Impact of Advertising Messages on Consumption of Cigarette and Alcohol in Enugu State, Nigeria

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 Z-value 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.