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THE MISCONCEPTIONS ABOUT THE ROLE AND VALUE OF ADVERTISEMENT IN SEKONDI-TAKORADI BY SHUAIB ABDUL-RAUF 07070268 A PROJECT REPORT SUBMITTED TO THE DEPARTMENT OF GRAPHICS OF SCHOOL OF APPLIED ART TAKORADI POLYTECHNIIC IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE HIGHER NATIONAL DIPLOMA IN COMMERCIAL ART. MAY 2010 DECLARATION I hereby declared that this submission is my own work towards the Higher National Diploma in Commercial Art Graphic option and that, to the best of my knowledge it contains no material previously published by another person nor material which has been accepted by other tertiary institution, except where due acknowledgement had been made in the text. Candidate Shuaib Abdul-Rauf ……………………. ………………………… Signature Date Certified by Mr. Jacob Nyarko ………………….. (Supervisor) ………………………… Signature Date Certified by Dr. Samuel A. Bentum ….………….. (Head of Department) ……………………… Signature Date i ACKNOWLEDGEMENT All thanks are due to Almighty Allah for His grace and guidance and protection throughout the three years course of study in Takoradi Polytechnic. I formally thank Mr. Jacob Nyarko who supervised the project from day one till the last day. And may Almighty Allah grant him and his family mercy and guidance all the way through in all endeavors. My other thanks go to my family and everyone who might have helped me one way or the other and those who wished to have helped but were not able and my dear Akuffo Judith Esiwonam. Again I also appreciate the financial and spiritual support from my brother and sisters Mohammed Awal, Umul, Surayah, Libabet,and Rahmet. Without them, I wouldn’t have reached where I am today. I say big thank you and may Almighty Allah grant you all refuge from here and thereafter. My last positive reception goes to all lectures, colleagues in Takoradi Polytechnic and my love ones. ii TABLE OF CONTENTS TITLE PAGE Certification i Acknowledgement ii Table of contents iii-iv List of tables and graph v CHAPTER 1: INTRODUCTION 1.1 Background of the study 1- 6 1.2 Problem statement 6 1.3 Objectives of the study 6 1.4 Scope of the study 7 1.5 Significance of the study 7 1.6 Limitation to the study 7 1.7 Organization of the study 8 CHAPTER 2: LITERATURE REVIEW 2.0 Introduction 9 2.1 Definitions of various authors 9 - 11 2.2 Importance of advertisement 11 2.3 Types of advertisement 12 - 13 2.4 Forms off- line advertisement 13 - 22 iii The role and value advertisement 23 - 32 CHAPTER 3: METHODOLOGY 3.0 Introduction 33 3.1 Sources of data 33 3.2 Population 3.3 Sample size/ sampling 3.4 Research instrument 3.5 Administration of instrument 35 3.6 Limitation 35 33 - 34 34 34 - 35 CHAPTER 4: ANALYSIS OF FINDINGS 4.1 Analysis of Findings 4.2 Questionnaire 36 - 49 50 CHAPTER 5: SUMMARY CONCLUSION AND RECOMMENDATIONS 5.1 Summary 51- 52 5.2 Conclusion 52 - 53 5.3 Recommendations 53 - 54 Bibliography 55 iv LIST OF TABLE TABLE AND GRAPH PAGE Table and graph 1 36 - 37 Table and graph 2 38 Table and graph 3 39 Table and graph 4 40 Table and graph 5(a) 41 Table and graph 5(b) 42 - 43 Table and graph 6 44 Table and graph 7 45 Table and graph 8 46 Table and graph 9 47 Table and graph 10 48 Table and graph 11 49 v CHAPTER 1 INTRODUCTION 1.1. Background to the study Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization. Organizations that spend money on advertising promoting items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement. Money spent on advertising has increased in recent years. In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. Advertising is communication used to influence individuals to purchase products or services or support political candidates or ideas. Advertising can be displayed on billboards, newspapers, T.V., websites, movies and more. 1 Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-Home advertising and Billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general ordinary citizen was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and 2 increase its profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia. At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch". In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularized, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialize the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The 3 United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission. To placate the socialists, the U.S. Congress did require commercial broadcasters to operate in the "public interest, convenience, and necessity". Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service and National Public Radio. In the early 1950s, the DuMont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show - up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen advertising campaign—featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)—ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen 4 advertisements among others. Some of the most creative and long- entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unremarkable ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" adverts, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as MySpace. On the other hand the same advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about 5 non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of noncommercial, public interest issues and initiatives. In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of several governments. (Wikipedia.org.2009) 1.2 Problem Statement The erroneous believe about the role and value of advertising in Ghana. 1.3 Objectives of the study To explore what does advertising do. To find out why do companies advertised. The benefit the consumer gain when products are advertised 6 The value advertising brings to society. The restraint of advertising. The contribution of marketing industry. 1.4 Scope of the study The researcher has concentrated his research within the twin city (SekondiTakoradi) in the western region of Ghana. Moreover, the study is confined to offline media tools thus news papers, radio, television, and others due to financial constraints, unavailability of books. 1.5 Significance of the study To serve as source of references book in libraries to next generation and entrepreneurs. To clear the misapprehension people have concerning advertising emphatically as too expensive. To encourage prospective advertisers to choose appropriate media for good dissemination of message other than looking at its costiveness. To make the ordinary person understands that advertising does not only benefit the media and the advertiser but benefit everyone from the individual and the nation as a whole. As a tool to counteract dead economic growth to live when demand for advertising is high. 1.6 Limitation In the process of the research work, the researcher faced some difficulties. Questionnaires getting relevant information from the correspondent completing was very difficult and that delayed the researcher in the time of collection of data for the study. 7 Also, getting information from books retarded the progress in process of the research and financial constraints to places fish out fact and buying of stationeries for the write up. 1.7. Organization of the study The study comprised of five chapters. Chapter one talks about the introduction comprising of background of the study, problem of the statement, objective of the study, scope of the study, significances of the study, limitation and organization of the study. Chapter two explored mainly the literature review. Here diverse views about the subject matter put together by various authors are given due consideration. Perception and response from individuals are also discussed. Chapter three entails the methodology employed. It takes into account the various techniques or methods used by the researcher to undertake the study. It also outlines s software applications to run data where necessary. Chapter four looks at the interpretation research results and its analysis using figures, tabular and graphical representations The final chapter provides summary, conclusion and recommendation based on study findings. 