ABSTRACT
The attitude of television audience toward commercial interruption in television programmes is a research work carried out through scientific and empirical method in attempt to find out what television commercial interruption is all about and how it affects the audience and suggestion on what to do in order to better the performance of the media houses towards the television commercial interruptions.
It goes a long way to carry out a research on this topic by drawing up questionnaire and interviewing the subjects in their environments. Also made use of library and oral interviews. And our finding shows that uninterrupted television programmes are preferred by the television audience and that the television audience will prefer their unfavourite programmes interrupted. We also found out that commercial that tends to satisfy their needs are recalled faster than commercial that does not satisfy their needs.
Conclusively, the main objective of this study is to asses the attitude of television audience in Enugu towards commercial interruption of television programmes.
This study being an attitude survey seeks to find out the relationship between media content (advertisements) and the society. Therefore, it focused on consumer behaviour, which gives insight into consumer attitude beliefs, perception and culture.
TABLE OF CONTENTS
COVER PAGE:………………………………………………I
TITLE PAGE:……………………………………………………………II
APPROVAL PAGE:…………………………………………………….III
PROJECT TOPIC:……………………………………………………….IV
DEDICATION:…………………………………………………………V
ACKNOWLEDGEMENT:………………………………………………VI
ABSTRACT:………………………………………………………………VII
CHAPTER ONE
INTRODUCTION:……………………………………………………… 1
STATEMENT OF RESEARCH PROBLEM:……………………………7
OBJECTIVES OF THE STUDY:………………………………………….9
SIGNIFICANCE OF THE STUDY:……………………………………….11
RESEARCH QUESTION:…………………………………………………14
RESEARCH HYPOTHESIS:…………………………………………… 14
DEFINITION OF VARIABLES:…………………………………………16
LIMITATION OF THE STUDY:………………………………………….21
CHAPTER TWO
LITERATURE REVIEW:…………………………………………………24
CHAPTER THREE
RESEARCH METHOD:……………………………………………… 52
RESEARCH DESIGN:………………………………………………….. 53
RESEARCH SAMPLE:…………………………………………………… 54
MEASURING INSTRUMENT:……………………………………… 57
DATA COLLECTION:………………………………………………… 59
DATA ANALYSIS:……………………………………………………… 60
EXPECTED RESULT:………………………………………………… 61
CHAPTER FOUR
DATA ANALYSIS:…………………………………………………… 63
PRESENTATION OF RESULTS:…………………………………… 65
CHAPTER FIVE
SUMMARY:………………………………………………………………78
RECOMMENDATION:…………………………………………………82
BIBLIOGRAPHY:…………………………………………………………88
APPENDIX:……………………………………………………………….91
