INFLUENCE OF NEWSPAPER ADVERTISEMENTS ON CONSUMER PATRONAGE OF FAST-MOVING CONSUMER GOODS IN NIGERIA

This study examines the influence of newspaper advertisements on consumer patronage of fast- moving consumer goods (FMCGs) in Nigeria., In an era where digital media increasingly dominates, traditional print media like newspapers still play a significant role in shaping consumer behaviour, particularly in developing economies. The research investigates how newspaper advertisements affect consumer awareness, perception and purchasing decisions regarding FMCGs. Using a mixed-method approach, the study gathers data from both selected newspapers and consumers in Ago-Iwoye, Ogun State through content analysis and questionnaire. The findings reveal that while digital platforms are growing in influence, newspaper advertisements remain a critical tool for reaching certain demographics, particularly older and less tech-savvy consumers. The study concludes that newspaper advertising positively impacts consumer patronage of FMCGs, especially when combined with other marketing strategies. Recommendations for businesses and advertisers include optimizing the synergy between print and digital media to maximize reach and effectiveness. Keywords: Newspaper advertisement, consumer patronage, fast-moving consumer goods (FMCGs), Nigeria, consumer behaviour, marketing strategy, print media, digital media.