CHAPTER
ONE
1.0 INTRODUCTION
In recent times some school of thought
believes that traditional media of mass communication has continue to loss its
large audience to the current arrival of the conventional media. This is as a
result of the immediate satisfaction derived from the new media.
The traditional media like the Television which combines both sound, visual and audio
which was seen as one of the best medium of communication has faced a lot of setback.
This innovation can be attributed to the arrival of smart phones which solves
the problem of delayed feedback in the contemporary society.
However, the Children like their counterpart
in any higher institution in the world have been diverting from Television to the internet using smart phones like ipad,
blackberry, tablet etc. to get aware or make a decision on the product they go
for.
Today, Television play a crucial role in all
the domains of life and has therefore become highly significant. All businesses
need efficient marketing in order to increase their sales. The traditional ways
of trade and commerce were largely dependent upon the system of transportation
and slow means of communication. Television has therefore accelerated trade
which have brought about electronic development and has lowered additional
cost.
The rationale behind any adverting placed
through the various forms of electronic is to cause action and get the required
feedback from the prospective customers.
The kind of feedback an advertise receives
depends largely on the perception of its target audience.
According to Sternberg Kalat (2005)
“Perception is the set of cognitive processes through which we interpret the
messages our senses provide”
Our perception generally synthesizes
sensations and assign meaning to them by taking into account our expectations,
our prior experiences and sometimes our culture.
The conventional media like Facebook, twitter
is changing the way we receive our messages. The recent boom of twitter is
showing it’s the new methods of receiving information or advertising as
marketers as well as private organization tap into it as a result of its
numerous users. In this present generation people have become so attached to
the conventional media that youths and Children spend reasonable amount of time
surfing the net.
Firms can use a social platform to spread
information about their activities and promote their brand. Facebook, one of
the most popular social platform, provides such an opportunity to firms using a
feature called spun shred stories where users use the “like” option to approve
of a particular product, service or message.
Basically, there are some social group that
also influence the way Children or consumers perceive message received through Television.
According to S Gupta and Ratna V.V.
(2004:150) “Family as social group also play an important role in influencing
consumers’ behavior. The family acts as both a primary and reference group. The
family operates as an economic unit earning and spending money.”
The family functions as directly in
consumption of the product. Children who are numbers of a family are influenced
in product selection and brand selection / purchase by the family they grew up
in. it is therefore important for markets to understand the nature of family’s
influence on its members and the way in which purchase decisions are made by
the members so that they can effectively programmed to place their advertising
properly in the various television.
The conventional media which includes the
internet and email have acted in facilitating the traditional media in terms of
feedback. This is as a` result of the advert of the internet. Internet have
emerged as the most powerful communication medium so far known to mankind. The
explosive growth of the internet advertising industry is very reminiscent of
the early days of Television advertising.
Based on a research carried out by S. L Gupta
and V.V. Tatna (2004) in their book Advertising and sales promotion management,
it was estimated that in United State alone by 2004, citizens will spend $16
billion a year on health care over the internet, this is as a result of an
online Advertising placed previously about the advantage of using a particular
Health Services. In 1999 $450 million was spent on purchasing prescription
drugs online alone. More than 32 million adult a year currently 90 online for
game related content. Advertising expenditure as at 1999 in USA was 4.7 billion
alone and it is expected to rise in the years to come.
The internet grew from purely academic
origins, it is still a mixture of things and even though it is today
predominantly commercial, it is not exclusively a commercial environment. The
paradigm shift in internet usage from an academic to a commercial environment
is taking place and advertising world is taking advantage of that.
Two methods of internet advertising are in
email and on web sites. Both have useful applications. Email advertising is
most often text based, tagging along on a consumer’s incoming messages.
Conversely, web advertising usually include multimedia content, utilizing
banners, buttons and sponsorships on websites. Neither email or websites are
limited, however, websites advertising can be as small as a line of text with
an embedded hyperlink to the advertiser’s site and email advertising can
include graphics. This may implies that messages or advertising on the
conventional media are not totally truth is credible because there is no
censorship or gate keeping and there is every tendency for the advertiser to
over blow their products online using graphics whereas in the real sense the exact
product might be difficult to locate. This is done to attract their prospective
buyers and increase sales.
Consequently, challenges remain for
advertisers and agencies that are looking to deploy rich media campaigns, as
well as for publishers trying to offer reach media inventory. One of the most
critical problems with electronic marketing is that the magnitude of it
overwhelms most users. Thus, the same issue we’ve witnessed with traditional
media is occurring in electronic advertising. The consumer becomes indifferent
and ignores the vast majority of messages aimed at him.
No advertiser can assume that it’s message
will generate the exact action intended for all receivers selective perception
therefore magnifies the possibilities of an advert reaching the target audience
and falling to achieve its purpose.
Online marketing has been a significant tool
to convey messages. It is mode of media through which advertising or promotion
of tangible and intangible products, cultures and other messages can be done
(Cho et as 2007). Social marketing has seen a rapid growth however it has a
risk of not meeting its full potential because of the perception of potential
customers (Andreasen, 2002).
1.2 PROBLEMS OF THE STUDY
Advertising which in recent times have being
done through the traditional media have lost its large audience to the arrival
of the conventional media. This to large extend have result to people losing
their interest in the traditional media and also, the magnitude of message
found on the Television overwhelms most users which result in them been
indifferent and ignore the vast majority of messages aimed at them. The result
of this will be the advertiser not getting the desired feedback, increase in
sales and promotion of their product. There is also the issue of the advertiser
not been fully aware of the attitude and cycographic composition of their
prospective customers.
1.3 RESEARCH OBJECTIVES
The
study is aimed at assessing the following:
Ø
Investigate Children
perception on seeing an advertising on Television e.g. facebook, twitter,
whatsapp, Television , radio etc.
Ø
Investigate the
effects of advertising on Television
Ø
Factors that
determine the perception of Children
Ø
Investigate the
willingness of users / Children to be exposed to conventional media network
website advertising.