A research proposal submitted to the department of Literature, Languages and Linguistics in partial fulfillment of the requirements of Bachelor of Arts degree in Communication and Media of Egerton University.
DECLARATION AND RECOMMENDATION
I declare that this is my original work and has not been presented for the award of degree in any other institution.
This proposal has been presented for examination with my approval as a supervisor officially appointed by Egerton University.
Department of Literature, Languages and Linguistics
Advertising has played a major role in consumer marketing, and has enabled companies to meet communication and other marketing objectives. Typically, advertising is used to inform, persuade, and remind consumers. It importantly reinforces their attitudes and perceptions. Advertising has been a target of criticism for decades. Advertising has been hailed as a capitalistic virtue, an engine of free market economy, and a promoter of consumer welfare. Its detractors on the other hand accuse it of an array of sins ranging from an economic waste to purveying of harmful products, from sexism to deceit and manipulation, from triviality tointellectual and moral pollution (Mittal, 1994). This proposal explains the reason for doing this study, with an attempt of evaluating the impacts that advertising has on the consumer nation.
TABLE OF CONTENTS
DECLARATION AND RECOMMENDATIONii
CHAPTER ONE: INTRODUCTION1
1.1 Background of the Study1
1.2 Statement of the Problem1
1.4 Research Questions2
1.5 Significance of the study2
1.6 Scope of the study3
1.7 Limitations of the study3
1.8 Operational definition of terms3
CHAPTER TWO: LITERATURE REVIEW4
2.1 Literature Review4
2.2 Theoretical Framework9
CHAPTER THREE: METHODOLOGY12
3.2 Research Design12
3.3 Sample and Sampling Procedures12
3.4 Data Collection12
3.5 Data Analysis13
APPENDIX I: QUESTIONNAIRE18
1.1 Background of the study
The word advertising originates from a Latin word advertise, which means to turn to. The dictionary meaning of the term is “to give public notice or to announce publicly”. Advertising may be defined as the process of buying sponsor-identified media space or time in order to promote a product or an idea. The American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.” 1.2 Statement of the problem
The importance of this study is to bring in to focus the positive and negative effects of the process of advertising among the consumer nation. Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. 1.3 Objectives
The objectives of this study will be to:
1. Determine the degree to which advertising impacts to the consumers. 2. Establish aspects of the advertising sector.
3. Determine the effects of advertising (both positive and negative). 1.4 Research Questions
The research questions of this study will...