INFLUENCE OF TELEVISION ADVERTISING ON CONSUMERS BUYING HABITS OF CIGARETTES IN NIGERIA.

Abstract

The research examines the influence of television advertising on consumers buying habits of cigarettes in Nigeria with a case study of Commercial Drivers in Onisha). It was established that television been an audio-visual platform has the capacity to influence the behaviour of people. Similarly, people tend to get motivated and persuaded by what they watch on television according to Garbner, G. et. al (1980). Survey research method was used coupled with one hundred (100) respondents while ninety (90) questionnaires were retrieved. The data were analyzed and interpreted using the table, frequency and percentage method. Also, cigarette/tobacco advertisement influences the smoking habit among commercial drivers in Onisha. It is recommended that all agencies that are saddles with the responsibility to vet, censor and control advertising messages should see their role as crucial to human development and should not because of revenue to be gained from such advert use any advert that can put society into dangers.

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