat not to do in

the overa I interest o S the society.

This study which concesns tlie ilsc 01' advcrtising in nlarketing the

prqg-arnl iles of govesnmcnt agencies, ~nadc clil itc I i11tc1-csting ~-.ambcr of'

revelatio~~s. The government agencies s t~~dicd as rhc ~*cspo~lscs sl~ow, ag1-ccd that

they pussue quite a numbes of' progsamlnes. 'l'liey also i~idicatecl that they

i ~ s e / e ~ ~ ~ p l o y advertising in marketing such progsanlmes. Mcm bcss o l' the pi~blic

who responded to the questionnaire indicated that they see and hear government

advertisements promoting diffkrent causes. 'I'hesc linding agree wi 111 .:':ll< ins and

Ugboaja 1986 earlier cited, that government infomation management machinesy in

developing countries involves campaigns aimed at ctii~cating people to accept the

new met\lods of doing things in ltey areas such as, farming, industsy, health etc.

Gl.,vernment Agencies advertising their PI-ogr~lmmes ol'ten e~nploy multi-

media i l l doing so. These include the print media, clcctronic media, Imsters and

Billboal-ds as well as otlm- below the line rncdia ol'co~nnl'i~~licatio~i like spccialtics, , . sticltcrs hnners etc. I he adoption o f thcsc ~nl~ltimcdia strategies, the study I'i~sthes

revealed helps to ensuse the si~cccss of govcsnnlcnt campaigns as contai~led in the

informat ron displayed i n Table 4.4.

Tl?e nature and message content 01' government ad\~csiiscmcnis \\,as anotllcr

major issue that readily came to mind and wliich cailgllt ~ n y at tcntio~~ i l l the study.

I-Iow ase the message stsuct~~scd/and ~1ssanged lo acllicvc the objcclives 01' the

government agencies. '1'0 this, scspondents wcse askcd to indicate wJ~etllcr they

agree tl*.at government adverts cal-sy Ikar appeals and arc ilsi~ally pcssi~asivc.

According to thc rcsponscs as shown in 'I'ablc 4.3, 28% 01' stal'l' agairlsi 43'X 01 '

usually pessuasive most 01' the lime. Anothcs 46% ol'stall'and 25'46 ol' lhe select

mc~nbers of the public answered occasionally \vhile 19% stall' and 20% public

respondents ticlted Rarely. 'l'he remaining 7 and 0 percent ol' the two ticss 01'

respondents answered Not at all.

How do membess of the public react to govcsnmwt adverts: Some 01' the

very I'ew who responded to this question indicalctl l l ~ t h e y ignosc lhc advests and

only taltc them as government psopagantla; \vllilc lllc scmaining said they arc

in lli~enced by thc message of ' such aclverts Ilcncc i l ~ y try lie keep to heir \varnings

and instr!.!ction contained in them. 'I'lie above responses pattern brings I)cli)re tlie

many apathy and indinkrent attitude by mcmbcrs ol'thc public to sonlc government , ..

programrrles and issues. 1 1 1 1 toclay, many people do not lxlicve that tl!c clrcadcd I

IIIV/AIT>S is real hence to sucll people AIIIS canlpaign is nothing but western

propaganda. Again, many people are apathetic to the National i'rogra~nnlc o n

Immuniz:.tion NPI Immunization aimed at keeping out polio and other related

diseases. Some people see this as device to rcducc tlie reproductive cai~ability 01'

the cliildr~n so immunized. '1'0 these group of'pcople, Immunization is nothing but

another western propaganda to manage tlie population of'devcloping co~~ntr ies .

5.2 R1;;COMMICNDATIONS

OIIC important tinding made i n course of the ~.escarcll as alrexly stated above

is that I -mny people are still apathetic to such government p q y m l r n c s as

ilnmuniz:ition and tlic campaigns against 1 IIVIAIIIS pande~nic, Wliilc many people

are yet to believe that AIDS is real, many pcol~lc 1'1-o~n a certain section of' tlie

country dread immunization against childhood killer diseases like polio n~caslcs and

whoopin;; cough saying that these are simply wcstem p~.opug~~ntla aimed at

controlli!.~g the black population by thwarting their reproductive system.

