Cite this article as: Zakari, M. J., Olubodede, E. O., & Yahuza, M. (2025). The influence of television advertising on consumer buying behaviour: A case study of Close-Up toothpaste advertisements on NTA Abuja. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 1(1), 249–259. www.doi.org/10.36349/sojolics.2025.v01i01.030
THE INFLUENCE OF
TELEVISION ADVERTISING ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF CLOSE-UP
TOOTHPASTE ADVERTISEMENTS ON NTA ABUJA
By
Muhammad J. Zakari
Department of Mass
Communication, Nasarawa State University, Keffi
&
Emmanuel Olurotimi
Olubodede
Olurotimi.olubodede@aaua.edu.ng
Department of Mass
Communication, Faculty of Social Sciences,
Adekunle Ajasin,
University, Akungba-Akoko, Ondo State
&
Muhammad Yahuza
Department of Mass
Communication, Nasarawa State University, Keffi
Abstract
This study
examined the influence of television advertising on consumer buying behaviour,
using NTA Abuja’s Close-Up toothpaste commercials as a case study.
Specifically, it investigated how television advertising affects consumer
motivation, perception and satisfaction, as well as brand loyalty and repeat
purchase behaviour. Anchored on the Cognitive Dissonance Theory (Festinger,
1957) and the AIDA Model (Lewis, 1898), the study adopted a survey research
design involving a sample of 394 respondents selected through cluster sampling
from residents of the Federal Capital Territory, Abuja. Data were collected
using a structured questionnaire and analysed with descriptive statistical
tools such as frequency distributions and percentages. Findings revealed that
90.1% of respondents were exposed to NTA Abuja’s Close-Up advertisements, and
83.1% indicated that the commercials motivated their purchasing decisions.
Moreover, 88.8% expressed satisfaction with the advertisement’s message and
delivery, while 71.9% affirmed that repeated exposure enhanced brand loyalty
and sustained patronage. The study concludes that television advertising
remains a persuasive and impactful marketing communication strategy in Nigeria,
capable of shaping consumer awareness, perception, and purchasing patterns. It
recommends that advertisers integrate multi-channel communication strategies,
including social media and direct marketing, to complement television
campaigns. Ethical approval was obtained for the study, and informed consent was
secured from all participants prior to data collection.
Keywords: Television
Advertising; Consumer Behaviour; Cognitive Dissonance Theory; NTA Abuja; Brand
Loyalty; Close-Up Toothpaste.
1. Introduction
Advertising
remains one of the most enduring pillars of marketing communication, serving as
a vital link between producers and consumers in both developed and developing
economies. It plays a pivotal role in providing information, creating
awareness, shaping perceptions, and influencing consumer attitudes toward goods
and services. According to Kotler (2002), advertising constitutes a paid,
non-personal form of communication undertaken by an identified sponsor to
promote ideas, goods, or services. Similarly, Bovee and Arens (1982) define
advertising as a persuasive tool designed to stimulate demand, build brand
preference, and cultivate long-term customer loyalty. Television advertising,
in particular, stands out as a uniquely powerful medium, integrating sound and
motion to convey emotionally charged messages that are both memorable and
persuasive. In emerging markets, effective advertising has been shown to evoke
strong emotional responses and significantly alter consumer perceptions. Latif
and Abideen (2011), for example, found that well-crafted television campaigns
increased purchase intentions by up to 20% through storytelling and culturally
resonant narratives, underscoring the continued potency of television
advertising in influencing consumer decision-making.
Television remains
one of the most influential mass media channels globally due to its ability to
create lasting visual and emotional impressions in the minds of viewers.
Minhas, Farooq, and Ullah (2023) observed that television advertising enhances
brand awareness, stimulates emotional responses, and influences purchase
intentions, particularly when tailored to reflect local cultural and social
values. Similarly, Trivedi and Pal (2023) demonstrated that television
advertisements exert a significant influence across demographic groups, with
variations between rural and urban audiences, as well as male and female
consumers. Their findings suggest that emotional and rational appeals, when
effectively balanced, motivate diverse audience segments toward positive buying
behaviour. Abubakar and Achuku (2023) further reported that television
advertising had a strong positive correlation with trial purchases of new
products in northern Nigeria, emphasising the importance of consistent exposure
and frequency in sustaining audience interest.
