ABSTRACT
Advertisements are a guaranteed method of reaching an audience. By creating an engaging ad, and spending enough to reach your target users, advertisements can have an immediate impact on business. This effect could be seen in improved trade or boosted brand recognition, among many different metrics. An advertising strategy typically includes a KPI to measure this impact. Televisions have been a staple in an average home for decades now. People use them for entertainment, news, and even as an educational tool. But another common use for television is advertising. Advertisers have long used television commercials to sell their products or services to consumers. These ads can take many different forms, but they all have one goal: to persuade viewers to buy what they are selling. This is television advertising and it’s an important part of the marketing mix for many companies. This study focuses in the "Effect of Television Advertising and Consumers' Purchasing Behaviour. In Benin .The persuasive nature of television contents have caused individuals to build their lives around certain programme aired on television. This is as a result of the persuasive contents such programme entails, which includes informing, educating and entertaining the audience to function actively in their society. This research work is divided into five(5) chapters ; chapter one is an introduction to the research work ,which includes the objective of the study , statement of problem, research questions and significance of the study. In chapter two, related literatures to the study are reviewed, separated into sub topics: review of concepts (television Advertising and Purchasing Behaviour), television messages and benefits, factors influencing consumers Behaviour, Effects of Television Advertising on Consumers' Purchasing Behaviour, consequences of television Advertising in consumers in Benin, review of Emperical Studies, and Theoretical Framework. Chapter three shows the methodology adopted in conducting the research, which is questionnaire. At the end of the exercise, 400 respondents were drawn from the population and questionnaire was shared online accordingly. Chapter four is the presentation and analysis of data gotten from questionnaire that was constructed. And chapter five contains the summary, conclusions and suggestions for future research.
