THE ATTITUDE OF TELEVISION VIEWERS TOWARDS COMMERCIAL BREAKS WITHIN PROGRAMMES (A CASE STUDY OF BORNO STATE FEMALE CIVIL SERVANTS

THE ATTITUDE OF TELEVISION VIEWERS TOWARDS COMMERCIAL BREAKS WITHIN PROGRAMMES (A CASE STUDY OF BORNO STATE FEMALE CIVIL SERVANTS

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Advertising in Nigeria and Maiduguri in particular has to be done with a lot of care, due to the heterogeneous nature of the country. Differences in religion, culture, and ethnicity have made advertisers to carefully choose their advertisement content.  Maiduguri also has its own complexities ranging from religion; different ethnic groups, settlers as well as foreigners live in the city, because Borno State borders three different countries. This differences must be put into consideration when studying their attitude towards the kind of advertisement that can appeal to them and the way they feel when commercial breaks is been broadcast. The city lacks sufficient factories and industries as well as advertising agencies, thus, there advertisements standard and quality cannot be compared to the ones produced by advertising agencies because they are done locally in the television station’s marketing department or staff of the organization who are not specialist in producing advertisement. Advertisement made or produced from other bigger cities or countries by advance advertising agencies appear to be more appealing. Advertising agencies render the services of advertisement production and placement, a service which is not common in Maiduguri. Advertising agencies usually take their time to produce advertisement to meet the taste of their clients. The marketing departments of the television stations in the state create jingles and less complex advisement for their clientele. The major factor that most advertisers in the state usually bear in mind is the culture and religion of the people as they seek to advertise product that are acceptable to the people. The country’s regulatory agencies with respect to advertising are also expected to review the content of every advertisement copy via the standard hitherto set.


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