In Nigeria,
television advertising continues to play a dominant role in shaping consumer
preferences and purchase behaviour. The Nigeria Television Authority (NTA), as
the country’s foremost public broadcaster, remains a strategic platform for
advertisers seeking to reach broad and diverse audiences. Barbar, Ijeh, and
Nwanne (2024) found that Cadbury Bournvita’s television advertisements
significantly influenced consumer purchasing behaviour in Delta State, even
with moderate exposure levels. Likewise, Sulaiman, Olayemi, Yusufu, and Sadiq
(2021) highlighted that television remains a major determinant of consumer
patronage in Nigeria, owing to its credibility, accessibility, and sensory
appeal. Complementing these insights, Awais, Shahzad, Naheed, and Khan (2019)
demonstrated that media advertising, particularly on television, significantly
influenced consumers’ choice of oral hygiene products such as toothpaste,
especially among younger urban audiences, suggesting that health-oriented and
performance-based television messages can effectively drive brand switching and
repeat purchases in fast-moving consumer goods (FMCG) markets.
Notwithstanding
these empirical insights, a notable research gap persists regarding the
influence of localised television advertising on consumer behaviour within
specific Nigerian media contexts. Previous studies (Minhas et al., 2023; Latif
& Abideen, 2011; Barbar et al., 2024) have primarily examined multinational
or large-scale campaigns, offering limited understanding of how local
broadcasters, such as NTA Abuja, shape consumer decisions for specific products
within defined geographic markets. Similarly, studies by Fathima and Murugan
(2025) and Maiti (2025) focused on unconventional or digital marketing
strategies, leaving the relevance of traditional television advertising in a
rapidly digitising media landscape underexplored. Abubakar and Achuku’s (2023)
findings on the persuasive impact of frequent local broadcasts reinforce the
need to investigate whether consistent exposure to NTA Abuja’s Close-Up
toothpaste advertisements similarly affects buying motivation, consumer
satisfaction, and loyalty within Nigeria’s Federal Capital Territory.
The significance
of this study lies in its contribution to the ongoing discourse on how
traditional mass media, particularly television, retains its persuasive power
amid the proliferation of digital marketing platforms. Research indicates that
advertising messages, when culturally aligned and emotionally resonant, can
effectively shape consumer perceptions, build brand preference, and drive
purchasing behaviour (Latif & Abideen, 2011; Minhas et al., 2023; Trivedi
& Pal, 2023; Barbar et al., 2024). However, there remains a paucity of
empirical evidence on how these dynamics manifest at the local broadcast level
within Nigeria’s evolving media ecosystem. Consequently, this study seeks to
assess the persuasive strength of NTA Abuja’s Close-Up toothpaste commercials,
examine consumer satisfaction with their content and delivery, and determine
the extent to which television advertising continues to influence consumer
loyalty and repeat purchase within Nigeria’s competitive FMCG market.
In the modern
marketing realm, characterized by intense competition, advertising serves as an
essential tool for influencing consumer preferences, mobilizing demand, and
nurturing brand loyalty. Despite its advertorial significance, the
effectiveness of television commercials in eliciting actual consumer response
in Nigeria remains contested. Manufacturers allocate substantial resources to
producing and broadcasting television commercials on platforms such as NTA and
other networks, but the degree to which these efforts shape real consumer
buying behaviour remains ambiguous. Although television combines visual and
auditory stimuli to create persuasive and emotionally resonant messages, not
all advertisements successfully convert exposure into purchase intention or
sustained brand loyalty. Studies by Minhas et al. (2023) and Barbar et al.
(2024) demonstrated that emotional and rational appeals significantly affect
consumer attitudes and purchase intentions, yet these studies were conducted
largely outside the Abuja media context, leaving an empirical gap regarding how
audiences within the Federal Capital Territory respond to locally produced and
broadcast television advertisements.
Furthermore, the
growing multiplicity of brands and advertising platforms has created an
oversaturated media environment, where consumers are constantly bombarded with
promotional messages. This excessive exposure, as noted by Fathima and Murugan
(2025) and Maiti (2025), can lead to information overload and message fatigue,
thereby diminishing the effectiveness of traditional television advertising.
Latif and Abideen (2011) similarly observed that in emerging markets,
advertising maintains influence primarily through emotional engagement and
cultural relevance rather than mere frequency of exposure. In Nigeria’s FMCG
sector, this challenge is particularly pronounced. Although Close-Up toothpaste
remains a leading oral care brand, it is unclear whether NTA Abuja’s televised
campaigns continue to shape consumer choices effectively amid the growing
dominance of digital and social media platforms. Evidence from Abubakar and
Achuku (2023) underscores that frequent, well-targeted television advertising
can positively affect trial purchases and brand recall in local Nigerian
markets, while Awais et al. (2019) highlighted that advertising remains a major
factor in consumer preference for oral hygiene products. Effectiveness,
however, varies across demographics and market conditions, highlighting the
need to investigate whether NTA Abuja’s Close-Up toothpaste advertisements
achieve meaningful influence on consumer motivation, satisfaction, and repeat
purchase behaviour within Abuja’s diverse media audience.
