Igbinoba, Angie Osarieme (2012) Drama and Communication in Television Advertising: A Study of MTN's"Sunrise" and Indomie Noodle's "Make the World a Better Place". European Scientific Joumal, 8 (5).
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Abstract
The paper examines audience perception of the effectiveness of drama in television advertisements/commercials 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 Indomie noodles. These responses contradict the position of MTN and Indomie firms' position that more profits accrued to them during the period of running both adverts (commercials).
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Drama, Viewers, Perception, Television, Advertising, Commercial, MTN, Indomie Noodles, Communication. |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 26 Mar 2015 14:49 |
| Last Modified: | 17 Sep 2018 12:56 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/4327 |
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