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The study focuses on the effects of advertising appeals on the company's
target market, which is made up of consumers of different educational levels.
Evans Medical PLC, a publicly quoted healthcare company with its major focus
on the manufacturing and marketing of pharmaceuticals of therapeutic
importance and baby food has been advertising its products without really
knowing the effects which it has on its target market made up of consumers of
different educational levels.
The objectives are:
To find out the nature of the responses of literate and illiterate consumers
of the company's products;
to determine the extent to which well-designed and executed advertising
can modify the buying behaviour of the consumers of the company's
to find out whether there are other factors apart from advertising affecting
the company's consumers' choice of its products; and
to proffer some recommendations that are in line with our observations.
The secondary source and survey method of data collection with structured questionnaire was used.