Authors : Mercy Ejovwokeoghene Ogbari, Okorie Nelson, Deborah Oluwaseun Aka and Ekwerigbe Nancy Elo
Abstract: Advertising is very important in modern business because it is one of the best ways of introducing a customer to goods and services. Initially, advertising was informational, providing details about the utility of the product. Today, advertising talks about the product’s status (style and appearance and so). Different scholars have viewed advertising from their various perspectives as all of these have been linked to stimulating their performance as they gain the loyalty of the public which could lead to their patronage of the organization products and firm. For this study, survey research method which made use of questionnaire as instrument was used to achieve the objectives of the study. In addition two research questions were raised and answered in the study. The study found out that it was proved that advertising as one of the major factors that ensure product survival in the market. As given by the respondents, adverts of Milo drink persuade them to purchase the product. The study recommends that company should maintain a good relationship with their customers (relationship marketing) and provide as much post-sales (after sales) services as much as possible.
Mercy Ejovwokeoghene Ogbari, Okorie Nelson, Deborah Oluwaseun Aka and Ekwerigbe Nancy Elo, 2016. Efficacy of Advertising on Organisational Performance for Beverage Industries. International Business Management, 10: 5319-5325.