INFLUENCE OF TERRA SEASONING ADVERTISEMENT ON THE PATRONAGE OF THE PRODUCT AMONG RESIDENTS IN IMO STATE

This study examined the influence of Terra Seasoning advertisement on the patronage of the product among residentsin Imo State, Nigeria. The study was necessitated by the uncertainty as to whether exposure to Terra Seasoningadvertisements translates into favourable perceptions, patronage intention and actual patronage among residents ofImo State. The study adopted the survey research method because it enabled the researchers to obtain direct responsesfrom residents regarding their exposure to, perception of and behavioural responses to Terra Seasoningadvertisements. Data were collected through a structured questionnaire and was administered to selected residents inImo state. The study was anchored on the Elaboration Likelihood Model and Social Learning Theory, which explainhow consumers process persuasive advertising messages and how observed behaviours in advertisements mayinfluence subsequent actions. The review of related literature indicated that advertising and other promotionalactivities can influence consumer attitudes, purchase intentions and patronage, although the effect may vary accordingto product and audience characteristics. Findings revealed high advertising exposure, favourable perception, positiveinfluence on patronage intention and translation of exposure into patronage behaviour. The researchers concluded thatTerra Seasoning advertising positively influences patronage. The researchers recommended sustained multi-platformadvertising, credible messages and stronger persuasive strategies, particularly on social media.