8 CHAPTER 2 LITERATURE REVIEW 2.0 Introduction This chapter presents a review of the related literature on advertising as one of the marketing communication technique. In the review, attention is given to what is advertising, types of advertising, importance of advertising, types of offline advertising media and the role and value of advertising. 2.1 Definitions of various authors Courtland L. et al, defined advertising as the paid, non personal communication of information about products or ideas by an identified sponsor through the mass media in effort to persuade or influence behavior. Advertising Association (AA) definition and Institute of Practitioners (IP) definition. According to Advertising Association, ―Advertising is a means of making known in order to sell goods or services‖. From the Institute of Practitioners (IP) ―Advertising presents the most persuasive possible selling message to the right prospects for the product or services at lowest possible cost‖. The first definition distinguishes advertising from any thing that merely makes known such as a shop facia board bearing only the tradesman‘s name, a brass plate outside a doctor‘s surgery, a house or street, directional sign. They all make known but they sell nothing. The second also explain that not only emphasis the selling intent of advertising but shows that effective and market research to define prospects, and efficient media planning and buying.( : Frank J.1993). 9 According to George E.1995. Defined advertising as ―any paid form of non personal communication about an organizations, products, services, or ideas by an identified sponsor‖. From William O. et al 2004 defines advertising as ―marketing communication element that is persuasive, non personal, paid for by an identified sponsor and disseminated through mass channels of communication to promote the adoption of goods, services, persons, or ideas‖. Advertising is ―any paid form of non personal communication about an organization, goods, service, or ideas by an identified sponsor‖. The paid aspect of this definition is important because the space for advertising message normally must be bought. An occasional exception is the public services announcement where the advertising time or space is donated. The non personal component of advertising is also important. Advertising involves mass media such as television radio, and magazine which are non personal and do not have an immediate feedback loop as does personal selling. (Eric N. et al, 2007). According to the Encyclopedia Britannica, 1974 defines advertising as ―the technique and practices used to bring products, services, opinions or case to the public notice for the purpose of persuading the general public to respond in certain way toward what is advertised‖. In effect from the above definitions, the following deductions were made: Advertising is not limited to the selling of goods and services only but can be used as technique and practices to carry out announcements and political messages or campaign through any of the media outlet. Also, the researcher realized that advertising plays a very important role and it is valuable for all organizations. Moreover, others are of the view that 10 advertising is expensive, useless at a point in time and blatant liar which persuade people to take action that they don‘t want to. However, the researcher is of the view that these erroneous belief are likely to happen when certain thing are overlooked ; thus in appropriate choice of media outlet, the time of advertisement, over exaggeration of advertisement which infringes upon the fundamental human right of prospects buyer and listeners. From the above definitions, the researcher noted that advertising is a ―technique and practices of non personal communication about goods and services, opinions or case to public notice for the purpose of persuading the public to respond in certain way towards what is advertised by an identified sponsor through the media‖. 2.2 Importance of Advertising Spending on advertising is huge. One often quoted statistic by market research firm Zenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a local newspaper. Moreover, most organizations, large and small, that rely on marketing to create customer interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, 11 which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. 2.3. Types of advertising If you ask most people what is meant by "type" of advertising, always they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.). In marketing, type of advertising refers to the primary "focus" of the message being sent and falls into one of the following four categories: Product oriented advertising Image advertising Advocacy advertising Public service advertising. 2.3.1 Product oriented advertising Most advertising spending is directed toward the promotion of a specific good, service or idea, what we have collectively labeled as an organization‘s product. In most cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Marketers can accomplish this in several ways from a low-key approach that simply provides basic information about a product (informative advertising) to blatant(clear) appeals that try to convince customers to purchase a product (persuasive advertising) that may include direct comparisons between the marketer‘s product and its competitor‘s offerings (comparative advertising). However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. Marketers of new products may follow this "teaser" approach in advance of a new product introduction to prepare the market for the product. For instance, one week before the launch of a new product a marketer may air a television advertisement proclaiming "After next week the world will never be the same" but do so without any mention of a product or even the company behind the 12 advertising. The goal is to create curiosity in the market and interest when the product is launched. 2.3.2 Image advertising Image advertising is undertaken primarily to enhance an organization‘s perceived importance to a target market. Image advertising does not focus on specific products as much as it presents what an organization has to offer. In these types of advertising, if products are mentioned it is within the context of "what we do" rather than a message touting the benefits of a specific product. Image advertising is often used in situations where an organization needs to educate the targeted audience on some issue. For instance, image advertising may be used in situations where a union has occurred between two companies and the newly formed company has taken on a new name, or if a company has received recent negative publicity and the company wants to let the market know about that union or sale of the company. Example the sale of Spacefon a telecommunication company to areeba and areeba to MTN, and the recent negative publicity the Kinaphamer a Pharmaceutical Company has received about dealing with illegal drugs in their manufactured product. 2.3.3 Advocacy advertising Organizations also use advertising to send a message intended to influence a targeted audience. In most cases there is an underlying benefit sought by an organization when they engage in advocacy advertising. For instance, an organization may take a stand on a political issue which they feel could negatively impact the organization and will target advertisements to voice their position on the issue. 2.3.4 Public service advertising In some countries, not-for-profit organizations are permitted to run advertisements through certain media outlets free-of-charge if the message contained in the ad concerns an issue viewed as for the "greater good" of 13 society. For instance, ads directed at social causes, such as teen-age smoking, illegal drug use and mental illness may run on television, radio and other media without cost to organizations sponsoring the advertisement. (http://www.buzzle.com). 