EFFECT OF MASS MEDIA ON MARKETING NEW PRODUCTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Globalisation as described by Hill (2009) is the shift towards a more integrated and interdependent world economy thereby merging historically distinct and separate national markets into one huge global marketplace. The Economic Intelligence Unit (2009) reported that during the recession which commenced in 2007, the global market place was affected by changes in exchange rates, inflation and consumer purchasing behaviour. These changes in the economy forced organisations to remodel business strategies in order to communicate their products and brand more effectively. Davis (2001) writes that one of an organisation’s most valuable assets is its brand and the introduction new products.
One of the most popular means of marketing new products is through the use of mass media which create product awareness, facilitates participation, openness, conversation, community and connectivity amongst users (Mayfield, 2008).
The development of a new product begins when the company finds and develops an idea about a new product. Many companies see their success in the presentation of new products; however, their supervision should be much higher considering that the presentation can prove to be dangerous because many new products can lead to failure after its launch. Therefore, the development of new products should go through several processes: generating ideas, reviewing these ideas, market evaluation of the idea, the product development, testing through marketing, and the commercialization process.
In a research conducted by Cooper (2021), it is concluded that the main attributes that make the difference between new and successful products with unsuccessful ones are: the peculiarity or uniqueness of the product, sufficient information from the market, the dynamics of competitiveness in the market, market potential for product launch, marketing strategies, product price, novelties from companies, and the investment framework of the company. Besides this, a crucial part that plays in the success of new products is their quality and how they are introduced to the prospective customers or consumers through the use of mass media.
Mass media is the collection of tools of communication such as television, radio, newspapers and internet that are designed to reach a large number of people. In the current societies mass media cannot be separated with our lives because media and entertainment go hand in hand. Bryant and Miron (2004) further explain that mass media can be categorized media in three groups which are print media (newspapers and magazines), electronic media (television and radio) and new age media (mobile phones and internet).
Mass media is an important tool in advertising and has great power in influencing a bad or good perception to the targeted audience. This is because one of the major roles of advertising is to persuade and promote a product (Cohen, 1988). Mass media is that tool that enables an advert to reach, persuade and promote a product. Hence, the reason why this study has assessed the effect of mass media on marketing of new products.
1.2 Statement Of The Problem
Considering the dynamic market in which companies today operate, the development of new products and innovation is considered as vital factors within a company. Therefore, in order for companies to be successful in their market, they should constantly innovate in their operations and products such as providing new ideas in their products to the customers [8]. Also, Cooper alludes that besides technology strategies, successful companies produce innovative products. Both these components are led by the management team of the business who have a clear strategic vision [9]. While launching new products in the market they may face various challenges such as conditioned future, previous experience from customers, and user control, the use of mass media and their active search. This is also one of the main reasons why new products should be prioritized since customers will be able to share their experience with the product with other potential customers. In recent years, mass media platforms such as print media, electronic media and the social such as Facebook, Instagram, LinkedIn, etc., have enabled users to spread information at a rapid pace. Many applications of such media have affected businesses in making changes in various processes, such as new product development, marketing processes, services to customers, sales, etc. Thus this study is an attempt to examine the effect of mass media on marketing of new products.
1.3 Objective of the study
The general objective of this study is to examine the effect of mass media on marketing new products.
This study was designed to find out
- To find out which medium serves best in the marketing of new product
- To find if mass media advertising has any effect on the choice of new products by costumers.
- To find the effects of mass media on marketing of new products.
1.4 Research Questions
- Which medium is best for mass media advertising that serve best in the marketing of new product.
- Does mass media advertising have any effect the choice of new products by costumers?
- What are the effects of mass media on the marketing of new products?
1.5 Significance of the Study
This study is very apt as scholars and theorists alike are always interested in new source of knowledge. This work will be of immense advantage to advertising practitioners old and new, tutors, students, marketers and integrated marketing communicators as well as to explorative readers from every field.
