CHAPTER ONE

INTRODUCTION

1.1 HISTORICAL BACKGROUND OF THE STUDY

Advertising is the means of informing as well as influencing the general public to buy a

product or services through visual or oral messages. A product or service is advertised to

create awareness in the minds of potential buyers through various advertising mediums such

as Newspaper, Magazines, Television, Radio, Posters, Hoardings, Billboard and in recent

time internet and web advertising. It is a promotional activity for marketing a commodity. In

the present day world of mass production and distribution, advertising serves as a powerful

tool in the marketing process. Advertising is used for communicating business information to

the present and prospective customers. It usually provides information about the advertising

firm, its product qualities, place of availability etc.

Advertising is the integral part of our daily life. It is a pervasive method of marketing In

society which encourages people to purchase goods and services. Advertising contributes to

bring about all round development of the economy by increasing demand and by encouraging

economic activities which in turn improves the income. It motivated people to consume more

material and thereby improves their standard of living. Effective advertising generates

demand for goods and services and calls for more production which requires more physical

and human resources, thus creating employment opportunities.

In the modern age of large scale production, producers cannot think of pushing the sale of the

product without advertising. Advertising has acquired great importance in the modern world

where tough competition in the marl et and fast changes in technology, altered our lifestyle.

The term 'advertising' is derived from the Latin word 'ac/vertere' which means 'to turn' the

attention. Every piece of advertising attempts to turn the attention of the readers or the

listeners or the viewers towards a product. The most widely accepted definition of advertising
is the one which is given by the American Marketing Association, according to which

advertising is "any paid form of non-personal presentation and promotion of goods, services

and ideas by an identified sponsors" ( Kazmi and Batra, 2008). But the definition has some

limitations because it does not talk about the persuasion aspect of advertising, without which

it is very difficult to achieve advertising objectives. A survey of recent advertising and

marketing textbooks makes it obvious that there is no universally accepted definition of

advertising; however certain recurring elements such as paid, non personal, identified

sponsors, mass media, act of persuasion makes advertising to be controlled means of mass

communication, may take any form-visual, oral or written to promote a product through

persuasive communication to achieve a pre determined objectives, changing and reinforcing

the desired attitude of the consumers at the point of purchase.

The advertising message is considered as an important component in advertising

communication process. It is the thought, idea, attitude, image, or other information that the

advertiser wish to convey to the target audience.

How an advertising message is presented is critically important in determining its

effectiveness. An ideal advertising message should command and draw attention, hold the

interest, arouse desire for possession of the product, and elicit action (Gupta,2012).

The effectiveness of an advertising message depends to a large extent on its visual contents.

The advertiser must locate an appeal, theme, idea or an unique selling proposition. An

advertising appeal refers to the approach used by an advertiser to attract the attention or

interest of the consumer and influence their feelings towards the product, service or idea.

Through the use of different kinds of appeals, advertising attempts to persuade and influence.

The visual and non-verbal elements in advertising play a dominant role in attracting the

consumers. A good number of advertisements uses very little written information and mainly

focus on the visual elements to convey the message. The visual elements used in the
advertisements not only convey the information, but also reinforce the advertising claims.

Audiences often develop impressions or image based on certain illustrations and pictorial

representation depicted in advertisements which increases immediate recall value.

It ensures a good connectivity and trust between the advertiser and the consumers and adds

value to the product. Since the advertiser expects to create a favorable attitude about the

product which will lead to positive actions in the mind of the consumer, an unique visual

attribute is required to enhance the taste and acceptance of the consumer about the product

thus advertised.

Advertising in Nigeria has its humble beginning rooted in colonial history. Advertising

development in Nigeria could be traced to about 1928 with the birth of West African

Publicity Limited; a subsidiary of the United African Company (UAC). The company was set

up to cater for the marketing activities of UAC in both Nigeria and other West African

countries as at that time. The company was later to transform to a full-fledged advertising

firm in 1929 and was named Lintas with two other subsidiaries, Afromedia, the outdoor

medium and Pearl/Dean, the cinema arm. Then headed by expatriates, the companies were to

enjoy a monopoly for a long time. It was not until 1950′s when other advertising agencies

started to emerge on the scene.

Ogilvy, Benson and Martha (OBM) and Grant were later to join the fray to form the big three

in the industry (Saleem et al., 2010).In the 50s, other sizes of structures like 8 sheets, 1b sheet

and few bulletin boards at Iddo were erected for such clients as Nigeria Tobacco company,

Nigeria breweries and Langucy stores.

The history of outdoor is the history of advertising in Nigeria. What has evolved into

advertising practice today started formerly around 1928 with the establishment of a UAC

subsidiary known as the West African Publicity, whose major activity was producing outdoor
advertising for UK companies based in Nigeria. The business has since grown over the years

to become a multibillion naira outfit (Tirmizi et al., 2009).

In 1957 all billboards on railway property was landed to MRS Freemont. Railways having set

up an outdoor advertising department in 1956. In July 1958, Messrs J.W Mills, Chairman and

Managing Director of Mills and Rockleys, a U.K based outdoor advertising company and Mr.

G.C Campbell of Franco Signs Limited visited Ibadan, Kaduna and Enugu with the writer for

on the- spot assessment of the of the country’s potentials.

A year later Afromedia Nigeria limited was registered precisely on the 28th October, 1959.

West Africa publicity which was the first outdoor changed its name to Lintas Nigeria limited

with the new management staff in Afromedia limited Mr. D. M. Casey. Outdoor started in

earnest and then the first 40 sheet was erected at the junction of Apapa road and denfor street

with number LA 1 and a 16 sheet board was erected on the wall of 4 custom sheet corner of

phoenix lane numbered LA2.

The Manager called M. D. Redman brought in Afromedia in about 1961. Proper

documentation of all billboards giving such details as date of erection, landlord’s name,

address of billboards, annual payable to landlord or local government council and campaign

in 1963. Mr. Kelly of Afromedia commission media research, which result gave credence to

the posters medium in Nigeria in terms of coverage during the same period. Mr. Kelly spear-

headed the development of outdoor industry by bringing clients that patronized outdoor

intensively together to form an associate with the outdoors companies Afromedia and

Railways with name as Outdoors Advertising Contractors of Nigeria (OACAN).