This study
therefore seeks to fill this empirical and contextual gap by assessing the
impact of televised advertising content on the buying habits of Close-Up
consumers in Nigeria’s capital city. Specifically, it addresses the following
research questions: To what extent does television advertising influence
consumer motivation to purchase Close-Up toothpaste on NTA Abuja? How do
consumers perceive and respond to the content and delivery of NTA Abuja’s
Close-Up toothpaste advertisements? What role does television advertising play
in influencing consumer loyalty and repeat purchase behaviour toward Close-Up
toothpaste in Abuja?
2. Literature Review
Influence of Television Advertising
on Consumer Motivation
Advertising has
long been recognised as a fundamental component of marketing communication,
responsible for informing, persuading, and influencing consumer actions. Philip
Kotler (2002) defines advertising as a paid, non-personal form of communication
from an identified sponsor aimed at promoting ideas, goods, or services to a
mass audience. Similarly, McCarthy (1984) views advertising as a strategic
process through which organisations communicate with potential customers to
influence their buying decisions. Television, as a distinctive advertising
medium, combines sound, motion, and imagery to evoke emotional connections that
motivate consumers to act. According to Shahid Minhas, Muhammad Farooq and
Ehsan Ullah (2023), emotional and environmental appeals in television
advertisements are powerful determinants of consumer motivation, as they
resonate with the cultural and psychological values of the target audience.
Their study on Nestlé’s television commercials revealed that emotionally
engaging advertising enhances brand awareness and preference.
Accompanying this,
Latif and Abideen (2011) found that effective television advertising in
emerging markets can increase purchase behaviour by up to 20% through
emotionally resonant storytelling. Their study underscores the importance of
culturally relevant and emotionally grounded narratives that strengthen
motivation and brand recall. This aligns with Pulkit Trivedi and Rajesh Pal’s
(2023) argument that television remains a potent tool for motivating both rural
and urban consumers, though the degree of influence may differ depending on
whether rational or emotional appeals are used. In the Nigerian context,
Jessica Lebo Barbar, Prince Ijeh and BlessingNwanne, (2024) discovered that
even with moderate exposure, rational and demonstrative appeals in Cadbury
Bournvita’s television advertising significantly motivated purchase decisions.
Further evidence
from Awais, Shahzad, Naheed and Khan (2019) indicates that media
advertisingparticularly televisionremains a major factor influencing consumer
choice in oral hygiene products, especially among younger audiences. Their
findings suggest that health-oriented appeals such as freshness, whitening, and
confidence strongly affect motivation in purchasing toothpaste brands. However,
Safiya Fathima and Murugan, (2025) caution that excessive repetition or
unrealistic claims can reduce consumer responsiveness, while Sayantica Maiti
(2025) observes that digital advertising has intensified competition for
consumer attention. Within this context, the current study aims to assess
whether NTA Abuja’s Close-Up toothpaste advertisements retain the motivational
power necessary to influence consumers in a media landscape increasingly shaped
by digital alternatives.
Consumer
Perception and Satisfaction toward Television Advertising
Consumer
perception and satisfaction are central to the effectiveness of any advertising
campaign. Leon Festinger’s (1957) Cognitive Dissonance Theory explains that
individuals strive for internal harmony between their beliefs and actions;
therefore, persuasive advertising can alter attitudes by reducing
inconsistencies between what consumers believe and what they experience.
Television advertising, through its vivid combination of audio-visual cues,
reinforces credibility and shapes consumer perceptions of product quality and
trustworthiness. According to Minhas et al. (2023), emotional and environmental
resonance in television advertisements enhances satisfaction by strengthening
positive associations between the brand and its perceived benefits. Likewise,
Trivedi and Pal (2023) established that when advertising reflects social and
cultural identity, consumers are more likely to feel represented, leading to
higher satisfaction and brand attachment.
