Abstract:
This research study surveys how certain advertising strategies affect consumers’ perception of
truth in them with outcomes drawn from publics in Yola, Adamawa, Nigeria. There are two
research questions raised and the literature review focuses on what consumers perceive to be truth
in advertising. The theoretical framework for this study uses past experiences and advertising
exposures as the key elements for evaluation. The sample size for this study were 200 respondents
from the American University of Nigeria, Federal University of Technology, Yola, Adamawa
Television, Fombina FM Radio and TV Gotel. Questionnaires were used as the research
instrument. The results from the study shows that majority of the respondents have a negative
approach towards how advertising practitioners display certain aspect of realism in their
productions. The virtue of honesty and frankness were highly overemphasized to be what truth
should be all about in the strategic and creative planning of advertisements. The outcome gotten
from this research study revealed a positive attitudes towards the impact of advertisements in
economic activities. However, the feeling towards how trustworthy and sincere advertisement
content are, is a trait that advertising practitioners should resolve