1.2 STATEMENT OF THE PROBLEM

It is evident that recent development in economic and technology has changed the landscape of

academia and business to a large extent in a short period of time (Eze & Lee, 2012). University

students can see and learn so much in front of their computers, smart phones and paid TV (Waller &

Fam, 2010). Moreover it has been asserted that the experience which a person has and embraces in his
young adulthood will likely have permanent effect on him (Holbrook & Schindler, 1994; Rogler,

2002). Notwithstanding the magnitude, studies on attitude of university students towards advertising

in Nigeria are found wanting. There is still a huge gap in the knowledge of measurement of students’

beliefs and attitude towards advertising (Munusamy & Wong, 2007; Ramaprasad, 1994). Hence it is

mandatory to keep up with the present view of the university students when they are still in their

formative years. Furthermore there is an extreme lack of literature on how marketing and non-

marketing students perceive advertising. Despite being one of the major components in marketing, it

remains unclear as to what differentiate marketing students’ belief and attitude towards advertising

from others. As marketing students are a potential source of future advertising or marketing personnel

and are therefore crucial to the development of marketing industry (Dubinsky & Hensel, 1984), it is

necessary to be able to distinguish them from others.

1.3 OBJECTIVE OF THE STUDY

The goal of this examination is to;

1. Recognize the states of mind of mass communication atudents in Federal Poly. Ilaro (FPI)

toward advertising.

2. To study the different types of advertising behaviour with respect to social media

advertising among mass communication students in FPI

3. To study the impact of mass communication students in FPI towards social media

advertising

4. To study the effect of social media tools like Facebook, Twitter, LinkedIn on advertising

among mass communication students in FPI

1.4 RESEARCH QUESTION

1. What is the attitude of mass communication students in Federal Poly. Ilaro towards

advertisements?
 2. To which extent mass communication students in Federal Poly. Ilaro change in their

behavior after encountering advertisement?

1.5 RESEARCH HYPOTHESIS

Due to their educational background, it is postulated that marketing students will have different

beliefs about advertising when compared to non-marketing students. Hence the following hypothesis

is formulated:

H1: Beliefs about advertising between marketing and non-marketing students will be

significantly different.

Due to the differences in their beliefs about advertising, it is postulated that attitude and intention

towards advertising of the two groups of students will also be different; hence the following

hypotheses:

H2: Attitude towards advertising between marketing and non-marketing students will be

significantly different.

H3: Intention towards advertising between marketing and non-marketing students will be

significantly different.

1.6 SCOPE OF THE STUDY

Advertising is often regarded as the most important means of marketing a company’s services

and tools. The scope of advertising is to communicate a message to current customers or

potentially target new customers. It helps a company get a message or a piece of information

across to their customer base regarding a new product or special deal.

 Scope of advertising by budget

There is always a budget allocated for advertising and promotion within the marketing

budget. The budget allocated should be in coordination with the type of advertisement the

organization wants. The resources and other requirements are to be kept in mind for the

budget allocation.
 Scope of advertising by deliverables

Once the budget is decided, the marketing plan can be projected further. A detailed scope

of work that deliverables require can be outlined. Agencies can now develop a proposed

resource plan.

 Scope of advertising by allocating deliverables

For creative work, allocating the type of deliverables (TV, online, mobile, press,

magazine, etc) based on the previous campaign requirements can be more insightful after

the previous plan.

 Scope of advertising by strategy

Once the deliverables are allocated, advertising agencies can define the strategic

requirements by brand or category and develop a scope of work based on past

requirements and remuneration for similar strategic deliverables.

1.7 SIGNIFICANCE OF THE STUDY

The study will aid researchers who wish to carry out future research in the related field,

which has not ventured under this study. The study will support organization to improve

Advertising effectiveness in practical. This study will enhance decisions and actions on

concrete knowledge issues about the private organizations by the research fund. And also

improve the organizational profitability by minimizing wastage and unnecessary costs.

Besides, there has been a considerable increase in sales promotion activities of incentive

merchandising schemes, which have increased, considerably in the last decade. Most of these

were naturally for low prices mass consumer non-durables such as soaps, toiletries,

toothpastes, herbal products, curry powders, confectionaries, cigarettes, etc. Readymade

garments, ready to eat items, two wheelers, T.V sets, washing machines, mixes, fridges, fans,

ovens have also become so popular in FPI, consequent upon the emergence of T.V. as a

powerful media.
1.8 DEFINITION OF TERMS

Advertising
Is any paid form of non-personal presentation and promotion of ideas, goods, or services, by
an identified sponsor?
Media
Is a usage of television programs, newspapers, bus-stop posters, in-store displays, banner ads
on the Web, or a flyer on Face book, in order to reach your desired audience (1979).
Student

A student is a person who is learning something. Students can be children, teenagers, or

adults who are going to school, but it may also be other people who are learning, such as in

college or university. A younger student is often called a pupil.

Attitude

An attitude is an evaluation of an attitude object, ranging from extremely negative to

extremely positive. Most contemporary perspectives on attitudes also permit that people can

also be conflicted or ambivalent toward an object by simultaneously holding both positive

and negative attitudes toward the same object.

Career

The career is an individual's metaphorical "journey" through learning, work and other aspects

of life. There are a number of ways to define career and the term is used in a variety of ways.

Mass communication

Mass communication is the study of how people exchange information through mass media

to large segments of the population at the same time. In other words, mass

communication refers to the imparting and exchanging of information on a large scale to a

wide range of people.

