Effectiveness of Nestle Tv Commercials on Consumer Buying Behaviour of Milo Beverage

TV commercials offer numerous benefits by effectively reaching and engaging a broadaudience. This study was aimed at examining the effectiveness of Nestle TV commercials onconsumer buying behaviour of Milo beverage. In order to accomplish the purpose of this study,4 specific objectives with 4 corresponding research questions was postulated. The researcheradopted the survey method, using questionnaire to collect data from 385 residents of EnuguMetropolis. Multi-stage sampling technique was used to select respondents for the research.Frequencies and percentages was used to answer the demographic data, while mean andstandard deviation was used to answer all the research questions. The results revealed that thelevel of exposure to Nestle TV commercials among residents of Enugu metropolis is low, andthe influence of Nestle TV commercials on the consumer buying behaviour of Milo beverageis moderate. Also, while few respondents find the component of Nestle Milo TV commercialsappealing, majority of the respondents do not find them appealing. However, factors such asthe cultural tune in Milo adverts, the catchiness of Milo adverts and the melodious nature of theMilo adverts moderately influences consumer buying behaviour of Milo beverage. The studyrecommended among other things, the need for Nestle to revise the components of Nestle MiloTV adverts by incorporating more compelling visuals, relatable narratives and more persuativemessaging that resonate with the target audience to enhance their appeal and drive purchasebehaviour