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1.1 Background of the Study
The Nigeria marketing environment today is one of aggressive and unfriendly
competition among both manufacturers and service providers. Most companies adopt various
marketing strategies in order to maintain or increase profit margin, market shares or sales volume
of their products or services. In this effort, quite a fortune is spent on advertising by which the
organizations hope to achieve these objectives.
Advertising is one of the most effective tools that manufacturing companies can utilize to
create more demands for their product on account of it’s capacity to reach a large number of
people at a relatively short time and cost. It involves the creation of demand for products and
services with use of written, printed, spoken words, picture and diagrams.
Not only that, skillfully planned and directed advertising not only at home, but also
abroad overcome prejudice combat, foreign competition, establish new habit, build good will
creates employment, increase productivity, multiply sales and thus, lay a solid foundation for
sustained economic development of any country. One contends that advertising is one of the
most powerful socializing forces in culture.
Advertising sells more than product. It sets image value, goods and concepts of who we
are and who we should be. It shapes our attitudes and our attitudes shape our behavior. Ahunaya
(2004, P. 70).
According to the Encyclopedia, Americana (204), Advertising began around 3200 BC.
When the Egyptian stenciled inscription, the names of kings on the temple being built. Later they
wrote run away slave announcement on papyrus. Signboards were placed outside doors in
Greece and Egypt around 1500BC. Perhaps the most important event in history of advertising
was the printing of the Gutenberg Bible about 1450 to 1455, the first time that Western man used
the principle of moveable type. In about 1477, in London, the first printed advertisement in
English announced a prayer book sale. The first newspaper advertisement appeared on the back
paper of a London newspaper in 1625.
Advertising has since then been seen to help in economic development in ways of
creating jobs, sponsoring sports and the art helps to provide affordable media which encourages
competition, improves product, keep price low and enable people to make informed buying
choices. Eluwa (2004, P.44).
The impact of advertising does not stop at the economy but also has influenced the social
behaviour of youths greatly by way of sensitization, social interaction, modification and other
wise. Using ESUT students as an example, advertising makes students too materialistic. Advert
affects their value system and social behaviour because it suggests to them that the means to a
happier life is the acquisition of more things. Baran (390).
Enugu State University of Science and Technology (ESUT) is located at the heart of
Enugu State capital.
Advertising have influenced students of Enugu State University of Science and
Technology (ESUT) by making them think that life is just about the acquisition of more things,
instead of spiritual or intellectual enlightenment. Advertising creates opportunity of striving to
attain high materialistic status in students.
– Advertising creates in students liking and preference for a product.
– Advertising stimulates thought about a new product to its consumer’s.
– Advertising makes sure that all information about a product is communicated to its consumer,
like the features, and location of sales of the product.
– Advertising with its persuasive nature, builds brand preference and loyalty in its consumer’s.
Ozoh (1998, P. 13).
1.2 Statement of the Problem
Like other promotional techniques, advertising informs, persuades and reminds. It can
change consumer’s beliefs, attitudes, images and behavior.
Here, the reason for advertising is that advertising is an important instrument of
communication as far as commerce is concerned. Once the advertiser has captured the attention
of his audience, he holds their interest long enough to make them aware of the production being
offered. Successful advertisements do not merely entertain, but try to persuade the audience to
buy. This is where the problem lies. People tend to have the belief that this persuasive quality of
advertising has an impact on the social behavior of its audience, especially students because they
are still within the age of being influenced by the media. Hence, the essence of this study.
The problem therefore is what impact has Gulder advertisement on the social behaviour
of students of ESUT.
1.3 Objectives of the Study
The objectives of this study are as follows;
1. To examine whether Gulder advertisement impact on the behaviour of students of ESUT.
2. To examine the nature of impact Gulder advertisement has on the social behaviour of
students of ESUT.
3. To determine the level of impact Gulder advertisement has on the social behaviour of
students of ESUT.
1.4 Research Questions
The study has the following research questions:
1. To what extent has Gulder advertisement impacted on the social behaviour of students of
2. What is the nature of impact Gulder advertisement has on the social behaviour of students of
3. To what level has Gulder advertisement impacted on the social behaviour of students of
1.5 Scope of the study
The scope of this study is to examine the impact of Gulder advertisement on the social
behaviour of students of Enugu State University of Science and Technology (ESUT), Enugu.
1.6 Significance of the Study
The importance of this study is that it will help researcher’s carryout similar study. It will
also add to the level of knowledge on the impact of Gulder advertisement. This study will help to
identify the impact of Gulder advertisement on the social behaviour of students of Enugu State
University of Science and Technology (ESUT), Enugu.
Finally, it will provide the basis for stakeholder’s in planning advertising message.
1.7 Operational Definitions of Significant Terms
1. Impact: – Based on the study, it means that the researcher would look at how Gulder
advertisement influences the social behaviour of Enugu State University of Science and
Technology (ESUT) Students. The researcher would also look at the powerful effect that
Gulder advertisement has on the students.
2. Gulder Advertisement: – This is the act or means of making people aware of the product,
Gulder Ultimate beer in order to encourage them to buy or use it. The researcher’s interest
here is on the advertising message, and the influence it has on its audience especially ESUT
3. Social Behaviour: – This is a behaviour influenced or controlled by other persons or by
organized society. Here, the researcher would look at how the social behaviour of ESUT
students is been influenced by Gulder advertisement.
4. Enugu State University of Science and Technology (ESUT) Students: – This is the
researcher’s area of focus in the study.


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