Influence Of Advertising Messages On Consumer Patronage
(A case study of Independent Television Benin on Ariel Detergent)
Advertising messages play a significant role in shaping consumer behavior and influencing patronage decisions. Through strategic use of persuasive language, visual elements, and emotional appeals, advertisers aim to capture the attention of their target audience and compel them to take action. These messages leverage psychological principles such as social proof, scarcity, and authority to create a sense of urgency and credibility. By effectively communicating the unique selling points and benefits of products or services, advertisers seek to establish brand awareness, foster positive associations, and ultimately drive consumer engagement and loyalty. Understanding the impact of advertising messages on consumer patronage is crucial for businesses seeking to optimize their marketing strategies and enhance their competitive advantage in the marketplace.
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of study
1.2 Statement of the Problem
1.3 Research Objectives
1.4 Research Questions
1.5 Significance of the Study
1.6 Hypothesis
1.7 Scope of Study
1.8 Operational Definitions
CHAPTER TWO
2.0 REVIEW OF LITERATURE
2.1 Introduction
2.2 Review of Concepts
2.2.1 Development of Television in Nigeria
2:2.2 Role of Television in Political Mobilization of Rural Development in Nigeria
2.2.3 Role of Television in Politics
2.2.4 Independent Television as an Instrument of Political Mobilization Communication
2.3 Review of Related Studies
2.4. Theoretical Framework
2.5 Summary of Literature Review
CHAPTER THREE
3.0 RESEARCH METHOD
3.1 Introduction
3.2 Research Design
3.3 Population of Study
3.4 Sampling Technique/Sample Size
3.5 Description of Research Instrument
3.6 Validity of Data
3.7 Method of Data Collection
3.8 Method of Data Analysis
CHAPTER FOUR
4.0 DATA PRESENTATION AND DISCUSSION OF FINDING
4.1 Introduction
4.2 Data Presentation and Analysis
4.3 Analysis of Data from Survey (Field)
4.4 Testing Hypotheses
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
5.2 Summary From the data
5.3 Conclusion
5.4 Recommendations
APPENDIX A
INTRODUCTION
1.1 Background of study.
The Nigerian electorate in recent years has been intensely individualistic groups. Hence political
parties usually confront pro-found cultural differences given the cultural structure of the Nigerian
electorate.
Independent Television Benin is an electronic media with visual and audio sounds. It is an
effective spontaneous messages carrier of our time. On 27th of March 1997 when Independent
Television started transmission of programmers‟ on channel 22 with its slogan certainly the Best,
the station radically changed the horizon of broadcasting in it coverage area. Independent
television came with a new millennium. The zeal of the founding father Sir Chief (Dr) Gabriel
Osawaru Igbinedion the Esama of Benin kingdom, who after a careful study of the broadcast
media yearned for an enhancement of the choice available to viewers to a level comparable to
what is obtained in developed countries. Chief Igbinedion‟s dream culminated in the approval
and subsequent presentation of a license by the formal Head of state General Ibrahim Babagida
on 36th June 1993, at the Ladi Kwali hall of Sheraton Hotel and Tower Abuja. It goes down in
history that Independent Television was the first private owned broadcasting station in Nigeria to
receive a private license No.001 on that memorable day.
Having obtained the Franchise, Sir Chief (Dr).Gabriel Osawaru Igbinedion, the Esama of Benin
Kingdom went straight to work by rendering standard skeletal services under the umbrella of
Independent Television Network plans were known for the birth of fully fledged Independent
Television, which resulted in the sitting of the station at Igwsa because of the high attitude of the
location A 1000 feet mast was erected by ALLAN DICK, a reputable firm based in London. An
Italian company TECHNO SYSTEM, with its team of highly qualified Engineers delivered and
installed Independent television a pair of its best transmitters of Ten kilowatts capacity,
transmitting on channel 22UHF. Independent Television which commended fully transmission
on the 27th March, 1997 watts stronger with fans growing in leaps and bounds by the day.
On the first of September 1997, the management and staff paid courtesy visit to the Benin
monarch, HRF OMO N‟ Oba n‟ Edo UKU Apolokpolo Oba Erediawa. The royal father lauded
the station and enjoined members to keep the flag flying. Also the then Edo military
administrator Group Captain Baba Adamu Iyam played host to the management and staff of
Independent television.
Nigeria broadcasting code is the compass that directs the affairs of Independent Television and
Radio under the supervision of the National Broadcasting commission NBC. The commission
also approved channel 42UHF for Independent Television to transmit its program in the federal
capital territory. The license was presented to the investor, the Esama of Benin kingdom, on the
17th of December 1999. Independent Television Benin satisfies curiosity by allowing one to hear
for oneself and view for one‟s self and that it is not just an overstatement. Again its ability to
disseminate information in various dialects also serves as a tonic to language barrier.
Independent television Benin, as integral part of the fourth estate of the realm, is expected as
usual to play its traditional role on political trend inspires responsiveness to the medium and has
become a major feature of campaigns for public office seekers at national, state and local
government levels. Most rural dwellers are known to be financially poor because of their low
educational status and cannot afford a television set. This has also been a problem of efficient
and effective use of Television in achieving political mobilization in the rural areas. The term
Independent Television Benin political services rendered to the populace to bring about
information, education entertainment and influence in rural dwellers. Apart from those general
roles, it enhances and encourages through its various programs the acquisition and pursuit of
knowledge, thereby promoting national consciousness and acts as a powerful means of social
mobilization.
