Influence of electronic advertising on new product acceptance, a case study of star radler consumers in awka


Price: 2000 Naira (BSC, MSC)




background of the study

Electronic  advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive[2] and have increasingly turned to ad blocking for a variety of reasons.

When software is used to do the purchasing, it is known as programmatic advertising.[3]

Electronic advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, electronic advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.[4]: 14  In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.[5] And research estimates from 2019’s online advertising spend puts it at $125.2 billion in the United States, some $54.8 billion higher than the spend on television ($70.4 billion).[6]

Many common online advertising practices are controversial and, as a result, have been increasingly subject to regulation. Online ad revenues also may not adequately replace other publishers’ revenue streams. Declining ad revenue has led some publishers to place their content behind paywalls.

       Nearly everyone in the moden world is influenced to some degree by and other forms of promotion. Electronic Advertising as one of the key of creating awareness, promotools plays a very important and crucial role in ensuring new product acceptance in the prospective target market.Electronic Advertising has been defined as a primary tool in the marketing decision variables of firms used to inform, persuade and educate the consumers Electronically about product offerings by an identified sponsor with a view to developing consumer preference for the product (Anganwu, 2003)

Electronic  Advertising and other types of promotional messages are used to sell products and services, as well as to promote causes, market political candidates, and deal with societal problems such as HIV/AIDS campaigns. Not only do Electronic advertisement sell goods and services, they are commodities themselves, the most ubiquitous form in which we encounter commercial photography’ Williamson, (1978),

Organization in both private and public sector have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success which can be done through electronic means. Electronic Advertising has important consequences for the advertisers who use it and individuals who are exposed to it, it attempts to persuade prospective buyers to buy a product or service and equally contribute to economic growth by helping to expand market, particularly for new products, and by helping to develop new market segments.

Various strategies, including Electronic Advertising are employed to make potential buyers aware of new product, Electronic advertising can be used to promote new product and to call attention to changes in old products. In its usage to promote new product, Electronic advertising impact can be felt in consumer acceptance of star radler beer a new brand beer that has won some chunk of the beer Market especially in Anambra State.

Statement Of Problems

When new product is introduced into the market, the product either fail or succeed ,Electronic advertisement is very effective in stimulating consumers’ purchase intent of beer.

Consequently, the research problem focuses on the void that may exist due to the non-application of the AIDCA model to study consumers’ purchase intent of beer, using electronic advertisements (TV, radio, and billboard) of Star radler beer in Awka, Anambra State.

Objective Of The Study

The study aims at determining the effects of Electronic advertisements of Star radler beer on consumers’ purchase intent, using the AIDCA model.

The specific objectives are to:

1. To discover how Electronic advertisements influence the consumers’ purchase intent of Star radler beer.

2. To determine how Electronic advertisements (TV,E-marketing & billboard) influence the consumers’ attention to star radler beer.

3 To find out if Electronic advertising could influence consumers’ purchase intent of Star radler beer

4. To determine how Electronic advertisements dictate the interest consumers have in Star radler beer.

Research Hypothesis

In the course of conducting this research, the following hypothesis would  be formulated

Ho: Electronic Advertising does not influence consumer’s acceptance of Star radler beer

Hi: Electronic Advertising influences consumer’s acceptance of Star radler beer

Ho: A new product can not fail in the  intended target market even when it is properly advertised

H2: A new product can fail in the intended markets even when it is properly advertised.

Significance Of The Study.

  • This study, no doubt, is of a great benefit to the producer or marketer of Star radler beer, as it will help them ascertain the success rate of their new product (Star Radler Beer) in the target market, on the other note, the competitors in the industry are awakened and enlightened on how best to seek means to out smart or do better than the said beer when introducing their own respective new beer brands.
  • Important to note also, is that this study can also go a long way to educate similar firms on how to prevent failure of any new competing brand who wish to use electronic advertising.
  • Finally, this work can constitute a source of secondary data for any researcher who would work on any similar topic in future.

Scope of the study.

The scope of this study, i.e Effect of Electronic Advertising on consumer acceptance of new product. (A case study of star radler beer in awka) I aim at evaluating the role Electronic advertising play in the mass acceptance of star radler beer specifically in Anambra state /Awka market.

The study would therefore be limited to Anambra state Awka metropolis as the state seems to have a large segment of it market accepting and patronizing the beer.

Limitations of the study

Limitations simply implies anything that can act as a barrier or constraint in course of carrying out this research. Some of the limiting factors are :

  1. Data : this research work is undeniably limited by its data. The source of data for the study cannot be said to be very wide, it was based on the possible available data as at each time of need
  2. Financial constraints :this study would have been more richer, if the researcher was not limited by fund to source for better first hand data from the appropriate places or sources.
  3. Time : Time is one of the major constraints to this study, the time for this research can be said to be insufficient, As the researcher has less than two months to complete and submit this research work.
  4. Lock down : Lock down is also one big constraints to this very research, as it affects both the researcher,  the marketers and also the distributors of this same product (star radler beer)as a result of numerous sit at home due to the crisis in Awka cus of IPOB NO ELECTION IN SOUTH EAST and the issue of Unknown Gun Men
  5. Health :the researcher’s health as the time of conducting this research was not strong, the researcher was going lots of health challenges and at the same time conducting this research.

Definition of terms

  1. Electronic : electronic is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.
  2. Advertising : is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor
  3. Star radler :Star Radler is a refreshing blend of Star Lager beer & Natural Fruit juice flavours containing only 2% Alcohol. It is that unique choice for consumers who want some excitement in taste beyond regular beer.
  4. Beer market : Simply represent the total portion of the population that are consumers of beer.
  5. Consumers: indicates the total number of persons that purchase or consume a particular product.
  6. Promotools : a collection of all the promotional mix variables  or elements, i. Advertising, sales promotion, public relations, publicity, etc
  7. Prospective target market : it is similar to intended target market i. e a would be market of where consumers are targeted.

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