| Summary, etc |
Advertisement plays a very important role for any business that wants to succeed if strategic. It<br/>also can be instrumental to the expansion of any business. The media is generally accepted as a<br/>tool for passing information far and wide. Therefore, the basis of this research project was to<br/>investigate the use of TV commercials in retention of consumers’ patronage, using Airtel Nigeria<br/>as case study. The researcher equally aimed at identifying if there was any correlation between<br/>TV commercials and viewers’ purchase decision, as well as determining the extent of correlation<br/>between TV commercials and viewers’ patronage on one hand and TV advertisement and viewers’<br/>loyalty on the other hand. Schema theory as propounded by Frederick ballet 1886 – 1969 provided<br/>the framework for the experiment reported in this study. The tool employed for gathering data was<br/>the use of questionnaires which were administered to a total number of respondents put at two<br/>hundred (200) consisting of 80 female and 120 of male respondents. The result of findings showed<br/>that there is a significant relationship between TV commercials and viewer’s purchase patronage<br/>and that TV commercials influence consumer’s decision. The study therefore recommends that<br/>Advertisement should not be limited to Social Media. Despite the increase of Social Media,<br/>television as a tool of mass media is still relevant. More TV commercials should be carried out by<br/>organizations in reaching out to their prospective customers. Also in carrying out TV commercials,<br/>advertising agencies should engage Nollywood actors and celebrities who have a perceived<br/>character by the Nigerian populace that can fit in the intended roles of commercials.<br/> |