The researchers hope ardently that the richness of this work would enlighten manufacturing companies to know the effects of mass media on marketing of new products. This study will also be a guide to the manufacturers and advertisers in scheduling their media plan as it would evaluate patterns of brand advertising through mass media, and possibly ascertain the degree of exposure enough to create disposition for purchase of new products by customers.
The result will enable policy makers in Nigeria to understand the effect of mass mediate on marketing new products as it will serves as a patterns of new product advertising and will enable policy makers to appreciate the reason(s) for differential disposition of consumers resulting from their varying levels of exposure to a brands advertisement.
1.6 Scope of the Study
The scope of this study is limited to the effect of mass media on marketing of new products. The scope is further limited to Nigeria Bottling Company.
1.7 Statement of Hypothesis
H0: Mass media has no significant effect on marketing of new product
H1: Mass media has significant effect on marketing of new product
1.8 Definition of Terms
The following terms and phrases are repeated throughout the research study.
- Mass Media: Mass media refers to a diverse array of media technologies that reach a large audience via mass communication.
- Marketing: Marketing is the management process through which goods and services move from concept to the customer.
- Marketing mix: Marketing mix is a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. The new marketing mix is commonly termed as the 7P’s and includes people, process and physical evidence.
- Marketing management: Marketing management is a process of identifying, anticipating and satisfying consumer requirements. This involves tracking and reviewing an organisation’s marketing resources and activities.
- New Product: New products’ can be defined as a products that an organization have never made or sold before but have been taken to market by othersproduct innovations created and brought to the market for the first time.
- New Product Development:New product development (NPD) is the process of converting an untried idea into a winning product.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The success of a new product in the marketplace depends not only on its quality, price and availability but also on how effectively potential customers are informed about it. A business may invest considerable resources in developing a product, designing attractive packaging and arranging distribution, yet struggle to generate sales if consumers are unaware of its existence or do not understand its benefits. This makes marketing communication an important part of introducing new products and establishing them in competitive markets.
Mass media have traditionally played a major role in marketing communication by providing channels through which businesses can communicate product information to large audiences. These channels include television, radio, newspapers, magazines and outdoor advertising. With technological advancement, digital news platforms, online video, social media and other internet-based communication channels have also become important in reaching potential consumers. Through these media, businesses can introduce new products, explain their features, communicate prices, promote special offers and encourage customers to consider making purchases.
Marketing communication helps bridge the gap between a business and its target market. According to Francescucci et al. (n.d.), integrated marketing communications involve coordinating promotional activities across different channels to communicate a consistent message to consumers. These activities can include advertising, sales promotion, public relations, direct marketing and digital communication. The central idea is that consumers should receive clear and relevant information about a product, regardless of the channel through which they encounter the message.
The importance of mass media becomes particularly evident when a product is newly introduced into the market. Unlike established products, which may already enjoy customer recognition and loyalty, new products often have to overcome limited awareness, uncertainty and hesitation among prospective buyers. Consumers may want to know what the product does, how it differs from existing alternatives, whether it offers value for money and where it can be purchased. Marketing messages delivered through appropriate media can help answer these questions and reduce uncertainty surrounding the new product.
For instance, a company introducing a new beverage may use radio advertisements to reach commuters, television commercials to demonstrate the product, newspaper advertisements to communicate prices and promotional offers, and social media content to share product images and customer feedback. When the messages are coordinated, these channels can reinforce one another and improve the likelihood that consumers will recognise and remember the product.
Mass media can influence the marketing of new products in several ways. First, they create product awareness by informing consumers that a new product exists. Second, they communicate product attributes, including quality, usefulness, design, price and availability. Third, they can influence consumer attitudes by presenting the product as desirable, convenient, affordable or suitable for a particular need. Finally, media campaigns can encourage trial purchases through discounts, demonstrations, introductory offers and calls to action.
The relationship between media exposure and product adoption can also be understood through the diffusion of innovation perspective. Rogers (2003) explained that the adoption of an innovation develops over time as information spreads through communication channels and individuals assess the innovation's perceived advantages, compatibility, complexity, trialability and observability. Although mass media can be effective in creating initial awareness, interpersonal communication and personal experience may become important when consumers are deciding whether to adopt a product. This suggests that advertising can introduce a product to consumers, while product experience, recommendations and satisfaction may influence whether they continue using it.
