CONSUMERS’ PERCEPTION OF TRUTH IN ADVERTISING

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ABSTRACT



This research study surveys how certain advertising strategies affect consumers’ perception of truth in them with outcomes drawn from publics in Yola, Adamawa, Nigeria. There are two research questions raised and the literature review focuses on what consumers perceive to be truth in advertising. The theoretical framework for this study uses past experiences and advertising exposures as the key elements for evaluation. The sample size for this study were 200 respondents from the American University of Nigeria, Federal University of Technology, Yola, Adamawa Television, Fombina FM Radio and TV Gotel. Questionnaires were used as the research instrument. The results from the study shows that majority of the respondents have a negative approach towards how advertising practitioners display certain aspect of realism in their productions. The virtue of honesty and frankness were highly overemphasized to be what truth should be all about in the strategic and creative planning of advertisements. The outcome gotten from this research study revealed a positive attitudes towards the impact of advertisements in economic activities. However, the feeling towards how trustworthy and sincere advertisement content are, is a trait that advertising practitioners should resolve.


TABLE OF CONTENTS

Table of content
Abstract

Chapter One: Introduction
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Delimitation (scope) of the Study
1.7 Limitations of the Study
1.8 Definition of Terms (conceptual and operational)

Chapter Two: Review or Related Literature
2.1 Introduction
2.2 Review of Important Concepts
2.3 Review of Related Studies
2.4 Theoretical Framework
2.5 Relevance of Theory to the Study

Chapter Three: Research Methodology
3.1 Introduction
3.2 Research Design and Instruments
3.3 Population of the Study
3.4 Sample Size and Procedures
3.5 Description of Data Gathering Instrument
3.6 Method of Data Collection
3.7 Validity and Reliability of Research Instruments
3.8 Method of Analysis

Chapter Four: Data Presentation, Analysis and Discussion
4.0 Introduction
4.1 Data Presentation and Analysis
4.2 Discussion of Findings

Chapter Five: Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusions
5.3 Recommendations
REFERENCES


CHAPTER ONE

INTRODUCTION


1.1 Background to the Study


Humans by very nature seek after the best in all endeavors. As a result, they get easily caught up with the “better option” rather than being content with where they are and what they have. Advertisers have exploited this human psychology to their advantage. Several advertising contents have challenged the consumers’ perception of the ideal message, otherwise called the truth. The whole essence of advertising is to create attention, desire, action and interest in the consumers. Sexual, factual and emotional strategies are a few methods that advertises use to appeal to consumers.

In an effort to woo consumers, advertising exaggerates the difference between the perceived product and the reality of the product. This is very common amongst competitors. They tend to include more than available information on a perceived benefit and exclude all the disadvantages. Cohesion cannot be used as a tool in making consumers to buy something they don’t need, but effective advertising can increase consumer wants and desires.

This research evaluates the level at which consumers agree with the various creative techniques used by advertising practitioners.


For example; the advertised hamburgers, which are usually larger than life, though appetizing, TV commercials for video games, where the trailers have high computer generate imagery (CGI) and graphics that cannot be matched in real life and the various Coca-Cola and Pepsi advertisements.

Enticingly, advertising connects a good to a need, suggesting that by consuming a particular good or service, a need will be achieved. It is within this frame that consumer’s derive their own meaning of what is truthful and what is deceptive. Various research studies have presumed that advertising could resurface consumers hidden needs as well as create new ones, if the advertisement is effective enough. However, consumer's limited level of reasonability usually restricts the number of brands with high memorable capacity in a given category. In this scenario, advertising has to be exceptionally brilliant in order to occupy that portion of the consumers mind in order to create brand equity through resonance, recall and loyalty. Brand equity is the conscious remembrance of a product or service by a consumer towards a particular good or service. Therefore, when asked about brand of a certain product (sodas), the consumer will quickly answer with that which he or she is most aware of.

Advertising stresses the importance of a connection between their identity to the brand and the brand itself. It creates an environment for consumers to purchase the goods and service for ambitious purposes e.g. (my hair style has to be the best).

In a more practical orientation, attention is paid to satisfy a certain need or desire, advertising prompts first purchase by motivating and generating occasions. It creates a feeling such as “the time has come” or that of “the due date is close”, providing an inner desire to purchase a product.


In advertising, the type of behaviors related to the usage of a particular good or service can be extended to the social obligations of the consumer. This is particularly effective when a purchase has a social meaning attached to it e.g. (if I buy the Rolex watch, they would know that I have arrived). This idea of showcasing oneself sometimes is as a result of consumers using the...


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