Role Of Paid Media Smartphone Advertising In Creating Awareness For Jumia Fashion Among Female Youths In Ikate Elegushi

Project and Seminar Material for Mass Communication

Chapter One

Introduction

1.1 Background of the Study

The Advertising Association of UK defines Advertising as a means of communicating product and services to end users with the aim of inducing purchase. These Advertisements are messages paid for by those who send them. TRACKMAVEN (2019). Advertising product and service can be done through various media such as television, newspapers, magazines, journals, radio, press, internet, direct selling, hoardings, mailers etc. However, the advent of internet online advertising has revolutionized the marketing industry forever. Advertisements are no longer restricted to static pictures on billboards and newspapers, but can be customized to suit the need of the individuals on a personal level, taking into consideration their location and interest which has greatly improved the effectiveness of online advertising methods.

Paid advertising as against owned or earned advertising consist of advertising that you have to pay. Paid advertising, involves the marketers paying the owner of ad space for the intended space for use. Paid advert include pay-per-click (PPC), pay-per-impression (PPI), and display ads. The use of all of these channels serve as an Efficient advertising marketing campaigns even though paid advertising is more expensive than owned or earned advertising, paid advertisement provide a more effective way to expose the advertised products and services to a large audience. Paid adverts are usually displayed to users on the sides, tops, or bottoms of web pages. To increase traffic, Marketers can pay more to have their ads featured on more popular websites. The increasing use of social media has currently turned sites such as Facebook and LinkedIn into effective platforms for paid ads.

1.2 Statement of the Problem

The advent of online business has imposed great challenges on conventional means of advertising. Advertising plays a crucial role in enhancing the success of the business. Therefore, the inability of the firm to showcase its products and services could lead the business to a loss. The advent of online businesses has increased the pace of conducting business in the society thereby posing limitations no offline advertising methods. The problem of the study focuses on appraising the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi.

1.3 Objectives of the Study

The Main Objective of the research is to appraise the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi.

The specific objectives include:

To determine the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi.
To investigate the number of females with smarthphones in Iikate Elegushi.
To determine the awareness level of online advertising in promoting products for Jumia.

1.4 Research Questions

What is the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi?
How many females have smarthphones in Iikate Elegushi?
Are you aware of online advertisement by jumia?

1.5 Statement of the Hypothesis

Ho1: There is no significant effect of online advertisement on jumia’s sales.

1.6 Significance of the Study

The research proffers an appraisal of the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi. It provides relevant data for the effective formulation and implementation of policies to enhance the realization of envisaged objective.

1.7 Scope of the Study

The research proffers an appraisal of the role of paid advertising in creating awareness for jumia fashion among female youths in Iikate Elegushi.

1.8 Limitation of the Study

The study was confronted with logistics and geographical factors.

1.9 Definition of Terms

Advertising Defined

Advertising as a means of communicating product and services to end users with the aim of inducing purchase. Advertising product and service can done through various media such as television, newspapers, magazines, journals, radio, press, internet, direct selling, hoardings, mailers etc