Effectiveness Of Music In Indomie Noodles Jingle And Commercial On Children Consumption Habit

Project and Seminar Material for Mass Communication

Effectiveness Of Music In Indomie Noodles Jingle And Commercial On Children Consumption Habit


Abstract


This project tends to find out the effectiveness of music in indomie noodles jingle and commercial on children consumption habit. Television advertisements can be effective only if the audience understands the message correctly and remember them when needed. More television commercials are adopting the use of music, especially when such advertisements are aimed for brand remembrance which in turn creates a need to examine the impact o f music to television commercials and a measurement of how music in TV commercials help people remember the brand and thus influence product brand preference it was anchored on the elaboration likelihood model of persuasion and the ideal of musical fit theory . the population size of the study was made up of 1267 people, the sample size of 90 was used in the study as generated by a sample size calculator. Questionnaire was used to collect data from 90 respondents using the clustered sample technique The collected data was analysed and the results presented through tables, frequencies and percentages using spss software, the findings of this study revealed that most people enjoyed music in adverts, most people can recall advert with music in it, most people tends to participate when music comes up, adverts with usic in it tends to affect customer buying decision at the point of purchase . the study provides recommendations and suggestions for future researchers


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organisations of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1. Background of Study

Advertising is becoming more and more popular as a subject of research, areas of professional practice, and indicators of modern business. Therefore, advertising is the dissemination of sales messages throughout the time and space of purchase, Fletcher (1979). It is also a form of media communication about products, services or ideas paid by a particular sponsor, Ozor (1998: p.1).

Advertising is an exciting, dynamic and rewarding profession. It’s often compelling, interesting and materialistic nature makes it subject to criticism and misunderstanding, Benson-Eluwa (2004, p.3). This is a non-personal transmission of information about a product, service, or idea, usually paid by a particular sponsor through various media, Bovee and Aron (1986), and usually compelling. However, advertising serves functions such as marketing communications, education, and socializing. Today, it is a tradition for all business organizations to communicate with a diverse audience, including: Governments, consumers, shareholders, vendors, employees, suppliers, and the general public talk about new products and policies. Consumer behavior, on the other hand, is as diverse as consumers themselves, and in the sense that there is a direct connection between consumers and consumers, consumer behavior when advertising in the media and purchasing products. There is no direct connection with. Purchase of products and removal from the factory. Consumer reactions to product advertising range from a desire to buy a product to complete indifference. However, advertising in the media is a form of communication that tends to buy some long-distance behavior into behavior that has a significant impact on subsequent product sales.

Television has been a staple of the average home for decades. People use it as entertainment, news, and even as educational tools. But, another common use of television is advertising. Advertisers have long used television commercials to sell their products and services to consumers. These ads can take many forms, but they all have one goal; It’s about persuading viewers to buy what they are selling, called television advertising.

Television advertising refers to the process of creating and broadcasting television commercials for the purpose of promoting products or services. Television advertising is one of the most popular and effective means of reaching consumers. Indeed, it offers a widely range to audience in frequency and impact. Although digital contents are now competing with the television industry, TV is still the dominant advertising medium. In fact, the average person spends about 4 hours watching TV every day,(Aashish, 2022).This gives advertisers many opportunities to get their messages out to their potential customers.

