EFFECTS OF TELEVISION COMMERCIALS ONMTN SUBSCRIBERS AMONG SECONDARY SCHOOL STUDENTS A STUDY OF MOLETE HIGH SCHOOL
Journal Title: International Journal of Research in Social Sciences - Year 2017, Vol 7, Issue 4
Abstract
The study focuses on the effect of television commercial of MTN subscribers among secondary school students in Oyo state with particular reference to Molete High School. The paper adopts Limited Effect Model and Reinforcement theory. The two theories emphasize the relevance of Mass Media to consumer behavior. The study adopts survey research method where 200 copies of the questionnaire were distributed to respondents and 180 were properly filled and returned. Findings from the study reveal that TV commercialhas significant impact on respondents as a result of the use of visuals, sounds and text. Majority of the respondents strongly agree thatMTN TV commercials create awareness which significantly influence product patronage. The study concludes that TV advertisement is important in sales promotion and that other methods of adverts should complement TV commercials. From the study, it is recommended that companies should maintain a good balance in their choice of advertising channels and encourage creativity in advertising messages. The study concludes that advertisers should do regular review of their advertisement messages so as to sustain audience interest in their advertisement messages. In conclusion, the study reveals that TV advertisement is an effective medium in today‟s world of business opportunities because of its audio visual influence on consumers.
Authors and Affiliations
Lukman Adegboyega Abioye
Keywords
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