1

CHAPTER ONE
INTRODUCTION

1.1 Background of the Study

Advertising is an essential marketing tool for both new and existing products

and businesses. It is a special form of communication directed at selling or making

people aware of the availability of goods and services. It also helps to build

relationships between producers and the final/potential consumers (search, 2016).

However, Reginald (1970), cited in Odom and Nwehinne (2012), defines advertising

as the flow or process of communicating to a clearly defined audience, information

about the production in such a way that the audience will be encouraged, stimulated to

persuaded to take action (or buy).

Furthermore, the American Marketing Association (AMA) Defines advertising

as a group of activity aimed at influencing, educating and informing, including

dissemination of information in any paid non-personal form, concerning a product or

services and idea to compel action in accordance with the aim of an identified sponsor

(Kanw, 2019).

However, the definitions above gives the same meaning about convey this

meaning in different terms and arrangements. They all point to the fact that

advertising is not only about giving information but also stimulating or persuading

action in response to the message.

 2

According to Evel and Upadhyay (2017), marketers and advertising agencies

try to make their ads more appealing, attractive and distinctive. One of the techniques

used to solve this requirement is the use if animation in the advertisements. Viewers

of any age, whether children, teenagers or adults go crazy for animated characters.

Goel and Upadhyay (2017), went on to state that animation gives free expression to

imagination. It caries up spectator in an imaginary world deemed by the artists. The

lists of advertisers who take advantage of animation to sell their products continue to

expand. And as the year have gone by, many companies prefer special effects which

often utilize some form of animation and outrageous humor.

However, Just like many brands in the world today, Fanta also employ the use

of animation while advertising their brand. According to Oord (2019), Fanta is a brand

of Fruit-Flavored carbonated soft drinks created by Coca-Cola Deutschland Under the

leadership of German business man Max Keith. There are more than 150 Flavors

worldwide.

Fanta originated in Germany as a Coca-Cola substitute in 1940 due to the

American trade embargo of Nazi Germany which affected the availability of Coca-

Cola ingredients Fanta soon dominated German market with three million cans sold in

1943(Oord, 2019).
 3

Therefore, it is against this backdrop that the researcher seeks to investigate the

influence of the use of animation in advertising and the patronage of Fanta among

students.

1.2 Statement of the Problem

In a competitive market where goods and services are multi-faceted the

manufacturers of products and services have to rely on advertising as an important

marketing strategy to effectively reach their target consumers; advertising has a high

persuasive power.

However, in the world today, manufacturers and advertising agencies don’t just

put up an advert, they employ some elements/strategies which will help in catching

and sustaining the attention of the target audience and one of these elements/strategies

is through the use of animation.

The use of animation brand patronage. Manufacturers/advertisers uses

animation while advertising to influence patronage among target audience/consumers.

In the contemporary Nigeria society, the soft drink producing industries is one of the

industries where monopoly no longer exist. Not obviously of these facts,

manufacturers pay high premium to the use of animation, thereby investing huge

amount of money into creating good animations in other to influence patronage

among potential consumers.

However, there seems to be some elements of doubts as to the effectiveness on

the patronage of Fanta, the direction of responses (either positive or negative) to such
 4

exposure is not certain. Again, one to advertising on Fanta which contains animation

influences the patronage of the product by students.

Consequently, it is against this backdrop that this study intends to find out the

influence of advertisement that contains animations on the patronage of Fanta, using

Heritage Polytechnic students as the case study.

This study is determined to answer such questions as, do advertisement that

contains animation influence Heritage Polytechnic students to patronize Fanta? If yes,

then to what extents does advertisement that contains animation influence the

patronage of Fanta among Heritage Polytechnic Student?

