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Quite a reasonable number of practitioners and scholars in advertising and sales promotion hold the view that there is no more dynamic and fascinating a field to either practice or study. Media advertising seems to be the most visible part of a firm's promotional program. Our television screens are full of advertisements. Promotion, especially using advertisement, gulps large chunk of many companies budget. Unfortunately, most marketing managers that engage in product advertisement find it difficult determining the effect, impact or contributions of huge advertisement expenditure on the overall business growth and performance of their organizations. Going by the fact that purchase action can be initiated when the brain retrieves and releases product information acquired and stored during advertisement, we therefore postulate that the ability of an individual to take rigorous purchase decision based on advertisement exposure is dependent on his/her recollection and retention skills. This study, therefore, attempts to determine the recollection skills of television advertisement among secondary school students in Nigeria. Specifically the study seeks to find out if the length (in this case, duration) of a television advertisement has significant relationship with its recollection. The study equally attempts to ascertain if the repetition of a television advertisement has any direct relationship with its retention. Findings from the study show that the duration of a TV advert has significant relationship with its recollection and that repetition of TV adverts enhances their retention.

Recollection Skills of Television Advertisement among Secondary School Students in Makurdi, Benue State, Nigeria