 CHAPTER TWO

LITERATURE REVIEW

2.1 INTRODUCTION

A large body of literature on Advertising Creativity, Advertising Communication Process and

Consumer Purchase Behaviour provides a basis for the present study. The chapter will

explain the search process in reviewing these literatures and then examines the theoretical

and empirical studies in the filed. Search Process The following review was developed

through a systematic search of the related literature. Universities, was done in order to assist

the researcher in identifying the research problem and developing the research proposal. As

the second phase, a focused review of research abstract was done with the help of CD-ROM

service, PROQUEST, provided by American Business Information Corporation. In the third

phase, a comprehensive search of full text of articles was done in order to provide a scholarly

foundation for the study.

2.2 THEORETICAL LITERATURE

The theoretical literature was reviewed mainly for providing a basis for empirical review.

This was accomplished by reviewing the related theories and models and by developing a

conceptual framework for the study based on the theories. Several theories have been

advanced to explain the impact of Creativity in Advertising on Communication-Effect and

Purchase Behaviour. The review of these different theories includes:

1) Theories of Advertising

2) Advertising Communication Models

3) Consumer Behavioural Models and

4) Theories of Advertising Creativity.

2.2.1 Theories of Advertising

In the literature, instead of' one proven theory, there are at least four distinct, alternative

theoretical formulations of' how advertising produces its effect. Weilbacher (1984)

summarises these four theories. Pressure - Response Theories of advertising assume that

advertising effects are a function of the advertising dollars spent or messages received. It also

assumes that stable relations exist between advertising pressure and advertising effect. This

theory tends to ignore the quality of advertising creative work in causing advertising effects.

Active Learning Theories of advertising assume that advertising conveys information that

leads to attitude change and, in turn, to changes in market place behaviour. Low Involvement

Theories of advertising assume, at least in some advertising situations, that the information

content of advertising is not of importance to the consumer and that it tends to be passively

stored rather than actively evaluated in relation to consumer reactions to products and

companies. In this conception, advertising effects cumulatively increase brand relevance or

salience, result in changed purchase behaviour, and lead to revised attitudes only after the

brand has been purchased or used. Dissonance Reduction Theories suggest that behaviour

may lead to attitude change and that newly formed attitudes are reinforced and stabilised by

Information from advertising. This review of theories in advertising suggests that there is no

consensus about how consumers interact with advertising or how these specific interactions

do not lead to particular results in the market place. All theories, except Pressure-Response

theory, involve three elements: Learning, Attitude Change and Behaviour Change. The

difference is only with regard to the sequence of these elements and therefore three theories

follow three different sequences.

Learning Attitude Change Behaviour Change (Active Learning Theory)

Learnin Behaviour Change Attitude Change (Low Involvement Theory)

Behaviour Change Attitude Change Learning (Dissonance Reduction)

Ehrenberg, even in 1974, tried to postulate an Awareness-Trial-Reinforcement model of

consumer response to advertising and according to him the main purpose of advertising for

established brands is its defensive role in maintaining repeat buyers. In answer to how ad

works, one model that applies to certain advertising categories is "Advertising offers a

stimulus to a potential user of a product, which it is hoped will produce the response of an

increased predisposition to buy the advertised brand." Based on the relevant literature, the

developing view about theories in advertising seems to be that no single theory will do for all

cases of consumer-advertising interaction. In some situations, one theoretical approach may

be appropriate, whereas in another situation, an alternative formulation may better fit reality.

2.2.2 Advertising Communication Models

The essential purpose of communication, that of attempting to influence the attitudes of

individuals is achieved by changing the mental state or predispositions of the person at whom

the communication is achieved. As such, the communication process involves four elements

that are listed and described by Gilligan & Crowther (1983).

1) The Source or Communicator of the Message

2) The Message

3) The Communication Channels used to convey the Message

4) The Recipient or Audience at whom the Message is directed

Communication is achieved by the Source or Communicator Encoding the message by

putting into a suitable symbolic form, and then transmitting these symbols to the recipient via

Communication Channels. On receipt of the message the Recipient Decodes it. The success

of the communication is measured in terms of the feedback to the source. Any message can

be distorted by 'noise' (i.e., interference) and hence may be interpreted by the recipient in a

manner not intended by the source. The process of Communication is represented

diagrammatically as in Figure 2.1.

2.2.3 Consumer Behaviour Models

The theories of advertising and advertising communication models aim at explaining the

possible sequences through which advertising may eventually affect buyer or user behaviour.

Different models of Consumer Behaviour have already been discussed in the literature.

Lucas & Brit (1950) deals with four theories of Consumer Behaviour in connection with

Advertising. Fig 2.7 shows a model of Anatomy of Purchase Decision. When making even

the simplest purchase, a consumer goes through this complicated mental process.

This model shows how external stimuli such as the company's marketing efforts as well as

various noncommercial sources of information (Family, Friend, Teachers etc.) join to activate

the decision making process. At the same time, this process is also filtered by many personal

influences on Consumer Behaviour such as Motivation, Personality, learned Attitudes and

Perception. At anytime the decision process may be terminated if the consumer loses interest
or, afier evaluating the product, decides not to buy. If he does make a purchase, he has the

opportunity to evaluate whether the product satisfies his needs. If it does not, then he will

probably discontinue using that product. Therefore, in order to fully understand the

complexity of the consumers' buying decision, one need to be aware of variety of personal

influences on Consumer Behaviour like Needs and Motives, Individual Perception, Consumer

Learning and Habit development and Environmental influences like Family, Social class,

Reference group, Opinion leaders and Culture.

Festinger developed the theory of Cognitive Dissonance, which states basically that people

strive to justify their behaviour by reducing the degree to which their beliefs are inconsistent

with reality (Dissonance). For example, one may purchase a brand because he believes that is

the best in the market. However, if he sees an ad or a consumer report, which proves that

another brand is an even better value, this exposure may create dissonance because of the gap

between previous thinking and the new evidence. He may ignore the new information or

subconsciously seek a reassuring ad of the purchased brand in order to reduce the dissonance.

On the other hand, he may accept the new evidence and reduce the dissonance by changing

his purchase behaviour next time.

