- The Complete Research Material is averagely 80 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦4,000
Get the complete project »

ABSTRACT
This study examined television advertising and consumer patronage of soft drink in Uyo urban. The population of the study consisted of 436,606 persons. Using Taro Yamane formula, the sample for this study consisted of 400 persons who have acknowledged patronizing soft drink at one point in time. The study employed the use of survey with questionnaire as instrument for data collection. Findings from the study revealed that Uyo urban residents are familiar with television advertising and they purchase their choice of soft drink due to the advertisements on television. However, the advertising message, the price of the product and the use of celebrities are the features that will enhance consumer patronage in television advertising. The findings of this study therefore buttress the need for advertisers to improve purchase of soft drinks by looking at where their competitors are pricing their products and consider selling theirs either for less money or a higher price.
TABLE OF CONTENTS
CHAPTER TITLE PAGE
Title page - - - - - - - - - i
Declaration - - - - - - - - - ii
Certification - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgements - - - - - - - v
Abstract - - - - - - - - vi
Table of Contents - - - - - - - - vii
List of Tables - - - - - - - x
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study - - - - - - - - - - - 1
1.2 Statement of the Problem - - - - - - - - - - - 5
1.3 Objectives of the Study - - - - - - - - - - - 5
1.4 Research Questions - - - - - - - - - - - - 6
1.5 Justification of the Study - - - - - - - - - - - 6
1.6 Delimitation of the Study - - - - - - - - - - - 8
1.7 Limitations of the Study - - - - - - - - - - - 8
1.8 Operational Definition of Terms - - - - - - - - - 8
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Review of Concepts - - - - - - - - - - - 10
2.1.1 Concept of Advertising - - - - - - - - - 10
2.1.2 Functions of Advertising - - - - - - - - - 13
2.1.3 Concept of Television Advertising - - - - - - 15
2.1.4 Effectiveness of Television Advertising - - - - - 17
2.1.5 Concept of Consumers Patronage - - - - - - - 21
2.1.6 Features that Enhances Consumers Patronage
in Television Advertising - - - - - - - -- - 22
2.1.7 Influence of Television Advertising on Consumers Patronage
of Soft Drink - - - - - - - - - - - - 25
2.1.8 Factors that Influence Consumers Patronage of Soft Drink other
than Television Advertising - - - - - - - 27
2.2 Review of Opinions - - - - - - - - - - 31
2.2.1 Consumer Behavior and Television Advertisement - - - 31
2.2.2 Consumers Brand Switching Behaviours of Soft Drinks - - 32
2.3 Review of Studies - - - - - - - - - - 34
2.4 Theoretical Framework - - - - - - - - - - 37
2.4.1 Individual Difference Theory - - - - - - - - 37
2.4.2 DAGMAR Theory - - - - - - - - - - - 40
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Technique - - - - - - - - - - - 43
3.2 Population of the Study - - - - - - - - - 43
3.3 Sample Size and Sampling Procedure- - - - - - - - 44
3.4 Description of Research Instrument - - - - - - - 46
3.5 Validity of Research Instrument - - - - - - - - 47
3.6 Method of Data Collection - - - - - - - - - 47
3.7 Method of Data Analysis - - - - - - - - - - 47
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND
DISCUSSION OF FINDINGS
4.1 Data Presentation and Analysis - - - - - - - - 49
4.2 Discussion of Findings - - - - - - - - - - 56
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings - - - - - - - - - - - 66
5.2 Conclusion - - - - - - - - - - - - 67
5.3 Recommendations - - - - - - - - - - - 67
5.4 Suggestion for Further Studies - - - - - - - - 68
References - - - - - - - - - - - - - 69
Appendix - - - - - - - - - - - - - - 72
LIST OF TABLES
Table Page
I Response on how often respondents watch television - - - 49
II Response on how often respondents watch advertisement
on television - - - - - - - - - - - - 50
III Respondents opinion on what in television advertisement provokes
your purchase of an advertised product - - - - - - &n
You either get what you want or your money back. T&C Apply

You can find more project topics easily, just search
-
SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
-
1. AN ASSESSMENT OF USES OF THE INTERNET BY FEMALE UNDERGRADUATES OF AHMADU BELLO UNIVERSITY ZARIA
» LIST OF ACRONYMS/ABBREVIATIONS Ahmadu Bello University Advanced Research Project Agency Network Information and Communication Technologies Internet Wo...Continue Reading »Item Type & Format: Project Material - Ms Word | 106 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
2. PUBLIC PERCEPTION OF FEMINIST PORTRAYAL IN CONTEMPORARY ADVERTISING IN NIGERIA
» ABSTRACT The portrayal of the female in advertising has reached a sophisticated level in an age of mass media and modern technology. The study evaluat...Continue Reading »Item Type & Format: Project Material - Ms Word | 232 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
3. EFFECTS OF MASS MEDIA ON YORUBA CULTURE AND TRADITION
» CHAPTHER ONE Introduction What are the effects of foreign produced entertainment programs on the knowledge, beliefs, attitudes, behaviors, values and ...Continue Reading »Item Type & Format: Project Material - Ms Word | 43 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
4. COMMUNICATING CHANGE AND SOCIETAL VALUES IN SELECT NIGERIAN HOME MOVIES
» CHAPTER ONE GENERAL INTRODUCTION The word change has so many meanings depending on the context in which it is used. However, one major point that keep...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
5. AUDIENCE PERCEPTION OF FEDERAL GOVERNMENT REMOVAL OF FUEL SUBSIDY
» Abstract The aim of this study was to investigate Audience perception of federal government removal of fuel subsidy in Enugu metropolis. Three main re...Continue Reading »Item Type & Format: Project Material - Ms Word | 69 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
6. AN EVALUATION OF THE CORPORATE COMMUNICATION STRATEGIES OF THE FEDERAL ROAD SAFETY CORPS (FRSC) IN BUILDING ITS IMAGE IN ENUGU STATE
» ABSTRACT viii This study evaluates the corporate communication strategies of FRSC in building its image. The study was built on Frank Jefkin’s t...Continue Reading »Item Type & Format: Project Material - Ms Word | 81 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
7. AN EVALUATION OF GLO SPONSORSHIP OF NIGERIA PROFESSIONAL FOOTBALL LEAGUE
» ABSTRACT This study evaluates the event sponsorship of the Glo Nigeria Professional Football League. The study was based on the event management opera...Continue Reading »Item Type & Format: Project Material - Ms Word | 72 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
8. POVERTY ALLEVIATION PROGRAMME AS A STRATEGY OF IMPROVING NIGERIA’S ECONOMY
» CHAPTER ONE INTRODUCTION 1.1 Background of the study A major global human problem of our time which along with the environmental threats that weighs h...Continue Reading »Item Type & Format: Project Material - Ms Word | 61 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
9. MASS MEDIA ADVERTISING IN NIGERIA: PROBLEMS AND PROSPECTS A MASTERS DESSERTATION
» ABSTRACT In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and ...Continue Reading »Item Type & Format: Project Material - Ms Word | 65 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
10. PRESS COVERAGE OF POLITICAL PARTIES IN THE 2015 PRESIDENTIAL ELECTION: A COMPARATIVE ANALYSIS OF DAILYTRUST AND VANGUARD NEWSPAPERS.
» ABSTRACT This study was conducted to assess how newspapers covered political parties in the 2015 presidential election in Nigeria, by comparing the qu...Continue Reading »Item Type & Format: Project Material - Ms Word | 130 pages |
Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT