TELEVISION ADVERTISEMENT AND CONSUMERS' BRAND CHOICE OF INDOMIE NOODLES IN UYO METROPOLIS, AKWA IBOM STATE.

This study examined the impact of key television advertisement factors—visual quality, message simplicity, and advertisement frequency—on consumers' brand choice, focusing on Indomie noodles in Uyo metropolis, Akwa Ibom State. The proliferation of various noodle brands, such as Dangote Noodles and Chiki Chiki Noodles, intensified competition within the instant noodle market. To maintain its leading position, Indomie required effective marketing strategies, particularly television advertising, to distinguish it from competitors and capture consumer attention. Despite significant investments in television advertising, there was a need to better understand how these advertising elements influenced consumer behavior, especially in the competitive Uyo metropolis. Using a sample of 138 respondents, the study employed descriptive and regression analyses to assess the effects of visual quality, message simplicity, and advertisement frequency on consumer brand choices. The findings revealed that all three factors significantly influenced consumer preferences. Visual quality, with a regression coefficient of 0.296 and a p-value of 0.000, demonstrated a strong positive relationship, highlighting the importance of visually appealing advertisements in attracting attention. Message simplicity also significantly affected brand choice, with a regression coefficient of 0.082 and a p-value of 0.002, suggesting that clear and concise messages improved brand recall. Advertisement frequency emerged as the most influential factor, with a regression coefficient of 0.515 and a p-value of 0.000, emphasizing the importance of consistent exposure in reinforcing brand recognition and consumer loyalty. The study provided valuable insights into how television advertising factors influenced consumer brand choice in a competitive market. Based on these findings, the study recommended that marketers enhance visual appeal, simplify messages, and increase advertisement frequency to effectively influence consumer behavior, ultimately improving brand engagement and loyalty in the instant noodle market.