Drama and Communication in Television Advertising: A study of MTN's "SUNRISE" and Indomie Noodles "Make the World a Better Place"
No Thumbnail Available
Files
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
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).
Keywords
H Social Sciences (General), NE Print media