Advertising Consumers Education and Consumption (a Study of Select Consumer Products Commercials In uyo metropolis)

The study set out to examine the role of advertisement in educating the consumers with select consumer products commercials in Uyo metropolis as a case study for effective analysis. The study sought consumers of goods and services in Uyo urban, and whether there are other factors that contributes to consumer education other than advertising. The method used was survey method and the questionnaire was the instrument used for data collections. Two hundred and fifty (250) copies of questionnaire containing twenty- three (23) Items were systematically distributed to viewer to television commercials in five (5) zones University of Uyo community, Aka Road, Abak Road, Ikot Ekpene Road, and Oron Road. Two hundred and forty (240) of the 250 copies were filled and returned, but only two hundred and thirty were considered good enough to be used in the analysis. Data collected were analyzed using simple percentage in calculating the tabulated figure. The findings of the study indicate that out of the 230 respondents, 70% of the respondents were influenced by advertisement. In view of the finding of the study, advertising was found to influence consumer education in advertising in an active and indispensable tool to ensure ethical behaviour in the market place. Furthermore, the researcher confirmed that factors other than advertising equally influenced consumer education and their purchase behaviour. Based on these finding, it was recommended that advertising messages should be packaged in such as way to educate the public about the product and not only to sell the product. Apart from this, advertises and manufacturers should know that consumer education is affected not only by advertising but other fathers as well. As such, all emphasis and energy should not be concentrated on advertising at the expenses of product demonstration, product package/ exhibition, message contents and pack information/insert.