| Summary, etc |
ABSTRACT<br/>This study was based on Audience perception of NIMC advertisements on the Electronic media: <br/>Free will vs Fear appeal ads. The aim of the study was to compare Mountain Top University <br/>students’ perception of the NIMC fear appeal advertisements on NIN SIM linkage, that was placed <br/>on TV and the free will advertisement by telecommunications networks during the period of <br/>November, 2020 to January, 2021, thereby determining which was more effective. In line with the <br/>objectives of this research, the instrument of data collection used was the structured questionnaire, <br/>distributed to a sample size of 310 out of the 1,385 students of the school. The data gathered was <br/>thereafter analysed, presented and interpreted using the descriptive data analysis technique; by <br/>presenting the data in tables. The results from the data analysis showed that the audience found <br/>the free will advertisements by telecommunications network more effective because it didn’t <br/>threaten their actions and it was more rational. This project therefore recommended that audience <br/>actions should not be influenced by the imposition of threat except in cases of susceptibility to <br/>one’s physical body, health, and life. Organisations should understand the motive behind their <br/>advertisements and thereby be aware of the fact individuals have varying choices and perceptions <br/>which should not be influenced by manner of threat.<br/>Keywords: Audience, Perception, NIMC, Free will, Fear appeal, advertisements.<br/> |
