IMPACT OF TELEVISION ADVERTISEMENTS ON THE BUYING HABITS OF CONSUMER. (A CASE STUDY OF GLOBACOM COMMUNICATION NIGERIA IN IKORODU AREA OF LAGOS STATE

This research work, is aimed at giving insight into the Impact of Television
Advertisement on the Buying Habits of Consumers. It is a research survey based on a
sample size of 200 students of Caleb University Imota, Ikorodu in Lagos state. Careful empirical studies have revealed that advertising actually influences people’s choice and consumption of some goods and services as well as their buying habits, most especially Globacom Communications in Nigeria. Also, it has been founded that advertising has a lot of entertainment, education, pleasure, and produces changes that ultimately affect the likes, dislikes, achievements and development of consumers. More so, this study will guide the producers and advertisers of products, especially, Globacom communications to understand the best techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of television messages. The chapter one of this study unfolds the definition of advertising and effect on the buying habits of consumers with relation to a particular medium/television, objectives of the study, research problems, explanation is also made on the significance of the study, and later one, hypothesis was stated. Chapter two traces down the development of modern advertising. Which also continues by x-raying the literature works of prominent scholars, their views were used to back up my personal contributions and arguments. The complete meaning of advertising was given, also with the perceptual process of receiving the advertisement messages. The chapter three of this study stated the research methodology, for the research work. The sample size of 200 students of Caleb University was taken. Chapter four gives the analysis and presentation of data. The hypothesis was also tested. Finally, chapter five gives the summary of the research findings. Recommendations and conclusion were made.