1.

1 Background of the Study

All over the world people and companies utilize advertising to good advantages in
the keen competition encounter in word regional and local markets, business men
are aided by the sales producing force of advertising.
Not only that skillfully planned and directed advertising not only at home but also
abroad over come prejudice combat, foreign competition, establish new habit,
build good will creates employment increase productivity multiply sales and thus,
lay a solid foundation for sustained economic development of any country, one
analysis contend that advertising is one of the most powerful socializing force in
culture. Advertising sells more than product. It sets image, value, goods and
concepts of who we are and who we should be. It shapes our attitudes and our
attitudes shapes our behavior. Ahunaya (2004, 70).
Advertising power goes beyond the selling of goods, it promotes a consumer life
style a global culture that centers on material things. A television commercial
normally say’s and now a few words from our sponsors’ are companies or
individual that pay to have their product advertised, while the ‘few words our
sponsor’ sponsors are companies or individual that take pay to have there product
to be advertised, while the “few words our sponsor” have become a deluge sponsor
still financially support the newspaper and radio. Encyclopedia
(195).
According to the Encyclopedia, American (204) Advertising began around 3200
Bc when the Egyptian stenciled inserption the names of kings on temple being
built. Later they wrote run way slave enouncement on Papyrus- sign boards were
placed outside doors in Greece and Egypt around 1500 B. c perhaps the most
important Event in history of advertising was the printing of the Gutenberg Bible
about 1450 to 1455. The first time that western man used the principle of moveable
type in about 1477 in London, the first printed advertisement in English announced
a prayer book sale the first newspaper advertisement appeared on the back paper of
in London newspaper in 1625. The easily town crier was also a medium of
advertising”.
Advertising has since then been seen to help in economic development in ways of
creating jobs sponsoring sports, and the art helps to provide affordable media
which encourages competition improves product keep price low and enable people
to make informed buying choices Eluwa (2005: 44).
According to Rosson Blatt (1977) advertising is the voice of business such that
when it is heard, business is said to have been spoken.
All over the world today, advertising seems to have been recognized as an
important tool, which facilitates the sale of products and strengthens consumer’s
preferences. Manufacturers who continuously work for the sale of their product
tends to see advertising as an indispensable tool. In Nigeria for instance,
advertising has been employed vigorously on non-price completion to promote the
image of competing product brands.
This largely had to the establishment and growth of many industries of which Milo
was not left out. Fortune started to smile to these Milo companies at most
Nigerians started consuming Milo and this accounted for the existence of many
more of such companies in the country.
However, with the recent down ward changes in the economics fortune of the
nation and her people those Milo companies are being faced by declining
patronage to scramble for consumers whose finances and depressed and this in turn
has led to stiff competition and cutthroat advertisement as each manufacturer of
different brands of Milo wants to out do the other to gain control of a large sparer
of the market in order to sustain itself in business. As a result of the need to
communicate to the consumers information about a particular products personality
and features becomes imperative the manufactures in order to accomplish the task
of reaching the consumers uses advertising to inform them about the product, the
charges it has made and persuade them to buy the products.
However, manufacturers cannot win the consumers over successfully, or make
them prefer their brand of product if the brand dose not live up to the expectation
of the products advertisement Haller (1977) criticized the power of advertising
“claims” in selling a product. He observed that when the product feature seem very
small or the claims exaggerated the consumer may change his or her mind not to