The different mass media channels do not necessarily produce identical results. Television can combine sound, movement and visual demonstration, making it useful for products whose features are easier to understand when shown. Radio can reach listeners through spoken messages and jingles, including audiences who may not have access to television or the internet at a particular time. Newspapers and magazines can provide more detailed product descriptions that readers can review at their convenience. Outdoor advertisements, such as billboards and posters, can reinforce product recognition among people who regularly travel through particular locations.
Digital media add further possibilities by allowing businesses to share videos, product demonstrations, customer testimonials and promotional messages. They may also provide opportunities for consumers to ask questions, comment on advertisements and share information with others. However, the effectiveness of a particular medium depends on the target audience, the nature of the product, the quality of the message, the cost of advertising and the frequency of exposure. Francescucci et al. (n.d.) emphasised that marketing communication strategies should be selected and coordinated according to the objectives a business seeks to achieve.
Empirical evidence also suggests that the effect of advertising can vary by medium. In a study of consumers' responses to newly introduced food products in Maiduguri, Kwajaffa et al. (2026) reported that television advertising had a positive and statistically significant relationship with consumer buying behaviour, while radio advertising had a negative but statistically significant effect and outdoor advertising had no statistically significant effect in the study context. The authors also identified other factors, including product quality, price, income and consumer preferences, as relevant to buying behaviour. These findings illustrate why businesses should assess the performance of individual channels instead of assuming that all forms of advertising will produce the same results.
Despite its benefits, the use of mass media in marketing new products presents several challenges. Advertising can be expensive, particularly for small businesses with limited promotional budgets. A poorly selected channel may expose the product to many people who are unlikely to purchase it. Consumers may also ignore repetitive advertisements, distrust exaggerated claims or develop negative attitudes when the advertised product fails to meet expectations. In addition, competition for audience attention can make it difficult for a new product to stand out from established brands.
Another important consideration is that awareness does not automatically lead to purchase. A consumer may see an advertisement and remember the product but decide not to buy it because the price is too high, the product is unavailable, the quality is uncertain or another brand appears more attractive. Consequently, the effectiveness of mass media should be assessed using several indicators, including product awareness, consumer interest, purchase intention, actual purchase behaviour and, where data are available, repeat purchases.
For businesses operating in Nigeria, these issues are particularly relevant because marketing decisions must reflect differences in consumers' purchasing power, media habits, location, language and access to technology. A campaign that reaches a large audience may not be effective if the message is unsuitable for the intended consumers or the product is difficult to obtain. Businesses therefore need to understand their target markets and select media that offer a reasonable balance between audience reach, relevance, cost and measurable results.
The marketing of new products also requires consistency between advertising messages and the actual product experience. When a business makes promises through television, radio, print or digital platforms, the product should deliver the benefits communicated to consumers. Misleading claims may damage customer trust and undermine the long-term prospects of the product. Effective marketing should therefore combine persuasive communication with truthful product information, suitable pricing, adequate distribution and satisfactory customer service.
Against this background, the present study examines the effect of mass media on marketing new products. It focuses on how exposure to mass media influences awareness of newly introduced products, consumers' understanding of product features, attitudes towards new products and purchase decisions. It also considers the challenges associated with media-based marketing and the factors that may determine the effectiveness of different media channels.
The study is important because businesses need evidence to guide their decisions about where to advertise, what messages to communicate and how to evaluate the results of promotional campaigns. By investigating the relationship between mass media and the marketing of new products, the study seeks to contribute to a better understanding of how media communication can support product introduction, consumer engagement and market acceptance.
1.2 Statement of the Problem
Introducing a new product into the market is a significant business activity that requires careful planning, adequate resources and effective communication. Even when a product is designed to satisfy an existing need, consumers may not purchase it if they do not know that it exists, misunderstand its benefits or prefer familiar alternatives. For this reason, businesses often rely on mass media to inform potential customers and encourage them to consider newly introduced products.
