THE ROLE OF ADVERTISING IN PRODUCT PROMOTION IN THE WINE AND SPIRIT INDUSTRY

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. It can be concluded therefore, that if advertising has been successful in
establishing brand loyalty, in spite of competitive new and improved product, which
means advertising plays a major role in product promotion and it can be used to
prevent competitor from cutting into the share of the coy. Based on the foregoing
companies should increase their advertising activities because the information
supplied through advertisement helps the consumer in making his/her purchasing
decision such as availability of the product and the needs which the product can also
satisfy. They should equally adhere strictly to attributes of the product presented in
the advertisement, since this will have effect on the consumer either in their decision
to repeat or perception of the company and its product. Finally, they should ensure
that advertisement is projected to people in such a way that they can be able to reach
the advert point of purchase & advert message should not be unnecessarily lengthy &
ambiguous.

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