THE IMPACT OF TELEVISION ADVERTISEMENT OF ‘ALWAYS’ ON CONSUMERS CHOICE OF SANITARY TOWEL

ABSTRACT:

This research explores the influence of television advertisements for the “Always” sanitary towel brand on consumer purchasing decisions at Federal Polytechnic Oko. The study aims to ascertain the extent to which these advertisements affect the choices of consumers regarding sanitary products. Given the unique advantages of television—combining visual and auditory elements to impress messages—this study hypothesizes that such advertisements significantly impact consumer behavior. The target population for this research included students and staff of the institution, who were surveyed to gauge their responses to the “Always” advertisement. Notably, the findings suggest that television advertisements do play a crucial role in shaping consumer preferences in the sanitary products sector, as the audience actively engages with and interprets these media messages. This research contributes to a better understanding of marketing strategies within the feminine hygiene industry in Nigeria and highlights how impactful advertising can lead to shifts in consumer brand loyalty and choice. Ultimately, this study provides valuable insights for marketers and advertisers concerning consumer behavior and emphasizes the importance of effective advertising in the competitive market of sanitary towels.
Keywords: Television Advertising, Consumer Behavior, Always Sanitary Towels, Product Influence, Marketing Strategies

TABLE OF CONTENTS

TITLE PAGE            

APPROVAL PAGE    

DEDICATION          

ACKNOWLEDGEMENT

TABLE OF CONTENTS

 ABSTRACT                     

LIST OF TABLES                    

CHAPTER ONE:

1.0   INTRODUCTION              

1.1   BACKGROUND OF THE STUDY

1.2   STATEMENT OF THE PROBLEM

1.3   OBJECTIVE OF THE STUDY   

1.4   SIGNIFICANCE OF THE STUDY      

1.5   RESEARCH QUESTION          

1.6           SCOPE OF THE STUDY          

1.7   LIMITATION OF THE STUDY   

1.8   DEFINITION OF TERMS            

CHAPTER TWO:

LITERATURE REVIEW

2.0 INTRODUCTION        

2.1 ADVERTISING AND THE MARKETING MIX

2.2 ADVERTISING AND CONSUMERS CHOICE  

2.3 DEVELOPMENT OF MODERN ADVERTISING

2.4 PURPOSE OF ADVERTISING    

2.5 SUMMARY OF LITERATURE REVIEW

CHAPTER THREE

RESEARCH METHODOLOGY 

INTRODUCTION                      

3.1POPULATION OF THE STUDY

3.2 SAMPLE                                    

3.3 SAMPLING TECHNIQUE   

3.4 INSTRUMENT FOR DATA COLLECTION

3.5   METHOD OF DATA ANALYSIS

3.6 VALIDITY AND RELIABILIT        

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1DATA PRESENTATION               

4.2 DATA ANALYSIS (RESEARCH QUESTION)

CHAPTER FIVE                     

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 SUMMARY OF THE FINDINGS

5.2 CONCLUSION           

5.3 RECOMMENDATIONS      

5.4 SUGGESTION FOR FURTHER STUDIES   

REFERENCES

APPENDIX A   

QUESTIONNAIRE