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

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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

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