EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOUR. A CASE STUDY OF IMO DETERMINE TELEVISION COMMERCIAL IN OWERRI IMO STATE

ABSTRACT
This research is on the relevance of packaging in the marketing of consumer goods in Nigeria. We try to find out the packaging strategies, understand the meaning, possibilities advantages and effect of modern packaging structure in modern Nigeria market. This work coverers five chapter one deals with the introduction, background of study, statement of problems objective of the study, research questions statement of hypothesis etc chapter two originated with a literature review which talks about various approaches to the definition of packaging importance strategy social influence etc. chapter three deals with the research methodology, research design population of the study etc chapter four explained the presentation analysis of data and discussion of the findings. While chapter five is all about the summary of findings, research of the problem, recommendation, implication of the study and bibliography.

1.0 INTRODUCTION
Advertising is as diverse as less marking parent it occupies a very high position in the marketing configuration advertising is one of the sub-elements of the promotion element of the marketing mix of product, price, promotion and please it is subsumed in marketing communication. The chambers English dictionary define adverting as the act of giving notice of something or net of giving public information about merit claimed. Also the America marketing association defines advertising as any paid from of non-personal presentation and promotion of ideas or service by an identified sponsor. Advertising basically as a marketing tool and means of communicating the viability of products and communicating the availability of products and service to the general public. Dunn and Barban (1978:4) State that almost everyone admits that advertising is a vigorous often obstructive form of communication that influences us both directy and indirectly in defining advertising. Durn and Barban (1978:4) argues that advertising is paid non-personal communication through various media by business firms. Non-profit organizations and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of particular audience in the main, the ultimate purpose of advertising is to announce the arrival availability. Benefits and price of products or services with a view to selling it. There are primary and selective advertising by primary advertising, we mean that type of advertising that aims at promoting demand for genetic products or services of the entire industry or organization. On the other hand selective advertising promotes demand for a particular product of a company or firm. Another differentiating factor is that primary advertising if often used by organsations so as to attract patronage for their range of products as in the case of Unilever Nigeria Plc on sponsoring say football tournaments or other sporting events. This is done on order to stimulate demand for their products by consumers. Selective advertising can be used to maintain an established brand selective advertising is also called direct action advertising can be used to maintain an established brand. Selective advertising is also called direct action advertising for instant. The Imo detergent action advertisement during the Nigeria Television Authority (NTA) Network special programmes e.g supervisory. In such reference is always made about the price of the product or service 80 advertised.

There is also another type of advertising called institutional advertising. This type of advertising is geared towards creating favourable impressing of an organization in the mind of the society or business community rather than the products or services such as an organization produces the advertising message here is centered on the organization name advertising as an economic activity has been with us right from the ancient times. In ancient Egypt, Geece and Rome there were advertisement poster, paintings, signboards and drawings on the walls of buildings about products of different kinds (Age et al 1982). Also during this period vendors of different products carried their waves along announcing the availability of such product just like today’s hawkers. This was advertising at its rudimentary and crude level. Until nineteenth century advertising played an insignificant role on conducting of business. Business transactions were based on personal selecting at this period when Johnann Guttebery invention the printing press in about 1440 hanbius posters and then newspapers were used to advertise goods and services. Advertising was at its miniature stage until advertisings appeared in Newspaper in America (sand ega and try Burger,1763) But this new development was limited owing to the low level of trade. However form 1840 the volume of advertising increased as the volume of trade increased. When in the 1920s radio broadcasting established its presence in its united states of America broadcast advertising reared its head and thus enhanced trade. About two decades after the invention of radio, television appeared and consequently increased broadcast advertising and later stole the lead from radio Zingler and Howard (1984:10-11) stresses the place of America asserting that televisions gross advertising revenues were totaling approximately seventy-five percent of broadcastings total receipts, the remaining twenty-five was spent on radio situation could be the same or other countries. Television has since then dominated the broadcast advertising which was formally monopolized by radio ,the main purpose of advertising is to affect the psyche of the people with the sole aim of drawing item towards a particular good or service. Ikechukwu Nwosu (1990) defines advertising as mass communication which is aimed at helping to sell goods services ideas, person and institutions or organizations. Many modes are used on the processs of advertising thus we have print advertising comprising newspapers, magazine, journals, billboard or outdoor and mail order and broadcast advertising comprising radio television advertising which has on a way echipsed all other types of advertising. This is because in the television medium sound colour and motion are combined which the other media lack. Modern advertising started in Nigeria on 1929 with the establishment of West African publicity limited (WAP) by United African Company (U.A.C) West African Publicity concentrated in placing posters and other advertising products exported to West African by British publicity manufactures on newspapers like the daily times the newspapers increased their readership.

There by creating ——— for increased advertising of products radio broadcasting was introduced into the country in 1932. But the impact was not feit until 1959 when the Western regional government of Nigeria under the premiership of the Late Chief Obafemi Awolowo established the first television station in black African, thus television advertising was born, the eastern and northern regional government followed the western region on establishing television and radio station in 1960 and 1962 respectively the federal government of Nigeria established her own television station in April 1962 known as the Nigeria Television Service (NTS) in Victoria island, Lagos. Since then there has been a steady increase of television stations on the country. According to Amechi (1991:5) as at 1991 there were about thirty-nine television stations but on the recent years there has been an increase on the number and Nigeria should have over 60tv stations like ATI, Silverbird etc have sprung and are now competing with consumer attention with the largely government owned television stations that dominate the broadcast landscape in Nigeria audience size has also increased tremendously and this in turn has increased the advertising volume.

Advertisers have discovered on television a variable medium for selling their goods services and ideas as the Nigeria economy becomes more industrialized and complex. Television as the faster growing advertising medium on the world today has the best appeal concurring to this view seigler and Howard (1984:17) State that most important of course is the visual components which permits the transmission of sight motion and colour on an instantaneous basis through television advertisers can demonstrate product focusing attention on their most visually appealing attributes and emphasizing packages and corporate logos through close-up camera shots with both visual and sound capabilities television comes closer to the ideal of person-to-person salesmanship then any other mass medium the unique and strength of television lie on its ability to combine many of the functions performed singly by other media put together.

Television advertising can create drama. Suspense and emotion. It is powerful behavior shaping and modifying force. Because it combines visual and auditory stimuli with movement and drama. It has the power to arrest attention generate interest inform and teach by illustration and example. Television advertising has a dynamic vitality and an enormous capacity to attract and hold large audiences. Thus for television advertising to be effective and achieve its objectives. There shall be information. Stimulus values and emphasis. This is because information is news while stimulus values provokes a customer to evaluate judge the reach a decision to single out a particular product from all other advertising messages surrounding them the ultimate purpose of television advertising is to affect the way television advertising viewers think and act their behavioural patterns with the ultimate goal of selling a product or service Unilever Nigeria Plc makers of blue Imo detergent as one of the leading organizations producing consumer products has employed television advertising extensively to sell its range of product.