2.4. Forms of off-line advertising media According to David E, if you are ready to get the word out about your business, one of the steps that you need to do is to select the right media to advertise and promote your business. According to Lyve Alexis Pleshette for a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Your advertising campaign should translate to greater sales, more profits and healthier bottom line. While there are a number of venues where you can promote your business, you need to ask three important questions: Where are my target buyers? What is the best medium to reach them? Can I afford to launch an effective campaign using this medium? An important step to developing your sales and marketing plan is to select the right media to send out your message. There are no hard-and-fast rules as to which media is better. The right media for one business may be wrong for another. (By Lyye Alexis Pleshette) According to David E. Rye with a reference book of an excellent small business "How to Start and Operate a Successful Small Business: Winning the Entrepreneurial Game" explain relative advantages and disadvantages of the advertising media most frequently used by small businesses: 14 2.4.1 Newspaper Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. Advantages Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper Your ad can be as large as necessary to communicate as much of a story as you care to tell. Exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing ad copy is usually available Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days. Disadvantages Advertising space can be expensive. Your ad has to compete against the clutter of other advertisers, including the giants‘ ads run by supermarkets and department stores as well as the ads of your competitors. Poor photo reproduction limits creativity. Newspapers are a price-oriented medium; most ads are for sales. Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are a highly visible medium, so your competitors can quickly react to your prices. 15 With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication. 2.4.2 Magazines Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences. Advantages Allows for better targeting of audience, as you can choose magazine publications that cater for your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement. Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out. Disadvantages Long lead times mean that you have to make plans weeks or months in advance. The slower lead time heightens the risk of your ad getting overtaken by events. There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher. 16 2.4.3 Yellow pages There are several forms of Yellow Pages that you can use to promote and advertise your business. Aside from the traditional Yellow Pages supplied by phone companies, you can also check out specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages, Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow pages; Internet directories containing national, local and regional listings; and other services classified as Yellow Pages. Advantages Wide availability, as mostly everyone uses the Yellow Pages. Non-intrusive. Action-oriented, as the audience is actually looking for the ads Ads are reasonably inexpensive. Responses are easily tracked and measured. Frequency. Disadvantages Pages can look cluttered, and your ad can easily get lost in the clutter Your ad is placed together with all your competitors. Limited creativity in the ads, given the need to follow a pre-determined format. Ads slow to reflect market changes 2.4.4 Radio Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has 17 the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices. Free creative help is often available. Rates can generally be negotiated. During the past ten years, radio rates have seen less inflation than those for other media. Disadvantages This is because radio listeners are spread over many stations; you may have to advertise simultaneously on several stations to reach your target audience. Listeners cannot go back to your ads to go over important points. Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention. Radio is a background medium. Most listeners are doing something else while listening, which means that your advertisement has to work hard to get their attention. 18 2.4.5 Television The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majority of television commercials featured a song or jingle that listeners soon relate to the product. Advantages Television permits you to reach large numbers of people on a national or regional level in a short period of time. Independent stations and cable offer new opportunities to pinpoint local audiences. Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion. Disadvantages Message is temporary, and may require multiple exposures for the ad to rise above the clutter. Ads on network affiliates are concentrated in local news broadcasts and station breaks. Preferred ad times are often sold out far in advance. Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate. Relatively expensive in terms of creative, production and airtime costs. 19 2.4.6 Direct Mail Direct mail, often called direct marketing or direct response marketing, is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail includes catalogs or other product literature with ordering opportunities; sales letters; and sales letters with brochures. Advantages Your advertising message is targeted to those most likely to buy your product or service. Marketing message can be personalized, thus helping increase positive response. Your message can be as long as is necessary to fully tell your story. Effectiveness of response to the campaign can be easily measured. You have total control over the presentation of your advertising message. Your ad campaign is hidden from your competitors until it's too late for them to react. Active involvement - the act of opening the mail and reading it -- can be elicited from the target market. Disadvantages Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list. Long lead times are required for creative printing and mailing. Producing direct mail materials entail the expense of using various professionals - copywriter, artists, photographers, printers, etc. Can be expensive, depending on your target market, quality of your list and size of the campaign. 20 2.4.7 Telemarketing Telephone sales, or telemarketing, are an effective system for introducing a company to a prospect and setting up appointments. Advantages Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service. It's easy to prospect and find the right person to talk to. It's cost-effective compared to direct sales. Results are highly measurable. You can get a lot of information across if your script is properly structured. If outsourcing, set-up cost is minimal. Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls. Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them. Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects. Disadvantages An increasing number of people have become averse to telemarketing. More people are using technology to screen out unwanted callers, particularly telemarketers. Government is implementing tougher measures to curb unscrupulous telemarketers. Lots of businesses use telemarketing. If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees. 21 May need to hire a professional to prepare a well-crafted and effective script. It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm. It is most appropriate for high-ticket retail items or professional services. 2.4.8 Specialty Advertising This kind of advertising entails the use of imprinted, useful, or decorative products called advertising specialties, such as key chains, computer mouse, mugs, etc. These articles are distributed for free; recipients need not purchase or make a contribution to receive these items. Advantages Flexibility of use. High selectivity factor as these items can be distributed only to the target market. If done well, target audience may decide to keep the items, hence promoting long retention and constant exposure. Availability of wide range of inexpensive items that can be purchased at a low price. They can create instant awareness. They can generate goodwill in receiver. The items can be used to supplement other promotional efforts and media (e.g. distributed during trade shows). Disadvantages Targeting your market is difficult. This can be an inappropriate medium for some businesses. It is difficult to find items that are appropriate for certain businesses. 