TELEVISION ADVERTISING AND CONSUMER BEHAVIOUR: A STUDY OF NOKIA ADVERTS IN ADAMAWA STATE, NIGERIA
Abstract
ABSTRACT
The title of the study is Television Advertising and Consumer Behavior: A Study of Nokia Adverts in Lagos State, Nigeria. Despite the fact that marketers spend great amount of money to expose consumers to television commercials of mobile phones, consumers so often turn away or tune away from commercials, and viewers tend to leave for something else, which is also common here in Nigeria. Many organizations place there adverts on wrong advertising pods, positioning, timing and length, which brings about low advertising returns on sales. This study intends to evaluate the impact of pod positioning, timing and length, advert repetition and correct branding on advert likeability, customers attitude and other associated behavioral change that might occur due to the effect of television advertisement especially on mobile phone adverts.
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