Learning is a relatively permanent change in behaviour that occurs as a result of reinforced

practices. Cognitive-Response Theory of Learning views the learning as mental process

of memory, thinking, and the rational application of knowledge to practical problem solving.

Stimulus-Response Theory of Learning, on the other hand, treats learning as a trial and

error process. Some cue or stimulus triggers the consumer's need or want, which in turn,

creates the drive to respond. If the response reduces the drive, then satisfaction occurs, and

the response is rewarded or reinforced. This produces repeat behaviour next time when drive

is aroused and learning will have taken place. Fig 2.8 shows a schematic of this theory.
An ad is a stimulus, or cue, and a purchase is a positive response. If the product gives the

consumer satisfaction, then there is reinforcement. Additional reinforcement may be given

through superior product performance, good service or reminder advertising. Through

repetition of the cues (ads), the learning process, including memory, may be reinforced and

repeat behaviour encouraged. Finally, if learning is reinforced enough and repeat behaviour is

produced, a purchasing habit may result. O'Brien (1971) has tried to develop an operational

model which could integrate various stages of decision making by buyers, as shown below.

Cognitive Activity (Non Evaluative thinking)

r,

Affective Activity (Evaluative mental activity)

v
Co native Activity (Plans for actions)

Uncle et.al. (1995) analysed the 'Patterns of Buyer Behaviour' and linked together many

empirical regularities in the buyer behaviour of consumers into a comprehensive model,

called Dirichlet. Some of the well-established regularities are theoretically intervened and

hence this approach to modeling definitely assists the marketing analyst. The regularities

concern a number of brand performance measures, including: The percent of consumers

buying a certain brand in a month; The number of purchase per buyer; The percent buying

once, twice etc; The percent who are 100% loyal and their rate of purchasing; and the rate of

category purchasing, and which other brands are bought.

Henmari and Muller (1993) evaluated the implications of the Law of Psychophysics for

Consumer Behaviour. In their view, theoretical analysis as well as empirical investigations

proved that the psychophysical law could be considered a useful theory for explaining and

predicting the Consumer Behaviour.

With regard to advertising and buyer behaviour, the extent to which the process of

advertising communication result in affecting buyer behaviour is subject to continuous debate

in the literature.

2.2.4 Theories of Advertising Creativity

Chanda et.al. (1990), while reviewing the Advertising Creativity strategy, introduce the

"Synectics approach" of creativity propagated by Barron in 1968. According to him,

Creativity is basically the generation of new and innovative idea or using old ideas in a new

way from unsuspecting angles. He adds: "Synectics in operating depends heavily on two

mechanisms: Making the strange familiar and making the familiar strange. The first of these

is a search for similarity; when confronted with a new problem, we ask ourselves whether it

is not an old problem. Seeing even partial resemblance may lead to the application of familiar

strange. It is a way of shedding preconceptions and perceptual habits. Innocence of vision and

ingenuousness characterize the creative individual. If these qualities can be cultivated the

novelty of invention and problem solution can be increased.

Chanda et.al. (1990), also review a way of approaching the creative thinking process called

'Lateral Thinking'. Lateral thinking involves the calculated restructuring of established

thought patterns and relationships. It is the ability to rearrange knowledge and thoughts in

new and unusual ways so that fresh and unanticipated views of the writer's subject suddenly

emerge. This creative process of new thought connections finds new and unexpected

relationships between people, events, and things; it follows unlikely or unusual thought

patterns; it mixes old knowledge and new; it adds unanticipated metaphors, similes,

overlapping meanings, slang sayings, unusual combinations of words and images, and inexact

recollections of the past -- all of these to create a new or unique statement or picture of a

particular subject. They put it: "The most basic principle of lateral thinking is that any

particular way of looking at things is only one from among many other possible ways. Lateral

thinking is concerned with exploring these other ways by restructuring and rearranging the

information that is available". According to Weilbacher (1984), this ability to jumble all of

what one knows about a product or a company together with selected elements from one's life

experience is the essence of Creativity in Advertising.

A provocative definition of the word Creativity quoted by Weilbacher (1984) suggests the

kinds of processes that are involved in it: "An arbitrary harmony, an expected astonishment,

a habitual revelation. a familiar surprise, a generous selfishness, an unexpected certainty, a

formidable stubbornness, a vital triviality, a disciplined freedom, an intoxicating steadiness, a

repeated initiation, a difficult delight, a predictable gamble, an ephemeral solidity, a unifying

difference, a demanding satisfier, a miraculous expectation, an accustomed amazement". He

observes that these definitions and descriptions of the creativity process or act have their own

potential to mislead.

But the proponents of Relevant Combination interpretation of Creativity argue that the very

essence of Creativity ha:s frequently been described by two words: Relevant and
Combination. Anyway, Gilson & Berkman (1980) highlights three factors that determine the

degree of Creativity in an ad:

1) Creative people

2) Creative Strategy and

3) Creative Execution ;

whereas Chunnawala (1995) proposes only two dimensions to Advertising Creativity:

Creative Strategy and Creative Executions. Apart from these theories of creativity, different

Creativity Criteria have been developed and advocated by advertising academicians in the

literature over the years and a brief review of these creativity parameters or attributes seems

appropriate in this context of the study.

Evans (1992) developed a list of effective Advertising Creativity features that includes

parameters Impact, Relevance, Single-mindedness, Reason, Capability, Appropriateness and

Identity. He also advocates Precise and Sincere as effective advertising copy criteria. Ennis

Associates (1996), a New York based advertising agency, developed a checklist of creative

qualities and parameters and Believable 'and Logical appear in that checklist. Persuasive,

Relevant, Simple, Surprising, Unexpected and Selling Idea are the creativity parameters

proposed by Pfalzgraf (1994) and used by Lintas, one of the leading national level advertising

agencies in India. Fink (1993) puts forward Originality and Challenging as the criteria of

Creativity in Advertising. The creative quality Likeability is the contribution of Miller

(1992). Many practitioners also consider uniqueness a creative quality. Table 2.1 helps a

quick look at different approaches of these parameters with their relevant sources that will

facilitate more convenient understanding.