22 Longer lead time in developing the message and promotional product. Possibility of saturation in some items and audiences. Wrong choice of product or poor creative may cheapen the image of advertiser. (David E.et al) 2.5 The Role and Value of Advertisement 2.5.1 Advertising Advertising creates awareness of the options available to targets and helps to identify the products that best fit our needs. For the purposes of this project, ‗products‘ are intended to mean any object of an advertisement, including nonmaterial ‗products‘ such as services, newspaper subscriptions, holiday destinations etc. 2.5.2 Consumer desired response We can distinguish four different stages in the consumer‘s choice of a product – awareness, knowledge, preference, purchase. Advertising can play a role at each of these stages (though not necessarily at the same time): Awareness: ‗I remember that brand‘. Knowledge: ‗I understand what they are offering me‘. Preference: ‗I choose this product over the competitor. Preference can be based on both emotional and rational benefits. Example of a rational benefit: Volvo – Safety. Purchase: ‗I am going to try it out/buy it again‘. 2.5.3 Importance of Advertisement to Companies Advertising allows companies to match supply with demand and to build brands with clear values and personalities. 23 What is a Brand? One widely accepted description says: ‗If a customer can perceive that a product or service has a unique identity that differentiates it and they can describe it and the unique set of benefits it offers, then it is a brand‘. At each of the four stages of choosing a product, companies use advertising for a distinct purpose. Advertising can: Create awareness by establishing a product‘s brand name. It is also accepted as one of the choices among the consumer‘s list of options; Increase knowledge of the product by providing information on its attributes: how it works, how much it costs, where to get it etc. Beside it creates a preference for the product by differentiating it from the competition: cheaper, higher quality, easier to use, more fun etc. If it does its job well, advertising can ultimately be successful in convincing the consumer to buy the product. 2.5.4 Advertisement benefits to consumer This section looks at four ways in which advertising has a direct benefit for the consumer: Advertising is the driver of consumer choice. Advertising makes brands accountable to consumers. Advertising generates a better value proposition for consumers. Advertising is used by us all every day. 2.5.5 Advertising promotes choice We live different lives and have different values and needs. A product that is right for one may not be right for another. There are many levels on which advertising can promote choice. For instance, advertising tells us about differences in prices for the same or comparable products; differences in quality between comparable products; also, tells us about products that best fit our own individual tastes; convenience about products that best suit our lifestyle. Companies seek to respond to these differences in values and needs. Advertising helps them to link their offering with such diverse demand. It allows them to provide a much broader range of options than would otherwise be the 24 case. By telling us about these options, advertising ensures that we don‘t need to settle for second best. It helps us exercise our right to choose. 2.5.6 Accountability Advertising is a public commitment. On the basis of advertising, the consumer has precise expectations about what a brand will deliver. Through advertising, a brand establishes a ‗contract of confidence‘ with its consumers. Failure to meet the consumers‘ expectations risks breaking the brand‘s ‗contract of confidence‘ and undermining consumer trust in the brand. When trust is lost, consumers will easily switch to another brand. As a result, advertising makes a brand publicly accountable. In 2004, the company Ingersoll Rand had to replace 380,000 of its supposedly impregnable Kryptonite brand bike locks in 21 countries after it emerged they could simply be picked with a pen. The experience cost the company $10 million – reducing the lock division‘s operating margins by almost a quarter compared with the previous year. The reason, however, was not a looming lawsuit. The company felt obliged to avoid the embarrassment of breaking the promise it had made to its customers. 2.5.7 Better Value Proposition Advertising enables new companies to enter into the market, and allows existing companies to differentiate themselves from their competitors. This helps promote and stimulate competition. Competition forces companies to keep improving the value of their products for their consumers: driving down prices and driving up quality. When bans on advertising were lifted in some US states, the FTC estimated that prices of spectacles fell by 30% to 40% thanks to public awareness and competition. Value does not have to be material it can also be created in meeting specific tastes and preferences. 25 2.5.8 Everyone Advertises Not just big businesses advertise. The top 100 marketers account for only 20% of all media advertising expenditure. Advertising is critical for start-ups who want to break into the market with novel products. It is also essential for small-and-medium-sized enterprises (SMEs), the backbone of any economy, to succeed. Governments use advertising to communicate about public services and government projects, and to tackle social problems like domestic violence, drunk driving, or low disease awareness. Civil society groups, NGOs, universities, museums, operas all advertise to showcase their events and projects. All of us advertise when searching for jobs and houses in the classifieds, when distributing fliers for an event, or when selling products. 2.5.9 Advertisement benefits to society This section looks at the numerous benefits of advertising to society: Advertising generates economic growth and jobs; Advertising turns innovation into products we use; Advertising funds a pluralistic media landscape, empowering free speech in an open, democratic society; Advertising supports cultural and sports and is a source of creativity and creative values. 2.5.10 Economic Growth By helping businesses succeed in the marketplace, advertising is a cornerstone of a dynamic economy. Successful companies create more jobs, pay more tax for inward investment and contribute directly to economic growth. According to (1991 -2000) GDP a cross major markets demonstrated that there is a direct correlation between advertising and economic growth. There is a positive correlation between the rates of total investment in advertising and the average rate of growth in GDP (1991 to 2000) across major markets. 26 A higher rate of advertising investment as a percentage of GDP directly increases the rate of return on other tangible and intangible investments (e.g. R&D, product development, skills training). Business sectors where advertising is used effectively are that those with the most dynamic market share movement and therefore those in which competition, a recognized driver of growth, is liveliest. Those countries in which relatively little is invested in advertising are also those in which economic growth is weakest. Sectors with a high advertising investment rate ‗over-contribute‘ to growth in consumption, and therefore to economic growth. The advertising industry itself, too, contributes disproportionately to economic growth. In 2007, 6.4% of the communications industry the third-fastest growing sector of the US economy. Within the wider advertising industry added value is increasing twice as fast as in the economy as a whole. 