THE ROLE OF ADVERTISING IN PRODUCT PROMOTION IN THE WINE AND SPIRIT INDUSTRY

THE ROLE OF ADVERTISING IN PRODUCT PROMOTION IN THE WINE AND SPIRIT INDUSTRY

ABSTRACT

Business uses various promotional methods to communicate with individuals, groups, and organizations much like product, price, distribution and promotion make up the marketing mix. Promotion is one of the marking mix elements. Promotion can equally be seen as the marking activities used to communicate to a target market, positive persuasive information about an organization, its products and its activities to directly or indirectly expedite changes. Advertised product is standard and legitimate, because many people see advert for product, buyers know that purchasing the product will be publicly understood and accepted. Advertising permits the seller to repeat a message many times and it lets the buyer receive and compare the message to various competitors. The major objective of this study is to determine the effect of advertisement on brand turnover in the wine and spirit industry. This is a survey method of research that made use of interview guide and questionnaire. The sources of data are the primary and secondary. From the study it was revealed that advertising can establish brand loyalty, in-spite of new and improved product competition; that for advertising to aid sales it should be both persuasive, and informative. It can be concluded therefore, that if advertising has been successful in establishing brand loyalty, in spite of competitive new and improved product, which means advertising plays a major role in product promotion and it can be used to prevent competitor from cutting into the share of the coy. Based on the foregoing companies should increase their advertising activities because the information supplied through advertisement helps the consumer in making his/her purchasing decision such as availability of the product and the needs which the product can also satisfy. They should equally adhere strictly to attributes of the product presented in the advertisement, since this will have effect on the consumer either in their decision to repeat or perception of the company and its product. Finally, they should ensure that advertisement is projected to people in such a way that they can be able to reach the advert point of purchase & advert message should not be unnecessarily lengthy & ambiguous.