CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
Advertising as a concept, can be defined as a form of
communication through the media about product, services, ideas, personalities
or organizations, paid for by an identified sponsor Alide in Okunna (2002: 99).
Bovee and Arens (1985) gave a more widely accepted definition of
advertising as the non-personal communication of information, usually paid for
any usually persuasive in nature about products (goods and services) or ideas
by an identified sponsor through various media. It is an exciting, dynamic, and
challenging enterprise.
Its often a persuasive communication in that it tries to persuade
the reader, the listener or the viewer to take to the sponsor’s own point of
view and also to take some appropriate action. It is not personal or face to
face communication, rather it is directed to a group of people.
Advertising is also controlled, identifiable information and persuasion
by means of mass communication media. Defined by Wrignt and Zeight (1982:10).
Gillran Dyer says that in its simplest sense, the word “advertising” means
drawing attention to something or notifying or informing somebody of something.
According to the understanding of advertising practitioners
council of Nigeria (APCON) “advertising is a form of communication through the
media about products, services or ideas, paid for by an identified sponsor”.
The terms advertising was coined from the Latin word “advertere”
which mean literally means to draw attention. This is when you are getting the
evidence mind in a product, notifying or informing somebody/people of
something.
Some of the Popular Advertising Media include;
• Radio
• Television
• Newspaper
• Magazine
• ICT (GSM, Social Media, blog, website,
youtube, digital banner) e.t.c
1.2 STATEMENT
OF THE PROBLEM
Lack of trust, absent of physical interaction and fair of being
deceived and duped have been attributed to some of the challenges facing
internet or information and communication technology all over the world
especially in Africa and Nigeria in particular because it is relatively new to
them.
To this end, the research seek to determine the influence of
information and communication technology which encompasses mobile phone,
internet, world wide web (www), social networking, blogs, youtube and many more
on advertisement practice in Nigeria with an evaluation of Globacom products
and services.
1.3 RESEARCH
QUESTIONS
i.
Does
Globacom use ICT in advertising its products and services?
ii.
To
what extent does ICT have an impact on advertisement of Globacom products?
iii.
Of
what benefit is ICT to advertisement of Globacom products?
iv.
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1.4 OBJECTIVES
OF THE STUDY
i.
To
know whether Globacom uses ICT in advertising its products and services.
ii.
To
examine whether ICT have an impact on advertisement of Globacom products.
iii.
iii To show the benefits of ICT in
advertisement of Globacom products.
iv.
Get other 5 objectives of the research after
purchase…..
1.5 SCOPE
OF THE STUDY
The research has through the topic “The Impact of ICT on
Advertisement Practice in Nigeria: An Evaluation of Globacom Products” narrowed
the scope of the study to one of the telecommunication giants in Nigeria
Globacom Limited (GLO) because to study all telecommunication industry in
Nigeria will be too difficult compared with the time and finance available for
this research.
While meaning of advertising, functions of advertising, importance
of advertising, advertising media, social media and many more.
1.6 SIGNIFICANCE OF THE STUDY
The research is significant because it will be beneficial to
business firm, school, government, individuals and researchers.
Company: Difference companies will find this
research very interesting as it will keep them aware on the benefit of using
ICT when it comes into making there products and services known to the work and
how cheap it always be to use.
Researchers: People that will be carrying out research in relation to this will
find the materials useful as it will provide them a clue to their own research.
Academic: It will form part of academic materials that students, lecturers,
researchers, company can turn to when looking for solution to advertising on
ICT, social media, GSM and other related aspect.
1.7 LIMITATION
OF THE STUDY
There are many limitations ranging form not knowing where to
start, not knowing who to consult or approach for materials not knowing what
next to write in various segment of this study and not actually knowing who to
put me through in achieving my work and others are:
i.
Stress
from other academic activities is one of the limitations to the research work
ii.
Financial
constraint to travel to different places.
iii.
Duration
for the research work is relatively short
iv.
Materials
that are available on this topic is relatively small as the concept is new or
people are not written from that angle.
1.8 DEFINITION
OF THE TERMS
Impact: This means the contribution or influence of something on another
such as influence of ICT on advert
ICT: It means Information and Communication
Technology
Advertisement: This is a paid form of promotional message shared through media
that are usually non-personal media for the purpose of persuading and
influencing people to buy a product or service.
Globacom: It is the shot form of Global Communication Limited
