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ABSTRACT
The study examined the Influence of Peakmilk Television Advertisement on the Brand Patronage among Students of Uniben, Ekehuan Campus. The objectives of the study were to ascertain the attitude of consumers among Mass communication students of Uniben on peakmilk television advertisement. It aimed at determining the extent to which peakmilk television advertisement influences consumer behaviour and the influence of peakmilk television advertisement on consumer buying behaviour. Findings of the study revealed that Students of Mass communication, Uniben have a positive attitude towards the brand. The findings also indicated that respondents purchase of peakmilk is as a result of the level of awareness created by the brand. Based on these findings, the researcher recommended that since television advertisement has proven to influence the sales and promotion of peakmilk, advertisers and advertising agencies should employ the use of television advertisement. The researcher also recommended that advertisers should be careful with the type and nature of advertising they place on the media, knowing that advertisement is seen to influence the level of students loyalty of peakmilk.