'I'hese negative atti tlldcs should not in any ivay wcal;en t he govcmlnent but

sliol~ld rather serve as an opporiunity li)r tllcnl to intc~lsily their nlarl;ciing

programmes to ensure the acceptability o l ' s~~c l l p r o g ~ . ~ ~ n ~ n ~ c s . I

the IMC reconimended will do the traditional job 01' i1wm.cncss creation,

incorporating the right message content and requisite appal public relation

component will help in ensuring the acceptability ol'thc psogrammes as i t will now

go through opinion leaders, traditional rulers ~ I I L I I ~ I leaders, colmnunity leaders

and other related instit~~tions to ensure the acceptability or the programmes.

Publicity on its own will also assist in bringing about ncutsal inli)mation that will

bring a h u t awareness and thus ensure acceptability I

Also recommended is tlic comhincd use ol'osal mcclia ol'colnt~i~rliication wit11

the traditionally known mass mcdia 01' con~m~~nication. 'I'his \ Y O L I I ~ C'IISUI-e the

succes:; of government campaigns. Thus, while the mass media will concentrate on

generaiized dissemination, the oral media Ihnns will be ilseti to scach smote towns

and villages. The combincd cfrect ol'thcsc two mcdia limns will not only aid the

acceptability of thc programmes but will ccl~ral ly Iwlp in !>sing about their

psogsalnme success.

5.3 CONCLUSIONS

Gover~iments through their agencies ~ L I I M I C qi~iic ;1 I I L I I I I ~ C I . 0 1 ' Im)grainlnes in line

with the goals of socio-cconomic clevclolment aimed at enhanci~ig the living

standards of the populace. 'I'his pi~hlic ~m)gs;l~llnles COVCI. ill1 sectoss 01 ' tllc

economy ranging from agl-iculturc, to edi~cation health, and otlicr social scrviccs.

Gover!ment Agencies stud icd in the cause of- ca1.1-ying o~lt this scseal-ch agsccd that , .

they carry quite a number 01' psogsamnm. I licsc govcsnnlclit agcncics as our \ '\

achieve the desired objective ol' bringing abollt attitude climgc. '1'11~1s onc Ileal-s

such message at the end ol'evwy cigasctic advcl-t ihai, T h e I'ctlcrirl (Zovcrn~ncnts

Warns that Tobacco smokers ;Ire li;~blc to tlic young".

'The third hypothesis which was tested with the statistical tool o l ' c l~ i sclilarc

confirmed that government agencies employ mi~ltimectia strateg)' i n advertising r 7 their progra~nmes. I hese mcdia I'orms incli~tlc the print, electronic, 13illboa1.d and

- ; ; r y oral media,'c;pecialty and ot l~cr non conventional mcdia li)~-ms.

Advzrtising is a big business and the PI-oduction of' which inv'olves many

outside organisations. In this connection, our last hypothesis tested with the

statistical tool of spearman's I-ankcd correlation showed that government agencies

often times employ advertising agencies in ~narketing their programmes. 'I'hose

advert agencies help in preparing the Inore integrated aclvel-ts while the go\ crnment

agencies t;lemselves prepare and exccutc the simplc~- less co~nplex xlvel-ling

campaigns.

BOOI<S Achumba, Iheanyi C. (2000): Strtrtegic nirtrketitrg in the 21" Cenprqi, I Jni led

Sates: Charolette Publishers.

Bovee L. Courtland and Williams 1;. Arcns ( 1986); Cotitettrl~orrrr)t A tlvertisitrg, IIonlcwood Illinois: I-5cha1.d I). Irwi~l l'~~blishcs Inc.

Engcl, Ja'mes, I;. 'Thomas C. Kinneas and Martin It. Warsaw ( 1 979): l'rot~iotiotirrl Strategy: ctn Overview of' tti(trlictit1g Cottit~i~rtiictrtioti Proccxs, Jl1inoi.s: Richard D. Irwin publishers.

