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ABSTRACT
In a world where there is an ever increasing need to expose goods and services to a wide range of audience with the aim of influencing their purchasing decisions; there is a great need to effectively harness the power of advertising in order to get through to potential consumers. With the prevalent problem of over exposure and information overload that people are subject to everyday, there is a need to carefully plan television adverts in order to achieve the aim of adverts which is to expose target audience to the product via the adverts and to ultimately influence their purchase decision and ensure their loyalty to the brand. That is the major drive behind this study which is to determine the level of influence of the Airtel 3g is great 4g is better commercial on brand patronage. Other objectives are to determine the effects of drama in adverts on audience ability to recall the commercial. With the use of questionnaires, findings revealed that in as much as drama aids entertainment and brings life to commercials, it also helps the audience to recall the commercial and creates a lasting image of the brand in the minds of the audience, it does not have a huge influence on influencing their purchasing decisions. Therefore it is recommended that; advertisers should employ professional actors to ensure a good delivery of the message, advertisers should not be over creative at the expense of passing across the message, intense research should be carried out on how best to harness the power of drama in a bid to increase its efficiency in influencing the purchasing decisions of the audience and in employing the use of drama, advertisers should take cognizance of the socio-cultural peculiarities of its audience in order to effectively communicate with them.