In the Nigerian
media context, television has historically been associated with credibility and
authority, particularly through public broadcasters such as the Nigeria
Television Authority (NTA). Studies by Jessica Lebo Barbar et al. (2024) and
Olusegun Sulaiman, Olayemi Yusufu and Hafeez Sadiq (2021) found that NTA’s
culturally relevant advertisements foster higher trust levels among Nigerian
consumers. This aligns with Abubakar and Achuku (2023), who observed that
repetitive and credible television campaigns significantly increased consumer
trust and trial purchases of new products in Katsina, Nigeria. Similarly, Ezeh,
Oji and Chukwu (2022) reported that perceived credibility of television
advertising directly influences consumer satisfaction, especially in urban
Nigerian audiences. These findings suggest that satisfaction with television
advertisements derives not only from product performance but also from the
perceived reliability of the media platform conveying the message.
However,
satisfaction can be compromised when advertising fails to align with consumer
expectations or ethical standards. Shaista Kamal Khan, Fatima Sheeraz and
Muhammad Siddiqui (2025) argue that deceptive or exaggerated advertising leads
to cognitive dissonance, eroding consumer trust and diminishing satisfaction.
This underscores the need for advertisers to maintain message integrity and
transparency. Accordingly, the present study explores how NTA Abuja’s Close-Up
toothpaste advertisements influence audience perception and satisfaction, with
emphasis on message clarity, cultural relevance, and credibility as
determinants of positive consumer evaluation.
The Role of
Television Advertising in Shaping Consumer Loyalty and Buying Behaviour
Brand loyalty
represents one of the most enduring outcomes of consistent and persuasive
advertising. Philip Kotler (2002) emphasises that beyond motivating initial
purchases, advertising should aim to nurture enduring consumer–brand
relationships. Television’s ability to evoke emotion and maintain visual
familiarity makes it uniquely suited for this purpose. Buluka Deborah and
Crispus (2023) demonstrated that repetitive television advertising, coupled
with recognisable spokespersons, strengthens brand attachment and encourages
repeat purchase. Similarly, Getrude Mwakasege (2015) found that frequent
exposure to advertising for fast-moving consumer goods in Tanzania helped
sustain consumer interest and repeat patronage.
In Nigeria’s
competitive fast-moving consumer goods market, consistent advertising remains
vital for maintaining consumer loyalty. Barbar et al. (2024) reported that
rational and emotionally resonant television advertising enhances brand
preference even under conditions of moderate exposure. Abubakar and Achuku
(2023) further support this claim, noting that television adverts play a key
role in converting awareness into repeat purchase by reinforcing brand recall
among diverse demographic groups. This finding resonates with Awais et al.
(2019), who established that repeated exposure to television advertising for
oral care products strengthens brand familiarity and purchase consistency,
particularly among younger consumers.
Nonetheless, the
relationship between advertising and loyalty is mediated by message quality,
innovation, and ethical execution. Fathima and Murugan (2025) argue that
unconventional yet culturally sensitive advertising strategies can foster deep
emotional bonds with consumers, while monotonous repetition can cause fatigue
and reduce loyalty. Therefore, in examining Close-Up toothpaste’s advertising
on NTA Abuja, this study seeks to determine whether consistent television
exposure contributes to sustained loyalty and habitual buying behaviour among
Abuja consumers. Understanding this dynamic is crucial for marketers and
advertisers seeking to design television campaigns that maintain relevance,
deepen brand attachment, and drive continuous consumer engagement in Nigeria’s
evolving media environment.
3. Theoretical Framework
This study is
anchored on the Cognitive Dissonance Theory, propounded by Festinger (1957),
and the AIDA Model of Advertising, developed by Elias St. Elmo Lewis (1898).
Together, these theories provide a robust conceptual foundation for
understanding how television advertising influences consumer perception,
decision-making, and behaviour. Both frameworks are particularly relevant as
they explain, from complementary perspectives, how consumers process persuasive
messages and translate them into purchasing actions within the Nigerian media
environment.
Cognitive
Dissonance Theory (Festinger, 1957) is a psychological model that explains the
internal tension individuals experience when confronted with information or
experiences that conflict with their existing beliefs, attitudes, or values.
The theory assumes that individuals strive for internal consistency, and when
dissonance occurs, they are motivated to reduce it by adjusting either their
attitudes or behaviours. In advertising contexts, this implies that consumers
exposed to persuasive and credible media messages that challenge prior
perceptions may modify their beliefs or purchasing behaviour to restore
psychological balance. For instance, a consumer initially doubtful about a
brand’s quality may, upon exposure to an appealing television commercial,
adjust their perception to align with the advert’s message, thereby reinforcing
confidence and satisfaction.
