TELEVISION ADVERTISING REACH AND CUSTOMER RETENTION OF PZ CUSSONS COMPANY LIMITED IN THE SOUTH-EAST, NIGERIA

Abstract

This study examined the relationship between television advertising reach and customer retention of PZ Cussons company in the South-East, Nigeria. The objectives of this study was to determine the extent to which television advertising jungles and slogans of PZ Company influence customers loyalty and brand recall. In this survey research, 147 copies of questionnaires were distributed to PZ staff in the South-east, Nigeria. Tables and percentages were used in data presentation, while hypothesis formulated were tested using the Spearman’s Rank Correlation Coefficient. It was found that both the jingles and slogans in television advertising have significant effects on customer retentions. It was therefore recommended that PZ company should use quality jungles and slogan in TV commercials to enhance customer brand recall and loyalty. This will help to attract other customers and retain the existing ones.