THE IMPACT OF TELEVISION ADVERTISING ON NURSING MOTHERS: (A CASE STUDY OF BABY PRODUCTS

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ABSTRACT

The impact of Television Advertisement on Nursing Mothers cannot be over-emphasized.

The objectives of this research is to investigate if television is actually the most effective media of advertisement as many theorists have asserted and to determine whether baby products commercials they see on television could influence the buying habits of the nursing mothers.

In this study, the work has been grouped into the following sections.

Chapter one deals with the introduction, which exposes the history of advertising in the world and in the country. It also deals with research problems, objectives, significance, definitions of terms, and limitations of the study.

In other words, chapter two covers the extensive review of related literature done by the researcher. This has to do with the views of experts and authors concerning the issue at stake.

Furthermore, chapter three deals with the research method, design population, sample, measuring instruments, data collection, data analysis and expected results.

The population was based on the urban and rural dwellers in Nsukka.

In chapter four, data collected through oral interviews and questionnaires were analyzed using percentage (%) method, tables were used in presenting the data.

Finally, chapter five deals with summary based on findings. Also recommendations were made such that would be helpful to the manufacturers and advertisers of baby products.

TABLE OF CONTENTS

TITLE PAGE II

APPROVAL PAGE III

DEDICATION IV

ACKNOWLEDGEMENT V

ABSTRACT VII

TABLE OF CONTENTS IX

CHAPTER ONE

INTRODUCTION 1

1.1 BACKGROUND OF THE STUDY 5

1.2 STATEMENT OF THE PROBLEM 12

1.3 RESEARCH QUESTION 14

1.4 RESEARCH HYPOTHESIS 15

1.5 OBJECTIVES OF THE STUDY 17

1.6 SCOPE OF THE STUDY 19

1.7 OPERATIONAL DEFINITION OF CONCEPTS 24

CHAPTER TWO

REVIEW OF RELATED LITERATURE 25

2.1 FUNCTIONS OF ADVERTISING 34

2.2 CRITICISMS OF ADVERTISING 36

CHAPTER THREE METHODOLOGY

3.1 RESEARCH DESIGN 45

3.2 RESEARCH POPULATION 46

3.3 METHOD OF SAMPLE SELECTION AND THE SAMPLE 47

3.4 INSTRUMENT USED IN DATA COLLECTION 49

3.5 ADMINISTRATION OF INSTRUMENT 51

3.6 METHOD OF DATA ANALYSIS 51

CHAPTER FOUR

RESEARCH FINDINGS, PRESENTATION AND –

ANALYSIS OF DATA 52

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION 63

BIBLIOGRAPHY. 76

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THE IMPACT OF TELEVISION ADVERTISING ON NURSING MOTHERS: (A CASE STUDY OF BABY PRODUCTS

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