STUDENTS PERCEPTION OF PRODUCT PLACEMENT ON NOLLYWOOD MOVIES

ABSTRACT

This study was undertaken to ascertain students perception of products placement on Nollywood movies.The objectives of the study were, To examine the level of perception of Unibenstudents towards products placed on Nollywood movies. To ascertain students level of exposure towards products placed on Nollywood movies. The survey design was employed with the aid of a 14-item questionnaire desired to elicit responses from 398 respondents in Ekehuan campus of the University of Benin. The sample was selected using stratified random sampling and then, simple random. Then, data were presented using frequency tables. Findings reveal that majority of the perceive Nollywood movies as one of the most influential platforms of Advertising and that students highly use the medium for advertising whenever their favorite celebrity is performing. The study conclude that, Nollywood movies influences students patronage of products. Therefore, the study recommend that Nollywood movies users should ensure that it's intended purpose is not mistaken.