Study on Audience Perception of Prime Time Advertisement : Current School News

Study on Audience Perception of Prime Time Advertisement

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Study on Audience Perception of Prime Time Advertisement.

Introduction

Primetime advertisement is the block of broadcast programming taking place during the middle of the evening for television programming. The term prime time is often defined in terms of a fixed time period such as in the evenings.

Advertising is a non-personal way of passing messages of the products and services of an identified sponsor for the purpose of reminding, persuading and informing the prospects to make the purchase.

In today’s society, prime time advertising has a profound impact on how people understand life, the world and themselves, especially in regard to their values and their ways of choosing and behaving. The field of prime time advertising is extremely broad and diverse.

In general terms, of course, an advertisement is simply a public notice meant to convey information and invite patronage or some other response.

As that suggests, advertising has two basic purposes: to inform and to persuade, and while these purposes are distinguishable both very often are simultaneously present.

Primetime Advertising is not the same as marketing or public relations in many cases, though; it is a technique or instrument employed by one or both of these.

1.1 Background Of The Study

Advertising began in the colonial times and could be traced to have started in 1928 with the birth of West African Publicity Limited. Derived from UAC ,it was established to cater for the needs of the colonial masters in Nigeria and West Africa.

This company later became an advertising agency in 1929 named Lintas with two other subsidiaries newly Afromedia, the outdoor medium and Pearl/Dean, the cinema arm. In the 1950’s new advertising agencies emerged.

The medium of advertising was in its infancy in those days Federal Government-owned National Broadcasting Corporation (NBC) where the only television stations that operated in the four regions of East, West, North and later Midwest.

With the increase in practitioners and agencies, a regulatory body had to be formed to standardize their practices. A meeting of the agencies held at Ebute Metta, Lagos in 1971 was to metamorphose into the Association of Advertising Practitioners of Nigeria (AAPN) with the objective of protecting practitioners against unfavorable business.

The association was later renamed the Association of Advertising Agencies of Nigeria. The need to establish an institution to regulate advertising practice became apparent.

References

ASC. (2006). Ad Complaints Report. Retrieved June 6, 2007, 

Atkin, C.K. (1981),  ‘Mass Media Effects on Voting: Recent Advances and Future Priorities’ Political Communication Review,  pp. 13-26.

Atwood, L.E., and Sanders, K., (1975), ‘Perception of Information Sources and Likelihood of Split Ticket Voting’, Journalism Quarterly, pp. 421-28.

Bandura, A. (1977). Social Learning Theory. Englewood Hills, NJ: Prentice-Hall.

Caprara, G. V., D’Imperio, G., Gentilomo, A., Mammucari, A., Renzi, P., & Travaglia, G. (1987). The intrusive commercial: Influence of aggressive commercials on aggression. European Journal of Social Psychology, 17, 23-31.

Derlega, V., & Janda, L. H. (1981). Personal Adjustment: The Psychology of Everday Life (2nd ed.). Glenview, IL: Scott, Foresman, and Company.

Drabman, R. S., & Thomas, M. H. (1974). Does media violence increase children’s toleration of real-life aggression? Developmental Psychology, 10, 418-421.

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