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

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Listed:
  • Adefulu Adesoga

    (University of South Africa)

  • Van Scheers Louise

    (University of South Africa)

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.

Suggested Citation

  • Adefulu Adesoga & Van Scheers Louise, 2015. "Re-examination of Advertising Effectiveness in Selected Soft Drink Companies in Lagos State, Nigeria: A Descriptive Analysis," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(3), pages 24-34, June.
    • Handle: RePEc:dug:actaec:y:2015:i:3:p:24-34
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    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/2782/2428
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    References listed on IDEAS

    as
    1. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
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