ABSTRACT
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, it is on
this impression the research examines television advertisement of Milo beverage
on consumers purchasing habit among Uyo residents. Cross sectional survey
research method was used as a quantitative design. Data were collected using
questionnaire. Stratified sampling method was used to get the sample size. Data
gathered from the study were analyzed, tested and interpreted using descriptive
statistics (sample percentage, frequency and table). The research finds out
that majority of the respondents own a set of television and view Milo advertisement.
The research is anchored on two theories which are perception theory and
cultivation theory. The research recommends that adverting should be real and
interesting so as to call and retain prospective buyers 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.