by that brand anymore he further remarked that a product will only remain the
darling of the consumers, if it matches up to the claims in the advertisement and
meet the consumers taste, needs and expectation.
Other critics of advertisement, uphold that adverts hamper consumer choice as
large advertiser uses their power to limit the options to a few will advertised
brands. However, consumer choice and preferences for brands may be informed by
a combination of varied factors including advertising.
This study seeks to examine primarily the impact of adverts and other factors such
as quality, price, proximity, availability group influence e.t.c has on consumer
purchasing behavior thus the main question is can adverts influences the consumer
and make him or her switch from one brand to another.
1.2 Statement of the Research Problem
Critics claim that advertising manipulates us into buying things by playing on our
emotions and promising greater status social acceptance and sex appeal there is no
doubt about the fact that this new and other like it would advertising affect the
consumers of Milo beverage.
Historically, companies and even professional advert people have questioned or
misunderstand the effectiveness of advertising series of market research studies
however offered dramatic evidence to the contrary the evidence includes better
awareness familiarity and over all impression of products.
Advertising as a major means of selling goods, product and services in Nigeria and
all over the world is faced with lots of challenges owing to the development of
advertising in Nigeria and challenges associated with rending services customers
have so many complaints ranging from awareness to feedback.
Therefore, this study is an attempt to examine critically the rate of influence of
advertisement on consumer of Milo beverage.
To determine the rate at which they are influenced by advertisement on Milo
beverage.
To determine the level of acceptance of advertisement aired by Abia state
television on Milo product.
1.3 Objectives of the Study
The study had the following objectives
1. To determine how Milo product advertisement affects the consumers that make
use of it
2. To know the extend Milo product advert affect the consumer’s
3. To find out the level of frequency of exposure of Abia state television
commercial to advertisement on Milo product.
Finally this study will proffer solution on most effective means of handling
advertisement to meet modern day challenges as well as handle some peculiar
circumstances
1.4 Research Questions
1. To what extent has Milo product advertisement affected the consumers that
make use of it?
2. To what extent has Milo product contributed towards the attitudes of the
consumer?
3. What is the level of frequency of exposure of Abia state television commercial
to advertisement in Milo product.
1:5 Scope of Study
This study is focused on the influences of Advertisement on consumers Behaviour.
The period of this study spans from January to June 2014 it will look at the various
ways consumers in Isiama Afara community in Umuahia North Local Government
of Abia state have responded to advertisement.
This study is centered on Abia state television commercial researcher choose to
focus the investigation.
1:6 Significance of the Study
This work though not exhaustive is quiet necessary at a time the media a awash
with all forms of advertisement lure consumers.
It will educate consumer on the best ways to respond to advertisement while
advertisers will learn to understand the need to follow the ethics of the profession
by avoiding advertisement that are subversive.
Students of advertising will also find this work useful as it will expose them to
various forms of media advertisements.
Above all, this study will serve as an addition to existing literature on the topic it is
expected that researches will find some of the recommendation of this work useful
in conducting further research.
1.7 Operational Definition of Terms
Influence: The feelings of the people of Isiama Afara community after been
exposed to Milo beverage advert on Abia state television
Advertisement: The level of awareness about Milo beverage by the people of
Isiama Afara community.
Consumers: The people that makes use of Milo product.
Behavior: The attitude of the people of Isiama Afara community towards the
advertisement on Milo beverage.

