CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Technological advancements, globalization of competition, the increasing importance of information, increasingly competitive environments, and changes in consumer demographic characteristics (e.g., an increase in the number of employed women, changes in family structure) have all contributed to significant changes in marketing and advertising. Classic advertising becomes less and less effective as a result of these developments, and this is exacerbated by excessive advertising and advertisers' extravagant claims. This is one of the factors that contribute to the deficit (i.e., the decreasing reliability and quality of certain media). As a result, advertisers will use any and all measures at their disposal to fulfill previously stated objectives in order to maximize their impact.

Covert advertising, according to scholars (Okorie & Akhidenor 2011), is a primary brand communication method used to promote a business's image and value. Covert advertising is said to be a brand communication tool that may be utilized to promote and build a brand. Covert advertising, according to Muthukumar (2013), has long been employed as a vehicle and has its own impact on customers. It has become an important part of Integrated Marketing Communications. It is less expensive as a vehicle in the advertising medium and has the potential to have a greater influence on the target market.

Covert advertising is a type of advertising in which a product or brand is advertised as an insert in a film that is usually promoted or patronized by a celebrity who appears in the film. In a similar vein, Vasanthi (2013) believes that "covert advertising is viewed as a hybrid kind of advertising." A product or brand that is integrated in entertainment and media is known as covert advertising. To put it another way, branding various items by including them in films or television shows where the audience may be unaware that they are being advertised to.” “Advertisers utilize numerous tactics to mask such objectives smartly,” Alrasheedi (2014) believes. Advertisers employ covert communication to persuade their target audiences to purchase their products.” This way of thinking led Aka et al. (2015) to claim that “advertising influences the behavioural pattern of customers and ensures the effectiveness of advertisement.”

1.2 STATEMENT OF THE PROBLEM

Voting is a very crucial aspect of the rights and responsibilities of citizens in a country or sovereign state. Despite its importance in determining the fate of a country’s government, individuals still sway away from voting during elections and this can cause a change in the results of an election. However, by urging citizens to vote by creating awareness via covert advertising, there may be more turn up of voters during elections and this can go a long way in determining the leader of a country and upholding democracy.

1.3 OBJECTIVE OF THE STUDY

The primary aim of this study is to investigate whether covert advertising can create awareness on the importance of voting in Nigeria. Thus, the following objectives;

1.      To investigate if covert advertising can be a tool of awareness creation on the importance of voting.

2.      To determine whether covert advertising can influence people in any way.

3.      To investigate the effects of creating awareness on the importance of voting in Nigeria.

1.4 RESEARCH QUESTIONS

The following questions guide this study;

1.      Can covert advertising be a tool of awareness creation on the importance of voting?

2.      Can covert advertising influence people in any way?

3.      What will be the effects of creating awareness on the importance of voting in Nigeria?

1.5 SIGNIFICANCE OF THE STUDY

This study will be significant as it will create awareness on the importance of voting in Nigeria. It will be helpful to the government in order for them to take charge and implement the various strategies to urge electorates to vote during elections. This study will also be an addition to research works conducted on the importance of voting in Nigeria.

1.6 SCOPE OF THE STUDY

This study will only cover the influence of covert advertising in awareness creation on the importance of voting in Nigeria.

1.7 LIMITATION OF THE STUDY

During the course of this study, the researcher was limited by the necessary funds needed to expatiate on certain concepts in this research.

1.8 DEFINITION OF TERMS

        i.            COVERT ADVERTISING: Is the inclusion of a product, brand name or the name of the firm, in this case an issue, in a movie for increasing memorability of the brand or issue in order to evoke a response from the audience.

      ii.            VOTING: Voting is a method for a group, such as a meeting or an electorate, in order to make a collective decision or express an opinion usually following discussions, debates or election campaigns. 

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