A CRITICAL EVALUATION OF THE CREDIBILITY OF TELEVISION ADVERTISING CLAIMS AMONG CONSUMERS

ABSTRACT: The study assessed Consumers Believability of Television Advertisement Claims: A Study of Dettol Commercial among Redeemer’s University, Ede, Osun State. Television commercials are indeed an important tool for organizations to communicate, introduce and promote products such as Dettol. The study was anchored on the Cultivation Theory while a survey research method was employed with 120 copies of questionnaire were administered to the respondents within Teaching and non-teaching staff of the Redeemers University Ede who were drawn using the purposive sampling technique. A total of 100 copies of the administered questionnaire were retrieved. Findings show that all respondents (100%) have one time or the other exposed to Dettol Advert either in mass media or social media among others with substantial numbers of them agreed that they understand Dettol advertisements. Also, the majority of the respondents (66.7%) still believe and trust Dettol Brand because of the health specialists used to convey the messages whereas 15.6% of the respondents like it because of the celebrity used. Thus, many of the respondents submitted that they get maximum satisfaction after product trial and as a result, they stick to the brand due to the fact that they have been exposed to Dettol commercials several times. It is recommended that the body saddled with the responsibility of regulating what goes on air in the Nigeria mass media should police media and advertisers that promote whistle words and other tactics to a decisive audience.