The Role of Advertising in Product Promotion in the Wine and Spirit Industry

Description

Download The Role of Advertising in Product Promotion in the Wine and Spirit Industry. Marketing students who are writing their projects can get this material to aid their research work.

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.

Introduction

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. Skinner (1990) defines promotion 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 (Okigbo, 1996).

Skinner (1991) defines advertising as a paid form of non-personal communication about an organization, its products or its activities that are transmitted through a mass medium to a target audience.

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