1.1 Introduction
Radio advertisements drive consumers to remember messages differently in reference to the favorite jingle, program or music. Such beliefs of listeners help advertisement to stay atop of the mind and consumers unconsciously associate with it as a personally relevant information and have an enduring impact on their emotions. Short cycle radio advertising is developed to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement (Braun-Latour and Zaltman, 2006).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
Radio advertisements on sales promotions at retail stores are largely created with humor to add emotional value. Listeners perceive humor and develop attitude towards communication and the brand. The purchase intentions are higher for humorous advertisements containing moderate incongruity than those conveying message directly (Pornpitakpan and Tan, 2000). Different levels of emotions such as warmth, love, longing and desire, happiness and amusement were elicited by different commercials of retail stores. The most memorable advertisements among radio listeners have been those that evoked the most positive feelings and were the best understood. However, need to acquire product significantly affect a person's interpretation and emotional experience of a commercial (Mai and Schoeller, 2009).
Radio is one of the viable media of mass communication. Just as communication is the transfer of information from the source to a destination. Presently, for anything to be called communication it must efficiently reach to the source, passing through the specified channel. Undoutfully, there is no way communication could be completed without feedback. Since its invention in 1895, the radio has refused to take a definite form, but has metamorphosed in its shape, features and usage. At inception, radio took the form of a big box with lights, bulbs and dials, after some years, it transformed to a portable unit small enough for one's pocket (Armsterdam News, 2017).
The Nigerian society is a heterogeneous one with divergent communication need, coupled with the growing world of awareness. Different people have different perception of what roles communication, in it's totality should play to the listening audience in higher learning. The mass media as an institution have been tasked to perform all these immeasurable roles. However radio which is not only the most important media in Nigeria, but also the most commonly spread, affordable and accessible to perform this enormous function as expected. Advertisements develop variety of emotional dimensions ranging from pleasure and activation that include need activation, me too feeling and loyalty to the brand. Such advertisements have a positive influence on consumers. However, some advertisements which do not allow enough time to consumers to analyze the contents and make a buying decision but dominate over emotions, develop anger, irritation, and stress (Kim, 2000).
Therefore, in Orient FM where the research was carried out, the activities that was conducted is to know the Effect of Radio Advertising Time on Consumer Behaviour using Orient FM as a case study.
1.3 Statement of Problems
Radio remains a prevalent mass communication medium in this part of the world. Data retrieved from the Database for Orient FM stations shows that Northern Nigeria has the highest density of radio stations in the country and among the Northern States, Kaduna ranks third with a total of 19 running radio stations.
Preserving a thriving stance despite the competition shove from other main stream media such as television and the internet, “radio remains the medium with the greatest reach and impact worldwide” (Chapman et al., 2003). As a result of the heterogeneity of audience, various people listen to radio for different reasons and thus have interest in various genres for their personal reasons. Some of these reasons include education, entertainment, basic companionship, information and more.
1.4 Aim and Objectives of Study
The aim of the study is to investigate the Effect of Radio Advertising Time on Consumer Behaviour using Orient FM as a case study. In achieving this aim, the following specific objectives were laid out as follows:
- To examine the broadcast of advertisements on radio has positive impact on urban commuters towards conceiving and sharing information.
- To evaluate the radio advertisements motivating and capable of driving arousal among consumer behaviour.
- To identify the effect of price based radio advertisements highly stimulate store choice probabilities and build favorable consumer attitude toward the purchase of products on promotion.
- To investigate how radio advertisements penetrate fast and drive positive effect on listeners towards determining store choice and buying probabilities.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Does broadcast of advertisements on radio has positive impact on urban commuters towards conceiving and sharing information?
- What are the radio advertisements motivating and capable of driving arousal among consumer behaviour?
- What are the effects of price based radio advertisements highly stimulate store choice probabilities and build favorable consumer attitude toward the purchase of products on promotion?
- To what extent does a radio advertisement penetrate fast and drive positive effect on listeners towards determining store choice and buying probabilities?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
- H01: Radio advertisements does not add value to entertainment programs by disseminating the information on store based sales promotions
- H02: Radio advertisement does not create appealing messages which generate emotions among listeners and drive consumer needs.
1.7 Significance of Study
The study will be beneficial to students and also serve as a green light to the media houses, Lecturers and media practitioners on how best they will restructure their programme so as to suit, and attract more audience and patronage from the general public especially students.
1.8 Scope of Study
The study focuses on the Effect of Radio Advertising Time on Consumer Behaviour using Orient FM as a case study.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