2.3 CONCEPTUAL FRAMEWORK

In this section an attempt has been made to identify and define the major and specific sub

concepts included in the above theories and to show their relationships with the help of a

visual web diagram. The concept of Creativity conjures up a variety of subjective

interpretations. Creativity has been more often confmed with Talent. While talent can be

defined as expertise in a given technical or artistical area, Creativity eludes any strict

definition. This is truer in the case of Advertising Creativity. 'Fletcher (1996) in his work

'Take care not to confuse Talent with Creativity', clearly distinguishes Talent From

Creativity.

In this work, he details that anyone who has worked in an advertising agency knows that

creative people constantly bubble with new ideas. But most of the ideas are not good. Really

great ideas are hard to come by. The paramount quality creative persons need is the ability to

translate their ideas into sales conununications. That is talent, rather than creativity.

According to Swamy (2001) Creativity is instinctive. It is a gut feeling thatcomes after a

certain amount of experience. She adds that Creativity comes from knowledge. It is from this

wellspring of knowledge that one can pick up great ideas.

Intuition is internal knowledge too, so knowledge is the base of all Creativity. Creativity and

Innovation in marketing and advertising are not the same as the creativity of a poet or a

novelist or a painter. The marketing or advertising people are creative to the extent it suits the

overall marketing objectives and facilitates selling (C:hunnawalla, 1995). There is pure

Creativity, as in fine art, and there is Applied Creativity. The latter is creativity used in pursuit

of another goal, such as in architecture and advertising (Hatfield, 1996). Thus Advertising

Creativity is a sort of applied creativity. Advertising copy writing is a key creative activity.

This creativity is not pure as in the work of a poet or novelist. It is not pure freedom of

imagination. It is the disciplined creativity where self-expression is replaced by the attributes

and features of the product. There cannot be enough applied Creativity in Advertising. The

more crowded the market is, the more sophisticated the consumer is, and the more applied

creativity is required. The trouble is that it is not happening like that. People who should

know better have lost the plot. They are confusing pure creativity with applied creativity

(Philips, 1996). Creativity in communication is a complex process whose outcome depends

upon the forces within the individual and outside. Creativity is both convergent and divergent

thinking (Chunnawalla, 1995). He agrees with the observation of Pradeep Kandwalla, an

eminent worker in the field of creativity, that Creativity can be taught and innovative thinking

can be learnt. Creativity is not just giftedness or genius or lateral thinking or permissiveness

or intelligence.

Intelligence Quotient (IQ) is not the final answer. It ignores the dimension of originality, the

ability to give unique responses; flexibility, ability to see problems from different angles;

ideational fluency, ability come out with large number of possible solutions; ability to

restructure the problem in an interesting way or the capacity to judge the causes and

consequences of something. But all these dimensions are constituents of creativity and thus

Creativity is a range of abilities and LQ. is only a part of Creativity.

The genetic factor, a strong indicator of I.Q. is much weaker for the abilities that constitute

Creativity, except for adaptive flexibility, the ability to shift the perspective. While analysing

the role of creative thinking in advertising, it may be noted that inspiration is not a

requirement for thinking up copy ideas. Further, imagination is of much less value than clear

and orderly thinking. In fact, creative thinking in advertising copy must be disciplined and

polished by the sale argument. There is considerable disagreement about the psychological

processes involved in creative thought, with one camp claiming that it represents a sudden,

holistic view of relationships between previously unconnected elements and the other camp
claiming that it is the result of considerable information gathering and extended problem

solving (Durgee, 1986).

2.4 REVIEW OF EMPIRICAL LITERATURE

This section of the chapter examines the empirical studies that have been conducted in the

field of present study. Even though the studies relate to all the variables under study, for the

sake of convenience, this section of empirical literature has been organized in terms of

Content Analysis and Effectiveness Analysis i.e.,

1) Literature on the Content of Ads

2) Literature on advertising Effectiveness

While reviewing the empirical research, a specific approach based on the importance of the

studies has been followed. Those major studies which are directly related to the present study

are given more importance and reviewed in detail and moderately important studies are

reviewed in several paragraphs; whereas less important studies are just mentioned or

reviewed in one paragraph.

2.4.1 Contents of Advertisements

This section of empirical studies is organized on the basis of concepts related with the ad

contents, which will be described and discussed in the following pages. Several major studies

examine and analyse the contents with special focus to Creativity aspect. Most researchers

who have examined the creativity element have taken a perspective that Creativity is a much

needed and important quality in advertising. A survey carried out by the IPA and the

Financial Times questioned client CEO, marketing directors and finance directors about their

attitudes toward Advertising Creativity. The result indicates that 74% of the finance directors

agreed to the statement that 'Highly Creative Advertising can add value to a brand' (Fletcher,

1995).
Murphy and Maynard (1996) used multiple regression based judgment analysis to derive decision

profiles for a group of advertising agency consultants and their clients and found that Creativity

constitutes the important criteria or decision factor of good advertising campaign. This study was

executed after wnducting an open-ended interview with a pilot group of 17 agencies and clients. They

even compared agency judgments with those of clients, concerning attributes each group

wanted to see in a good advertising campaign. The analysis was done with a judgment-

analysis software package called POLICYPC. The computer generated different mixture of

cues from a random number fed into 30 hypothetical cases. Respondents were asked to rate

each hypothetical case on a scale of 1 to 10, where 10 were the most favourable judgment.

Then they were asked to weigh each decision cue by dividing 100 points among them. The

sample consisted of 57 agency consultants and 63 current or prior clients. The favourability

ratings for the hypothetical cases fonned the dependent variable and the five cues comprising

the hypothetical cases formed the independent variables. Multiple regression and

standardized beta weights for the five cues and fkction forms derived from regression

equations were used as the data analysis procedure.