The relevance of
Cognitive Dissonance Theory to this study lies in its explanatory power for
post-purchase evaluation and attitude adjustment, which are key to
understanding consumer loyalty. Empirical evidence supports this connection.
Minhas, Farooq, and Ullah (2023) found that emotional and environmental appeals
in advertising reduce cognitive tension by reinforcing product confidence.
Trivedi and Pal (2023) observed that persuasive television messages validate
consumer decisions and alleviate post-purchase doubt, while Barbar, Ijeh, and
Nwanne (2024) demonstrated that rational and demonstrative appeals in Nigerian
advertising help consumers justify their buying actions. Latif and Abideen
(2011) reported that emotionally driven television narratives foster empathy
and identification with the brand, enhancing positive attitude change and
reducing dissonance. Similarly, Abubakar and Achuku (2023) found that repeated
exposure to persuasive television campaigns significantly reinforced product
confidence, encouraging trial purchases. Consequently, NTA Abuja’s Close-Up
toothpaste commercials, which combine rational demonstrations with emotional
appeals, are likely to help consumers reconcile their beliefs with the advert’s
message, enhancing satisfaction and trust in the brand.
Despite its
explanatory relevance, the Cognitive Dissonance Theory has limitations. It
presupposes a rational, reflective decision-making process, which may not fully
capture behaviour in markets shaped by impulsive buying and emotional triggers.
In FMCG sectors, consumers often respond subconsciously to sensory and
emotional cues rather than deliberate cognitive processing. Therefore, while
the theory effectively explains post-purchase justification, it may not fully
account for immediate, affect-driven consumer behaviour.
Complementing this
psychological perspective is the AIDA Model of Advertising, developed by Lewis
(1898), which outlines the sequential stages through which advertising messages
influence consumers: Attention, Interest, Desire, and Action. The model assumes
that effective advertising first captures attention, sustains interest, builds
desire, and ultimately induces a purchasing response. AIDA remains a
foundational framework in advertising, guiding the design of messages that move
audiences progressively from awareness to behavioural commitment.
The relevance of
the AIDA Model to this study lies in its illustration of how NTA Abuja’s
Close-Up toothpaste commercials guide viewers through these stages. Kotler
(2002) argued that persuasive advertising succeeds when consumers transition
smoothly from awareness to action. Similarly, Buluka and Crispus (2023) and
Minhas et al. (2023) found that emotionally engaging and repetitive television
adverts enhance product recall and loyalty. Awais, Shahzad, Naheed, and Khan
(2019) demonstrated that well-structured television advertising significantly
shapes oral hygiene brand selection among Nigerian youths, linking attention
and desire directly to purchase action. Thus, AIDA explains how the combination
of sound, imagery, and repetition in NTA Abuja’s commercials transforms passive
viewers into active, loyal consumers.
However, the AIDA
Model also has limitations. It presents a linear, unidirectional view of
persuasion, which may oversimplify the complex, interactive nature of modern
consumer engagement. In contemporary media environments dominated by digital
interactivity, social media participation, and algorithmic targeting, consumer
responses are often non-linear and multidimensional. The model does not fully
account for feedback loops, peer influence, or contextual reinterpretation.
Contemporary frameworks such as the Hierarchy of Effects and the Elaboration
Likelihood Model (ELM) expand on AIDA by recognising varying levels of message
processing and audience involvement in attitude formation.
4. Methodology
This study adopted
the survey research design, which was considered most appropriate for
investigating the influence of television advertising on consumer buying
behaviour. The survey method enabled the researcher to gather quantitative data
directly from respondents, allowing for the assessment of attitudes,
perceptions, and behavioural patterns among consumers of Close-Up toothpaste in
Abuja. The design was selected for its efficiency in studying a large
population within a short period and for its capacity to generate empirical
data capable of supporting inferential conclusions. Ethical clearance for the
study was obtained from the appropriate institutional review committee, and
informed consent was sought from all participants before data collection, in
accordance with standard research ethics.
According to the
National Bureau of Statistics (NBS) Demographic Report (2022), the population
of the Federal Capital Territory (FCT), Abuja, is estimated at 3,067,500. This
population comprises individuals from diverse socio-economic and demographic
backgrounds, including students, civil servants, traders, and professionals who
form part of the active consumer population. The target population for this
study consisted specifically of individuals who are active users of Close-Up
toothpaste within the FCT.
