Advertising Slogan Recall and Consumers’ Patronage of Mtn Products in Nigeria

Abstract

The preoccupation of this study was borne out of the necessity to ascertain the relationship between consumer exposure to advertising slogans of heavily advertised brand like MTN GSM Network and slogan recall at one hand, and slogan recall and consumer patronage of the advertised products. This study which was conducted in some of the major cities in Nigeria was based on three hypothetic constructs. The data and test results of the hypotheses affirm that there exists a positive relationship between these variables. The interplay between exposure, recall and patronage depicts serious activism between the producer and the market;s and heightens the projection of the consumer as highly potent especially in the context of hemispheric literalization.

Key Words:advertising slogan, aided recall, consumer patronage.