ABSTRACT
This Study on the Impact of “Super story” drama series on the effectiveness of unilever adverts: (Unilever Sponsors of “Super Story”).
The choice of this topic arises due to the observation that huge amount it being sunk in sponsoring by buying of airtime for super story by unliever plc. The researcher therefore wishes to know if “Super story” have any positive impact on the effectiveness of unilever adverts.
To achieve this, the researcher employed the use of survey method, by using the questionnaire to collect data, and use the two cities Enugu and Lagos as the sampled population.
After the research, it was discovered that “Super story” drama series have positive impact on the effectiveness of unilever adverts. It was also discovered that most of the respondents enjoy the drama and the medium through which the drama was aired. This goes a long way to increase the sales.
This study therefore recommend that advertises as well as producers must strive hard to utilize drama as well as sound communication in its advertising creativity, while the produces should also produce sound and quality products to aid advertising.
INTRODUCTION
1.1BACKGROUND OF THE STUDY:
Do you ever remember being aroused from sleep in the morning by a commercial from a radio set, which said “Wake up and live with Andrews Liver salt”. Or do you remember buying a bottle of Eagle stout after hearing the message “Eagle stout puts more strength in you”. When you are flipping through the pages of our dailies, journals and magazines, you see products being advertised. In most cases, photographs and art – works are used to convey information about the satisfying attributes of these products and services.
Have you ever notices people rushing home on Thursday evenings to watch their favorite T.V drama series “Super story”, a drama sponsored by unilever plc, as a means of advertising their goods and services to the general public. The enormous growth of the various forms of mass communication in the 20th century has resulted in an increasing need for better knowledge of the processes and effects of mass communication.
Modern communicators in order to achieve these turn to communication research to help answer some of the questions they do not have time or training to answer for themselves. They also face criticism and questions about their role in modern society.
This study on the impact of super story drama series on the effectiveness of unilever adverts arises due to our observation that unilever plc, have continued to sponsor super story drama, not withstanding the cost of the production of the drama and the cost of air time for television broadcast on NTA network. Apart from unilever plc, other companies such as PZ has also gone into the same programme sponsorship as that of unilever, with the aim of using the programme to reach out to their to get audience, despite the huge amount of money being sunk in advertising the products and sponsoring the drama production.
Hence, the choice of this aspect of mass communication research called advertising research is aimed at finding out if there is any relationship between the programme (Super story) used in advertising unilever products and the behavior being exhibited by those exposed to it. The researcher also
