ANALYSIS OF PLACEMENT OF PRODUCTS, SERVICES, AND IDEAS FOR SALES PROMOTION IN NIGERIAN ADVERTISING

Abstract

The objective of this is to establish the image or identity of a brand or
product so that consumers perceive it in a certain way. It is designed to
find out the degree of application of the placement concept in Nigerian
advertising, using display advertisements in The Guardian and the
Daily Times Newspapers. The decision to use these two newspapers was
influenced by easy access to the papers and the fact that at any particular
period, the kind of advertisements that appear in Nigerian newspapers
are essentially the same, it is not necessary to use more than two. The
Consumer Choice Behaviour Theory was used as theoretical framework
for this study. The researchers used simple random sampling technique
to select the issues of the newspapers whose display advertisements were
to be studied. This study was conducted, using the content analytical
method to find out the status of placement of goods and services in
Nigerian advertising. The findings show that the concept of placement
is copiously employed in advertising creation in Nigeria. The findings
also show that the frequency of use of the Consumer Benefit and
Appeal Statement cues is quite instructive and revealing