ABSTRACT: The study examined television advertisement of Milo beverage on consumers purchasing habit among Uyo residents. Television as an audio-visual platform shows products and services as it is in a persuasive and enticing manner which placed it over others mass media. The study was anchored on Social Judgement Theory. A cross-sectional survey research method was used as a quantitative design. Data were collected using questionnaire. The quota sampling technique was used to get the sample size. The data gathered from the study were analyzed using descriptive statistics (frequency and percentage while the data were presented with the aid of tables. The research finds out that majority of the respondents own a set of television and exposed to Milo advertisement. The research recommends that advertising should be real and interesting so as to enhance recall from consumers for the advertised product. And also the manufacturers of Milo beverage should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers.
Keywords: TV Advertisement
1.1 Background to the Study
Advertising is an essential tool for promoting a brand and its products or services. As it builds brand awareness i.e advertising helps to create awareness of a brand and its products or services among potential customers. It helps to reach a wider audience and get the brand name in front of more people (Pahwa, 2023).
Puranik (2018) writes that advertising helps to create a unique identity for a brand by highlighting its features, benefits, and values. It helps to differentiate the brand from its competitors and establish a distinct image in the minds of customers. Thus, advertising is a powerful tool to influence customers to buy products or services. It can create demand and generate sales by persuading customers to take action.
Olayinka (2022) stressed that advertisement helps to create an emotional connection with customers by showcasing the brand’s personality and values. It can create a sense of loyalty and trust among customers, which can lead to repeat purchases and brand advocacy. In short, advertising can help businesses to expand their reach and grow their customer base. It can drive traffic to physical stores or websites and increase brand visibility, ultimately leading to business growth.
Meanwhile, one of the foremost advertising media for effective persuasion is television. Television advertisements can have a significant impact on consumers’ purchasing habits, and a Milo advertisement could be no exception. Milo is a popular chocolate malt drink that is marketed as a nutritious beverage for children and adults (Carthy, 2015).
Milo is a popular chocolate malt drink that is often advertised as a nutritious beverage that provides energy and vitality. TV advertisements for Milo typically feature active children and adults engaging in sports and other physical activities, emphasizing the drink’s energy-boosting properties (Memon, Arif, and Aslam, 2016).
These ads can influence consumers to purchase Milo, particularly those who are looking for a healthy and tasty way to stay energized throughout the day. By portraying Milo as a nutritious beverage, the advertisement can help to establish the brand as a reliable source of energy and nutrition, which can encourage repeat purchases. Moreover, the frequency of the ads can also create brand awareness and increase the chances of consumers choosing Milo over other similar products on the market. As a result, the advertisement of Milo on TV can have a positive impact on consumers’ purchasing habits, leading to increased sales and brand loyalty (Alianza, 2009).
There is no doubt about the fact that television is an important advertisement medium, television is a powerful medium for advertising, and it can have a significant impact on consumers, including in the case of Milo advertisements. Television effectively achieve this due to it wide reach, and it reaches a large number of people at the same time. This means that Milo advertisements can reach a vast audience, including potential new customers, and can create brand awareness (Alianza, 2009).
Hence, it is a visual and auditory medium, and it creates an emotional connection with viewers. Milo advertisements often use emotional appeals to connect with viewers, such as the idea of having a warm and comforting drink after a long day or the feeling of energy that Milo provides. Television allows for repeated exposure to Milo advertisements, which can be an effective way to reinforce the brand message and increase brand recognition. The more often a viewer sees the advertisement, the more likely they are to remember the brand and consider purchasing it (Olayinka, 2022).
Similarly, it advertising can lend credibility to a brand, as viewers may see the ad as a stamp of approval from the TV channel or network. This can be especially true for Milo advertisements that appear on popular TV channels or during highly rated programmes.
Significantly, television can also provide a strong call to action, such as urging viewers to visit a website or store to learn more about the product or make a purchase. This can help convert viewers into customers (Esuh, 2014). Overall, TV advertising can be a powerful tool in reaching and influencing consumers when it comes to Milo and other brands. It has the ability to create brand awareness, emotional connections, and credibility, while also providing a strong call to action. Hence, it is against this backdrop that this study investigates the influence of television advertisement of Milo beverage on consumers purchasing habit among Uyo residents.
1.2 Statement of the Research Problem
Critics claim that advertising manipulates us into buying things by playing on our emotions and promising greater status social acceptance and sex appeal there is no doubt about the fact that this new and other like it would advertising affect the consumers of Milo beverage. Historically, companies and even professional advert people have questioned or misunderstand the effectiveness of advertising series of market research studies however offered dramatic evidence to the contrary the evidence includes better awareness familiarity and over all impression of products.
Advertising as a major means of selling goods, product and services in Nigeria and all over the world is faced with lots of challenges owing to the development of advertising in Nigeria and challenges associated with rending services customers have so many complaints ranging from awareness to feedback. Therefore, this study is an attempt to examined television advertisement of Milo beverage on consumers purchasing habit among Uyo residents
1.3 Objectives of the Study
The main objective of this study is to examine television advertisement of Milo beverage on consumers purchasing habit. Other objectives of the study including the following:
- To examined the extent to which television advertisement of Milo beverage influence consumers purchasing habit among Uyo residents.
- To determine the frequency of exposure of Uyo residents to Milo television commercial to advertisement on Milo product.
1.4 Research Questions
- To what extent does television advertisement of Milo beverage influence consumers purchasing habit among Uyo residents?
- What is the frequency of exposure of Uyo residents to Milo television commercial to advertisement on Milo product?
1.5 Scope of the Study
The study which investigates television advertisement of Milo beverage on consumers purchasing habit has been narrowed in scope to Uyo residents. The geographical location of the study is Uyo. The choice of Uyo residents is due to the proximity to the researcher, inadequate time, fund and other logistics. However, the demography of the respondents were sought.
1.6 Significance of the Study
This work though not exhaustive is quiet necessary at a time the media a awash with all forms of advertisement lure consumers. It will educate consumer on the best ways to respond to advertisement while advertisers will learn to understand the need to follow the ethics of the profession by avoiding advertisement that are subversive.
Advertising agencies may also gain from this research because it will reveal the media (such as radio, television, billboards, digital signage, and other new media platforms) appropriate for a specific campaign to aid recall as well as what consumers want and how they want, allowing advertising agencies to create appealing materials to support consumer recall processing and, consequently, patronage.
The Federal Competition and Consumer Protection Commission (FCCPC), the Advertising Practitioners Council of Nigeria (APCON), and other stakeholders tasked with ensuring fairness in advertisements and consumption may also profit from the findings of this study as it may serve as an eye-opener by observing the types of celebrities, models, lyrics, and other alluring strategies combined.
This study may be relevant to researchers in the fields of advertising, marketing, mass communication, and other related fields who are interested in conducting studies that are similar to or related to this because it provides them with an empirical opportunity to see what has been done while also serving as a source of literature. This will help to close some gaps in our understanding of advertising and how it operates, particularly with regard to the factors that help consumers recall.
1.7 Operational Definition of Terms
Influence: This refers to the effect or impact that Milo television advertisement has brought to the on the buying habit of residents of Uyo.
Television Advertisement: In this research, television advertisement are sponsored advertisement of Milo over state, national and international television stations
Milo Product: Milo is a chocolate and malt powder drink mix that is popular in many countries around the world. Milo is made from a blend of malted barley, milk powder, cocoa powder, sugar, and vitamins and minerals.
Purchasing Habit: This means, the influence that Milo television advertisement has brought to the buying habit of residents of Uyo