DRAMA AND COMMUNICATION IN TELEVISION ADVERTISING: A STUDY OF MTN’S “SUNRISE” AND INDOMIE NOODLE’S “MAKE THE WORLD A BETTER PLACE”

Abstract

The paper examines audience perception of the effectiveness of drama in television advertisements/commercials and how this aids audience recall, retention and its impact on patronage. From the results, 78.5% of the respondents agree that “Sunrise†actually communicates MTN’s message of love while 87.5% of the respondents said that Indomie Noodle’s message of sharing was well understood. Despite these positive responses, 75% of the respondents state that “Sunrise†did not endear them to MTN products while 68% said that the “Make the World a Better Place†did not also influence them to buy Indomie noodles. These responses contradict the position of MTN and Indomie firms’ position that more profits accrued to them during the period of running both adverts (commercials).