University Links: Home Page | Site Map
Covenant University Repository

Drama and Communication in Television Advertising: A study of MTN's "SUNRISE" and Indomie Noodles "Make the World a Better Place"

Ekeanyanwu, N. T. and Igwe, Chigemezu and lgbinoba, Angela O. (2012) Drama and Communication in Television Advertising: A study of MTN's "SUNRISE" and Indomie Noodles "Make the World a Better Place". European Scientific Journal, 8 (5). pp. 85-105. ISSN I 857- 788 I (Print) e - ISSN 1857- 743 I

[img] PDF
Download (606Kb)

Abstract

The paper examines audience perception of the effectiveness of drama in television advertisements/conunercials and how this aids audience recall, retention and its impact on patronage. From the results, 78.5% of the respondents agree that ''Sunrise" actually communicates MTN's message of love while 87.5% of the respondents said that Indomie Noodle 's message of sharing was well understood. Despite these positive responses, 75% of the respondents state that "Sunrise" did not endear them to MTN products while 68% said that the "Make the World a Better Place" did not also influence them to buy lndomie noodles. TI1ese responses contradict the position of MTN and lndomie firms ' position th at more pro1its accrued to them during the period of running both adverts (commercials).

Item Type: Article
Uncontrolled Keywords: Drama, Viewers, Perception, Television, Advertising, Commercial, MTN,lndomie Noodles, Communication.
Subjects: H Social Sciences > H Social Sciences (General)
N Fine Arts > NE Print media
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 12 May 2014 09:21
Last Modified: 12 May 2014 09:21
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/2590

Actions (login required)

View Item View Item