2.5.11 Intangible Assets Increasingly, a country‘s wealth is not based on physical assets but on its intellectual and human capital: the capacity to innovate, create concepts and produce ideas. These intangible assets are a key element of any knowledgebased economy. Intangible assets allow national economies to remain competitive in the global market. Brands (alongside human resources) are one of the largest intangible assets of an economy. According to Advertising Age, ‗21st Annual Global Marketers - PART 1: Global Advertisement Spending by Marketer‘, November 19 2007; WARC, World Advertising Trends 2007 on average, the brand constitutes 30% of the stockmarket value of listed companies. Advertising builds and sustains brands, guaranteeing the promise of long-term profitability. Countries too have their own identities and ‗brands‘. We often think of particular products that come from these countries as symbolizing a certain quality, taste or idea. Just imagine a ‗un-branded‘ France, Japan or US. 27 Also, companies too are using advertising to help address societal challenges. They are increasingly conscious that, beyond selling brands and ideas, advertising can be used to show how their products and their initiatives can help make a difference. Advertising enables companies to differentiate themselves on basis of their ethical, environmental and social credentials. Evidence has shown that Procter & Gamble‘s Ariel consumers in the UK are twice as likely as the average consumer to reduce their wash temperature to 30° since the launch of the Ariel Cool Clean UK Campaign. 2.5.13 Job Creation Through its positive effect on economic growth, advertising helps generate jobs. In the US advertising plays a key role in generating 18.2 million of the 126.7 million jobs. The wider advertising industry itself has a positive leverage effect on job creation. The advertisement industry‘s contribution to employment growth is two to four times greater than the average for the overall economy. 2.5.14 Innovation Innovation is widely recognized as the single most important ingredient in any modern economy. Advertising helps turn innovative ideas and technological developments – often in danger of remaining unexploited – into products we use. Innovation on its own does not create economic value: we need advertising to make R&D investments profitable. From the MP3 technology for playing electronic music was invented in Germany by the Fraunhofer Institute, a research body. The first patent for the technology was registered in 1989. Yet it was brought to market as a commercially viable product by US-based Diamond Multimedia in 1998. When Sir James Dyson launched the ‗bagless‘ vacuum cleaner in the 1980s it went largely unnoticed. The breakthrough came more than ten years later, following a memorable ad campaign with the slogan ‗say goodbye to the bag‘ 28 which revolutionized the vacuum cleaner market and soon led other manufacturers to introduce their own ‗bagless‘ models. 2.5.15 Media Pluralism Advertising funds a diverse, pluralistic media landscape. Without advertising, many of the world‘s media as we know them would not exist. By supporting multiple voices, advertising ensures diversity in the marketplace of ideas. It is essential for an open, democratic society On average, newspapers and magazines rely on advertising revenue for over 50% of their earnings. On television and radio, the huge variety of sport, drama, news and children‘s programs that we have come to expect would be unthinkable without advertising. An estimated 94% of revenues from children‘s TV advertising are directly reinvested in children‘s programs. Most content and technology available online is free – paid for by advertising. Advertising as an art, as a need and especially as a duty, is an integral part of the freedom of expression. It is impossible in a democracy to separate the freedom of publishing or broadcasting news, opinions or entertainment, from the freedom of advertising.‘13 (Francisco Pinto Balsemao, Former Prime Minister, Portugal) 2.5.16 Sports and culture Advertising and sponsorship play an essential role in enabling sporting events such as the Olympic Games and the football World Cup. It also heavily subsidizes the transmission of such events to a global audience. According to Michael Payne (IOC Marketing Director 1983-2004) the costs of running the 2012 Olympics in London – estimated at £2bn – will be entirely funded through sponsorship and related revenues. ‗No advertising at the Olympic Games but no games without advertising.‘ In the arts, sponsorship subsidizes and pays for major exhibitions whether at the Museum of Modern Art or the Guggenheim or for performances at La Scala or the Opéra National de Paris. Global spending on sponsorship exceeded $30 billion in 2005. 29 Sponsorship also supports grassroots and community sports teams, cultural events and aspiring artists. Proof-point: Damien Hirst, today one of the most eminent contemporary artists, started his rise to fame with a student exhibition sponsored by the London Docklands Development Corporation. 2.5.17 Creativity and Creative Values Advertising plays an important role in social and art history and provides substantial work and public display for the talents of the world‘s best photographers, designers, film makers, graphic artists, indeed artists of every description. Toulouse-Lautrec was an advertising guy! Advertising champions creative values and inspirational and innovative ideas. It supplies a constant source of wit, humor, neologisms, catch phrases and profound and provocative ideas. Advertising also allows the creative industries to flourish. 2.5.18 Advertisement limitation It is important to acknowledge the limitations of what advertising can do. Advertising cannot convince us to buy a product against our better judgment. Advertising cannot deliver success for product consumers do not want, or whose quality does not live up to consumer expectations. Research shows that 75% of new product launches fail: nothing kills a bad product like good advertising. Advertising cannot afford to ignore societal expectations of responsible advertising, as it would jeopardize consumers‘ trust and undermine the very purpose of advertising. These expectations are recognized in the self-regulation codes which the industry sets for itself. 2.5.19 Contributions of the Marketing Industry The marketing industry contributes directly to a better society: Advertising helps address societal challenges through social marketing; Advertising helps promote sustainable development; The marketing 30 industry ensures responsible advertising through a model of effective and responsible self regulation; The marketing industry is actively engaged in teaching media literacy. 2.5.20 Social marketing for a better society Public service announcements (PSAs) have been proven to be effective in raising awareness about social issues and changing societal behavior for the better. (U.K Department of Culture, Media and Sport). The Olympic Turnaround European Sponsorship Association has also contribute awareness creation through reducing the casualties of road accidents by encouraging the use of seat belts, educating citizens about the risks of drunk driving, encouraging the use of hot-lines for depression, fighting domestic violence and increasing AIDS awareness. 2.5.21 A model of effective and responsible industry self-regulation The industry sets the common global standards for marketing communications in the International Chamber of Commerce Consolidated Code on Advertising and Marketing Communication Practice (2006). All marketing communications have to be legal, decent, honest and truthful. Self-regulation also allows fast, free and flexible consumer protection. It is paid for by the marketing industry at no charge to the consumer. The advertising industry has been commended on its self-regulatory system by the European Commission. Governments from India to Brazil rely on the advertising industry to help ensure responsible advertising through self-regulation. According to comprehensive, independently-verified monitoring of self-regulatory systems shows compliance rates above 95%. 31 2.5.22 Teaching media literacy Media Smart is an educational program designed to help children ages 6-11 understand and interpret advertising. The content and pedagogic methods are developed by independent experts. All costs are covered by the industry. Over £4 million has already been spent on this program. Media Smart has been endorsed by the WHO, European Commission, the UK & Dutch Governments, and teachers. Media Smart is currently used in the UK, Germany, Belgium, The Netherlands, Sweden, Finland, Hungary and Portugal, with more to follow. Similar initiatives exist in other major markets. Today, materials are in use in 20,000 schools across Europe, reaching 3 million students. From the above, it can be deduced that the merit of running campaigns far outweighs the demerit and that the value of underestimated. 