I;letcher, Winston (1 979), Aclvertisitrg Idondon: I lodtlcs and S t o ~ ~ g h t o r ~ I'~~blishcrs. Jefl: ins Franlc and lysanlc IJgbo~i-ja ( 1986): ~,i,tttttirrtiictrtiot~ 111 It~clristrirrlizit~g Countries, Lontlon: Mtict~~illitrtr Prrl~li.slrer.s

Kotler, Philip ( 1 993); Mmlietitrg hItttrt~gct~ietrt Atrtd~~sis, Ylttntritrg, Itnpletnctttcttion cmtl cotrtrol; 7" Editioti New I )elhi : I'sen t ice-l la1 l Publishers Inc.

Kotler Philip and Gary Armstrong ( 1 994): Priticil~lcs of'kl(rrkctitig, New l klhi : Prmtice 1 Iall Inc.

l,ecdy Paul 1). (1974) Practical IXcsc;t~~ll (l'l;\nning ;tnd 1)csign) h4acmillan Publishers Co. lnc. and Colliers Macmillian Canada I .td.

Nwosu Ikechultwu E. ( 1 995) Mms Medi;t 1 1 1 1 d h ' l ; ~ r k ~ t i ~ l i ~ C o l l l ~ l l ~ ~ ~ l i ~ i \ tions: T h ~ u g h t s Con~munication P~~blishers: I ~ I L I ~ L I .

Ozor Chidi I-Iillary (1 998);Prit~ciple.s crml Prtrctice of' A(11~ertisitig I ,ages: Advestising Pixtitionel-s Council ol' Nigeria AI'CON.

Onah, J.O. and Thomas M.J. (1993) M : ~ r l t e t i n ~ M;tn;tgcmcnt: I'ncilic I'ublishers (Nig).

Doghudjc, Chris A. "Effective Advertising Manager", Jorrrlrrrl ofthe Associrrtioll of .ldvertising Prtrctitioners in Nigerirr (A A PN) Vol .8, No. 2 January -

Mvch 1989. .

Kotler, Philip and Sidney .I. I ,coy ( 1969): "131-oadening ~ h c ~narketing concept", Jortrnd of' M(rrkefirtg Vol. 3 3 . Janual-y.

IJchendu. Victor' C. "l'olicy Analysis and Stratcgy 111 Nigeria's National Dewlopinent, Nigeria Institute f'or Policy and Strategic S~udies NIPSS 1lxc:r:utive ( J O L I ~ S C 1092.

IJnited &lions Children's 1;und UN1CI:I: (2003): Slale ol' he Wprlcl's Children, Report of thc IJnitcd Nations Millennium I'lm for ('hiI(11-cn.

API'ENDIX A

QUESTIONNAIRE FOR GOVERNM ENrI' A(; ICNClI'?S' S r I ' A l ~ I ~

Dcpart~nent o,f Marketing

IJnivcrsity 01' Nigeria, Ihugu Campus,

6"' Septcnlhes, 2003

Dear Respondent,

The purpose of this letter. is to solicit your suppost and assistance in

supplying answers to the questions in the attached q~~cstionnaire. 'I'his is to enable

me complete a research work I am conducting on 111c i~sc Advertising in marketing

Psograml-oes of select Government Agencies.

Thl.: sesearch is past ol' thc scql~iscrnents l'os the a\va'~.tl 01' Mastcss i l l 13usincss

Administ:>ation MDA degsec in Masketing of the University ol' Nigcsia.

Aci:ordingly, i t is an academic \vosl\r anti any infi)rm;~t ion si1pp1 id will l x

~lsed pure!y for academic purposes.

T11:;nk you for your kind cooperation and assistance.

Fcr how long have you been in the service ol' YOLJI- osgan isat ion'?

1 -. 5 years ( 1 6 .- 10 years ( )

1 1 - 15 years ( 1

I6 years and above (

What is your position in thc organisat ion

Junior worker )

Supervisory staff ( 1

Senior staff ( )

List the recent psograinme(s) of your organisation

----------------

1

(i) (6) Do you promote these programlncs to the public'?

(.j) ?'s ( 1 I

(I<) Nd ( )

( 12) Do you use advertising in pro~noting tllosc p ~ b l ic programmes of' yours?

On) Yes ( )

(n) KO ( )

(8) If' your answer to the above qucstion 0 is Yes, how do ativcl-tise your

PI-ogrammes?

