ABSTRACT
The impact of Television Advertisement on Nursing Mothers cannot be over-emphasized.
The objectives of this research is to investigate if television is actually the most effective media of advertisement as many theorists have asserted and to determine whether baby products commercials they see on television could influence the buying habits of the nursing mothers.
In this study, the work has been grouped into the following sections.
Chapter one deals with the introduction, which exposes the history of advertising in the world and in the country. It also deals with research problems, objectives, significance, definitions of terms, and limitations of the study.
In other words, chapter two covers the extensive review of related literature done by the researcher. This has to do with the views of experts and authors concerning the issue at stake.
Furthermore, chapter three deals with the research method, design population, sample, measuring instruments, data collection, data analysis and expected results.
The population was based on the urban and rural dwellers in Nsukka.
In chapter four, data collected through oral interviews and questionnaires were analyzed using percentage (%) method, tables were used in presenting the data.
Finally, chapter five deals with summary based on findings. Also recommendations were made such that would be helpful to the manufacturers and advertisers of baby products.
TABLE OF CONTENTS
TITLE PAGEII
APPROVAL PAGEIII
DEDICATIONIV
ACKNOWLEDGEMENTV
ABSTRACTVII
TABLE OF CONTENTSIX
CHAPTER ONE
INTRODUCTION1
1.1BACKGROUND OF THE STUDY5
1.2STATEMENT OF THE PROBLEM12
1.3RESEARCH QUESTION14
1.4RESEARCH HYPOTHESIS15
1.5OBJECTIVES OF THE STUDY17
1.6SCOPE OF THE STUDY19
1.7OPERATIONAL DEFINITION OF CONCEPTS24
CHAPTER TWO
REVIEW OF RELATED LITERATURE25
2.1FUNCTIONS OF ADVERTISING34
2.2CRITICISMS OF ADVERTISING36
CHAPTER THREE METHODOLOGY
3.1RESEARCH DESIGN45
3.2RESEARCH POPULATION46
3.3METHOD OF SAMPLE SELECTION AND THE SAMPLE47
3.4INSTRUMENT USED IN DATA COLLECTION49
3.5ADMINISTRATION OF INSTRUMENT51
3.6METHOD OF DATA ANALYSIS51
CHAPTER FOUR
RESEARCH FINDINGS, PRESENTATION AND –
ANALYSIS OF DATA52
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION63
BIBLIOGRAPHY.76