CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Advertising business is a form of marking communication used to encourage, persuade, or manipulate an audience (viewers, readers, or history’s, sometime a specific group to take or centime to take some action, (Allens, 2009p12).

Most commonly, the desired results is to drive consumer behaviour with respect to a commercial offering. Advertising jingles and slogans are at the front of delivering the proper message and jingles to customers and prospective customers. The purpose of advertising jingles and slogans according to Bell and Cassidy(2012p76) is to convince customers that a company’s services are the best, enhance the image of the company, point out and create a need or products or service demonstrated new uses for established products and programmes, reinforce the sales people’s individual message and jingless, draw customers to the business and to hold existing customer. The essence is to effect consumer buying behaviour.

An advertising slogan is a catchy phrase or series of words used to help consumers remember a company, brand or product (calvert, 2009 p12) for instance, the advertising slogan used by Guisiness malt is” love at first sip” while on the other hand, advertising jingle is a short tune used in advertising and for other commercial uses. The jingles contains one or more hooks and meaning that explicity promote the product being advertised, usually through the use of one or more advertising slogans. Advertising, buyers use jingles in radio and television commercial; they can also be used in non- advertising contexts to establish or maintain a brand image. Jingles are form of sound branding. Companies create advertising slogans and jingles to use in various marking efforts in the hope that phrases and music will stick in people’s mind. That way, when a consumer needs a product or service offered by a variety of companies, that consumer will choose the product or service that is top- of – mind from slogans recognition .

Jingles are similar to slogans in that they are catchy and used to associate a specific company, product or brand. Jingles tend to be musical, though, where as slogans do not need to be accompanies by music (cook, 20011: 72). However, slogans can become jingles; slogans that is sung, is a jingle. Guinness malt’s “ love at first sip slogan often is sung in the company’s commercials, marking it a jingle as well. Most commonly, the desire to use advertising slogans and jingles are is to drive consumer behaviors with respect to a commercial offering, although political and ideological advertising is also common. The purpose may also be to reassume employees or shareholders that a company is viable or successful.

Gills (2007) noted that commercial advertisers who used advertising slogans and jingles often seek to generate an increased consumption of their products or service though “ branding “ which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Therefore, the essence of advertising slogans and jingles is to influence consumer beheviour. It is based on this premise that this research work tad to evaluate advertising jingles and sloganeering campaign on consumers buying habit.

1.2 Statement of the problem

Advertising jingles and slogan are two aspects of advertising that go to some extent in influencing consumer buying habit. However, the inadequacy in the construction of the appropriate message and jingles or music tune in advertising slogan and jingles may end up influencing consumer buying habit negatively. This is due to the fact that slogans for instance are often retained in memories but once they are not appealing to the mined as they relate to the products being promoted, it may not have the influence on consumer buying habit.

That is the reason why much emphasis is always laid on the caliber of message and jingles or music being incorporate in a slogan or jingle. Yet another problem discovered by the researcher is the fact that most firms including Guinness Nigeria Plc that use advertising slogan and jingles, fail to leave up to expectation of what is promised in the advertisement. for instance, in the case of Guinness malt whose slogan is “ love at first sip, most times the first sip of such drinks is disgusting due to certain factors which the company failed to take into consideration before selling its products to the public. The in appropriate selection of the media in reaching the target customers can affect the role of advertising jingles and slogans in achieving its purpose for the company or organization.

1.3 Objectives of the Study

The broad objective of this project work is to evaluate advertising jingles and sloganeering campaign on consumer buying behaviour.

The specific objectives include the following:

1. To determine the role of advertising jingles and slogans in influencing consumer buying behavior of Guinness malt.

2. To determine the adequacy of the music tune and message and jingles incorporated in the advertising jingles and slogans of Guinness malt.

3. To investigate whether cuisines Nigeria Plc live up to expectations of what is promised in its advertising jingles and slogans for cuisines malt

4. To determine the relationship existing between the media types and effectiveness

1.4 Significance of the Study

This project work will be of immense significance to the management and staff of Guinness Nigeria Plc in that it will go to great extent to enlighten them on the concepts of advertising jingle and slogans as well as their role in promoting products and influencing consumers’ behaviour.

Students and other researcher will widen their scope in the information contained in this project work.

1.5 Researcher Questions

The following research questions are formulated for the purpose of this project work.

1. Do advertising jingles and slogans play any role in influencing consumer buying behavior of Guinness malt?

2. How adequate are the music and message and jingles incorporated in the advertising jingle and slogans of Guinness Nigeria Plc in promoting cuisine malt.

3. Does Guinness Nigeria live up to expectations of what is promised in its advertising jingles and slogans for cuisines malt.

4. Is there any significant relationship existing between media and effectiveness of advertising jingles and slogans

1.6 Research Hypotheses

The researcher formulates the following hypothesis;

Hypothesis One

Ho: Advertising Jingle and Slogans do not play any role in influencing consumer buying behavior of Guinness malt.

H1: Advertising Jingle and Slogans play role in influencing consumer buying behavior of Guinness malt.