TELEVISION ADVERTISEMENT AND GUINNESS STOUT BUYING HABITS

Abstract

The audio-visual nature of television placed it above most of the advertising platforms in terms of creating lasting impression in the minds of consumers in a persuading and enticing manner. It is on this belief that the research examines television advertisement and Guinness Stout buying habits among Ikeja residents. The research is anchored on the persuasive theory and cultivation theory. The research used cross sectional survey as a quantitative design in which questionnaire is used as a data collection instrument. Quota sampling technique as non-probability method is used to select respondents within Ikeja Community. Descriptive statistics coupled with Chi-Square were used in analyzing the responses and hypotheses respectively. The findings revealed that television is still considered as the most preferred medium of advertisement of Guinness Stout. It is recommended that more attention should be focused on using television medium for advertisement of Guinness Stout with emphasis on age limit.

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