THE INFLUENCE OF TELEVISION ADVERTISING IN THE PROMOTION OF SDG’S

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Advertising is a form of communication that ardently tries to convince customers to purchase or devour more of a particular brand of product or service. Advertisements are strategized to create increased consumption of those products or services through the generation and reinforcement of brand loyalty. A brand is seen as an intangible asset made up of the basic features, attributes, customers' benefits and the perceived quality of the product or services (Egwuonwu, Adeniran, & Egwuonwu, 2017). According to Bencollins and Okwuchukwu (2018), one of the many secrets of a successful brand is the ability to influence how customers perceive and appraise their level of satisfaction with the services or products, resulting in a continuous purchase of such products or services and how said products or services are recommended to family and friends. Successful brands continuously deliver benefits that meet and exceed expectations in diverse ways, thereby creating strong user loyalty; this is a scope in the modern competitive environment.

Advertising in Nigeria has undergone several levels of growth over the years. Some of the changes that have marked this growth include the limitation of foreign-owned agencies through indigenization and the introduction of modern advertising innovations such as billboards, mobile advertising, guerilla advertising, testimonials and many more. It is important to consider that advertising agencies in Nigeria manage accounts in a large range (billions) and, more recently, the banking sector whose in-depth and large scale advertising campaigns depend on advertisers for advertising expertise.

Television advertising has been one of the most popular forms of commercial advertising since its inception, owing to the fact that it supports both audio and visual material as methods of exposing viewers to the desired promotional message. Television advertising has a much greater influence on society than radio stations, newspapers, and magazines. According to the available statistics, individuals spend an average of five hours in front of the television screen since it is one of their favorite pastimes (Liaukonyte, Teixeira, & Wilbur, 2015). This is why television advertising has proven to be quite successful and is still one of the most widely used marketing media forms. Another reason why many businesses continue to use television advertising is because it helps them to capture viewer attention. However, when it comes to developing the commercial and then purchasing a TV spot for it, they often face rising prices.

The process of creating and delivering television advertisements is complicated since it entails several processes that must be precisely repeated in order for a firm to gain from advertising in the first place (Taylor & Okazaki, 2015). Many organizations that concentrate on television advertising should first undertake a thorough market analysis to determine their goals and viable methods for crafting an effective message for their target audience. Animation is one of the most popular contemporary advertising forms since it can last longer than any other presentation and can even be turned into a mini-series, allowing viewers to learn new information with each episode. Not only is this the most effective technique to bring attention to the goods, but it is also a key chance to positively impact prospective buyers (Hudders, Cauberghe, & Panic, 2016).

While television advertising may not result in immediate sales, its influence on the audience often persuades viewers to acquire the services and items advertised during the commercial. Television advertising helps companies to deliver their promotional messages in a captivating fashion that is centered on action, video, and audio material, whether on a regional or national scale. To minimize expenses, many organizations have the option of forming agreements with independent stations and network channels. With the use of audio-visual material, television advertising is one of the finest tools for generating creativity and affecting both current and future consumers (Klein, 2016).

Television, within the context of contemporary civilization, plays a vital role in terms of advertising for a number of reasons. The reach of commercial adverts to their end consumers is the first feasible contribution to the expansion of TV advertising popularity. Given the prevalence of television sets, it's realistic to assume that the contemporary world would struggle to deal with the expanding quantity of information without their assistance (Coombs & Batchelor, 2014). In this situation, the purpose of television is to enable consumers to watch television even if they do not have a television set countless live streams are accessible online and can be readily accessed via smart phones and laptops, extending the function of television even further. The results of such a high prevalence suggest that the audience that television advertising tends to reach expands on a daily basis and is made up of a far larger group of consumers than the audience that listens to the radio or reads the newspaper.

1.2       STATEMENT OF THE PROBLEM

Sustainable Development Goals (SDG) are placed as priority by the United Nations with the major aim to better the lives of the world population and also make the world a better place by 2030. Attention has been paid to the SDG’s over the years and Governments of various countries have been working towards the accomplishment of these goals. However, not all citizens of every country are aware of what the SDG’s are, due to the failure of the government and the media to disseminate the necessary information to the masses. A lot of mediums can be used to pass across information to the masses concerning the subject of SDG’s. However, for the purpose of this study, television advertising will be used a the medium in order to know its influence in the promotion of the SDG’s.

1.3       OBJECTIVE OF THE STUDY

The main objective of this study is to access the influence of television advertising in the promotion of SDG’s. Thus the following objectives;

1. To investigate the effects television advertising has on individuals

2. To determine whether the promotion of SDG’s can be influenced via television advertising.

3. To determine the role television advertising plays in the promotion of SDG’s.

1.4       RESEARCH QUESTIONS

These following questions guide this research;

1. What are the effects of television advertising on individuals?

2. Can the promotion of SDG’s be influenced via television advertising?

3. What is the role television advertising plays in the promotion of SDG’s?

1.5       SIGNIFICANCE OF THE STUDY

This study will be very crucial as it depicts a medium through which the SDG’s can be promoted, resulting to a wider reach and acceptance of the SDG worldwide. This study will be beneficial to other researchers who want to delve deeper or carry on the research from a different point of view. It will also be helpful as it will show the government and the media a means through which the citizens can be educated on the SDG’s and their completion. This study will also aid in realizing the imbued prowess of television advertising.

1.6       SCOPE OF THE STUDY

This study will only cover television advertising and its influence in promotion of the SDG’s. Some selected Tv channels in Lagos state shall serve as enrolled participants for this study.

1.7       LIMITATION OF THE STUDY

The limitations faced by the researcher during the course of this study were lack of funds and insufficient time.

1.8       DEFINITION OF TERMS

1. ADVERTISING: Advertising is the action of calling a product to the awareness, observation and attention of the general public especially having communication elements that is non-personal, persuasive, paid for by an identified  sponsor used to reach enormous audiences, generate brand awareness, brand differentiation and  build effective brand image

2. TELEVISION: A system for converting visual images (with sound) into electrical signals, transmitting them by radio or other means, and displaying them electronically on a screen.

3. SDG: Simply refers to the Sustainable Development Goals, which are aimed at improving the world and the lives of the people in it.