Effectiveness of Web Links Used in Television Commercials in Influencing Product Patronage
– Effectiveness of Web Links Used in Television Commercials in Influencing Product Patronage –
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ABSTRACT
This research set out to find out the effectiveness of web links used in television commercials. The primary aim is to find out if it has helped to provide audience additional information, thereby stimulating patronage of advertised goods.
Through the use of survey, the study sought to ascertain from broadcast audiences living in three major cities in Abuja, Lagos and Delta states of Nigeria if they actually follow the links and more so, if what they find on the webpages influences them to make eventual purchase.
Multistage sampling was employed to select adult members of the population who have purchasing power.
The findings of the study revealed that majority of television audience do not follow web links used in television commercials due to factors such as low exposure to commercial messages and poor access to internet.
However, without the additional information provided through the internet, that is, via the web links, many of the audience will patronise the product being advertised.
It is therefore recommended that emphasis should be made in strengthening the contents of television commercial messages and those last seconds used in the display of web links can be effectively utilised to display additional product information.
Also, for now, investment should be reduced in financing webpages aimed at providing additional product information in anticipation of visit from television audience pending increased exposure to television commercials and access to internet in the country.
TABLE OF CONTENT
Abstract
Dedication . . . . . . . . . . i
Acknowledgement . . . . . . . . . ii
Table of contents . . . . . . . . . iii
List of tables and charts . . . . . . . . v
Chapter One: Introduction
1.1. Background of the study . . . . . . . 1
1.2. Statement of the problem . . . . . . . 3
1.3. Objectives of the study . . . . . . . 4
1.4. Research questions . . . . . . . 4
1.5. Definition of terms . . . . . . . . 5
1.6. Significance of the study . . . . . . . 5
Chapter Two: Literature Review
2.1. Focus of the literature . . . . . . . . 7
2.2. Empirical review . . . . . . . . 7
Why TV Commercials . . . . . . 7
Chapter Three: Methodology
3.1. Research design . . . . . . . . 24
3.2. Population of study . . . . . . . . 24
3.3. Sample size . . . . . . . . . 25
3.4. Sampling technique . . . . . . . . 25
3.5. Instrument of data collection . . . . . . . 28
3.6. Method of data collection . . . . . . . 28
3.7. Method of data analysis . . . . . . . 28
Chapter Four: Data Analysis and Presentation
4.1. Data analysis . . . . . . . . . 29
4.2. Discussion of findings . . . . . . . 38
Chapter Five: Summary, Conclusion and Recommendations
5.1. Summary . . . . . . . . . 41
5.2. Conclusion . . . . . . . . . 41
5.3. Recommendations . . . . . . . . 42
References
INTRODUCTION
Since the internet came into the public domain, businesses have adopted it as a medium to make their presence known and reach out to their customers by providing graphic details and information of their products and services.
Marketing products on the Internet costs less (www.alternateadverts.com) and it has been a very effective way of keeping in touch since it is hardly restricted by time and space (pages) unlike the broadcast and print media where cost of commercial increases significantly with time and space allotted respectively.
For instance, for 60 seconds advertisement on Africa Independent Television national network cost between N331,900,00 – N365,000.00 for a single slot from early morning to evening hours on weekdays and between N137,646.00 and N44,028.00 for mid news spot on Ray Power FM (Daar Communications Plc na.: p.7-13).
These rates are just for a single slot of 60 seconds. On the other hand, commercial messages can be placed on the Internet as a webpage where new product information can also be delivered directly to (subscribed) customers’ devices like mobile phones and PCs using such web hosts as www.webs.com and www.wix.com.
For a month, some webhosts charge a fee of about N3,000.00 to host a product website while a few others host for free.
Thus, according to Belch & Belch (2003: p.29), many companies recognize the advantages of communicating via the Internet and are developing web strategies and hiring interactive agencies specifically to develop their websites and make them part of their integrated marketing communications programmes.
REFERENCES
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CSN Team.