The results based on examination of each group's standardized beta coefficients and function

forms indicate that both client group and agency group assigned heaviest weight to Message

or Creativity among five decision profiles. In short, both agencies and clients think very

much alike that Creativity is the most important criterion in constituting a good advertising

campaign. Anyway, the main pitfall in this study is the inadequacy of sample size and

therefore it would be imprudent to generalize this result widely based on the small sample

size used. This important result shows the rationale for selecting the creativity aspect as the

main focus of the present study.

An article 'How to develop international advertising campaigns that work' published by

Appelbaum and Halliburton (1993) has found some conclusions for creative Advertising. The

study was based on a content analysis of 218 TV commercials in which the main element in
the development of an advertising strategy have been used to compare pre selected 'creative'

TV commercials from France, Germany, UK and US to TV commercials that were broadcast

across frontiers. The content analysis has enabled the identification of guidelines for the

execution of international advertising strategies. It has led to the suggestion that 'creative'

advertising is more concerned with image building.

Another study thar enquired into the Creative process in Advertising, examined the data

published in the Wall Street Journal on the rankings of the most popular TV campaigns of

1987,1988 and 1989. These popularity rankings are the result of Video Storyboard Test Inc.'s

surveys of about 25,000 consumers in each of the three years. Statistical results support the

idea that TV commercial popularity - a proxy for what some advertisers consider to be

Creative Advertising - may be related to advertising expenditures (Bell, 1992). Highlighting

the need for more research, the results of a survey of 123 companies in Netherlands, which

focused on how effectively advertising and marketing communication campaigns are

implemented, indicate that Creative Advertising copy is subject to little testing by managers

(Verbeke and Mosmans, 1992).

The Conceptual Framework based on theoretical literature reviewed in the preceding section

shows that Creative Strategy and Creative Executions are two factors that determine

Creativity in Advertising. Further, it is evident that the use of any form of appeal in ads is one

aspect of Creative Execution.

 CHAPTER THREE

RESEARCH METHODOLOGY

The study is an empirical one based on primary data. The data required for the study have

been collected from both primary and secondary sources. Secondary data required for the

study have been collected from books, reports and journals related to the topic.

Primary data required for the study have been collected by means of structured schedules

administered among the male and female students of mass communication in the Federal

Poly. Ilaro (FPI) Other information pertinent to the study have been collected by means of

interviews and discussions with the officials of advertisers, advertising companies, media

artists, graphic designers, the agents of the leading dailies and individuals and organizations

in the field of advertising in FPI Considering the universality of the phenomenon and the

selected districts of FPI with a large number of advertisers, professional media artists,

advertising agents, graphic designers, digital studios, private TV channels and an equally

large number of consumers of the products selected for the study, samples have been taken

from the selected districts of FPI to represent the population in all respect.

3.1 COLLECTION OF DATA

A. Primary Data

The primary data required for the study have been collected from both the male and female

households in the selected districts of FPI by means of structured schedules. Discussions and

interviews with the officials of advertisers and advertising agencies, journalists,

academicians, households and other experts in the concerned field and the observation of

advertisements appearing in both the print and electronic media have provided several

insights for the study.

Field Work and Data Collection Tools

Structured schedules were used to collect primary data required for the study by conducting a

online survey by giving due weight age to all the residential areas in the Delhi. Before the

actual online survey, a Pilot Survey was carried out and in the light of the experience gained;

the Schedule had been revised thoroughly before carrying out the actual online Survey.

Adequate care has been taken to include only the appropriate questions and to eliminate the

unnecessary ones.

Sample Design

In order to find out the consumer interest of branded Non-Durables products like Dove

Shampoo, Woodland Men‘s shoes, Ponds Talcum Powder, Colgate Tooth pastes And Guess

Wrist watch, we have conducted an online survey of Respondents from Delhi area. We had

requested 200 consumers to answer the online questionnaire-cum-survey. We had started it in

December 2013 and finalize it by the end of February 2014. During the period we divided the

responses of consumers as per their Age, Sex, and Occupation. Later, we formulated tables

and figures consisting of relevant result of survey.

B. Secondary Data

The relevant secondary data for the study have been collected mainly from various Books,

Thesis, Reports, Journals and Periodicals relating to the subject.

3.2 CONTENT OF SCHEDULE

Data will be collected in following ways:-

 Details regarding the Opinions of Respondents regarding Commercial Advertisement of

Ponds Talcum powder.

 Details regarding the Opinions of Respondents regarding Commercial Advertisement of

Dove Shampoo.
 Details regarding the Opinions of Respondents regarding Commercial Advertisement of

Colgate Toothpastes.

 Details regarding the Opinions of Respondents regarding Commercial Advertisement of

Woodland Men’s shoes.

 Details regarding the Opinions of Respondents regarding Commercial Advertisement of

Guess Wrist watch.

3.3 DATA ANALYSIS

Statistical techniques such as scaling and scoring techniques are bused for the analysis of data

Scoring technique is used for ranking the opinions of the respondents regarding the modern

advertisements appearing in TV, for ascertaining the category of advertisements preferred by

the respondents and in identifying the problems associated with the advertisement and

consequent purchase of the products under study. Liker‘s Scaling Technique is used to

analyze the opinion of respondents regarding various aspects such as quality of

advertisements, style of advertisements and honesty of advertisements. The results of the

analysis are presented by means of Tables, Charts and Diagrams, wherever it is found

necessary.

3.4 SUMMARY

This chapter is outlined Methodology, Collection of data, Content of Schedule, Data

Analysis, Chapter four now turns to a devoted to make an in depth analysis of the influence

of advertising on the consumers of Dove Shampoo, Woodland Men‘s shoes, Ponds Talcum

Powder, Colgate Tooth pastes And Guess Wrist watch.

 CHAPTER FOUR

4.0 PRESENTATION OF RESULTS AND INTERPRETATION

4.1 Presentation of Results

This chapter deals with the analysis of data of the research study. The analysis of this project

study are in two sections, Section “A” deals with respondent’s bio data while Section “B”

deals with questions relating to the topic under study. For effective clarity of this research

work, tables and simple percentage method will be used in analyzing the various data.

