EFFECTIVENESS OF TELEVISION JINGLE ON PRODUCT PROMOTION (A STUDY OF AGUATA LOCAL GOVERNMENT AREA)

 

 

ABSTRACT

This study was carried out to find the effectiveness of Television Jingle in product promotion in Aguata Local Government Area. This becomes necessary for the advertisers and manufacturers to know and beware that jingles help in building brand image. It reflects the quality of the product by making the product real and honest. Questionnaires was prepared and randomly distributed to the representatives of the total population of 380,000 Aguata indigenes. This study is divided into five chapters. Chapter one examines, chapter two reviewed literature on jingle, chapter three treated the methodology which indicated the type of research method that was used in the study, chapter four devoted on the analysis of collected data through questionnaire methodology, in last chapter, chapter five recommendations were also made to improve and encourage the manufacturers and advertisers for continuous use of jingles in advertising.

 

TABLE OF CONTENT

TITLE PAGE –           –           –           –           –           –           –           –           –           –           i

APPROVAL PAGE   –           –           –           –           –           –           –           –           ii

DEDICATION           –           –           –           –           –           –           –           –           –           iii

ACKNOWLEDGEMENT     –           –           –           –           –           –           –           iv

ABSTRACT   –           –           –           –           –           –           –           –           –           vi

TABLE OF CONTENT                     –           –           –           –           –           –           –           vii

CHAPTER ONE

1.0       INTRODUCTION     –           –           –           –           –           –           –           1

• BACKGROUND OF THE STUDY –           –           –           –           2
• STATEMENT OF PROBLEM –           –           –           –           –           4
• OBJECTIVES OF THE STUDY –           –           –           –           –           5
• SIGNIFICANCE OF STUDY                –           –           –           –           –           6
• SCOPE OF THE STUDY –           –           –           –           –           –           6
• RESEARCH QUESTION –           –           –           –           –           –           7
• OPERATIONAL DEFINITION OF TERM – –           –           7

 

CHAPTER TWO

LITERATURE REVIEW AND THEORETICAL FRAMEWORK            –           9

• INTRODUCTION –           –           –           –           –           –           –           9
• THEORETICAL REVIEW –           –           –           –           –           –           14

 

CHAPTER THREE

3.0       RESEARCH METHODOLOGY      –           –           –           –           –           18

• RESEARCH DESIGN –           –           –           –           –           –           –           18
• AREA OF THE STUDY –           –           –           –           –           –           20
• POPULATION OF STUDY –           –           –           –           –           –           21
• SAMPLE SIZE –           –           –           –           –           –           –           –           21
• SAMPLING TECHNIQUES –           –           –           –           –           –           24
• METHOD OF DATA COLLECTION –           –           –           –           24
• METHOD OF DATA ANALYSIS –           –           –           –           –           25
• MEASURE TO ENSURE VALIDITY –           –           –           –           25

 

CHAPTER FOUR

4.1       PRESENTATION AND ANALYSIS          –           –           –           –           26

4.2       METHOD USED IN DATA ANALYSIS    –           –           –           –           26

4.3       DISCUSSION OF FINDINGS         –           –           –           –           –           34

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION        –           –           37

5.1       SUMMARY OF FINDINGS            –           –           –           –           –           –           37

5.2       CONCLUSION         –           –           –           –           –           –           –           –           38

5.3       RECOMMENDATIONS       –           –           –           –           –           –           38

5.4       LIMITATIONS OF THE STUDY    –           –           –           –           –           40

REFERENCE –           –           –           –           –           –           –           –           41

APPENDIX I –           –           –           –           –           –           –           –           42

APPENDIX II: QUESTIONNAIRE                        –           –           –           –           43

 

 

 

 

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Television Jingle is a short slogan verse, a tune designed to be easily remembered especially as used in advertising.

Television jingle as a short catchy musical number used to promote your brand or product in television commercial which will arouse the interest of the audience towards the product.

It should be noted that television is a form of advertising which is used to promote brand or product in the sense that through this commercial it will attract the interest of the customer/audience in buying the product. It is also a medium in making the audience to understand and have more knowledge about the product.

Television jingles are always short catchy musical number used in television commercial which will make it lively and not boring so that the audience will be attracted and it will arouse their interest towards the product.

The research in this study, set out to evaluate the effectiveness of this technique of using jingle in television commerce to promote brand or product for advertising.

Advertising is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, political, or ideological support.

There have not been any authentic record of exact time and place where advertize emerged in the whole world.

Years back, attentions to a product have always called by means of calligraphic signboards and ink papers, using gong by a town crier was also another earliest goes around the town informing people about a particular product and convincing them to buy.

