ABSTRACT
This research work was conducted to evaluate the Impact of Advertising Messages on
consumption of cigarette and alcohol in Enugu state, Nigeria. The major purpose of
this study is to examine the Impact of Advertising Messages (positive or negative) on
consumption of cigarettes and alcohol. That is if application of advertising messages
to reduce or stop consumption is really making an impact or not. In research design,
descriptive survey method was adopted while primary data was collected from
respondents with the use of questionnaire and oral interview. Tables, simple
percentages and bar charts were used in presenting and analyzing the data. Five
hypotheses that were formulated were used; to test if advertising messages
significantly affects consumption of cigarette and alcohol, to investigate if income
influences consumption of cigarettes and alcohol, to find out if TV commercial and
use of other media affect consumption of cigarette and alcohol, to evaluate the effect
of IMC on consumption of cigarette and alcohol and to determine level of influence of
environmental factors on consumption of cigarette and alcohol in Enugu state. Based
on the above hypotheses, it was revealed firstly, that there was significant influence of
advertising messages on consumption of cigarette and alcohol with coefficient of
0.136 which was statistically significant with t-3.647 and coefficient of 0.258 which
was statistically significant with t = 9.024 respectively. Secondly, it was revealed that
income influence consumption of cigarette and alcohol. This was indicated that Zvalue
of 7.412 for the treatment variable (income influence) is greater than Z-critical
value of 1.96 and Z-value of 6.998, which is greater than Z-critical value of 1.96
respectively. Thirdly, it was revealed also that TV commercials and use of other
media affect consumption of cigarette and alcohol.
This is statistically significant
(with t = -7.527) and the advertising messages coefficient of –1.173 which indicated a
negative significance between TV commercial and other media on consumption of
alcohol which is statistically significant (with t = 7.814). Fourthly, the effect of
Integrated Marketing Communication (IMC) on consumption of cigarette and alcohol
revealed that IMC affect consumption of cigarette alcohol and indicated that the
calculated chi-square is 112.057 is greater than the critical chi-square of 9.4877 and
calculated chi-square is 61.917 is greater than the critical chi-square of 9.4877 with an
asymptotic significance of 0.000 < 0.05 respectively. And finally, environmental
factors influence on consumption if cigarette and alcohol showed that the Z-value of
7.830 is greater than the Z-critical value of 1.96 and Z-value of 8.159 is greater than
Z-critical value of 1.96 respectively. The researcher concludes that advertising
messages significantly affect consumption of cigarette and alcohol. There is also
income influence on consumption of cigarette and alcohol. Again, TV commercials
and use of other media affects consumption of cigarette and alcohol. There is also
influence of IMC on consumption of cigarette and alcohol. And finally,
environmental factors influence consumption of cigarette and alcohol.
