CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Advertising business is a form of marking communication used to encourage, persuade, or manipulate an audience (viewers, readers, or history’s, sometime a specific group to take or centime to take some action, (Allens, 2009p12)
Most commonly, the desired results is to drive consumer behavior with respect to a commercial offering.
Advertising jingles and slogans are at the front of delivering the proper message to customers and prospective customers. The purpose of advertising jingles and slogans according to Bell and Cassidy(2012p76) is to convince customers that a company’s services are the best, enhance the image of the company, point out and create a need or products or service demonstrated new uses for established products and programmers, reinforce the sales people’s individual messages, draw customers to the business and to hold existing customer. The essence is to effect consumer buying behavior.
An advertising slogan is a catchy phrase or series of words used to help consumers remember A company, brand or product (calvert, 2009 p12) for instance, the advertising slogan used by Guinness malt is” love at first sip” while on the other hand, advertising jingle is a short tune used in advertising and for other commercial use. The jingles contains one or more looks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Advertising, buying’ use jingles in radio and television commercial/ they can also be used in non- advertising contexts to establish or maintain a brand image. Jingles are form of sound branding. Companies create advertising slogans and jingles to use in various marking efforts in the hope that phrases and music will stick in people’s mind.
That way, when a consumer needs a product or series ‘offered by a variety of companies, that consumer will choose the product or service that is top- of – mind from slogans recognition .
Jingles are similar to slogans in that they are catchy and used to associate a specific company, product or brand. Jingles tent to be musical, though, where as slogans do not need to be accompanies by music (cook, 20011: 72). However, slogans can become jingles; slogans that is sung, is a jingle. Guinness malt’s “ love at first sip slogan often is sung in the company’s commercials, marking it a jingle as well.
Most commonly, the desire to use advertising slogans and jingles are is to drive consumer behaviors with respect to a commercial offering, although political and ideological advertising is also common. The purpose may also be to reassure employees or shareholders that a company is viable or successful.
Gills (2007) noted that commercial advertisers who used ad a slogans and jingles often seek to generate an increased consumption of their products or service though “ branding “ which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Therefore, the essence of advertising slogans and jingles is to influence consumer beheviour. It is based on this premise that this project work evaluates advertising jingles and sloganeering campaign on consumers buying habit.