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Mass Communication — 2025, Undergraduate
This study assessed the effect of advertising strategies on brand awareness in the Nigerian beverage industry. A cross-sectional survey design was adopted with questionnaires administered to consumers of major beverage brands. Data were analysed using descriptive statistics and regression analysis. The findings revealed that television commercials, outdoor advertising, and digital campaigns significantly enhanced brand recall and recognition. The study also found that celebrity endorsements increased awareness where the celebrity aligned with the brand image. It recommends a balanced mix of traditional and digital advertising and consistent creative messaging to sustain brand prominence.
For reference and learning only. Do not submit this work as your own.
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