AUDIENCE PERCEPTION ON THE PERSUASIVENESS OF TV ADVERTS ON CONSUMER BEHAVIOUR (a case study of Indomie noodles)

This study was based on the audience perception on the persuasiveness of TV Adverts on consumer behavior using Indomie noodles TV adverts as a case study. The study was carried out with the aim of measuring the effects of TV adverts on consumer buying behavior. Empirical research was carried out from various literature texts on basic concepts of advertising and its influence on consumers buying habit. The research design used was survey. 100 respondents were randomly selected from Students of the University of Benin, Ekenwan campus and residents of Umelu community both in Benin City, Edo state, Nigeria which formed the entire population of the study. The selected sample were administered questionnaires which served as the instruments of data collection that helped in providing useful information for the study. The data collected were afterwards analyzed using simple percentage, presented in tables. By and large, Findings from the research based on the entire data collected showed that despite the fact that the individual’s choice of a product is basically his or her decision to make, television advertisements, however are highly persuasive and to a large extent influences consumers buying habits. This also proved that media communicated messages, to a large extent holds strong impact in minds and actions of its intended target.