Abstract:
Television advertising is one of the media of advertising alcoholic products to target consumers. The medium employs the use of frequency, repetition, attractions, captivating messages and colourful demonstration. The major purpose of the study was to determine the influence of television advertising on consumers of alcoholic products in Taraba State. Survey research was adopted for the study. A total of 1.920 consumers of alcoholic products were randomly sampled, stratified along senatorial zones and local government areas in Taraba State out of a population of 38,379. A structured questionnaire was used for data collection. The reliability coefficient of the instrument was 0.89 using Cronbach Alpha method of determining reliability. Three experts validated the instrument. Five research questions and four null hypotheses tested at 0.05 level of significance guided the study. Frequencies, mean and standard deviation were used to answer the five research questions, while z-test statistics were employed to test the four null hypotheses. It was found that television advertising influenced consumers of alcoholic product to a great extent. It was recommended that advertisers of alcoholic product should improve on their advertisement for greater impact and that deceptive advertising of alcoholic products should be discouraged.
