INFLUENCE OF ADVERTISEMENT ON CONSUMER BEHAVIOUR (A STUDY OF ABIA STATE TELEVISION COMMERCIAL OF MILO BEVERAGE, ON ISIAMA AFARA COMMUNITY IN UMUAHIA NORTH LOCAL GOVERNMENT AREA OF ABIA STATE)

ABSTRACT

The aim of embarking on this study was to provide a well detailed account on the Influence of Advertisement on Consumer Behavior using Isiama Afara Community as the case study. The Researcher used survey Research Design in the collection of the data. Because it is easier to sought peoples’ opinion using Questionnaire. Stratified Sampling Method are used to get the sample size for this study is 200 .Data gathered from the study were analyzed, tested and interpreted using sample percentage frequency table. The researcher was able to find out that majority of the respondents own television set and view the Milo product advert. The theory that led support to this work is cultivation theory. The researcher therefore recommends that adverting should be real and interesting so as to call and retain prospective buyers for the advertised product. And also the manufacturers of Milo beverages should try as much as possible to make their advert consistent in order to increase awareness an more patronage for consumers.

CHAPTER ONE

INTRODUCTION

1.1           Background of the Study

All over the world people and companies utilize advertising to good advantages in the

keen competition encounter in word regional and local markets, business men are aided by the sales producing force of advertising.

Not only that skillfully planned and directed advertising not only at home but also abroad over come prejudice combat, foreign competition, establish new habit, build good will creates employment increase productivity multiply sales and thus, lay a solid foundation for sustained economic development of any country, one analysis contend that advertising is one of the most powerful socializing force in culture. Advertising sells more than product. It sets image, value, goods and concepts of who we are and who we should be. It shapes our attitudes and our attitudes shapes our behaviour. Ahunaya (2004 70).

Advertising power goes beyond the selling of goods, it promotes a consumer life style a global culture that centers on material things. A television commercial normally say’s and now a few words from our sponsors’ are companies or individual that pay to have their product advertised, while the ‘few words our sponsor’ sponsors are companies or individual that take pay to have there product to be advertised, while the “few words our sponsor” have become a deluge sponsor still financially support the newspaper and radio. Encyclopedia (195).

According to the Encyclopedia, American (204) Advertising began around 3200 Bc when the Egyptian stenciled inserption the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus- sign boards were placed outside doors in Greece and Egypt around 1500 B. c perhaps the most important Event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that....

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