PERCEPTION AND INFLUENCE OF JENNY'S GLOW ADVERTISING ON UNDERGRADUATES OF UNIVERSITY OF BENIN

ABSTRACT

This study was determined to evaluate how the undergraduates of the university of Benin perceive the advertisements of Jenny's glow cosmetics, and also how the advertisement has managed to influence then and shapen their perception of the brand. The objective of the study however was to ascertain the extent to which undergraduates of university of Benin are exposed to advertisement of Jenny's glow cosmetics,  determine how the  undergraduates perceive advertisement of Jenny's glow cosmetics brand, and also determine the influence of adverts on Jenny's glow cosmetics on undergraduates of the university of Benin. The methodology used to acquire results was the survey research method , which was used to gather necessary data for the study.  The findings reveal that indeed undergraduates of the university of Benin are very much exposed to Advertisements of the brand . But then there are most conversant with the new media, and so they encounter adverts for the brand mostly on the new media platforms ( with more emphasis on Instagram). Findings also show that the undergraduates of the university of Benin, perceive the advertisement of the brand to be good and effective . So on a large scale, their perception of Adverts for the brand is positive. It was deduced from findings that the undergraduates have been influenced positively by the brand through adverts, as their loyalty to the brand is stable on a large scale, and that the adverts for the brand, keeps the brand in mind when they think of cosmetic products. The researcher therefore concluded that Advertisement is very effective in boosting  the image of a brand , and helping it attaining a favourable height and perception before it's targeted audience. The researcher therefore recommended amongst other things that  cosmetic brands should Conduct regular research to know the perception of the brand before the public as constant research will enable them know their reputation before the public, and strategize on how to uphold their reputation, make it better or improve it.