1.3 Objectives of the Study

The study had the following objectives.

i. To find out whether Heritage Polytechnic advertisement on Fanta that contains

animations.

ii. To determine the extent to which Heritage Polytechnic students exposed to

advertisement on Fanta that contains.

iii. To ascertain the channel that enhanced Heritage Polytechnic students exposure

towards advertisement on Fanta that contains animation;

iv. To find out whether advertisement that contains animation influences Heritage

Polytechnic students patronage of Fanta;

 5

v. To ascertain the extent to which advertisement that contains animation influences

Heritage Polytechnic student’s patronage.

vi. To determine other factors that influence Heritage polytechnic students patronage

of Fanta, aside from advertisement that contains animation

1.4 Research Questions

The following questions guided the study;

i. Are students of Heritage Polytechnic exposed to advertisement on Fanta that

contains animations?

ii. What is the extent to which Heritage Polytechnic students are exposed to

advertisement on Fanta that contains animations?

iii. What is the channel that enhanced Heritage polytechnic students exposure

towards advertisement on Fanta that contains animations?

iv. Does advertisement that contains animation influence Heritage polytechnic

student’s patronage of Fanta?

v. What is the extent to which advertisement that contains animations influence

Heritage Polytechnic student’s patronage of Fanta?

vi. What are the other factors that influence Heritage Polytechnic student’s

patronage of Fanta aside from advertisement that contain animation?

1.5 Research Hypothesis

The hypothesis for this study was stated below in the alternate.
 6

Hi The Ose of Animation in Fanta Advertisement significantly influence students

or Heritage Polytechnic to patronize Fanta.

1.6 Justification of the Study

A study of this nature is of immense significance on completion, the study will

provide information on the influence of the use of animation in Fanta advertisement

on the patronage of the brand. Such information will be beneficial to the

manufacturers of Fanta as they will get to know if the money the invested in

advertising has produced positive results. Furthermore, this study will be beneficial to

advertising agencies as they will get to know if whether using animation to advertize

is a win or lose. However this study will also be beneficial to animation content

creators as they will get to know if they are doing a good job or not.

Again, this work will propel further studies n related areas. On the whole, the

research work will sense as a defendable reference material for communication

expense. Marketing students and scholars in related disciplines who may also want to

carry out research in this area in the future.

1.7 Delimitation of t he Study

This research work was delimited to just Fanta, as it would have been near impossible

to study all the brands of soft drinks in the market. Again the study was delimited to

students of Heritage polytechnic, Eket, no attempt was made to study students in any

other higher institution in the state.

 7

Finally, the study was delimited to just the use of animation in Fanta

advertisement, as it influences patronage, no attempt was made by the researcher to

study other aspects of animation and advertisements.

1.8 Limitation of the Study

1.9 Definition of Terms

The following terms used in the study were defined operationally as follows;

i. Animation:
These are manipulated moving abject and design used to advertise Fanta, which is

believed to influence how Heritage Polytechnic students patronize Fanta.

ii. Advertisement
These are promotional and persuasive activities on Fanta, which contains animation

which is believed to influence Heritage Polytechnic students patronage of the brand.

iii. Heritage Polytechnic

This happens to be the universe of the study through which sample will be drawn.

iv. Students
These are the people that advertisement on Fanta that contains animation influence the

way they patronize the brand.

v. Fanta
This happens to be the soft drink brand that is being advertised and the animation

contained in the advert influence students of Heritage polytechnic to patronize the

brand.
 8

CHAPTER THREE

RESEARCH METHODOLOGY

This chapter of the study presents the work plan adopted by the researcher in camping

out the study. It is arranged under the following sub-headings.

 Research Design
 Sample Size
 Sampling Procedures
 Description of the Research Instrument
 Validity of the Research Instrument
 Reliability of the Research Instrument
 Method of Data Collection
 Method of Data Analysis

3.1 Research Design

The survey research design was adopted for this study. According to Nwodu

(2006, P. 70), survey is a research method focuses on a representative sample dried

from the entire population of the study.

3.2 Population of the Study

Obasi (2013), Sees Population as the target of the study. It specifies the

aggregate of the items of persons from whom data pertinent to the study were

collected. However, the population of the study were the entire students of Heritage

Polytechnic, Eket, whose population in 2021, according to the office of the registrar

was put at six thousand (6,000).