However, the use of mass media does not always guarantee successful product marketing. Businesses may spend considerable amounts on television commercials, radio announcements, newspaper advertisements, billboards and online promotional campaigns without achieving the expected level of consumer response. In some cases, advertisements may create awareness but fail to stimulate actual purchases. In other cases, consumers may notice a product but reject it because of price, perceived quality, limited availability or lack of trust in the advertising message.
The challenge is made more difficult by the availability of several media channels with different costs, audience characteristics and communication strengths. A business may find it difficult to determine whether television, radio, newspapers, magazines, outdoor advertising or digital platforms offer the most appropriate means of introducing a particular product. Selecting a medium without adequate knowledge of the target audience may lead to ineffective advertising expenditure and poor promotional results.
Furthermore, the relationship between media exposure and consumer behaviour is influenced by factors beyond advertising. Product quality, income, cultural preferences, previous experiences, recommendations from friends and family, brand reputation and the availability of competing products can all affect purchase decisions. Therefore, it is necessary to distinguish between the ability of mass media to create awareness and its ability to influence purchase intention or actual buying behaviour.
Although research has examined advertising and consumer responses to new products, the findings from one product category or geographical area may not apply equally to another. The effectiveness of a media channel may depend on the audience being studied, the characteristics of the product and the marketing environment. Consequently, businesses require context-specific evidence to make informed decisions about their promotional strategies.
The problem addressed by this study is the need to establish how mass media contribute to the marketing of new products, particularly in relation to product awareness, consumer interest, purchase intention and buying behaviour. The study also seeks to identify the challenges that may limit the effectiveness of mass media and determine how businesses can improve their use of media channels when introducing new products.
Research note: Before fieldwork begins, the researcher should specify the geographical area, organisation, product category or consumer group to be investigated. This will make the study more focused and allow the research problem to be examined empirically.
1.3 Objectives of the Study
1.3.1 General Objective
The general objective of this study is to examine the effect of mass media on the marketing of new products.
1.3.2 Specific Objectives
The specific objectives are to:
Examine the effect of mass media on consumer awareness of new products.
Determine the influence of mass media advertisements on consumers' knowledge and perception of new products.
Assess the effect of mass media on consumers' purchase intention towards new products.
Examine the relationship between exposure to mass media advertisements and consumers' buying behaviour towards new products.
Compare the perceived effectiveness of selected mass media channels, including television, radio, print media, outdoor advertising and digital media, in marketing new products.
Identify the major challenges businesses face when using mass media to market new products.
Suggest strategies for improving the effectiveness of mass media in marketing new products.
1.4 Research Questions
The study will be guided by the following research questions:
How does mass media influence consumer awareness of new products?
How do mass media advertisements influence consumers' knowledge and perception of new products?
To what extent does mass media influence consumers' purchase intention towards new products?
What relationship exists between exposure to mass media advertisements and consumers' buying behaviour towards new products?
Which of the selected mass media channels are perceived to be most effective in marketing new products?
What major challenges do businesses face when using mass media to market new products?
What strategies can improve the effectiveness of mass media in marketing new products?
1.5 Research Hypotheses
The following null hypotheses are proposed for empirical testing:
H₀₁: Mass media exposure has no statistically significant relationship with consumer awareness of new products.
H₀₂: Exposure to mass media advertisements has no statistically significant relationship with consumers' purchase intention towards new products.
H₀₃: There is no statistically significant relationship between exposure to mass media advertisements and consumers' buying behaviour towards new products.
H₀₄: There is no statistically significant difference in consumers' responses to selected mass media channels used in marketing new products.
The hypotheses should be tested using data collected from the selected respondents. The choice of statistical test will depend on how the variables are measured and the research design. For example, chi-square may be appropriate for examining associations between categorical variables, while correlation or regression may be suitable for assessing relationships involving appropriately measured numerical or composite variables.
1.6 Significance of the Study
The study is expected to be useful to manufacturers, marketers, advertising practitioners, consumers, students, researchers and policymakers.