Conclusion

This research was a study on the impact of advertisement on consumer buying behaviour. For this purpose four
independent variables, Entertainment in Advertisement, Familiarity of Advertisement, Social Imaging in
Advertisement and Advertisement Spending were considered. Based on the analysis it can be concluded that
advertisement has significant impact on consumer buying behaviour. This study can be helpful for marketers to
understand what triggers a consumer’s intention to purchase. They can determine which element in advertising
is most effective and which has comparatively lower impact. Although this research can make significant
contribution to literature but for future study qualitative data can be used. Qualitative data will provide further
insight into the relationship among these variables.

Khan, N.G.S., Siddiqui, J., Shah, B.A. & Hunjra, A.I. (2012). Effective advertising and its influence on consumer
buying behaviour. Information Management and Business Review, 4(3), 114-119.
THE EFFECT OF PRODUCT RE-PACKAGING ON THE
SALES REVENUE OF COMPANIES
ABSTRACT
Product packaging is an important part of product development and planning which relate to the design of
a products container or wrapper, whose purpose is both to protect the item and to enhance its value to the
customer. the research stated the problems associated with the topic under study, which include the
inability of management to take advantage of numerous benefits derivable from re-packaging their
products, as at when due. Another problems the nation managers have that customer will always patronize
their products since the product is in short supply or the quality is high enough to sell itself. Under
research methodology, the researcher employed the used of simple random technique, which will give the
respondent equal chance of being selected. The population of the study was taken for an indepth study
which is Milo drink product by nestle Nigeria Plc of which 30 consumer were selected at Aba for the
sample size Data where collection using the necessary instrument.in analysis the data, person product
moment correlation was used to measure the degree of association or relationship that exist among
economic variables percentage and chi-square was also employed in analyzing data. The following
findings were made after analyzing the data which include to establish a very strong relationship between
a firm tre-packaged product and consumer preference of the same product using percentage and chi-
square. The study was also able to establish a strong positive correlation between re-packaging of a
product and the sales of revenue derivable from such as product. the study also found out that most
consumers increase their consumption of product in response to a well packaged product which 68% of
the consumers affirmed to by saying that they will buy more of the product is re-packaged.Finally, the
following recommendation were made by the researcher forms should wait their product starts
experiencing declining sales before embarking on re-packaging. And also firm should recruit qualified
and will experienced staff are knowledgeable in packaging techniques.
CHAPTER ONE
1.0  INTRODUCTION
GENERAL DESCRIPTION OF THE STUDY
Packaging is that part of product and development which relates to the design of the item and to enhance
its value to the customer. It is an important part of a product planning and development and therefore
important in the total marketing strategy. Packaging involves the activities of designing and producing the
container or wrapper for a product (Kotler, 1984 page 400). The origin of packaging is as old as man
kind. Human beings have always had need to protect and store their values. The early men used such
crude packaging materials as animal skin, animal bladder hallow tree truck and leaves. Some of these
early method to wrap such product as moi-moi. Some of them have undergone some transformation as a
result of the industrial revolution. for example, cell phone or waterproof has replaced animal skin and
bladder.
Modern packaging designing are a sophisticated of marketing, design theory and even research into an
aesthetically pleasing packaging. The packaging is an integral part of the product in the most favorable
way. It therefore serves dual purpose of being a container or wrapper (protector) and being a promotional
to packaging serves as a sales appeal, motivates customers and product differentiation it gives utility or
convenience in time and place, and enables consumers and distributors to identify a product and its
manufacturers (Kalu 2002, page 104).
In vast number of consumer goods, packaging is critically important to the buyer’s recognition of the
product and subsequent purchasing. Most buying decision are based in the packaging, especially for new
product and for customers that do not already have particular brand in mind before entering a
supermarket. Both the seller and buyer benefit from packaging for the seller, it permits the protection of
the product more efficient physical distribution, promotion of the product ultimately higher sales and
profits the buyer gain similarly. It enhance the product and sometime provides storage for the product
when not in use. It also helps the customers to recognize the product, provide information concerning its