 9

3.1 Sample Size

The sample size of this study was determined using the yard’s formula

propounded by Taro Yamane in 1964 as cited in Ogbuoshi (2008). The calculation

went thus;

N
n= 2
1+ N (N )

Where n = Sample Size

n = Population of the Study

e = Error Limit (being 0.01 00.005)

I = Unity or Constant Value

By substituting the value:

6,000
n=
1+ 6,000(0.05)2

6,000
n = 1+ 6,000¿ ¿

6,000
n = 1+ 6,000 x 0.025

6,000
n = 151

n = 151

3.4 Sampling Procedure

The sample procedures adopted for this study were the stratified sampling and

available sampling technique. The stratified random sampling according to Nwodu

 10

(2006), involves the grouping of elements of a given population form which the

samples are to be drawn into strata. The researcher, however, ensured that each

stratum contained all characteristics of the parameter of the characteristics of the

parameter of the entire population.

However, to administer the questionnaire copies on respondents in the sample,

the one hundred and fifty one (51) subjects were drawn from different faculty of the

school. To achieve this, the researcher stratified the entire population into three (3)

stratus, each representing a faculty in the school;

 Faculty of Environmental Science

 Faculty of Engineering

 Faculty of Science and Technology

Finally, to administer the questionnaire on the subjects selected as sample for the

study, the researcher adopted the available sample technique, which means students

who were available at the departments under the above mentioned visited, were

administered copies of the questionnaire.

3.5 Description of the Research Instrument

The research instrument adopted for the study was the questionnaire. The

questionnaire for this study was designed in two sections (A and B). Section a carried

information about respondents demographic. While section B carried. Questions that

 11

elicited responses n the research objectives and questions of the study. Meanwhile, the

study carried a total of questions.

3.6 Validity of the Research Instrument

To ascertain the validity of the research instrument, the researcher submitted the

questionnaire to the project supervisor for thorough venting and approval with a view

of making sure that the objective and research questions of the study.

However, approval from the project supervisor ascertain the validity of the

questionnaire.

3.7 Reliability of the Research Instrument

30 Copies of the questionnaire were pretested on 30 students in Uyo City

Polytechnic, who did not in any way form part of the population of the study. The

purpose of the pretest was to find out whether the questionnaire would be easily

understood be them and subsequently by the respondents of the study.

However, result of the pilot study showed that the instrument was reliable, as

respondents of the pilot study filled the questionnaire with relative ease, within the

shortest possible time.

3.8 Method of Data Collection

The data for this study were gathered using the questionnaire copies

administered on the 151 respondents of the study. However, only 140 copies of the

questionnaire retrieved, yielding a return rate of 90% as well as a mortality rate of 4%.
 12

3.9 Method of Data Analysis

Data collected for this study were collated and analyzed in tables using

frequency counts and expressed in simple percentage to answer the research question

with the formula below:

X 100
n
x 1

Where: X = Individual Score

N = Total number of items in a category.

However, the hypothesis was tested using the chi-square goodness of fit

statistical tool, with the formula below;

X2 = ∑I (Oi – Ei)2

Where: X2 = Chi-Square

Oi = Observed Frequency

Ei = Expected Frequency

∑I = Summation or Sum of
 13

REFERENCES

Obasi, F. (2009). A Handbook on Research Proposal writing. Enugu: Ruwil Nudas

Graphics. Victoria Island Lagos.

Nwodu, L. (2006), Research in Communication and other Behavioral Sciences:

Principles, Methods and issue. Enugu , Rhyce Kerex Publishers.

Kanu, G, U. (2019). Social media Advertisements Media and Eket Residents

preference for select mobile phone brands. An Unpublished Research HND
project submitted to the Department of Mass Communication Heritage
Polytechnic, Eket.

Reginald, W. (1970). Reaching the consumer: the Elements of products of product

Relations. London. Business Books Ltd.

American Marketing Association (1960). Advertising, Journal of Marketing Research,

20 (38): 344-380.

Udom, A. and Nwechinne, F. (2012). Principles and Practice of Marketing. Ogun:

Devconsort Services Ltd.
 14

APPENDIX A

Department of Mass Communication,

School of Management Science
Heritage Polytechnic, Eket.
Akwa Ibom State.