Television commercials work by interrupting the major programs the audience is trying to watch, especially relevant broadcast just to arrest and draw audience interest, through unique appeals. Most commercials are between 15 to 60 seconds long, which mean they can be quite confusing since many ads are often shown during a TV show; therefore, product advertising time on TV is short and requires a strong marketing strategy. TV ads come in variety of ways, including short video clips, skits, music, and storytelling, but the advertising messages are powerful, memorable, and compelling to drive action to the target audience. With the development of competitiveness in the modern market of today, there is an increasing need to look for more and more effective advertising communication tools, while making the content of messages more attractive (Wiażewicz, Zatwarnicka-Madura 2016, Zatwarnicka- Madura 2017, Wittek 2016). As the number of distractions that appeal to today’s generation grows, marketing companies are forced to use tools that differentiate their advertising campaigns from other campaigns. As a result, the use of music in the marketing industry is steadily increasing. Music, commonly referred to as a “universal language,” can appeal to a wide range of people or target a specific market. Depending on the song selection, music can also be used to bridge the generational gap between young and old consumers. The impact of music on purchasing decisions has been studied for years, and the answer lies in the brain. Neuroscientists have analyzed the brain mechanisms associated with memory and found that the words set in music are the easiest to remember. This is because the memory of music is stored in several different parts of the brain. Therefore, music can remind you of ads, improve your mood, and increase your chances of buying. Music is featured in over 90% of television advertisements (Kellaris et al., 1993). There is no doubt that music can evoke people’s emotions.

Music can calm, excite, emotionally move, sad, calm, and even adjust us at work. There is no doubt that we are quite a musical type (Sacks, 2007). People can remember the music they heard and the emotions it caused throughout their lives. We can memorize thousands of music throughout our lives, including song elements such as lyrics, melody, tempo, rhythm, and even pitch. Throughout the ages, people make music everywhere, and the music we play ranges from the simplest melody played on the piano to complex orchestral symphonies with dozens of instruments. Music is part of our lifestyle, culture, and society. Television advertising has long been reputed as the best advertising channel for the masses. No wonder companies are willing to spend hugely to create high quality TV commercials. In addition to the visual and linguistic content of commercials,music feature accompanies the visual and linguistic parts. Many researchers have discovered that the musical elements of television commercials play an important role in consumer attitudes towards brand promotion. Some brands are easily remembered through their theme songs. Music has shared close partnership with advertising throughout history. One of the most popular uses of music in advertising is jingles. This is a catchy song that promotes a product or brand. Another example of music in advertising is the use of popular music in television and radio advertising. Music is used in advertising to add an additional dimension to the existing verbal or visual story of the advertising. Binet, Müllensiefen, Edwards (2013) said :). Shevy and Hung (2013) proposed that music be combined with other elements such as images, behaviors, words, and sounds to “convince influence through cognitive and emotional processes” (p.311). In some cases, music may even get the attention to become the focus of successful advertising through emotional storytelling. The music itself can do the job of storytelling

Advertising music has always been effective, research shows that most ads made with music have always left a long-term impact on consumers, For example, the infamous indomie ad “Mama do good” This study assesses the impact of music on TV on consumers.

Music is a good marketing strategy for television advertisement, many advertisers are making use of music in that advertisement in order to sell product faster. this study shows the impact of music used in indomie advertisement to show how impactful music has been to brands and product through television advertisements


1.2. Statement of Problem

The ability to remember an advert is called recall , Recalling advertisements is only possible when the advertisement catches the mind of viewer. According to Hoeberichts (2012), that is the main purpose of advertisement to use persuasive message to draw people to buying your product, not just persuasive but messages that people can still recall even at the point of sales.People today tend to react negatively or positively to the ads they see on TV, referring to seeing the ads they see on TV whenever they want to buy a product or service, which makes advertisers use strong and effective strategies in order to affect their buying or purchase behaviour music seems to be an effective strategy used in TV advertising,So many TV adverts have been done using these strategy and have been quite memorable More television commercials are adopting the use of music, most especially when the goal is create a brand remembrance in the mind of the audience. Hence, this study tends to examine how best music has been impactful on television advertisements, using indomie advertisement


1.3. Objectives of the Study

The specific objectives of the study are;

  1. To determine the perception of consumers to music in TV commercials.
  2. To examine the effects of music in TV adverts on audience buying behaviour of indomie product .
  3. To determine the extents to which music affects customer buying behaviour of indomie product.

1.4. Research Questions

Below are the research questions formed to guide this research?

