KNOWLEDGE, ATTITUDE AND PERCEPTION OF FATIGUE IN TELECOMMUNICATION ADVERTISEMENTS IN LAGOS STATE

ADULOJU, DOYINSOLA AYOKANMI and Covenant University, Theses (2023) KNOWLEDGE, ATTITUDE AND PERCEPTION OF FATIGUE IN TELECOMMUNICATION ADVERTISEMENTS IN LAGOS STATE. Masters thesis, COVENANT UNIVERSITY.

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Abstract

This research examined the problem of advertising fatigue in telecommunication companies in Lagos, Nigeria. Advertising plays a significant role in influencing purchase decisions, and advertisers in the telecommunications sector extensively employ advertising to increase awareness. Therefore, this study aimed to investigate audience disposition towards advertising fatigue within the telecommunications industry. To achieve this key objective, the study analysed the knowledge and perception of advertising fatigue among audiences, licensed practitioners, and advertisers in the telecommunications sector. By conducting a comprehensive analysis, the research sought to establish the attitudes and responses of these key stakeholders and provide solutions to address the problem of advertising fatigue. The study adopted the Two Factor theory and the Elaboration Likelihood Model to explain the frequency of advertising messages, their effects and the attitude of audiences towards advertising fatigue, respectively. A sample size of 400 respondents was selected from the streets of Ikeja, Lagos, for the survey using the multi-stage sampling technique. The purposive sampling technique was employed to select advertising practitioners, and expert handlers of telecommunication accounts, resulting in a sample size of eight for the in-depth interview. The research findings indicate that advertising fatigue is recognised among telecommunications audiences and aficionados. Both copy wearout and repetition wearout are experienced through various media channels and advertising messages at different levels. Furthermore, advertising practitioners are aware of advertising fatigue. However, most consider it a minor challenge to the advertising industry as opposed to the telecommunication audiences who experience advertising fatigue and see it as a problem. The study also revealed that regardless of the creative elements, the target audience shows unfavourable attitudes towards repeated advertisements. Moreover, they neither love nor hate excessively advertised brands and skip adverts using media channels that allow such actions. Among the media channels, social media, particularly Facebook, induced the highest advertising fatigue. The tested hypothesis confirmed that information sources significantly affect knowledge (p-value is 0.005), perception, and attitudes (p-value is 0.000 respectively) towards advertising fatigue. The study recommended collaborative industry monitoring and counter campaigns by ARCON, AAAN and IAAA to mitigate the effects of advertising fatigue.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Advertising Fatigue, Telecommunication Providers, Advertisements, Target audience
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	AKINWUMI
Date Deposited:	03 Oct 2023 15:38
Last Modified:	03 Oct 2023 15:38
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/17341

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