4.2 Interpretation of Results

Number of Questionnaire Distributed

Respondent Frequency Percentage %

Returned questionnaire 50 100
Not returned questionnaire - -
Total 50 100%
Source:- Field Survey August, 2019

The table above shows that fifty (50) questionnaire that were distributed to Federal

Polytechnic Ilaro, all the fifty (50) were returned, therefore analysis will be based on the

returned ‘questionnaire’.

SECTION A: PERSONAL DATA OF RESPONSE

TABLE 1: GENDER DISTRIBUTION

Responses Frequency Percentage %

Male 30 60
Female 20 40
Total 50 100
Source:- Field Survey August, 2019
From table 1 it shows that 30 respondents represents 60% were male while 20 respondents

represents 40% were female. The table therefore shows that there more of male than female

in the class.

TABLE 2: AGE DISTRIBUTION

Responses Frequency Percentage%

Between 16 – 20 30 60
Between 21 – 30 20 40
Between 31 – 40 - -
Total 50 100
Source:- Field Survey August, 2019

From the above table 2, it shows that 30 respondents presenting 60% were within the range of

16-20 years of age, 20 respondents representing 40% were within the range of 21-30 years of

age.

TABLE 3: EDUCATION QUALIFICATION

Responses Frequency Percentage %
OND1 - -
OND2 50 100
Total 50 100
Source:- Field Survey August, 2019

From the above table 3 it shows that all the respondents were ND2 students.
TABLE 4: PREFESSION DISTRIBUTION
Responses Frequency Percentage %
Student 50 100
Civil servant - -
Public servant - -
Total 50 100
Source:- Field Survey August, 2019

From the above table 4 it shows that all the respondents were students.

TABLE 5: DISTRIBUTION BY MARITAL STATUS

Responses Frequency Percentage %
Single 50 100
Married - -
Divorced - -
Widow - -
Total 50 100
Source:- Field Survey August, 2019

From the above table 3 it shows that all the respondents were single.

SECTION B: QUESTIONS RELATING TO THE TOPIC UNDER STUDY

TABLE 6: WHICH FIELD WOULD YOU LIKE TO GO INTO AFTER YOUR

COURSE OF STUDY?

Responses Frequency Percentage %

Journalism 19 38
Advertising 17 34
Public Relation 7 14
Others 7 14
Total 50 100
Source:- Field Survey August, 2019
Table 6 shows that 19 respondents representing 38% said they were for journalism, 17

respondents representing 34% said they were for advertising, 7 respondents representing 14%

said they were for public relations while the other 7 respondents representing 14% they were

for other fields after their course of study.

TABLE 7: DO YOU SEE ADVERTISING AS A LUCTRATIVE PROFESSION?

Responses Frequency Percentage %
YES 41 82
NO 9 18
Total 25 100
Source:- Field Survey August, 2019

Table 7 shows that 41 respondents representing 82% agreed that advertising is a lucrative

profession while other 9 respondents representing 18% did not agreed to the term.

TABLE 8: TO WHAT EXTENT DO YOU THINK FEMALE JOURNALIST SHOULD

GO INTO ADVERTISING INSTEAD OF OTHER FIELDS?

Responses Frequency Percentage %

Strongly agree 14 28
Agree 11 22
Undecided 25 50
Strongly disagree - -
Disagree - -
Total 50 100
Source:- Field Survey August, 2019

Table 8 shows that 14 respondents representing 28% strongly agreed that female journalist

should go into advertising instead of other fields,11 respondents representing 22% agreed to

that female journalist should go into advertising instead of other fields while 25 respondents

representing 50% did not decide about the term.

TABLE 9: HOW DOES STUDENT ADVERTISERS PERCEIVED BY THE PUBLIC?
Responses Frequency Percentage %
As students that are tough 32 64
As students that have heart of 8 16
men
As hunters 1 2
As socialites 7 14
None 2 4
Total 50 100
Source:- Field Survey August, 2019

Table 9 shows that 32 respondents representing 64% said that student advertisers perceived

by the public as students that are tough, 8 respondents representing 16% said that student

advertisers perceived by the public as students that have heart of men 1 respondent

representing 2% said that student advertisers perceived by the public as hunters, 7

respondents representing 14% said that student advertisers perceived by the public as

socialites while other 2 respondents representing 4% did not say anything about the term.

TABLE 10: STUDENT ADVERTISERS ARE REGARDED BY THE PEOPLE AS

GOOD ADVERTISER

Responses Frequency Percentage %

Strongly agree 24 48
Agree 14 28
Undecided - -
Strongly disagree 3 6
Disagree 9 18
Total 50 100
Source:- Field Survey August, 2019
Table 10 shows that 24 respondents representing 48% strongly agreed that student advertisers

are regarded by the people as good advertiser doing the work that is not profitable, 14

respondents representing 28% agreed to that student advertisers are regarded by the people as

good advertiser doing the work that is not profitable, 3 respondents representing 6% strongly

disagreed to that student advertisers are regarded by the people as good advertiser doing the

work that is not profitable, while other 9 respondents representing 18% disagreed that student

advertisers are regarded by the people as good advertiser doing the work that is not profitable.

TABLE 11: DO YOU THINK THAT THE NATURE OF FEMALE STUDENTS

MAKES THEM TO GO FOR OTHERS LESS HAZARDOUS JOBS AFTER THEIR

TRAINING?

Responses Frequency Percentage %

Discrimination 32 64
Cultural believe 12 24
Religious believe 4 8
All of the above 2 4
None - -
Total 50 100
Source: Field Survey August, 2019

TABLE 12: IS IT TRUE THAT STUDENT ADVERTISER FOUND IT DIFFICULT

TO GET MARRIED BECAUSE OF THE PREFESSION?
Responses Frequency Percentage %
Strongly agree 24 48
Agree 13 26
Undecided 1 2
Strongly disagree 2 4
Disagree 10 20
Total 50 100
Source: Field Survey August, 2019
Table 12 shows that 24 respondents representing 48% strongly agreed that student advertiser

find it difficult to get married because of the profession, 13 respondents representing 26%

agreed to that student advertiser find it difficult to get married because of the profession, 1

respondents representing 2% undecided to that student advertiser find it difficult to get

married because of the profession, 2 respondents representing 4% strongly disagreed to that

student advertiser find it difficult to get married because of the profession,, while other 10

respondents representing 20% disagreed that student advertiser find it difficult to get married

because of the profession.

