Drama and Communication in Television Advertising: A study of MTN's "SUNRISE" and Indomie Noodles "Make the World a Better Place"
| dc.creator | Ekeanyanwu, N. T., Igwe, Chigemezu, lgbinoba, Angela O. | |
| dc.date | 2012-03 | |
| dc.date.accessioned | 2025-03-11T09:33:49Z | |
| dc.description | The paper examines audience perception of the effectiveness of drama in television advertisements/conunercials 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 lndomie noodles. TI1ese responses contradict the position of MTN and lndomie firms ' position th at more pro1its accrued to them during the period of running both adverts (commercials). | |
| dc.format | application/pdf | |
| dc.identifier | http://eprints.covenantuniversity.edu.ng/2590/ | |
| dc.identifier.uri | http://repository.covenantuniversity.edu.ng:4000/handle/123456789/30623 | |
| dc.language | en | |
| dc.subject | H Social Sciences (General), NE Print media | |
| dc.title | Drama and Communication in Television Advertising: A study of MTN's "SUNRISE" and Indomie Noodles "Make the World a Better Place" | |
| dc.type | Article |
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