International Journal of Advanced Research and Publications (2456-9992)

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Influence Of Advertising Messages On Product Consumers In Benin City, Edo State Nigeria

Volume 3 - Issue 9, September 2019 Edition
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Dr. Ayo Elebute, Dr. Ewomazino Daniel Akpor
Advertising messages, Behavioural attitude, Mass media, Product consumers, Product performance
Details on advertising messages that have contributed immensely to the development of many businesses in contemporary Nigerian society are not well known. The existing literature on advertising has scanty references to advertising messages and human behavioural attitude without contextual background history. These are major gaps in knowledge that this study attempts to fill. Data were collected through two major sources: primary and secondary. The primary data were gathered through survey method in which questionnaires were administered on respondents. The secondary data were obtained from existing information in books, journals, magazines, newspapers, catalogues and the Internet. After ascertaining the genuineness of the materials they were synthesized and interpreted using statistical data analysis tool. The following are the results deducted (1) product Consumers in Benin-City are flexible in the way they react to Advertising Messages (2) they pay more attention to advertisements on television and radio more than they do with the newspapers (3) advertising messages from Broadcast mediahave had greater influence on the behaviour of product consumers in Benin-City and (4) greater number of their needs and aspirations had been influenced by advertising messages from Broadcast Media. It is concluded that advertising messages in most mass media have been serving as mind controlling agents and they have been powerfully influential in the lives of product consumers in Benin-City.
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