Abstract

Advertising as a marketing strategy aims to keep loyal customers and consumers and ensure a brand is recognised by many in the society. In an attempt to bring a brand above others in the competition, a company may make claims about the product which cannot be proved or disproved.  This is puffery. Puffery is an accepted advertising technique that creeps into marketing strategies intentionally or unintentionally. Puffery can highlight the strengths of a product and the weaknesses of a competitor’s product, does not mislead reasonable customers and is pivotal to the marketing of new products. This study shows how the Airtel Company used puffery in its Airtel Smart Recharge advertisement to catch consumers’ attention and promote its brand. The study further shows audience perception towards the technique and the extent the strategy increased Airtel sales. The Individual Differences and Perception theory were examined. Questionnaire was used to gather information from three hundred and ten respondents. Descriptive statistics and Pearson correlation was used for data analysis. The researchers found out that the use of puffery in the advertisement was very creative. From the study, organisations are advised to employ creative strategies to attract consumers to their brands.

Key Words: Audience, Perception, Puffery, Advertising, Airtel Smart Recharge Advertisement

^JCMR Journal of Communication and Media Research, Vol. 12, No. 1, April 2020, pp. 112-123

© Association of Media and Communication Researchers of Nigeria.

About the authors

*    Abayomi Charles Daramola is a Senior Lecturer in the Department of Mass Communication, University of Lagos, Lagos, Nigeria but currently on sabbatical leave at Ajayi Crowther University, Oyo. He specialises in advertising, public relations, marketing communications as well as development communication.

**    IfeKristi T’Olulola Ayo-Obiremi is a Graduate Assistant in the Mass Communication Programme, College of Computing and Communication Studies, Bowen University, Iwo, Osun State. Her areas of research interest are advertising, marketing and consumer behaviour.

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Article Citation

Daramola, A.C. & Ayo-Obiremi, I.T. (2020). Perception of puffery in advertising among residents of Surulere, Lagos, Nigeria. Journal of Communication and Media Research, 12 (1): 112 – 123.