To
determine the sample size, Yamane’s (1967) formula for sample determination was
applied as follows:
Where:
= sample size
= population size (3,067,500)
= level of precision (0.05)
Substituting
into the formula:
Hence, a sample of 394 respondents was
deemed adequate and representative of the study population. The study employed
a cluster sampling technique, which involved dividing the FCT into identifiable
districtssuch as Garki, Wuse, Maitama, Gwarinpa, Kubwa, and Nyanyaand randomly
selecting respondents from each cluster. This ensured that the sample reflected
Abuja’s demographic diversity in terms of age, gender, occupation, and
educational background.
A total of 394 questionnaires were
distributed to respondents with the assistance of trained research aides. Out
of these, 384 questionnaires were duly completed, retrieved, and validated for
analysis, representing a high response rate of 97.5%. The remaining 10
questionnaires were excluded due to incomplete or inconsistent responses.
The main instrument for data collection
was a structured questionnaire, designed to capture both quantitative and
qualitative responses. The questionnaire contained sections addressing
demographic information, consumer awareness of television advertisements,
perceptions of NTA Abuja’s Close-Up commercials, and the influence of these
adverts on buying decisions. Both closed-ended and open-ended questions were
used to elicit measurable and descriptive responses. The instrument was
pre-tested among 30 respondents outside the study area to ensure clarity,
validity, and reliability. Feedback from the pilot test informed revisions that
enhanced the instrument’s precision, comprehensibility, and internal
consistency.
Data were collected from two main sources:
primary and secondary. The primary data were obtained through the
administration of the questionnaires to selected respondents, while secondary
data were sourced from relevant textbooks, peer-reviewed journal articles, and
credible online academic repositories.
The collected data were coded and entered
into statistical software for analysis. The study employed descriptive
statistical tools, including frequency distributions and percentages, to
summarise and interpret the responses. Tables and figures were used to present
the findings for clarity and ease of understanding. This analytical approach
facilitated the identification of patterns and relationships between exposure
to NTA Abuja’s Close-Up advertisements and consumer motivation, satisfaction,
and buying behaviour.
5. Data Presentation and
Analysis
This
section presents and analyses data collected from 384 valid respondents across
Abuja, in line with the study’s three research questions derived from its
objectives. Quantitative results are presented in frequency and percentage
tables, followed by narrative interpretation. Qualitative insights from
informal respondent comments are integrated to enrich the analysis.
To what extent does television advertising influence
consumer motivation to purchase Close-Up toothpaste on NTA Abuja?
Table
1: Exposure to and Motivational Influence of Television Advertising
|
Response
Option |
n |
% |
|
Watch
NTA Abuja Close-Up advertisements |
346 |
90.1 |
|
Do
not watch |
38 |
9.9 |
|
Motivated
to try or buy Close-Up after watching |
319 |
83.1 |
|
Not
motivated |
65 |
16.9 |
|
Total |
384 |
100 |
Source: Field Survey,
2025
As shown in
Table1, a substantial 90.1% of respondents reported watching NTA Abuja’s
Close-Up advertisements, indicating a high level of exposure to the campaign.
Moreover, 83.1% affirmed that these commercials influenced their motivation to
purchase the product. Respondents described the adverts as “refreshing,”
“emotionally appealing,” and “convincing in demonstrating product quality.”
These findings suggest that the combination of sight, sound, and motion
characteristic of television creates a strong persuasive appeal that triggers
consumer motivation.
This finding
aligns with the assertion of Shahid Minhas, Muhammad Farooq and Ehsan Ullah
(2023) that emotional and environmental elements of television advertising
significantly enhance consumer drive and purchase intent. It also supports
Trivedi and Rajesh Pal (2023), who found that persuasive visual storytelling in
television adverts effectively motivates both rural and urban consumers. The
result therefore establishes that NTA Abuja’s television advertising for
Close-Up toothpaste remains a strong motivational force for consumers within
the Abuja metropolis.
How do consumers
perceive and respond to the content and delivery of NTA Abuja’s Close-Up
toothpaste advertisements?
Table 2: Consumer Perception and
Satisfaction with Television Advertising
|
Response
Option |
n |
% |
|
Satisfied
with advert content and delivery |
341 |
88.8 |
|
Neutral |
32 |
8.3 |
|
Dissatisfied |
11 |
2.9 |
|
Total |
384 |
100 |
Source: Field Survey,
2025
Table 2 reveals
that 88.8% of respondents expressed satisfaction with the content, message
clarity, and delivery style of the Close-Up advertisements broadcast on NTA
Abuja. Only 2.9% reported dissatisfaction, while 8.3% remained neutral. Many
respondents noted that the advert’s message about freshness and confidence was
“simple, relatable, and culturally relevant.” Such positive perceptions suggest
that the advertisement effectively connects with the Nigerian audience through
relatable settings, language, and lifestyle imagery.