use and help keep it fresh and undamaged until it is needed. Furthermore, packaging reduces unit cost and
promotes dealer acceptance, introduces product to adapt to new firms and uses. It helps customers make
better and more require use of product and thereby increase the firms turnover and sales profit. (kalu
2002, page 105).
Re-packaging is the strategy of retaining the back product already known to consumers while changing its
package design shape or size. This has the effect of revitalizing a product image. Customers now see the
re-package of product as a new and improved version of the old one. To this end, re-packaging as a
selling strategy could have a positive effect on the sales volume and revenue of a firm. This is why in
some instances packaging and re-packaging is the most important aspect of a firms marketing program
(Ogbechie 1989, page 15) The greatest merit of this strategy is that all user of the product will be happier
with the product while many users, draw from competitors, product will be more willing to try the re-
packaging product.
1.1  BACKGROUND OF THE STUDY
Nestle Nigeria Plc is associated the Nestle group, the single largest food company in the world and
renewed worldwide for its top quality product and its strategy of re-packaging a product. Nestle Nigeria
Plc began simple trading operation in Nigeria in 1961 and has today grown into a leading food
manufacturing and marketing company. It is publicly quoted company listed since 1978, on the Nigeria
shareholders participation in appropriately 43% of the company’s equality. About 57% of company
equity is owned by Nestle of the S.A of Switzerland.  Its head offices complex is located at 22-24
industrial avenues, illupeju Lagos Badagry express way Agbara Industrial estate in Ogun state occupying
an area of 16 hectors.
The main production units were designed in line with modern manufacturing method which ensures
efficient product of the following products.
Nestle cerelac
Nestle Nutrend
Nestle Cerelac Maize
Nestle cerelac Chocolate flavor
(All infant supplementary and complementary cerelac)
Golden morn (An infant cerelac)
Nestle wescac, (beverage drink)
Nestle Milo (beverage drink)
Nestle Nescafe (beverage drink)
Choco milo (Chocolate sweet)
Maggi cubes chicken crayfish and magi super onion spices.
its distribution system ensures the widest possible penetration into the nation’s market at a pen-Nigeria
price, which is the same for every buyer any where in Nigeria.The distribution center at Ota industrial
estate occupies an area of 23,000 square meters and has a capacity of over 21,000 pallet unit or
16,000,000 confirm finished product stocked to a maximum height or the five meter. The company’s
objective is to satisfy the requirement of consumer when the high quality food product, mainly by
processing perishable raw materials into products with long self adapted to the tastes and food habits of
consumer.
From the responses in the questionnaire, it was established that the company’s most successful product is
its “Milo” beverage drink. The success of the product was attributed to its consumer re-packaging among
other factors. Infant milo has been re-packaged seven times since its introduction into the Nigerian market
in 1968.
1.2  STATEMENT OF THE PROBLEM
Many product have continued to rail at the market place even when they had earlier recorded some
success, such firms suddenly started losing patronage and hence declining sales value and revenue. The
situation refuses to change the management term, lowered price per unit, increase expenditure of
promotion or widen its distribution network. One possible cause of the down turn could be tracked to
inability of managers in such firms to take advantage of the numerous benefit derivable from re-
packaging their products as at when due. Again, when a particular packaging has been adopted they hold
on to it even when consumer tastes, needs or preferences are clearly changed with time. Unknowingly,
they allowed their product to become absolescence. most managers believes that the customer will always
patronize their product since the product is in short supply  the quality is high enough to sell itself such
complaints spend a greater percentage of their promotional budget on promoting the assumed high quality
of the core product and hope that the consumers would not consider any other factor (s) before they buy.
Many other firms that have attempted to re-package their product do so wrongly and untimely due to their
managers inability to correctly predict changing consumer behaviour’s result, they  facilitate survival
problem In order to help reduce the high mortality rate of firms in Nigeria, there is need to determine the
extent to which re-packaging of a product attract the sales value of and revenue of firms. The study will at
the same time determine the appropriate  re-packaging firms  should take and the best timing for it to be
effective.
1.3  OBJECTIVE OF THE STUDY
The study shall take to achieve the following:
Identify the various forms of re-packaging a firms product.
Identify the reason for such re-packaging.
Find the re-packaging problem of firms in the manufacturing industry.
Suggest some solutions to the identified problems and some useful recommendations.
Identify some benefits derivable from timely re-packaging of a product.
To establish if there is any relationship between firms re-packaged product and the consumer preference
