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AN ASSESSMENT OF AUDIENCE PERCEPTION OF COMMERCIAL BREAK

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ABSTRACT

Effective advertising requires an understanding of the target audience and their relationship with the brand. However, advertisements are worthless to advertisers unless the consumer toward whom the advertisement is directed pays attention to it. Existing literature suggests that slotting commercial at moments when a consumer is fully involved with the content of the programme is strategic. Advertising revenue provides a significant portion of the funding for most privately- owned television networks. The vast majority of television advertisement today consists of brief advertising spots ranging in length from a few seconds to several minutes. Advertisements of this sort have been used to promote a wide variety of goods, services and ideas and thus how the mass media audience reacts to commercial breaks is the focus of this study.

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