Mountain Top University Library

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