32 advertising cannot be CHAPTER 3 METHODOLOGY 3.0 Introduction This chapter deals with presentation of procedures and technique use to collect data for the study. It also outlines the description of population, sampling procedures, research instruments, administration of instrument and limitations prior to the study. The methodology seeks to access the view of people about the role and value of advertisement in the Sekondi-Takoradi metropolis. 3.1 Source of data The data was collected from both primary and secondary sources. The primary sources include libraries and institution, seminars etc. while the secondary sources are internet, radio, television etc. Questionnaires were used to collect the primary data. The primary data was obtained directly through interaction with the respondents who responded to question for the research. 3.2 Population The researcher has chosen Sekondi-Takoradi as his area for the study. SekondiTakoradi is located in the Western Region of Ghana. Sekondi-Takoradi is it regional capital popularly the twin city. According to the Sekondi-Takoradi Metropolitan Assembly there are twenty-seven vicinities. This include Western Tanokrom, Apremdo, East Tanokrom, Airport Ridge, Kweikuma, Bakaekyir, Ketan-Bu-Adiembra, Kojokrom, Ahinkofi, Ngyeiresia Village, Ngyeiresia- Essupon- Mpintsin, Effia, Mpentmnserew, Kenten Road,Estate, Mempeasem, Chapel Hill, West Fijai, West Anaji, N/Ahinnkofi –Kansa –Diabene, East Anoe/North Mpintsin, Beach Road, North Kwesimintsim, Whindo, Asakae – Mpatado – Adientem, Effiakuma Eastate, Sofokrom, and Esssupon – Upper Inchaba.(STM,2010. 33 However, this study is limited to a certain targeted population that is persons from the age of (13 -75+) years. The age range is chosen as a result of the class of people the researcher has taken as target population specifically market cycle (The Central Business District), these include advertising industry, students, working class, and lay person within the Sekondi-Takoradi. This is because very soon the town will take a new face as one of the best areas to make business in Africa as a result oil found at the Cape Three-Point in Western Region near the coastal area. This area is chosen as result of proximity to the researcher. 3.2 Sample size/ Sampling The sample size of the study is critically analyze and estimated in order to ensure fair responses where equitable questions covered in proportion to the size of each group or class. However, the total sum of the entire target population is considered as hundred (100%) being the sample size which is composed of Advertising Industry (10%), students (30%), working class or group (20%), and ordinary person(s) takes (40%) of target population. However as rightly estimated in the previous paragraph, the sample size for the research as 100; however 97 responded and returned their questionnaire and 3 did not returned. 3.3 Research instrument The research instrument employed is questionnaires. It is one of the effective methods of data collection which is usually accompanied with number of questions for the respondent to react or say their views base on the open and closed ended questions put in the designed questionnaire. It is a written collection of self-repot questions to be answered by selected a group of research participants. It is efficient because, it requires little time, and expense and permits collection of data from large sample. Also, it allows respondents the ample time to answer questions well in context of what they were questioned on unlike 34 interview that needs quick responses which make respondents answer questions without judgment, because they do so under intense pressure. The researcher structured the question in that it will be easier to be responded to without any further explanations. The questionnaires include ten close and one open ended questions. 3.4 Administration of instrument The questionnaires were administered using the appropriate sampling techniques and identified participants are persons who have the desire information and are willing to give it. However, questionnaires were delivered through personal administration (hand) in officers, market places, and institutions. The respondents were given one-week for the return of questionnaires with views. Those who were not able to meet the exact day for submission were given additional days for completion. 3.5 Limitation In the process of the research work, the researcher faced some difficulties. One of the major limitations is the issue of funding. Money is needed to seek for information, typing and printing, transportation and many more. Also, there are no adequate books in the libraries to back research from institutions was one of the challengers confronted. ―Come anther time for your inquiries but for now we are very busy‖ were the answers received often. 35 CHAPTER 4 DATA ANALYSIS 4.0 Introduction The analytical research method was use to analyzed the data in respect to each question. The data obtained were coded and analyzed using tables and graphs extracted from the use of Microsoft Excel Package. Microsoft Package is one of the appropriate tools used because the result is easy to translate into tables, graphs and pie chart among others. Secondly, of the major packages, Microsoft Excel seems to be the easiest and most widely use statistical technique. The data were analyses according to major themes so as to reflect the order of research questions Advertising is a form of communications which inform and educate potential customers about product and services, and how to obtain and use them. Advertisers also seek to give product and service a good personality that is unique, appealing and appropriate so that the consumer will want to choose them over similar products and services that might fulfill the same need. This is enhanced by the medium or channel used for the advertisement. 4.1 Respondents experience of advertisement From the data collected on the question of whether consumers have ever seen or listen to advertisement before. 97 respondents have testify that they have ever listen or seen advertisement which represents 100% of the entire sample size and non said otherwise representing 0%.This means that advertisement are being run on every medium outlets. Also, it implies that we see or hear advertisement everywhere we find ourselves. As shown in table 1 and graph 1 below. 36 Table 1 Respondents No of respondent(s) Percentage (%) Yes 97 100 No 0 0 Total 97 100 experience Graph 1 Respondents experience of advertisement No. of respondent(s) 120 100 80 60 Series1 40 20 0 Yes No Respondents experience 4.2 Respondents encounter with advertisement in a day Accessing consumers encounter with advertisements in a day the researcher noted that majority of the media houses will not be in business if they should stop running advertisements. This is because more airtime on all media channels are being sold for advertisements. From the data gathered, 6 of the respondents have confirm that they get confronted by 1 advertisement in a day, representing 6.2%.17 respondents also said they get confronted with two advertisements in a day, representing 17.5%, while 19 respondents have also indicated that they 37 see advertisement three times within a day, representing 19.5%. 42 respondents forming the simple majority of respondents representing 43.3% spot advertisements several times. This shows that most media outlets make so much money from advertisers and greater airtime on media outlet is being taken by advertisement. This is an indication to businesses to continually put their messages across to public. As shown in table 2 and graph 2 below. Table 2 Respondents encounter No of respondent(s) Percentage (%) 1 6 6.2 2 17 17.5 3 19 19.6 4 13 13.4 Several more 42 43.3 Total 97 100 with advertisement Graph 2 No. of respondent(s) Respondents count of advertisement in a day 45 40 35 30 25 20 15 10 5 0 Series1 1 2 3 Respondents count 38 4 More than 4.3 Medium respondents often listen or see advertisement From the information gathered to determine which medium is frequently used, it was noticed that television is the highly viewed medium. 