EFFECT OF FALSE ADVERTISEMENT ON CUSTOMERS SATISFACTION IN NIGERIA

EFFECT OF FALSE ADVERTISEMENT ON CUSTOMERS SATISFACTION IN NIGERIA

TABLE OF CONTENT

CHAPTER ONE  

1.0        Introduction

1.1        Background to the study

1.2        Statement of problem

1.3        Purpose of the study

1.4        Research Questions

1.5        Significance of the study

1.6        Scope/Delimitation of the study

1.7        Limitation to the study

1.8        Definition of terms

CHAPTER TWO 

2.0        Literature Review

CHAPTER THREE        

3.0        Methodology

3.1      Research Design

3.2      Population of study

3.3      Sample and sampling techniques

3.4      Research instrument

3.5      Validity of the instrument

3.6      Administration of the instrument

3.7      Method of data analysis

CHAPTER FOUR        

4.0        Data Analysis and Interpretation

4.1        Presentation of Data

4.2        Analysis of data

CHAPTER FIVE

5.0        Summary, Conclusion and Recommendations

5.1        Summary

5.2        Conclusion

5.3        Recommendation

REFERENCES      

QUESTIONNAIRES    

1. Introduction

Advertising is one of the most integral parts of a business entity. Organizations all around the world spend billions of dollars every year to promote their products and advertising is one of the tools to promote their product globally. As businesses run across border, the role and greatness of advertising expenditure have expanded thus require a close examination in terms of its roles and functions. Advertising is a form of communication which is used to persuade a specific group of people to take some new action. Advertising is considered as a major and important element for the economic growth of the marketers and different companies in competition (Ryans, 1996). Advertising is usually a paid form of publicity by some sponsor and reached through various traditional media such as television, commercial radio advertisement, outdoor advertising, newspaper, magazine mail or modern media such as blogs, websites and text messages. Furthermore the developments and technological advancements have turned advertising to a more pervasive and powerful in its impact and affect (Leiss et al., 1986). Early advertisers assumed that advertising is very powerful what is said “gets through and strongly achieves the anticipated and persuasive objectives as “ the early bullet or “internal needle” models of communication which has given rise to the earliest concept of communication effects, “who says what to whom through what medium with what effect” Bryant and Zeeman 1944). The introduction of new technologies has set a new playing field in which advertisers have to be up to-date with new media such as advertising through web sites and also through mobile phones. According to the Global Advertising Industry Profile, the global advertising market is forecasted to have a value of 90.4 billion dollar in 2011, an increase of 28% since 2006 (Datamonitor Plc, Oct 2007). Wells et al., Cannon, and Kotler et al. (2006, p. 5; 1973, p. 11; 1999, p. 674) define modern advertising as “a paid persuasive communication that uses non-personal mass media-as well as other forms of interactive communication-to reach broad audiences to connect an identified sponsor with a target audience”. The definition is with the exception of advertisements that appear in the forms of public service announcements in which the ad space is donated or allocated without any expense by the media.

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