AN ASSESSMENT OF CONSUMERS BELIEVABILITY OF TV COMMERCIAL CLAIMS

AN ASSESSMENT OF CONSUMERS BELIEVABILITY OF TV COMMERCIAL CLAIMS

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BACKGROUND OF STUDY

Advertisements have long been recognized as a powerful tool for tempting and persuading customers to buy a variety of goods and services. There has been an upsurge in brand loyalty among customers of particular items since the introduction of advertisements. These advertisements would either favourably or negatively affect their audience's purchase of these goods and services, depending on the promises stated in the advertisement. However, it is not surprising that there will always be skepticism regarding the veracity of advertisements' promises about the items and services they promote (Mark, 2009). This means that an advertisement claim is either true or untrue.

Advertising is a type of communication that is intended to convince a target audience (viewers, readers, and listeners) to perform certain actions in response to products, ideas, or services. The most typical goal is to influence consumer behavior in response to a commercial offering. Advertising influences audiences across all mediums, but television is one of the most powerful, and because of its vast reach, it may affect not just an individual's attitude, behavior, lifestyle, and exposure, but also the country's culture (Latif and Abideen, 2011).

According to Ayanwale, Alimi, and Ayanbimpe (2005), the effectiveness of advertising as a promotional technique is determined by its capacity to persuade customers not only to buy, but also to buy again and establish brand loyalty. When an advertiser wants to illustrate a product or service, television advertising is perfect since it allows the marketer to mix the interaction of sight, sound, and motion. These effects may be utilized to grab audience members' attention and subsequently strengthen their retention rates by repeating the message in both audio and visual formats (Small, 2010).

According to McConnell and Brue (2002), customers want knowledge regarding product attributes and costs in order to make sensible judgments. Television commercials are a low-cost method of disseminating such information. Television ads, according to Baran (2004), are distinct from advertisements in other media because customers can see and hear items in action. As a result, television advertising's unique selling proposition (USP) is the capacity to display the product in order to conduct further tests.

While television commercials are thought to be the most enticing since they are audio-visual, they are also the most deceiving. In reality, one of the primary goals of television advertising is to bring products to the notice of customers. Advertisers, on the other hand, utilize a variety of claims in their TV commercials that are either accurate or deceptive in order to achieve this. Scholars and consumer advocacy groups have debated and expressed concern about deceptive and truthful advertising (Duke, 2017). There have been suggestions that businesses should provide customers with enough information to assist them in making judgments about what they genuinely desire. The Nigerian government has also established the Advertising Practitioners Council of Nigeria (APCON) and the Nigeria Broadcasting Commission to combat what it considers misleading advertising (NBC).

Articles 2 and 3 of the APCON Code, Act No 55 of 1988, specify that "Advertisements should not employ visual images, phrases, or noises that outrage public decency." "There should be no indecent or insulting advertising."

"All commercials must be worded in such a way that they do not abuse customers' trust or exploit their lack of experience or expertise." Relevant elements that are likely to influence customers' decisions must be provided in a form and at a time that allows consumers to consider them."

All broadcast commercials must be lawful, decent, honest, and true, according to Section 7.0.1 of the NBC Code.

1.2 Dettol Antiseptic

Reckitt Benckiser (Nigeria) Ltd, based at 12 Montgomery Road, Yaba, Lagos, produces Dettol, a prominent anti-germ health and hygiene brand. The Nigeria Medical Association has backed it. Since its inception to the Nigerian market 50 years ago, the Dettol brand has experienced enormous development. In the previous five years, the brand has grown its market share by 216 percent, and it currently has 63 million homes in Nigeria (Ahmed, 2014), which means Dettol is used by one out of every three families in the country. Wipes, trigger sprays, surface cleaners, pourable liquids, laundry sanitizing, disinfection sprays, and bar soaps are all available under the brand.

Over the years, testimonials from celebrities, pleased consumers, specialists, and professional organizations have been used in the promotion of the brand. Patience Ozokwor, a Nollywood actress, is now the brand ambassador in Nigeria. The promotional effort focuses on informing customers about the need of germ prevention while also providing options for dealing with germs wherever and whenever they appear. The commercials have emphasized a mother's responsibility in safeguarding her family from germs.

1.3 Statement Of The Problem

There is no thorough understanding of whether or if Dettol's advertising are serious about the product when they make fresh television commercials for it. There is also no evidence that consumers of this brand feel their advertisements are genuine or deceptive in connection to the product (Duke, 2017).

As a result, this study will determine if Dettol consumers accept the promises made by the brand's advertising and whether the brand's advertisers are actually being honest with its customers through its television advertisements.

1.3 Objective of the study

The main objective of this research is to check whether or not the consumers of Dettol believe the claims made by the brand’s advertisers and ascertain whether the advertisers of this brand are truly being honest to its consumers through its TV commercials or not.

1.4 Research Questions

This study will address the following research questions:

1: Do consumers believe claims without trying?

2: What factors lead to such belief without product trial?

3: Do consumers try the product?

4: Does trial lead to further brand interaction?

5: Does brand interaction change such believes?

1.5 Scope Of The Study

Dettol is a universal brand used by every age group. Therefore, the researcher wants to examine whether or not consumers of the product believe the claims made by the brand in their television commercials, using a cross-section of the academic and non-academic staff in Redeemer’s University, Ede, Osun State as a representative sample.

1.6 Significance Of The Study

Dettol as a brand is very popular globally. Because of its popularity and acceptance, consumers are easily deceived by the claims made by its advertisers. Therefore, the overall motivation for conducting this study is to contribute to research on consumer believability of advertisers’ claims about Dettol as a brand.

1.7 Operational Definition Of Terms

Television Commercials: A structured and composed message on products paid for on

Television with the aim of marketing, Dettol .

Consumers: people who buy and use Dettol antiseptic.

Claims: statements about a product by its advertisers in its television commercials.

Believability: the acceptance of a claim as being true or false.

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