The Impact of Television Advertising on Consumer Preference: A Case Study of Oral B Toothpaste in Chikun Local Government of Kaduna State

Abstract

This study explores how TV advertisements affect people's views and choices about Oral-B toothpaste in Chikun, Kaduna State. Guided by the Hierarchy of Effects Theory and Aaker's Brand Equity Model, the research explores how advertising influences consumer awareness, trust, and purchasing decisions. A survey design was employed, using a structured questionnaire distributed online to a sample of 400 respondents selected through purposive sampling. Data were analysed using descriptive statistics presented in tables. The findings reveal that the Oral-B TV commercial positively influences consumer perception, with a majority of respondents agreeing that the advert shaped their choice of toothpaste. The use of dental professionals in the advertisement was also found to enhance product credibility and trust. These results align with the theoretical framework, emphasizing the role of advertisement in building brand equity and guiding consumers through cognitive and behavioural stages. The study concludes that strategic television advertising – particularly those leveraging expert or celebrity endorsements – can significantly boost brand awareness and consumer preference. It recommends that manufacturers adopt similar approaches to strengthen market positioning and consumer loyalty.