TABLE 13: RESPONSE TO QUESTION: DO YOU AGREE THAT THE FRAGILE

NATURE OF FEMALE STUDENTS MAKES THEM TO DO OTHER LESS

HAZARDOUS JOBS AFTER THEIR TRAINING?

Responses Frequency Percentage %

Strongly agree 29 58
Agree 11 22
Undecided 4 8
Strongly disagree - -
Disagree 6 12
Total 50 100
Source: Field Survey August, 2019

Table 13 shows that 29 respondents representing 58% strongly agreed that the fragile nature

of female students makes them to do other less hazardous jobs after their training, 11

respondents representing 22% agreed to that the fragile nature of female students makes them

to do other less hazardous jobs after their training, 4 respondents representing 8% undecided

to that the fragile nature of female students makes them to do other less hazardous jobs after

their training. While other 6 respondents representing 12% disagreed that the fragile nature of

female students makes them to do other less hazardous jobs after their training.
TABLE 14: GOVERNMENTAL SUPPORT IN TERMS OF TRAINING AND

GENERAL EMPOWERMENT CAN HELP STUDENTS TO BE ATTRACTED TO

ADVERTISING PROFESSION

Responses Frequency Percentage %

Strongly agree 28 56
Agree 12 24
Undecided 1 2
Strongly disagree 1 2
Disagree 8 16
Total 50 100
Source: Field Survey August, 2019

Table 14 shows that 28 respondents representing 56% strongly agreed that governmental

support in terms of training and general empowerment can help students to be attracted to

advertising profession, 12 respondents representing 24% agreed to that governmental support

in terms of training and general empowerment can help students to be attracted to advertising

profession, 1 respondents representing 2% undecided to that governmental support in terms

of training and general empowerment can help students to be attracted to advertising

profession, 1 respondents representing 2% strongly disagreed to that governmental support in

terms of training and general empowerment can help students to be attracted to advertising

profession, while other 8 respondents representing 16% disagreed that governmental support

in terms of training and general empowerment can help students to be attracted to advertising

profession.
TABLE 15: IN WHAT WAYS DO YOU THINK THAT STUDENTS COULD BE

MADE TO BE SEE THE BEAUTY OF ADVERTISING PROFESSION?

Responses Frequency Percentage %

Lecture 22 44
Seminal 13 26
Workshop 4 8
Internal training 5 10
All of the above 6 12
Total 50 100
Source: Field Survey August, 2019

Table 15 shows that 22 respondents representing 44% said that lecture is the way that

students could be made to be seeing the beauty of advertising profession, 13 respondents

representing 26% said that seminal is the way that students could be made to be seeing the

beauty of advertising profession, 4 respondents representing 8% said that workshop is the

way that students could be made to be seeing the beauty of advertising profession, 5

respondents representing 10% said that internal training is the way that students could be

made to be seeing the beauty of advertising profession. While 6 respondents representing

12% said that all the options are the ways that students could be made to be seeing the beauty

of advertising profession.
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.0 SUMMARY

I have exhausted sufficient efforts in the systematic arrangement of the work in sequential

order. The preceding chapters of this work have among other things tried to summarily

review, discuss and interpret the attitude of Federal Polytechnic Ilaro mass communication

students towards advertising career. In chapter one, gave a detailed introductory over view on

the historical background of the study. The chapter two of this work project the literature that

were used in building up this research work, how they were reviewed ranging the mass

communication students attitude towards advertising career. All these were reviewed to

know more about the reason behind the negative attitude of mass communication students

toward advertising career.

Chapter three treated the issue of research methodology ranging from the research design,

area of study, population and sample of the study which realized using the simple random

sampling technique. The method of investigation was based on the copies of questionnaires

that were distributed to the selected respondents. In chapter four, data presentation was done

through analytical process that followed each table and the tables were properly interpreted

according to the data computed there in. the chi-square goodness of fit test was adopted as a

means of testing the hypotheses formula in the research work. The chapter therefore contains

15 tables in all which gave a detailed and quantified explanations of data gathered in the

course of this study. In chapter five, summarized of the whole work done in this research

work, the findings, conclusion and recommendation. To this end Nwodu (2006) states

“summary should be brief of all that was done in the study, a tie up of what was done in

study”. This very chapter finally brought the entire study or study to an end while making

some explanations and giving recommendations on the way forward.

5.2. CONCLUSION

Based on the findings, it has been observed that most of the mass communication graduates

would want to practice advertising. Yet, majority of them still believe that journalism is the

most suitable job for mass communication students because it offers more time for family

activities. This means that certain perceived difficulties like discrimination which mass

communication students face could be reduced or curtailed if they choose teaching their

career. From the analysis gathered in this project also, there is no doubt to believe that mass

communication student have negative attitude towards journalism as their career. Also, the

necessary findings of this study as seen in the five hypotheses tested, all received statistical

support. Again, the findings of study shows that Nigerian culture, the society, and over

different religions and beliefs, have contributed so much in the negative attitude of female

journalists towards journalism.

5.3. RECOMMENDATIONS FOR FURTHER STUDY

Having critically/something in missing how the attitude of mass communication students

towards advertising career, I hereby make the following recommendations for further study

thus;

Media houses should make it as a point of duty to employ more of the mass communication

student advertisers.

Our families, religions, cultures and the society should stop the discrimination against mass

communication students. This will help the society to see the advertiser as important

counterpart. When this is done, the mass communication students will be encouraged to go

into the field and face the challenges of the world.

Salaries of working advertiser should be review so as to motivate and change the negative

attitude of female mass communication students towards advertising career to positive on

one.