Mountain Top University Library

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