ABSTRACT
In conclusion, the research into the preferences of female Mass Communication students in Benin City regarding Lush Hair advertising strategies has revealed compelling insights. The findings indicate that these students are consistently exposed to Lush Hair advertisements, with social media and billboards emerging as primary channels of engagement. This aligns with contemporary communication trends, showcasing the brand's adaptability, a key aspect emphasized by the Cutting Edge Theory.
Furthermore, the impact of Lush Hair's advertising strategies extends beyond mere exposure, fostering brand loyalty among the surveyed students. The predominantly informative nature of these strategies resonates positively with the audience, aligning with the principles of Agenda Setting Theory. This dual alignment with cutting-edge channels and influential content signifies Lush Hair's effective approach to engaging its target demographic.
In light of these findings, the study not only contributes valuable insights into the dynamics of brand preferences among female Mass Communication students but also underscores the practical application of communication theories in real-world scenarios. The success of Lush Hair in this context serves as a testament to the brand's strategic prowess and its ability to resonate with the evolving preferences of its audience. Moving forward, recommendations include continued emphasis on digital platforms and innovative approaches to sustain and enhance the brand's impact in the dynamic landscape of advertising.
