Effects of Television Advertisements on the Consumption Patterns of the Populace Case Study of KIU Students
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Date
2006-06
Authors
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Publisher
Kampala International University, College Humanlities and Social Sciences
Abstract
The study aimed to identify whether television commercials for telecommunication
products and services influence the consumption behaviors/attitudes Kampala
International University students. The area of study was Kampala International
University, an institution of higher education located in Kampala town in Uganda.
The researcher has chosen the University intentionally.
These students are male and female above the age of 16 years. They were diverse in
terms of tribes, religion, political orientation, income levels, social status, preference
and tastes, family background and nationality. The majority of the respondents
showed that they watch television at the rate everyday in a week. This group of
respondents comprised 46.8% of the total number of respondents.
However, a great deal of respondents, gave a specific comment and attribute to the
television adverts on MTN Uganda alone. A total of33.3% of the respondents said,
"Only MTN television adverts are good and attractive". Although this is a positive
response towards television adverts, the researcher is trying to investigate their
influence to the consumption patterns to the populace, it has raised an issue that, MTN
Uganda seem to dominate the media in its advertising campaigns, that is why, most
people have noticed more of MTN television advertisements than any other mobile
telecommunication company in Uganda.
The study discovered that Television advertising provides satisfactory information to
people on various product and services provided by the advertisers and have managed
to persuade' people to change their attitudes and habits on consumption.
Therefore, the major recommendation resultant from the study is that there should be
high restrictions on using the media especially television to advertise products or
services, media houses should formulate policies to restrict bad advertisers so that
they can protect their audiences form being manipulated by these bad advertisers.
Description
A Report Submitted in Partial Fulfillment of the Requirements of the Faculty of Social Sciences and Law for a ward Of a Degree in Mass Communication at Kampala International University.
Keywords
Television Advertisements, Consumption Patterns, Populace