DR. ADEPOJU TEJUMAYE
THE INFLUENCE OF ADDVERTISING IN PROMOTING HYGIENIC LIVING, A STUDY OF DETTOL
Advertising is a form of communication for marketing and is used to encourage or persuade an audience (Viewers, readers, or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering and sometimes ideological offering. Advertising messages are usually paid for by sponsors and via various means including the mass media such as newspapers, radio and television or the new media which is the internet. It is also an impersonal way of communication..
Another important key word to note in this research is hygienic living. This means tending to promote or preserve health. Hygienic living are steps taken to live a healthy life. Hygienic living is very important in our society today especially in our country today, where people are exposed to different kind of germs due to unhealthy and dirty environment.
In order to be able to carry out effective research on this project a product has to be studied. The product for the research is Dettol. Dettol is the trade name for a line of hygienic products manufactured by Reckit Benkisers, there is the Dettol disinfectant liquid, Dettol Sanitizers, Dettol Antiseptic soaps of different kind. These are house hold products that are useful in promoting hygiene this is a very common product that is being used all over the country.
BACKGROUND OF THE STUDY
This research is focusing on how advertising i.e. Dettol advert has helped in promoting hygienic living. This means that has the advertisement of Dettol has been able to not just only influence buying behaviour but has also help in improving their hygiene by the usage of the product. Advertising is supposed to provide a consumer benefits or solve a problem. An advert must