Re-examination of Advertising Effectiveness in Selected Soft Drink Companies in Lagos State, Nigeria: A Descriptive Analysis

Adefulu Adesoga () and Louise Van Scheers ()
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Adefulu Adesoga: University of South Africa
Louise Van Scheers: University of South Africa

Acta Universitatis Danubius. OEconomica, 2015, issue 11(3), 24-34

Abstract: The paper reexamined the effectiveness of Advertising in Selected Soft Drink Companies in Lagos, Nigeria. The study linked with past researches through its extensive conceptual, theoretical and empirical literature review. The methodology adopted was survey research design. The study population was the staff in marketing positions in the selected companies. Questionnaire was administered on samples from the selected Companies. The weighted means and percentage values of the respondents were used in the analysis and decision making. The findings showed the need for a better understanding of organizational factors that determine the commitment of organizational resources to drive achievement of advertising goals because of its impacts on customers’ awareness and product adoption.. The study concluded that advertising is a potent and veritable tool for achieving marketing goals. The study recommended that firms should identify the best advertising program to achieve its advertising goals. By implication, marketing decision maker should incorporate advertising expenditures in the marketing budget in appreciation of its role.

Keywords: Advertising; Promotion; Marketing; Customer’s awareness; Product Adoption. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:dug:actaec:y:2015:i:3:p:24-34

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