The Effect of Advertising on Consumer Preference Patterns for Malt Drinks

The Effect of Advertising on Consumer Preference Patterns for Malt Drinks in Enugu Metropolis

ADVERTISING: AN OVERVIEW

Advertising has been defined differently by different people Ebue (2000:53) sees advertising as “all about a sponsor sending a message called advertisement through one or more mass media via radio, newspaper, Television, magazine to a large number of potential users of a product”.   According to Kotler and Armstrong (1999:495) defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”. [Read more…]

Advertising – The Role of Advertising in Business

Advertising – The Role of Advertising in Business

The competitive nature of Nigerian environment no doubt had compelled the managers of companies to realize that the philosophy of marketing is that a firm makes what it can sell rather than what it can make. [Read more…]