EFFECTIVENESS OF WEB LINKS USED IN TELEVISION COMMERCIALS IN INFLUENCING PRODUCT PATRONAGE
This research set out to find out the effectiveness of web links used in television commercials. The primary aim is to find out if it has helped to provide audience additional information, thereby stimulating patronage of advertised goods. Through the use of survey, the study sought to ascertain from broadcast audiences living in three major cities in Abuja, Lagos and Delta states of Nigeria if they actually follow the links and more so, if what they find on the webpages influences them to make eventual purchase. Multistage sampling was employed to select adult members of the population who have purchasing power. The findings of the study revealed that majority of television audience do not follow web links used in television commercials due to factors such as low exposure to commercial messages and poor access to internet. However, without the additional information provided through the internet, that is, via the web links, many of the audience will patronise the product being advertised. It is therefore recommended that emphasis should be made in strengthening the contents of television commercial messages and those last seconds used in the display of web links can be effectively utilised to display additional product information. Also, for now, investment should be reduced in financing webpages aimed at providing additional product information in anticipation of visit from television audience pending increased exposure to telecvision commercials and access to internet in the country.