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ABSTRACT
This study investigated the influence of 2Sure dishwashing television commercials on consumer patronage of the product. The objectives of the study is to determine the level of exposure of Benin household residents to 2Sure dishwashing liquid television commercial, To ascertain the attitude of consumers among Benin household residents towards 2Sure dishwashing liquid television commercial and to determines the extent to which 2Sure dishwashing liquid television commercial influence consumers to make buying decision. Employing a survey-based research design to carefully collect data from 100 households’ residents of Uhunowende local government area of Edo State using the simple random sampling. The study anchored on the Yale’s persuasion theory. The data were collected to explore the level of exposure, ascertain the attitude of consumers and to determine the extent to which 2Sure dishwashing liquid television commercial influence consumer patronage of the product. The Findings of the study revealed that most household’s residents are exposes television commercials in general and the 2Sure dishwashing liquid television commercial. The study also ascertains the attitude of consumers among household residents towards 2Sure dishwashing liquid television commercial, including consideration for purchase, qualities and strategy. Furthermore, the research also identifies the appealing factors in the television commercial such as the use of influencers, catchy jingles, use of colour combination. Based on the findings from the research, the researchers recommended that Advertiser should find out the peculiarity that suit the product they are advertising using television, since, it has the visual effect that can attract audience. The researchers also recommended that advertiser should be passionate in the area of using influencers in television commercials, not just focusing on the art, for art sake but push the art with influencers to support the brands.