This finding
corroborates Jessica Lebo Barbar, Prince Ijeh and Blessing Nwanne (2024), who
established that rational and culturally contextualised television adverts
influence consumer perception and satisfaction in Nigeria. It also supports
Olusegun Sulaiman, Olayemi S. Yusufu and Hafeez Sadiq (2021), who observed that
television advertisements broadcast through credible platforms like NTA enhance
consumer trust and perceived product authenticity. However, a small proportion
of younger respondents indicated a preference for online adverts, suggesting a
gradual generational shift in media consumption patterns. Overall, these
results confirm that consumer satisfaction with NTA Abuja’s television
advertisements is high, reinforcing product credibility and positive
perception.
What role does
television advertising play in influencing consumer loyalty and repeat purchase
of Close-Up toothpaste?
Table
3: Influence of Television Advertising on Consumer Loyalty and Buying Behaviour
|
Response
Option |
n |
% |
|
Television
adverts influence repeat purchase |
276 |
71.9 |
|
Adverts
influence initial purchase only |
31 |
8.1 |
|
Adverts
have no influence on loyalty |
77 |
20.0 |
|
Total |
384 |
100 |
Source: Field Survey,
2025
As presented in
Table3, 71.9% of respondents agreed that consistent exposure to NTA Abuja’s
Close-Up toothpaste advertisements influenced their repeat purchases and
strengthened their brand loyalty. Another 8.1% stated that the advertisements
influenced their initial purchase only, while 20% reported no sustained
influence. Respondents explained that the regular airing of the adverts serves
as a reminder of the product’s benefits and reinforces their trust in its
quality.
These findings are
consistent with Buluka Deborah and Crispus (2023), who found that repetitive
and consistent television advertising fosters long-term consumer loyalty and
product patronage. Similarly, Getrude Mwakasege (2015) observed that frequent
exposure to television commercials sustains consumer interest and encourages
brand retention in fast-moving consumer goods. Qualitative responses from
participants further confirmed that the familiarity of the Close-Up
advertisement on NTA Abuja creates a psychological bond between the viewer and
the brand. This supports Leon Festinger’s (1957) Cognitive Dissonance Theory,
which suggests that consistent and credible messages help consumers align their
beliefs with their actions, reinforcing loyalty over time.
6. Discussion of
Findings
This section
discusses the findings of the study in relation to the research objectives,
reviewed literature, and the theoretical frameworks the Cognitive Dissonance Theory and the AIDA
Model. The discussion is organised thematically according to the three research
objectives: consumer motivation, perception and satisfaction, and loyalty and
buying behaviour.
Influence of
Television Advertising on Consumer Motivation
The study revealed
that a vast majority of respondents (90.1%) were exposed to NTA Abuja’s
Close-Up toothpaste commercials, and 83.1% reported being motivated to purchase
the product after viewing the advertisements. This indicates that television
advertising exerts a strong influence on consumer motivation in Abuja. The
finding corroborates the assertions of Philip Kotler (2002) and Bovee and
William Arens (1982) that advertising, particularly through television, remains
one of the most persuasive marketing tools capable of capturing attention,
generating interest, and stimulating purchase intentions. Similarly, Shahid
Minhas, Muhammad Farooq and Ehsan Ullah (2023) observed that the emotional tone
and environmental context of television advertising enhance brand awareness and
directly influence consumers’ desire to purchase.
The combination of
sight, sound, and motion in NTA Abuja’s Close-Up adverts provided respondents
with a multidimensional sensory experience that enhanced message comprehension
and recall. As Pulkit Trivedi and Rajesh Pal (2023) found in their comparative
study, this multisensory appeal is central to motivating consumers across
various demographic groups. The present study’s findings thus validate the
first stage of the AIDA Model (Attention and Interest) by demonstrating that
effective television advertising captures and maintains audience interest.
However, some respondents mentioned that the repetitiveness of television
commercials may lead to reduced excitement over time, echoing U. Safiya Fathima
and R. Murugan’s (2025) caution that excessive exposure without message
variation can diminish motivational impact.
Consumer
Perception and Satisfaction towards Television Advertising
Findings from the
second objective indicated that 88.8% of respondents were satisfied with the
content, presentation, and clarity of NTA Abuja’s Close-Up advertisements.
