ABSTRACT
The basic thrust of this research was to examine
the attitude and perception of Undergraduates towards Film or in-film
advertisement using Crawford University students as case study. It
was observed that for any organization either profit making or non-profit
making to succeed in this competitive society, the need for extra ordinary
advertising approach, strategies and tactics need not to be overemphasized and
film advert is one of the approach. Survey research method was adopted coupled
with 120 copies of questionnaires that were administered to the respondents who
were selected via probability technique (simple random method) and 110 copies
were retrieved. The frequency and percentage method of data analysis was used. However, from the findings, it is obvious
that in film advertising has done lots of good things for advertisers and
commercials because it helps reach the targeted youth audience while Crawford
University students considered brand placement in the movies an effective
advertising channel because it is catchy in nature. It was recommended that
advertisers or advert agencies should be aware that most of the film lovers are
kids, adolescents and youths therefore, advertisers should avoid the use of raw
or picture that can have negative effect on children, indolence and youth
mental and social behaviour.