of the same product.
To establish any relationship between a re-packaged product and the sales volume or revenue of from the
product.
1.4  RESEARCH QUESTIONS
The research question shall be guided by the following research questions.
What are the different forms of re-packaging a product.
When is re-packaging necessary in a product life cycle.
What are the functions of packaging and re-packaging.
What are the benefits derivable from the goods or product re-packaging.
What is a relationship between a re-packaging product and the consumer preference of the product.
What factors that can limit or hinder a firm adopting the strategy or re-packaging. Its product even when
it has identified the need to do so.
What is the relationship between a re-packaging product and sales volume or revenue derivable from the
re-packaged product.
1.5  SIGNIFICANCE OF THE STUDY
The report of this research is a partial fulfillment of the study and requirements for the award of my
National Diploma in marketing by the institution. The result of the study will enable me (the researcher)
to understand the various ways to re-package a product and the extent to which re-packaging effect the
sales revenue of a firm. To my follow students and other researcher who may wish to conduct research on
the attribute of a product, particularly, packaging will be useful materials the result of this study will
enable them understand the functions, benefits, different forms of packaging and its effect to the sales
revenue of the firm. The result will be useful to those firms whose product are at the drink of failure or
have failed as a result of their managers inability to adapt to the changing consumers taste and preference
and so are not able to know to re-package their product to reflect this change.
In this way they continually loss patronage and market share. Even firms already enjoying the benefits of
timely re-packaging like the case study of this study as they may discover unexploited method (s) or form
(s) of re-packaging a product and so be able to future increase with their market share, portability and
growth. To the society the consumers will also benefit from this study as they will come to a better
understanding that the re-packaging of product is still their “dealing” product better presented.
1.6  SCOPE OF THE STUDY
For an indepth study of this research topic a manufacturing firm was used as a case study. The most re-
packaged of company’s product was used for the study. Infact the company has re-packaged the product
at least five times since introduction into the Nigeria market. Consumer in Aba, Abia State of Nigeria
were  used to study consumer response to the re-packaged products. And the consumer response to the re-
packaged products would have been consumers in and outside Aba. This is because Aba is not the only
town which has preference taste of the product.
1.7  LIMITATION OF THE STUDY
The time given for the submission of the research report is very short in other words, it will not
accommodate vast research of making references to other manufacturing firms as a case study. This is
because such a vast research will consume a lot of time.
Secondly, the study was limited by inadequate resources. This hindered the extension of consumer
response to the re-packaged products to consumers of the product outside Aba, Abia State. And the staff
and management questionnaire administered to the staff and managers in the Abia regional office of the
company would have gone beyond that if there was enough finance to visit other regional office of the
company.
The greatest limitation of this study is the unwillingness of the company’s public relations manager to
divulge information necessary for study. This is because they consider such information strategic which
must not be revealed to the public for fear that it may get into “Wrong hand” who will use them against
the company even at the region offices I was first sent as an agent from the competitors to spy the
performance of the company, though in the long run, I was assited but the management still afraid of
being seen as sabotaging the company and so unable to supply information in their custody, this
constituted a very serious problem to the research, but it does not invalidate the conclusion in the study.
1.8  DEFINITION OF TERMS
The following terms used in this chapter has been explained for better understanding of the study.
Customer: A person or an organization that buys something or patronize the services of a shop/store, or
business.
Consumer: A   person who buy goods or uses services and uses it for his/her satisfaction.
Promotional Tool: These are the strategies or   means by which a company promotes its products.
Cooperation Goal: This is the general objective and interest of a firm towards a particular product which
it has manufactured.
Innovation: The introduction of new things, ideas or ways of doing something.
Crude Packaging: This is archaic or old partition material used in packaging of products, e.g leaves,
animal skin, palm leaves etc.
Marketing strategy: These are measures taken by a business establishment to actualize its marketing
objectives
8.    Competitors: These are firms that produce by a particular firm. These are people who are in the same
line of business.
  Background to the Study

