ABSTRACT
The audio-visual nature of television placed it
above most of the advertising platforms in terms of creating lasting impression
in the minds of consumers in a persuading and enticing manner. It is on this
belief that the research examines television advertisement and Guinness Stout
buying habits among Ikeja residents. The research is anchored on the persuasive
theory and cultivation theory. The research used cross sectional survey as a
quantitative design in which questionnaire is used as a data collection instrument.
Quota sampling technique as non-probability method is used to select
respondents within Ikeja Community. Descriptive statistics coupled with
Chi-Square were used in analyzing the responses and hypotheses respectively.
The findings revealed that television is still considered as the most preferred
medium of advertisement of Guinness Stout. It is recommended that more
attention should be focused on using television medium for advertisement of
Guinness Stout with emphasis on age limit.
