IMPACT OF ADVERTISING ON BRAND PATRONAGE

It is noted that almost all the available media especially television, newspaper and internet are used frequently by the Nestle to persuade and convey its advert messages to their targeted audience. The quality of audiovisual possessed by the television placed it over other media as message can be seen and this agreed with the popular assertion that “see is believing”. The major thrust of this work is to examine the impact of advertising on nestle brand patronage.  This work was divided into five chapters.  Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire, 100 copies of questionnaires were administered to respondents within Lagos who were drawn purposively. It is clear that advertisement of Nestle products have increased patronage of the products. It is recommended that Nestle company should adopt the use of indigenous language, celebrities and novelty strategy when planning its advertising campaign. While Nestle is also expected to moderate its price in order to make common men to purchase the product rather than going for the rival Cadbury. 

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