            Advertisement is one of the key elements for the development, expansion, and
growth of the industrial sector and ultimately for economic development. The media
and advertising campaigns are unavoidable by consumers in the 21 st century.
Researchers have studied and will continue to study the effects of advertising and its
influence on attitudinal change, emotions, modification of lifestyle choices and its
significant role in the consumption of goods and services (Horne, 2006) cited in
Akinrosoye (2011).

            Advertising, over the years, has evolved into a powerful marketing tool in
modern economics; advertising plays an important role in the growth of a business in
its line of expertise. Advertising is a persuasive non-personal communication about
products, services, or ideas usually paid for by identified sponsors through the various
mass media. Today, we are exposed to advertisements everywhere, whether on the
bus, walking around the street, on the high ways, while travelling, in the newspapers
and on radio and television, SMS advert receive on our mobile phones, email
advert/marketing we get in our inbox and particularly when surfing the internet. 

            Advertising is one of the ingredients in sustaining business whether the

company is dealing with products or services. The entire business of a commercial
organization or company starts and ends with advertising. That is to say, the rise and
fall of the profit of a company depend solely on the expenditure incurred by the
advertiser.
            It should be noted that when planning an advertising campaign, one of the
things to be considered from the outset is the type of media to be used because
different media performs present different purposes and offer a different kind of
results. Children advertisement is better channeled through television while adult
adverts can pass messages from radio, TV, billboard and print media. Illiterates
cannot grab messages from newspapers, social media and other literate media.        

            Advertising is a form of marketing communication used to persuade an

audience to take or continue some actions, usually with respect to a commercial
offering, or political or ideological support. In Latin, “ad vertere” means to “to turn
toward”. The purpose of advertising may also be to reassure employees or
shareholders that a company is viable or successful.        

            It should be noted that adverts are placed where advertisers believe they will
reach the largest, most relevant audience. Commercial businesses use advertising to
drive the consumption of their product, while a non-profit organization may place
adverts to raise awareness or encourage a change in behavior or perception.

            It should be noted that consumers don’t just buy advertised goods and services
because they have enough money but rather are motivated by certain motives. Smriti
(2007) writes that buying motive is the urge or motive to satisfy a desire or need that
makes people buy goods or services. Motive saw as thoughts, feelings, emotions and
instincts, which arouse in the buyers a desire to buy. A buyer does not buy because
s/he has been persuaded by the salesman, but s/he buys for the aroused desire in him
or her. In another word, a motive is simply a reason for carrying out a particular
behavior and not an automatic response to a stimulus.

            According to Smriti (2007), motives that drive advertisement include pride or
prestige, emulation or imitation, affection, comfort or desire for comfort, sex appeal or
sexual attractions, ambition, desire for distinctiveness or individuality, desire for
recreation or pleasure, hunger and thirst, habit etc. On the other hand, Wikipedia (nd)
sees a detergent as a surfactant or a mixture of surfactants with cleansing properties in
dilute solutions. These substances are usually alkylbenzene sulfonates, a family of
compounds that are similar to soap but are more soluble in hard water because the
polar sulfonate (of detergents) is less likely than the polar carboxylate (of soap) to
bind to calcium and other ions found in hard water. Some of the examples of
detergents are, Omo, Klean, WAW, Good Mama, Sunlight, Miss Bimbo, Canoe,
Tempo, So Clean, Ariel etc.  To this end, the research investigated the influence of
advertisement on the choice of detergents among students with a particular focus on
the University of Uyo.

1.2       Statement of Problem

            For a business to yield profit and survive in any competitive environment it
needs the help of advertising and because of this, many entrepreneurs or companies
indulge in illegal advertising so as to get what they want in business. By so doing,
they introduce fraudulent and unethical practices that mislead the public, customers,
or consumers into leaving the better brand to the worse brand and also into buying the
wrong products known as imitations. Adeagbo (2011). This practice makes the
advertising profession lose its good essence, credibility and interest. It also
discourages consumers from paying attention to advertising messages.

            Many advertised products and services are unable to perform their functions as
advertised to the consumers. Similarly, the audience or consumers were unable to
comprehend advertised messages because of the language used, meaning that at times
local language should be used rather than the English language.

            Many studies have been conducted on advertising generally, some focused on
Television, newspapers, billboards and online. Prakash (2017); Olayinka, (2016);
Aminu (2013), Akbar & Paul (2014).

