ABSTRACT
In this study, the focus was on the influence of Advertising on consumption
of consumer goods: A Case Study of Civil Servant with emphasis on Enugu
State of Nigeria. The researcher made a very sincere and in-depth study into
various advertising media and their individual influence on Civil Servants.
Structured copies of questionnaire were administered to our respondents
after the researcher have reviewed similar literature. The study categorized
the respondents into two management and non-management cadres. The
copies of questionnaire were designed and distributed alongside these
categories. The survey method was adopted in carrying out the work. This
survey method warranted the use of both primary and secondary data,
generated from the field through oral interviews and questionnaires. The
tests of our three hypotheses were done with chi-square approach. Analysis
of our data revealed that Civil Servants become aware of the products
through some advertising media.
Such media as radio, television, bill board,
newspapers, and magazines are novelty. From the data collected and
analyzed greater number of the respondents (government workers) indicated
that government workers are aware of all the promo tools like advertising,
publicity, sales promotion and personal selling. The number that made the
indication is 206 or 61%. This is a health development because government
workers being enlightened group aught to be aware of the promo tools in the
use by marketers. This may also mean that the manufacturers of consumer
good can use any of the promo tools stimulate the demand of government
workers.
