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ABSTRACT
The study assesses the influence of pictorial advertisement of alcoholic beverages on undergraduates responsiveness in University of Benin. The population comprises of undergraduate students below the ages of 21 and above 21 years who are exposed to pictorial advertisement of alcoholic beverages. The study was conduct on a sample of 96 respondents of which 89 responses representing 92.7% response rate were received and usable. Data were collected using questionnaire. Convince and purposive sampling technique was adopted in selecting respondents. The data were analyzed using the I.S.M statistical package for social science with the use of multiply linear regression. The study found quality information, information intrusiveness and likeable advertisement having significant impact on undergraduates purchasing behaviours. The study recommends provision of quality, accurate, reliable information about products as well as employing popular and likeable celebrities in any advertisement.