            But every little of such studies focused especially on detergents. It is against
this background that the study investigates the influence of advertisement on the
choice of detergents among students with reference to the students in University of
Uyo, Akwa Ibom state.

1.3       Objectives of the Study

            The general objective of the study is; to investigate the influence of
advertisement on the choice of detergents among students of the University of Uyo.

The specific objectives are

1. To what extent do UNIUYO students expose to detergents advertisements?

2. What type of media do students often expose to detergents advertising?
3. To what extent do advertisements influence UNIUYO students purchasing
decisions of detergents?

1.4       Research Questions

The study formulated the following research questions. 

1. To what extent do UNIUYO students expose to detergents advertisements?

2. What type of media do students often expose to detergents advertising?
 3. To what extent do advertisements influence UNIUYO students purchasing
decisions of detergents?

1.5       Scope of the Study

            The study which examines the influence of advertisement on the choice of
detergents among students was narrowed in scope to students of University of Uyo.
The choice of THE students of UNIUYO was due to the proximity to the researcher,
inadequate time to study all students in Nigeria.

            Also, the demographic factors of the respondents will be studied before the
administration of the research instrument such factors include: age, gender, academic
level e.t.c. Also, out of so many related theories, Uses and Gratifications and
Perception Theories was considered in this study.

1.6       Significant of the Study

            The findings of this study will benefit the following groups and individuals.
Some of the benefits of the study are students, consumers, policymakers, advertisers,
advertising agencies and advertising researchers would stand to gain a lot from the
facts contained in this work.

            It will assist advertisers and advertising agencies to understand the concept of
advertisement, especially, what consumers want, how they want it and the media they
are often exposed to in order to know how to target them.

            Another beneficiary of this study is the media practitioner, the media
practitioners are a major part of the advertising family because advert messages
usually pass through them so that the media audience will be exposed to such
message, as a result, the media need to be watchful on the content their majority of the
audience wish to be exposed to, media may begin to lose their audience. Therefore,
the media stations need to do audience research.

            Detergent industries will benefit lots from the study with the view to know
what is expected of them in the aspect of advertising strategies and tactics to persuade
and lure consumers to make their choice while it will also enable them to structure
their adverts and brands to make them more appealing in order to improve sales and
lead to better performance.

The findings of this research serve as an eye-opener for many traditional advertising
agencies to join other advertising media such as social media, email and other e-media
to their practice. This study gives a clear insight into how advertising campaigns can
influence consumers buying behavior which encouraged brand owners to use suitable
media of communication to market their products.

Policy formulators will equally benefit from the research by using the information of
study findings to make laws that will improve advertising, especially some untrue
statements in some advertising messages. Government and policy formulators can
through some agencies like APCON approve, edit among other monitoring
advertisement messages i.e government through her agencies would see the need to
enforce truthfulness, fairness and non- deceit contents in advert messages in order to
safely guide the public interest.

It will assist students of mass communication, advertisement, marketing and another

related field to understand the concept of advertisement. The findings of this study
will serve as an addition to the existing literature on the topic for students who like to
carry out similar research

            This research provides benefits for researchers and practitioners. For

researchers, this study attempts to provide a greater understanding of advertising
information and knowledge. Future researchers will find the material relevant as it
forms bulk literature that exists in the field of mass communication, journalism and
media studies, that they can lay hands on when carrying out research related or similar
to this.

1.7       Operational Definition of Terms

Influence: It refers to the effect or contribution of an advertisement on the choice of

detergents among students.

Advertisement: This is a paid form of non-personal presentation and promotion of

ideas, goods or services by an identified sponsor. The message is usually disseminated
through one or more of the mass media for the purpose of detergents promotion

Choice of detergents: In this study, the choice of detergent simply means to have an
interest in using a particular detergent often and often.

Students: These are mainly students of the University of Uyo particularly those who
are in 100 level to 400 level and 500 level as the case may be.

 
References

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