  1. What are consumer’s perception of music in TV commercials?
  2. To what extent did music affect the buying decision of consumers on indomie product
  3. How does music in Tv adverts affects audience buying behaviour of indomie product?

1.5 Research Hypothesis

  • Ho: The relationship between music in indomie noodles jingle and commercial and consumer purchase behavior is positive.
  • Hi: The relationship between music in indomie noodles jingle and commercial and consumer purchase behavior is negative.

1.6. Significance of Study

This study examines the impact of music as used in indomie TV advertising . it will also be beneficial to the advertorial bodies, as it is a greater tool to use in advertising in order to affect the decision making of consumer faster, with a long lasting effect. Interested companies who want to increase their sales volume would leverate more on the tools discussed about music. This research is very important because if the results of the research are known, then we can take decisions according to the results with consumer interest in the foreground, it serves an eye-opening role for a good advertising sensation.

The findings of this research will also add to the plethora of existing literatures on the subject matter and act as a handy material for students who may have interest in researching further on the topic.


1.7 Scope of Study

This study centers on the effectiveness of music in indomie noodles jingle and commercial on children consumption habit, Therefore the scope of this research is limited to students in Mountain Top University, Ogun state. However, the principles cited therein certainly apply to other communities and population in Nigeria.


1.8 Limitation of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.


1.9 Definition of Terms

To establish a common understanding, keywords or concepts in this study are defined operationally:

Advertising:

A form of communication whose purpose is to influence potential customers about products and services especially by paid announcements

Impact:

Consequences and effect of music on indomie television advertisement

Buying or Purchasing Behavior:

This is the decision-making process of the people involved in purchasing a product.

Marketing:

The act or business of promoting and selling a product or service, including market research and advertising.

Indomie:

These are noodles for instant breakfast on meal


1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

  • Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
  • Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
  • Chapter three deals on the research design and methodology adopted in the study.
  • Chapter four concentrate on the data collection and analysis and presentation of finding.
  • Chapter five gives summary, conclusion, and recommendations made of the study.

Chapter Five


Summary, Conclusion and Recommendation

5.1 Summary

The effectiveness of music in indomie noodles jingle and commercial on children consumption habit was the focus of the research study. For the purposes of this study, the Elaboration Likelihood Model (ELM) of persuasion and the ideal of musical fit both were studied. The major method of data collection was employed, and the research instrument used was a questionnaire, in order to accomplish the goal and provide answers to all study questions. SPSS was used in this study to analyze the data.

The findings drawn from this research are as follows;

  1. Music has a deep effect to inspire audience emotion and affect the customer’s purchasing choice when used effectively.
  2. Music is more effective on television advertisements and also has a lasting effect.
  3. Music advertisements have the power to stick around in listeners’ memories for a very long period, which might affect their choices every time the song is recalled.
  4. Music is a more persuasive strategy then any other strategy used in television advertisements

5.2 Conclusion

This study has shown that the use of music in television commercials has a favorable effect on their target audience and market. It is appropriate to assert unequivocally that incorporating music more frequently in television commercials has a greater potential to alter customer purchasing habits. However, most brands out there pay for slots, and will do anything to produce the best advertisement that will worth the money paid and also draw in traffic to their product. It’s business, and this study has demonstrated that using music in television advertisements allows you to clearly and successfully reach the target demographic. The most effective advertising plan must be employed because television, the king of the advertising media, is thought to be the most authoritative, influential, and exciting advertising medium (Goldmen, 2005)…


5.3 Recommendation

Based on the aforementioned facts and conclusions, this study formulates a number of recommendations for television advertising.

The following guidelines should be followed when creating television advertisements:

  1. Television advertisements using music should ensure that the music being used is the type of music that flows with the theme of the message.
  2. People that employ television commercials with jingles should be aware that catchy songs in the commercials are not merely for producing rhyme, but also for creatively and memorably conveying the commercial message to audience.
  3. Advertisers should learn how to use music on te;levison advertising as it help create brand remembrance in the mind of consumer

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