Dear Respondent,

LETTER TO INTRODUCTION
I am a higher National Diploma (HND 2) student of Mass Communication at
Heritage Polytechnic Eket. As part of the requirement for the award of Higher
National Diploma in Mass Communication, I am writing a research on the topic of “A
STUDY OF THE USE OF ANIMATION IN FANTA ADVERTISEMENTS AND
HERITAGE POLYTECHNIC STUDENTS’ PATRONAGE OF THE BRAND”.

For adequate data collection, I write to solicit your help in filling out the
questionnaire attached overleaf.

This study is entirely an academic exercise; therefore, you would do well to be

objective and sincere in your response as to allow the researcher make valid
conclusions.

Be assured that whatever responses you may give, shall uphold in absolute
confidentially.
Thank you for your anticipated co-operation
Yours sincerely,

Christopher, Eunice Okon

 15

(Researcher)
APPENDIX (B)

COMPUTATION OF THE TEST-RETEST RELIABILITY COEFFICIENT OF

THE RESEARCH INSTRUMENT USING THE SPEARMANS RANK-ORDER
CORRELATION COEFFICIENT
TEST

Items Yes No Rank Rank Rx-Ry (Rx-Ry)2

(x) (y) (x) (y) (d) (d2)
4 12 8 3 3 0 0
6 4 16 4 2 1 1
8 19 1 1 5 4 16
10 18 2 2 4 2 4
13 3 17 5 1 4 16
∑ d 2 = 37

6 ∑ d2
rs1 =1
n(n 2−1)

−6 x 37
rs1 =1
5 ( 52−1 )

6 x 37
Rs1 =1
5 ( 52−1 )

6 x 37
rs1 =1
5 ( 252−1 )

6 x 37
rs1 =1 5 ( 24 )

222
rs1 =1 120

rs1 =1 1- 1.85

rs1 = -0.85
 16

RE-TEST

Items Yes No Rank Rank Rx-Ry (Rx-Ry)2

(x) (y) (x) (y) (d) (d2)
4 12 8 3 3 0 0
6 4 16 4 2 1 1
8 19 1 1 5 4 16
10 18 2 2 4 2 4
13 3 17 5 1 4 16
∑ d 2 = 37

6 ∑ d2
rs2 =1
n(n 2−1)

−6 x 37
rs2 =1
5 ( 52−1 )

6 x 37
Rs2 =1
5 ( 52−1 )

6 x 37
rs2 =1
5 ( 252−1 )

6 x 37
rs2 =1 5 ( 24 )

222
rs2 =1 120

rs2 =1 - 1.85

rs1+rs 2 0.85+0.85
=
2 2

= 0.85

APPENDIX A
 17

QUESTIONNAIRE

Instruction: Please tick ( √ ¿ appropriate in the box given below

SECTION A: DEMOGRAPHIC DATA

1. Sex: (A) Male ( ) (b) Female ( )

2. Age: (a) 18-25 ( ) (b) 26-35 ( ) (c) 36-45 ( ) (d) 46-55 ( )

(e) 56 and above ( )

3. Marital Status: (a) Married ( ) (b) Single ( ) (c) Widowed ( )

(d) Divorced ( )

4. Educational Qualification: (a) FSLC ( ) (b) WASSC ( ) (c) ND/NCE ( )

(d) HND/B.Sc ( ) (e) Masters ( ) (f) Ph.D ( )

SECTION B

1. Are you exposed to advertisement on fanta that contains animations?

(a) Yes [ ] (b) No [ ]

2. If your answer to the above question is yes, to what extent are you exposed to
fanta that contains animations?
(a) Little Extent [ ] (b) Great extent [ ] (c) Greater Extent [ ]

3. What is your perception towards fanta that contains animations?

(a) Positive [ ] (b) Negative [ ]

4. What influences your perception towards fanta that contains animations?

(a) Its Entertaining [ ] (b) It boring [ ] (c) Its not Entertaining [ ]
 18

(d) Its not Appealing [ ] (d) Others Specify [ ]