36 of the respondents stated that the advertisements they see often is on television which represents 37.1% of the respondents while 31 respondents for radio representing 31.9% of the total respondents, and poster and billboard pulled 13 respondents representing 13.4%. Furthermore, it was realized that newspaper and magazine have the least consumers‘ favorite at 12.4% and 5.2% respectively. As shown in table 3 and graph 3 below. Table 3 Favorite medium No of respondent(s) Percentage (%) Radio 31 31.9 Television 36 37.1 Magazine 5 5.2 Newspaper 12 12.4 Poster and billboard 13 13.4 Total 97 100 Graph 3 No. of respondent(s) The medium respondents often listen or see advertisements 40 30 20 Series1 10 Series2 0 Radio Television Magazine Newspaper Poster and billboard Preffered Medium 39 4.4 Respondents’ reaction after advertisement Advertisement stimulates demand of product and services. Here the researcher sought respondents‘ reaction after advertisement; this is because some school of thought holds that it wets consumers appetite to test the product or service whether it is good or not and other also concludes that the product is just being portrayed so but in reality is not . From the data collected, 79 respondents act feel positively representing 81.4% while 18 respondents representing 18.6% responded negatively. This means that majority of consumers get influenced to buy products and services advertise businesses. As shown in table 4 and graph 4 below. Table 4 Reaction after No of respondent(s) Percentage (%) Positive 79 81.4 Negative 18 18.6 Total 97 100 advertisement Graph 4 No. of respondent(s) Respondents reaction after advertisement 100 80 60 40 Series1 20 0 Positive Negative Respondents reaction 40 4.5(a) Are Advertisement Important? From the data collected for the research, it indicated that 91 respondents are in support that advertisement should be encouraged representing 93.8% and 6 of the respondents see advertisements not being relevant but blatant lie to persons, because they let consumers buy things they do not wish to (impulse). This represents 6.2% of total respondents. As shown in table 5 and graph 5 below. Table 5 Respondents view No of respondent(s) Percentage (%) Yes 91 93.8 No 6 6.2 Total 97 100 Graph 5 No. of respondent(s) Are advertisement important 100 90 80 70 60 50 40 30 20 10 0 Series1 Yes No Respondents view 41 4.5(b) Importance of advertisement Finding out the views of respondents whether advertisement is very important to a country, the study indicated that the growth of country‘s economy partly lies on advertisements. From the data gathered, it has shown that majority of the respondents agreed that advertisements bring about awareness, employment, educative, and finally generate revenue through income taxes from the media and advertisers. 44 respondents believes that advertisement create awareness representing 45.4%, 26 respondents agreed it brings about employment, 17 respondents also confirmed that is very educative representing 17.5% and 10 respondents indicated it generates revenue for the nation through taxation. Table 5 (b) Importance of No of respondent(s) Percentage (%) Awareness 42 43.3% Employment 24 24.7 Educative 15 15.5% Revenue (tax) 8 8.2% None 6 6.2% Total 97 100 advertisement. 42 Graph 5 (b) No. of respondent(s) Importance of advertisements 45 40 35 30 25 20 15 10 5 0 Series1 Series2 Respondents reason 4.6 Advertisement promotes sales Advertisement creates demand in products and services and makes it possible for introduction of mass production. It is not only beneficial to advertisers and media but also to retailers, consumers and the state through income taxes from both promoters. On this basis, running a business without advertisement is like selling in the dark. To buttress this, the above table (5b) / graph (5b) indicates that with advertising, as much as 43.3% of the consumers become aware. Generally respondents indicated that advertisements really promote sales. From the data in Table 9, 97 respondents, which represent 100%, responded that advertisement has a positive effect on sales of product and services. ―At each of the four stages of choosing a product, companies use advertising for a distinct purpose. Advertising can: Create awareness by establishing a product‘s brand name. It is also accepted as one of the choices among the consumer‘s list of options; Increase knowledge of the product by providing information on its attributes: how it works, how much it costs, where to get it etc. Beside it creates a preference for the product by differentiating it from the competition: cheaper, 43 higher quality, easier to use, more fun etc. If it does its job well, advertising can ultimately be successful in convincing the consumer to buy the product.‖(http://info.wfa.be/Value_of_advertising_speaking_notes.pdf). As shown on table 6 and graph 6 below. Table 6 Advertisement No of respondent(s) Percentage (%) Yes 97 100 No 0 0 Total 97 100 promotes sales Graph 6 Advertisement promotes sales No. of respondent(s) 120 100 80 60 Series1 40 20 0 Yes No Respondents view 4.7 Advertisement is deceptive. From researchers point of view not all advertisements are deceptive and those that are deceptive only encourages first time sales and not repeat sales. This is because first time sale tells consumer the standard of products and services 44 whether good or bad. From the data collected, 72 respondents revealed that advertisement is deceptive representing 74% of the respondents and 25 respondents indicated that is not representing 25.8%. This means that majority of producers if not all do not portrayed the exact from product or services providers advertised. As shown in Table 7 and graph 7 below. Table 7 Advertisement is No of respondent(s) Percentage (%) Yes 72 74.2 No 25 25.8 Total 97 100 deceptive Graph 7 Advertisement is deceptive No. of respondent(s) 80 70 60 50 40 30 Series1 20 10 0 Yes No Respondents view 4.8 Advertisement influences on choice. Again, assessing whether advertisements influence consumers‘ choice, the study revealed that advertisements have positive effect on consumers as to what 45 products and services they go for in case there is similar ones on the market. This is because from the data collected it has shown that, 75 respondents indicated that advertisement really dictates to them representing 77.3% and 22 of the respondents disagree representing 22.7%. This implies businesses must continue to advertise. As shown in table 8 and graph 8 below. Table 8 Advertisement No of respondent(s) Percentage (%) Yes 72 77.3 No 22 22.7 Total 97 100 influences on choice. Graph 8 No. of respondent(s) Advertisements determines your choice of product and service 80 70 60 50 40 30 20 10 0 Series1 Yes No Respondents view 4.9 Advertisement promotes competition. Here the research persona is of the scrutiny that advertisement brings in competition among various competitors as to which product or service is the 46 best. For example when you look at all networks advertisement in the country, it is clear that MTN spend so much on advertisements but have poor network services. Despite this problem, there is still high patronage of MTN network and the trick is advertisements with a focus on the slogan ―every where you go‖ which sticks in the listeners memory and TIGO spends little on advertisements and better services network yet they cannot compete MTN in terms of market share. From the data collected it has shown that 92 respondents believe that advertisement brings competition and as edge over other competitors representing 94.8% and 5 respondents disagree which represents 5.2% of the respondents. Table 9 Advertisement No of respondent(s) Percentage (%) Yes 92 94.8 No 5 5.2 Total 97 100 promotes competition Graph 9 No. of respondent(s) Advertisement promotes competition 100 80 60 40 Series1 20 0 Yes No Respondents view 47 4.10 Advertisement is expensive. It is been argued that adverts are expensive and unnecessary. As to this assertion is true or not, respondents were subjected to determine. 