Respondents associated the adverts with credibility, reliability, and high
production quality characteristics that
enhanced trust and perceived product authenticity. These results support the
position of Jessica Lebo Barbar, Prince,Ijeh, Blessing,and Nwanne, (2024), who
concluded that rational appeals and culturally relatable imagery in television
advertising enhance consumer perception and satisfaction. Similarly, Olusegun
Sulaiman, Olayemi Yusufu and Hafeez Sadiq (2021) affirmed that traditional
media like NTA maintain credibility among Nigerian audiences due to their
national reach and long-standing reputation.
From the
perspective of Cognitive Dissonance Theory (Festinger, 1957), these findings
indicate that viewers who encounter positive, consistent, and believable
advertisements tend to align their beliefs with the messages presented, thereby
reducing psychological tension or doubt about the product. Once consumers
perceive the advertisement as honest and reflective of the product’s real
benefits, satisfaction is strengthened and reinforced. However, as Shaista
Kamal Khan, Fatima Sheeraz and Muhammad Siddiqui (2025) argued, deceptive or
exaggerated claims can erode this satisfaction, leading to dissonance and
eventual distrust. This underscores the need for continued transparency and
authenticity in advertising content to sustain consumer satisfaction.
Role of Television
Advertising in Shaping Consumer Loyalty and Buying Behaviour
The third
objective established that 71.9% of respondents agreed that NTA Abuja’s
Close-Up toothpaste advertisements influenced their repeat purchase decisions,
while 79.9% confirmed that television exposure directly shaped their buying
habits. This highlights the critical role of consistent advertising in
fostering brand loyalty and habitual consumption. The result aligns with Buluka
Deborah and Crispus F. (2023), who found that regular television exposure
strengthens consumer loyalty through reinforcement and message repetition.
Likewise, Getrude Mwakasege (2015) reported that repeated advertising increases
product familiarity, thereby sustaining customer retention in competitive
markets.
This pattern also
aligns with the AIDA Model’s final stages (Desire and Action), where sustained
message exposure translates interest into loyalty-driven behaviour. By
continuously presenting Close-Up toothpaste as a symbol of freshness and
confidence, NTA Abuja’s adverts reinforce brand trust and emotional connection,
prompting consumers to maintain their purchasing behaviour. The findings
further support Festinger’s (1957) theory by demonstrating how consistent and
credible messaging allows consumers to maintain cognitive harmony between their
beliefs and buying actions. Nevertheless, the study acknowledges that while
television advertising remains effective in stimulating loyalty, complementary
strategies such as personal selling, social media engagement, and
community-based marketing are necessary to sustain long-term consumer
relationships.
7. Conclusion
This study
concludes that television advertising remains a powerful determinant of
consumer buying behaviour in Nigeria, particularly within the fast-moving
consumer goods sector. Findings from NTA Abuja’s Close-Up toothpaste
commercials revealed that television’s unique combination of sight, sound, and
motion effectively captures consumer attention, stimulates awareness, and
motivates purchase decisions. The study established that the majority of
respondents were not only aware of Close-Up advertisements but were also
influenced to try, purchase, and repurchase the product due to the emotional
and rational appeals embedded in the television messages. These results
demonstrate the continued relevance of television as a mass communication
platform capable of shaping consumer perception, promoting brand loyalty, and
reinforcing buying habits. In alignment with Festinger’s (1957) Cognitive
Dissonance Theory and the AIDA Model of Advertising (Lewis, 1898), the study
confirms that persuasive advertising messages encourage consumers to align
their beliefs and actions with the product’s advertised values, thereby
fostering long-term satisfaction and loyalty.
However, to
maintain its strategic importance in Nigeria’s rapidly evolving media
landscape, television advertising should be complemented by integrated
marketing communication approaches. Advertisers are encouraged to adopt
multi-channel strategies that combine television with digital media, social
platforms, personal selling, and promotional events to achieve deeper audience
engagement and sustained market impact. Emphasis should also be placed on
enhancing message creativity and cultural relevance by developing television
commercials that reflect local lifestyles, values, and emotional narratives,
thereby strengthening consumer connection and motivation. Additionally, the
Nigeria Television Authority (NTA) should consider offering flexible and
affordable advertising rates to accommodate local and emerging manufacturers.
This approach would diversify content, promote small and medium-sized
enterprises, and stimulate local economic growth while reinforcing television’s
role as a credible and influential medium.
Ultimately, this
study affirms that well-planned television advertising, when guided by ethical
practice, cultural alignment, and cross-platform synergy, remains a catalyst
for enhancing brand visibility, consumer confidence, and competitive advantage
in Nigeria’s advertising industry.
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