ABSTRACT
This study was carried out to evaluate the effectiveness of Guinness advertising jingles and sloganeering campaign on consumers’ buying behavior in Enugu metropolis. The researcher stated the major problem that prompted her to embark on the study. Relevant literatures concerning the study were reviewed from both primary and secondary sources. The researcher used a sample size of 400 which was drawn from the population of 722,664 using Taro Yamane formula. In addition, the use of simple percentages was adopted to analyze the data generated from the study. The researcher also used chi- square (x2) goodness fit in testing the hypotheses. Consequently, it was found that Guinness malt slogan “love at first sip” influence consumers’ buying behavior of Guinness malt. In all, the researcher recommended that Guinness should re-design their advert jingles and slogans in a way that motivate their audience behavior. Such enhancement should also place the product in high quality and acceptable to their teeming target consumers.
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 listeners; sometimes a specific group to take or continue to take some action, (Allens, 2009, p.12). 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 (2012, p.76) is to convince customers that a company’s services are the best, enhance the image of the company, point out and create a need for products or services demonstrated new uses for established products and programmers, reinforce the sales people’s individual messages, draw customers to the business and to hold existing customers. 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, p.12). For instance, the advertising slogan used by cuisines 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 contain one or more hooks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Advertising buyers use jingles in radio and television commercials; 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 marketing efforts in the hope that phrases and music will stick in people’s mind.
That way, when a consumer needs a product or services 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 accompanied 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 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 services 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 behaviour. It is based on this premise that this project work evaluates advertising jingles and sloganeering campaign on consumers’ buying habit.