EFFECT OF THE USE OF CELEBRITY IN MUNCH IT ADVERTISEMENT

ABSTRACT

This study examined the effect of the use of celebrity in Munch It advertisement on the buying behaviour of University of Benin students. The objectives were to find out the level of exposure of University of Benin students to David Adeleke‘s advertisement of Munch It snacks in Benin City, find out the nature of relationship between David Adeleke‘s advertisement of Munch It snacks and patronage of the snacks by University of Benin student, find out University of Benin students‘ perception of the effectiveness of David Adeleke‘s advertisement of Munch It snack, as well as to determine the level of influence David Adeleke‘s advertisement of Munch It snacks has on the buying behaviour of University of Benin students. The Social Judgment Theory and Elaboration Likelihood Model were used as theoretical framework. Survey was the research instrument while questionnaire was the research instrument. The researcher found out that UNIBEN students were highly exposed to the Munch It advertisement that featured David Adeleke. The researcher also found out that there exists a significant relationship between high patronage of Munch It snack and David Adeleke advertisement of the product. The research findings also showed that a lot of UNIBEN students buy the Munch It snack because of David Adeleke, and thus perceive the advertisement as being effective. As a result of the findings, it was recommended among other things that advertisers should always strive to carry out quality and effective advertisements because it is a powerful tool that helps influence the public buying decision when done well. It was also recommended that advertising agencies and advertisers should try as much as possible to make use of credible celebrities who can influence their target audience in their advertising campaigns.