1.6.1 Manufacturers and Business Owners
Manufacturers and business owners may benefit from understanding how mass media can be used to introduce new products, communicate product benefits and stimulate customer interest. The findings may help them make more informed decisions about media selection, advertising frequency, promotional content and the evaluation of marketing campaigns.
The study may also encourage businesses to assess whether their advertising expenditure is producing meaningful outcomes, rather than judging campaign success solely by the number of advertisements published or broadcast.
1.6.2 Marketing and Advertising Practitioners
Marketing professionals and advertising agencies may use the findings to develop campaigns that are more responsive to consumers' needs and media habits. The study may provide insights into the relationship between advertising exposure, product awareness, consumer perceptions and purchase intention.
It may also support the development of coordinated promotional strategies in which television, radio, print, outdoor and digital channels reinforce a consistent product message.
1.6.3 Consumers
Consumers may benefit indirectly when businesses communicate product information more clearly and accurately. Effective marketing communication can help consumers understand the characteristics, uses, prices and availability of new products, thereby supporting more informed purchasing decisions.
The study may also draw attention to the importance of evaluating advertising claims critically and considering product quality, suitability and value before making a purchase.
1.6.4 Small and Medium-Scale Enterprises
Small and medium-scale enterprises often operate with limited marketing budgets. The study may help such businesses appreciate the importance of selecting media channels that suit their products, target audiences and financial resources.
The findings may encourage SMEs to combine affordable local advertising, community radio, targeted digital communication and other suitable promotional activities instead of adopting expensive strategies without evaluating their relevance.
1.6.5 Students and Academic Researchers
The study may serve as a reference for students and researchers investigating advertising, mass communication, marketing, consumer behaviour, brand awareness and new product development. It may also provide a foundation for further studies examining specific media channels, product categories or geographical locations.
1.6.6 Policymakers and Consumer Protection Agencies
The study may provide useful insights into the role of advertising in consumer markets. Its discussion of truthful communication, consumer perceptions and misleading claims may support broader efforts to encourage responsible marketing practices and protect consumers from deceptive promotional messages.
1.7 Scope of the Study
The study focuses on the effect of mass media on the marketing of new products.
Content scope: The study examines the relationship between mass media exposure and product awareness, consumer knowledge, product perception, purchase intention and buying behaviour. It also considers differences between selected media channels and the challenges associated with their use in new-product marketing.
Media scope: The study may cover television, radio, newspapers, magazines, outdoor advertising and digital media, depending on the channels relevant to the selected study area and the operational definition adopted by the researcher.
Population scope: The population may comprise consumers who have been exposed to advertisements for newly introduced products and, where relevant, marketing personnel responsible for promoting such products. The final population must be defined according to the selected product, organisation or geographical area.
Geographical scope: The geographical area must be specified before the study is conducted. If the project is intended to focus on a particular town, state, organisation or consumer market, that location should be inserted into the title and reflected throughout the methodology.
Time scope: The study period should correspond to the actual period of data collection or the period covered by the selected product's marketing campaign.
The study is concerned primarily with the marketing of new products rather than the entire product-development process. Its findings will be interpreted within the context of the selected population, location and product category.
1.8 Limitations of the Study
The study may encounter certain limitations that should be considered when interpreting its findings.
1.8.1 Difficulty in Measuring Media Exposure
Consumers may not accurately remember how often they have encountered an advertisement or which media channel first introduced them to a product. This may affect the accuracy of responses about media exposure.
1.8.2 Differences in Consumer Preferences
Consumers differ in age, income, education, occupation, purchasing power and media habits. These differences may affect their responses to advertising and make it difficult to generalise the findings to every consumer group.
1.8.3 Influence of Other Factors on Buying Behaviour
Purchase decisions are not determined by advertising alone. Product quality, price, availability, brand reputation, personal needs and recommendations from other people may influence buying behaviour. The researcher must therefore avoid attributing every observed consumer response exclusively to mass media.
1.8.4 Financial and Time Constraints
Limited time and financial resources may restrict the geographical coverage of the study, the number of respondents reached and the range of products or media channels examined.