1.2 Statement of the Problem
The potency of mass media in political aspect cannot be over-emphasized. The role of television
in mobilizing the masses for electoral activities is very obvious in the sense that it uses audio-
visual methods to transfer message to the electorate.
Due to the centralization of media organization in the urban areas in Nigeria, rural dwellers
are sometimes left in the hand of the opinion leaders who sometimes use propaganda techniques
to lure the rural dwellers into voting blindly. However, Independent Television Benin‟s signals
reaches the rural dwellers especially those in Uziare local government and some programs are
developed by the station to mobilize the rural dwellers on political activities especially during
elections, thus, the question this study seeks to unveil is how successful are the programs by
Independent Television Benin in mobilizing the people of Uziare and surrounding rural areas
during political activities
1.3 Research Objectives
This study has the following objectives:
I. To know the extent to which the independent Television Benin Programs have gone in
mobilizing voters in rural areas during elections.
ii. To find out the responses of the rural areas surrounding ITV and programs of Independent
Television Benin that promotes political mobilization.
iii. To examine the strategies employed by Independent Television Benin to achieve political
mobilization in Uziare and surrounding areas.
1.4 Research Questions
1. How can exposure to Independent Television Benin on Political programmes change
the minds of audience towards their choice of candidate?
2. Have Independent Television Benin, programmes been able to create any positive
impact on the political life of the people?
3. To what extent does exposure to Independent Television Benin programmes affect
people‟s voting pattern?
1.5 Significance of the Study
The study will help to create awareness on the need for proper use of Independent Television
Benin in political mobilization of people in Uziare local government area. It will also help to
create a more co-ordinate socio-political and socio-economic awareness on some burning issues
at the grassroots. It is also hoped that the research will help in promoting political participation
and natural consciousness. It will ensure continued education for the rural population.
1.6 Hypothesis
H1: Exposure of Independent Television political program do affect peoples‟ voting pattern.
1.7 Scope of Study
From the research topic, this study is limited to just Uziare local government area. Uziare local
government comprises of five villages namely Jattu, Afasho, Afowa, Iyamo, Ayogena. It
covers adult, youth, male and females inclusive who are involved in various businesses, there
are farmers and also student. This study also covers how Independent Television Benin helps
in political mobilization of Uziare local government area.
1.8 Operational Definitions
Mobilization: this means to work together in order to achieve a particular aim.
Political: act of governing for better and more rewarding life.
Rural Area: Any under developed area in this project
Uziare: local government area.
Independent Television: The medium for transmitting information values for the rural areas.
Influence Of Advertising Messages On Consumer Patronage:
The influence of advertising messages on consumer patronage is a critical aspect of marketing and consumer behavior. Advertising messages are designed to persuade and influence consumers’ attitudes, beliefs, and behaviors towards a product, brand, or service. Here are some key ways in which advertising messages can impact consumer patronage:
- Awareness: Advertising helps create awareness about a product or service among consumers. Through various advertising channels such as television, radio, print media, online platforms, and social media, companies can reach a wide audience and make them aware of their offerings. Increased awareness often leads to higher patronage as consumers are more likely to consider a brand they are familiar with.
- Brand Image and Perception: Advertising plays a crucial role in shaping consumers’ perceptions and attitudes towards a brand. The messages conveyed through advertisements influence how consumers perceive the brand’s image, values, and quality. Positive advertising messages that highlight the brand’s unique selling propositions (USPs), benefits, and values can enhance consumer patronage by fostering favorable brand perceptions.
- Emotional Appeal: Many advertising messages aim to evoke emotional responses from consumers, such as happiness, excitement, nostalgia, or empathy. Emotional advertising can create strong connections between consumers and brands, leading to increased patronage. When consumers associate positive emotions with a brand, they are more likely to choose it over competitors.
- Information and Education: Advertising messages often provide consumers with information about product features, benefits, pricing, promotions, and availability. Informative advertising helps consumers make informed purchase decisions by educating them about the value proposition of a product or service. Clear and concise advertising messages that address consumer needs and preferences can influence patronage by providing relevant information.
- Repetition and Reinforcement: Consistent exposure to advertising messages can reinforce brand recall and influence consumer behavior over time. Through repeated exposure, advertising helps reinforce brand awareness, message retention, and brand associations in consumers’ minds. Repetitive advertising can increase brand familiarity and influence patronage by keeping the brand top-of-mind when consumers are making purchasing decisions.
- Call-to-Action (CTA): Effective advertising messages often include a call-to-action prompting consumers to take a specific action, such as making a purchase, visiting a website, or contacting the company. A compelling CTA can motivate consumers to engage with the brand and ultimately patronize it. Well-designed CTAs in advertising messages can drive conversion rates and boost consumer patronage.
Overall, the influence of advertising messages on consumer patronage is multifaceted, encompassing various psychological, emotional, and cognitive factors. Effective advertising strategies leverage these factors to create persuasive messages that resonate with consumers and ultimately drive patronage towards a brand or product.