(i) By using the media I-Iouses ( )

(j) Going to Advert Agencies( ) t

(I<) Doing i t oul-selves ( )

(1) All of the above ( )

(9) Advertisements promoting government progranlnw to the pi~blic are i~si~ally

persuasive

( j ) Most of the time ( )

(I) Not at all

(10) I n advertising your prop-ammcs to the p~bl ic , what typc 01' mcdia of ',

I c,ommu~~ication d o you use'? I I

i (I<) Radio ( )

I (1) Television ( )

' (m) Newspapers ( )

: ( n ) Hillboards ( )

! ( ) Others (specify) ( 1

(12) In advertising and creating awareness aboul govern~me~~t programnles,

goverl~ment agencies make i ~ s c ofadvcstising agencies most ol'ihc time

(m) Strocgiy Agreed ( )

(n) Can't say ( )

(o) Disagree ( )

(p) Strongly Disagreed ( )

(q) Any other inforn~ation rclcvant t o the sli~ciy-----------,----------

APPENDIX 13

QUESTIONNAIRE FOR TllE 1'1J13LAIC

The purpose of this Icttcr is to solicit your s~~ppost and assistant.:: by

s~~pplying answers to the q u e s t i o ~ ~ in the attaclled (l~~estio~l~l;ii~.e. You :ire to ii~;s\ver

by ticking (v) against any option(s) chosen.

'This is to enable me complete a research work I am conducting on thc use of'

Advertising in the Marketing of I'sogrammcs 01' sclect C;o\/esnmcnt

pasastatals/Agmcies.

The rescasch is part of thc I-equirelncnts l i ~ the awasd 01' ~nastcss i n 13usincss

Adn~inistsatio~~ MBA degree in marketing ot'tllc IJniversity ol'Nigcria.

Accordingly, the research is an acaclcmic \voI.~< ancisany inli)nnatiotl sqy>lieci

will be used pr~rely fos academic purposes.

'I'hanl<s for your anticipated cooperation and assista~lcc.

QUESTIONNAIRE

Please tick (v) as appropriate.

1 ) '~Yhat is your Educational clualification'?

(b) No formal Education ( )

(c) IVimary Education ( )

(d) Secondary Education ( )

(e) Tertiary Education ( 1 (6) What is your occupation?

(6) (3vil Servant ( 1 (h) S tudent1Apprcntice ( 1 (i) 2'rading ( 1 (-j) ( )the~dspeci Iy ( 1 I

y~ersuasive and carry Ikar appcals.

(c) Most ol'the.time ( )

(1) Occasionally ( )

( g ) Iiarely ( )

(h ) Not at All ( )

(9) 1,ist the public p rogra~~mes that you have sccn Advcl-ts on t11~1n in ccccnt

times.

(.j) C.'ampaigns for Women//Child right ( )

(k) Campaign against HIVIAIDS ( )

(I) Campaigns against Child Abuse ( )

(m) Others specify ( )

(6) llow do you feel on hearing or sccil~g such ncivcrts?

(g) Ignore them ( ,

(11) 11-!11ilence my Attitilde ( 1

( i) ' I try to adhere to their \varnings ( )

(i) Others specify ( )

Through which of these media d o you seelllcar government advert:;'!

Radio ( )

?'::levision ( )

Newspapers ( )

I3i l l boards ( 1

O h x s (spcci v ) ( )

Y:w can tick more onc option hcrc.

Using multimedia in advertising government pl-ogl-ammcs helps 11. ens~ll-c the

simess of such programmes.

Sc-metimes ( )

A! the time ( )

Riirely ( 1 N:)t at All ( )

I

(9) In advertising and creating a\w-cncss ah0111 govcrnnicnt pqyi~ninies,

government agencies make i~sc 01'acl\~crtisi1ig agc~lcics most 01' tlic t imc.

(j) Stlmgly Agreed ( )

. Strongly Agreed ( )

ik) Agreed ( 1 1 Can't say ( )

(in) Disagree ( 1 i:n) Strongly Disagseed ( )

( I 0) ~ n y other information relevant lo h e s l ~ d y ?