In about 2000BC Egyptians used Papyrus to make sales messages and wall posters. In ancient china, the earliest advertising known was oral, as recorded in the classic of poetry (11^th to 7^th century BC of bamboo flutes played to sell candy. Advertising continued in different ways till invention of printing.

The emergence of modern advertizing really dates from the invention of printing when in June 1836, French newspaper la press was the first to include paid advertizing in its pages allowing it to lower its price extend its readership and increases its profitability.

 

Advertising continued dramatically till late 1920’s to early 1930’s when electronic media came in with some special commercials and jingles on radio which brought in a powerful influence on the large captive audience.

Jingle which is the nitty-gritty of the matter have been around since the advent of commercial radio in the early 1920’s when advertisers used musical flowering language in there adverts. But is was on the Christmas eve, 1926 in Minnepolis Minn, that the modern commercial jingles was born when a cappella group called the wheaties quartet sang a song “Have you tried wheaties?” out of a General Hills breakfast executives at General mills breakfast were actually about to discontinue wheaties when they notices a spike in its popularity in the region where the jingle aired. So the company decided to air the Jingle nationality, and sales went through the roof, since then Jingles have been an important part of both advertizing and popular culture.

The practice of advertising was carried over to commercial television aim as a part of electronic media in 1941. This brought about people’s interest in advertising because of the nature of the television that was being used as at that time (Black & White which does not show a product exactly the way it is.

A television Jingles is a short catchy musical number used to promote your brand or product in television commercials. Jingles along with slogan and other company’s symbols and images, help solidify the reputation and reinforcement of a company’s brand and values. Jingles promote advertising objectives of building and maintaining brand awareness. The idea is that consistent use of the same Jingle in messaging aids in brand or product recall. In some instances, customers find themselves humming or singing your Jingles combined with repetitious use in advertising helps remind customers about your brand product promises. Examples, companies sometimes change Jingle for each advertising campaign. However some Jingles have stood the test of time and reminded impacting for much longer.

 

• STATEMENT OF PROBLEM

Mediocrity in the Jingle making has been in this count especially now that the economic crunch is crushing people very hard. The purpose of this research is to carry out a research on effectiveness of television Jingle in Aguata Local Government. Super Blue Omo will be used to analyze the effectiveness of television Jingle in promoting product.

In Aguata L.G.A. where the research was conducted, there are many Jingles that are currently on air in which many of them are annoying, irritating, repulsive to sight and ever discordant to the ear.

In view of this abnormality, the researcher will seek and proffer solution to these problems which include:

1. How to make advertising companies their sponsors and media houses see the essence of professional Jingles.
2. To find out why some Jingles don’t enhance sales/corporate image of the sponsor.
3. To find out consumers reaction to Jingles.
4. To find out what to be done to achieve effective professional Jingles.

 

• OBJECTIVE OF THE STUDY

Television Jingle is aimed at promoting the product of the producers in connection to the product promotion by the use of television commercial to use Jingle to pass a message that will arouse the interest of the audience and make recommendation and suggestion based on the findings.

 

• SIGNIFICANCE OF STUDY

This study helps to improve advertising, provision of a detailed guidance on how to carry out a good and catchy musical number as medium in television commercial in our various television stations. In connection with the advertising will help to promote product and will arouse the interest of the audience in buying the product.

 

• SCOPE OF THE STUDY

This work is designed to cover or deal with the effectiveness of Television Jingles in product promotion. But for the purpose of effective control and to avoid carrying out a work that will be impossible to accomplish, the researcher has option but to limit the area of coverage of the research to Aguata Local Government Area.

 

• RESEARCH QUESTIONS

• To what extent does the television Jingle on Omo Product affect the life of Aguata indigenes?
• How does the Jingle promotion of Omo help to promote the business in Aguata Local Government?
• To what extent can the Jingle help to promote brand name recognition?
• In what ways can the jingle be improved to attract more viewers and patronage?

 

 

• OPERATIONAL DEFINITION OF TERMS

1. Television: A medium of communication which combines sounds and pictures in transmitting its signals air waves.
2. Jingle: A short slogan, verse or tune designed to be easily remembered, especially as used in advertising.

• Product: An article or substance that is manufactured refined for sale.

1. Advertising: Is a business form of marketing communication used to encourage, persuade or manipulate an audience.
2. Commercial: Is an advertising, paid, classified message in newspaper, magazine, flyers, billboards and television.
3. Promotion: Promotion is a term used frequently in marketing and is one of the market mix elements.

• Effectiveness: Ability to bring about the intended result.

 

 

 

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