000			02195nam a22001457a 4500
008			210806b ||||| |||| 00| 0 eng d
100			_aEBHOTA, Ruth Marvelous _98662
245			_aThe Use of TV Commercials in Retention of Consumers' Patronage: A Study of Airtel Nigeria
250			_aDr. MBAKA, Chinyere
260			_aIbafo _bMass Communication _c2020
300			_aviii,; 58p. _btables
520			_aAdvertisement 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.
650			_aMass Communication _91452
942			_cTHS
999			_c6129 _d6129