Above-the-line advertising media and consumers awareness of selected cable TV networks in Calabar Metropolis, Cross River State- Nigeria
The study deals with “above-the-line advertising media and consumers awareness cable TV networks in Calabar metropolis”. The specific objectives were to determine the effect of radio advertising on consumers’ awareness of cable TV networks in Calabar metropolis and to examine the effect of billboard advertising on consumers awareness of cable TV networks in Calabar metropolis. Two research hypotheses were formulated and tested for the study. The social penetration and cognitive balance theories were used in the study. Sample size of four hundred was drawn from the population of three hundred and seventy thousand nine hundred and seven consumers using Taro Yamane formula. The instrument was face validated while reliability of the instrument was determined by split-half method and tested by Pearson correlation with the use of SPSS version. Data treatment technique used was simple regression statistical tool with the aid of SPSS version 23. The study concluded that radio and billboard advertisings create positive consumers awareness of cable TV networks in Calabar metropolis. The study recommended that cable TV networks should introduce sponsored radio programmes on local radio stations in Calabar. This will help to increase listenership and as a medium of reminder, awareness, education and persuasion to present and intended consumers to patronize the products.
Keywords: Advertising, consumers, media, patronage