91 respondents have approve that advertisements are really expensive representing 93.8% and 6 of the respondents disagree that advertisement is not expensive representing 6.2%. As shown in table 10 and graph 10 below. Table 10 Advertisement is No of respondent(s) Percentage (%) Yes 91 93.8 No 6 6.2 Total 97 100 expensive Graph 10 Advertisement is expensive No. of respondent(s) 100 80 60 40 Series1 20 0 Yes No Respondents view 48 4.11 General comments on advertisements Finally 68 respondents commented that advertisement should be encouraged, because it builds awareness, educative, creates employment and also increases the per capital income of country‘s revenue through taxation, which represents 70.1% and 29 respondents commented that there is so much fiction in advertisement making it illusive and tends to be deceptive consumers. Furthermore, they stated that advertisements run on media outlet should be appealing, interesting, and clear concept. As shown on table 11 and graph 11 below. Table 11 General comment No of respondent(s) Percentage (%) Positive 68 70.1 Negative 0 0 Recommendation 29 29.9 Total 97 100 Graph 11 No. of respondent(s) Respondents general commentary 80 70 60 50 40 30 20 10 0 Series1 Series2 Positive Negative Respondents view 49 Recommendations THIS EXERCISE IS TO SEEK THE VIEW OF THE PUBLICS ON THE PROJECT OF H N D STUDENT IN TAKORADI POLYTECHNIC FOR ACADEMIC PURPOSE, YOUR MAXIMUM ASSISTANT IS REALLY NEEDED TO MAKE THE EXERCISE A SUCCESSFUL ONE. 1. Have you ever seen or listen advertisement before? Yes [ ] or No [ ] 2. How often are you confronted with advertisement in a day? 1[ ]. 2[ ]. 3[ ]. 4[ ] and if more state…………………. 3. Which medium do you often get advertisement message(s) Circle the preferred medium? A. Radio (b) Television (c) Magazine (d) Newspapers (e) Poster and billboard 4. How do you react after the advertisement? Positive [ ] or Negative [ ] 5. (I) Are advertisements important? Yes [ ] or No [ ] (II) If yes why? Circle one of preferred reasons. (a) Awareness (b) Employment (c) Education (d) Revenue (Tax) 6. Does advertisement promotes sales? Yes [ ] or No [ ]. 7. Are advertisements deceptive? Yes [ ] or No [ ]. 8. Do advertisements determine your choice of products and services? Yes [ ] or No [ ] 9. Does advertisement promotes competition? Yes [ ] or No [ ] 10. Are advertisements expensive? Yes [ ] or No [ ]. 11. What are your general comments on advertisement? ……………………………………………………………………………………………… . 50 CHAPTER 5 SUMMARY, CONCLUSION, AND RECOMMENDATIONS 5.1 Summary Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Advertising can be displayed on billboards, newspapers, T.V., websites, movies and more. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, such as newspapers, magazines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization. Organizations that spend money on advertising promoting items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement. Money spent on advertising has increased in recent years. In 2007, spending on advertising was estimated at more than $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. 51 However the study comprised of five chapters. Chapter one talks about the introduction comprising of background of the study, problem of the statement, objective of the study, scope of the study, significances of the study, limitation and organization of the study Chapter two explored mainly the literature review. Here diverse views about the subject matter put together by various authors are given due consideration. Perception and response from individuals are also discussed. Chapter three entails the methodology employed. It takes into account the various techniques or methods used by the researcher to undertake the study. It also outlines s software applications to run data where necessary. Chapter four looks at the interpretation of research results and its analysis using figures, tabular and graphical representations. The final chapter provides summary, conclusion and recommendation based on study findings. 5.2 Conclusion Despite all criticism the role and value of advertising can not be under estimated. This is because this research has shown that advertising plays a vital role in arousing consumers‘ desire and subsequently responding to given product. It creates awareness, knowledge, preference and purchase about products and services over similar ones. From the research findings 93.3% of the respondents have indicated that advertising should be encouraged. This is because advertising creates awareness, brings about employment, very educative and increases the countries per capital in through income tax revenue for country‘s project developments. Also advertising acts as consumer driver of choice which makes brands accountable to consumer and generates a better value proposition for consumer. 52 Advertising helps the consumer to distinguish product and services that is right for a consumer and may not be right for another in terms of the chemical composition. More so there are many levels on which advertising can promote choice. For instance advertising tells consumers differences in prices for the same or comparable product; quality, and convenience about products that best suit our lifestyle. To back the earlier submission 77.3% of the respondents revealed that advertisement really determines their choice of product or services at a point of sales. Advertising makes companies accountable to consumers. This is because is through advertising brand, establishes a ―contract of confidence‖ with it consumers. Failure to meet the consumer expectation risks breaking the brand‘s performance on the market and undermining consumer trust for it. When trust is lost, consumers easily switch to another brand. As a result, advertising makes brand publicly accountable and this minimizes too much fiction in advertisements as perceived by 74.5% of the respondents that advertisement is deceptive. Concerning the societal benefit of advertisement, advertising generates economic growth and jobs. It also funds a pluralistic media, landscape, empowering free speech in an open, democratic society supports cultural and sport and in creativity and creative values. Advertisement brings about economic growth by helping businesses to succeed in marketplaces and also as a cornerstone of a dynamic economy. Successful companies create more jobs, pay more tax for inward investment and contribute directly to economic growth. However there is no disputable fact about this, because from the findings 100% of the respondents mentioned that advertisements actually promote sales. 5.3 Recommendation Since the role and value of advertisement can not be overlooking then Companies, Entrepreneurs and other minor business should deem it very 53 important to advertise their product and services. Lyve Alexis Pleshette said ―For a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Your advertising campaign should translate to greater sales, more profits and healthier bottom line.‖ Learn the advantages and disadvantages of each advertising medium that you can use to provide your business the winning edge. (PowerHomebiz.com) Also advertisement concept must be fantastic to keep the listener and viewer focus, it must be appealing to the viewer and good sounds in term of radio advertisement for the listener and interesting. This is because 29.9% of respondents complain on how the advertisement are being rendered on media outlet. 54 Bibliography 1. Courtland L. et al (1995 pp: 183): marketing excellence. U S A. 2. Frank J. (1993 pp: 183): modern marketing, 3rd edition. Singapore. 3. George E. (1995 pp: 11). Introduction to Advertising and Promotion perspective 3rd edition. 4. William O. et al (2004 pp: 401). Marketing: principle and perspective 4th edition. 5. Lois Schneider F. (1991 pp: 205). Marketing Essential. U.S.A. 6. Eric N. et al (2007 pp: 498). Marketing, 5th edition. U.S.A. 7. Encyclopedia Britannica, 1974 pp: 113). Encyclopedia Britannica, 15th edition. vol.1. U.S.A. 8. Source: "How to Start and Operate a Successful Small Business: Winning the Entrepreneurial Game" by David E. Rye; and contributions from PowerHomeBiz.com 9. Wikipedia.org.2009. Advertising [Online] Available from: 10. < http://en.wikipedia.org/wiki/Advertising > [accessed 8 December, 2009]. 11. http://www.buzzle.com/articles/difference-between-marketing-andpublic-relations.html 12. http://www.wfanet.org/documents/3/WFAUDA_Advertising&Economic_Growth.pdf, 13. http://info.wfa.be/Value_of_advertising_speaking_notes.pdf 14. http://www.efrd.org/communication/docs/Monitoring%20Report%2 02007.pdf 15. http://www.mediasmart.org.uk/index-2.html 55