1.8.5 Respondents' Willingness to Participate
Some respondents may decline to participate or provide incomplete answers. Others may report what they believe is expected of them rather than their actual experiences. Clear explanations of the study's purpose and appropriate confidentiality procedures may help reduce this problem.
1.8.6 Limited Generalisability
If the research focuses on one product, company or location, its findings may not represent the experiences of other businesses or consumer groups. The researcher should state the study's boundaries clearly and avoid making claims that extend beyond the evidence collected.
1.9 Operational Definition of Terms
The following terms are defined according to how they are used in this study.
Mass Media: Communication channels capable of distributing information to large or geographically dispersed audiences, including television, radio, newspapers, magazines and outdoor advertising. Digital media may also be included where specified in the study's operational scope.
Marketing: The activities involved in identifying consumer needs, creating value, communicating product benefits, making products available and encouraging exchanges between businesses and customers.
New Product: A product recently introduced into a particular market or one that is new to the target consumers being studied. It may be a completely new product, a significant improvement to an existing product or an established product entering a new market.
Advertising: A paid form of non-personal communication through which an identified sponsor promotes a product, service, brand or idea using selected media channels.
Product Awareness: The extent to which consumers know that a product exists and can recognise or recall its name or major features.
Consumer Perception: The way consumers interpret and evaluate information about a product, including their views about its quality, usefulness, value, reliability and attractiveness.
Purchase Intention: A consumer's stated likelihood or willingness to buy a product in the future. Purchase intention does not necessarily mean that an actual purchase will occur.
Buying Behaviour: The actions and decision-making processes consumers demonstrate when considering, selecting, purchasing and using products.
Media Exposure: The extent to which a consumer encounters or pays attention to promotional messages distributed through one or more media channels.
Product Marketing: The process of communicating the value of a product, reaching potential customers, stimulating interest, supporting purchase decisions and developing demand in the target market.
Marketing Communication: The methods used by an organisation to convey information about its products, benefits, availability and value to existing and potential customers.
Mass Media Effectiveness: The extent to which the use of a media channel contributes to specified marketing objectives, such as awareness, knowledge, purchase intention or actual sales.
1.10 Organisation of the Study
The research is organised into five chapters.
Chapter One: Introduction. This chapter presents the background of the study, statement of the problem, objectives, research questions, research hypotheses, significance, scope, limitations and operational definition of terms.
Chapter Two: Literature Review. This chapter examines relevant concepts, theories and empirical studies concerning mass media, advertising, new-product marketing, consumer behaviour and the relationship between media exposure and consumer responses. It also presents the theoretical framework and identifies gaps that the study seeks to address.
Chapter Three: Research Methodology. This chapter describes the research design, study area, population, sample size, sampling technique, sources of data, research instrument, validity and reliability procedures, data collection process and methods of data analysis.
Chapter Four: Data Presentation, Analysis and Discussion. This chapter presents the data collected from respondents, analyses the findings in relation to the research questions and hypotheses, and discusses the results in comparison with relevant literature.
Chapter Five: Summary, Conclusion and Recommendations. This chapter summarises the major findings, draws conclusions based on the evidence, makes recommendations and suggests areas for further research.
References
Francescucci, A., McNeish, J., & Taylor, N. (n.d.). 10.1 Integrated marketing communications. In Principles of marketing, 1st Canadian edition. Toronto Metropolitan University Pressbooks. https://pressbooks.library.torontomu.ca/marketing/chapter/10-1-integrated-marketing-communications/
Juska, J. M. (2022). Integrated marketing communication: Advertising and promotion in a digital world (2nd ed.). Routledge. https://www.routledge.com/Integrated-Marketing-Communication-Advertising-and-Promotion-in-a-Digi/Juska/p/book/9780367436230
Kwajaffa, B. F., Usman, B., & Abubakar, B. (2026). Effect of advertising on consumer buying behaviour of new products in Ajinomoto Foods Nigeria Limited, Borno-Nigeria. International Journal of Research in Commerce and Management Studies, 8(4). https://doi.org/10.38193/IJRCMS.2026.8458
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
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