CHAPTER ONEINTRODUCTION1.1 Background to the StudyAdvertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyer and the general public. Advertising policy constitute such an important strategy in the marketing programme of the companies that its negligence could spell doom for companies. Generally speaking, these objectives cannot be actualized if the manufactured products are not bought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants some projects could satisfy, they will definitely stay clear of the products. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action (Bovee and Aren, 1992, Jefkins, 1998, White 2000, Okorie,2010).According to Arens (2002:7), advertising is the structured and composed non-personal communication of information usually paid for and usually pervasive in nature, about products by identified sponsors through various media. Advertising present skills of copywriting, illustration, layout, typography, scripturing, and video-making based on them or copy platform to win converts to a product, services or idea.One peculiar feature of all advertisement is the identification of the sponsors. This is to ensure that somebody takes responsibility for whatever happens as a result of the exposure to the advertisements. An advertising medium is any paid means used to present an advertisement to its target audience. The media include radio, television and prints, the choice and use of media to achieve maximum results at minimum cost will make the advertising cost effective.The medium used in the presentation of advertising is another essential variable that will affect the message. The advertising must make a conscious attempt at identifying severability, both geographically and inters of audience quality or type. To a large extent, the advertising message plays a dominant role in informing and motivating consumer buying action, other variables such as the consumers, social and preference group, literacy level, and of course, the elements of the marketing mix namely: product, price, distribution channels, and personal selling are also factors that determine the purchase behaviour of the prospect/consumers.Beer consumption in Akwa Ibom State is very rampant and if you go anywhere in all regions, you will be sure to see beer of different types, shapes and quality welcoming you in Akwa Ibom love to gather and have a beer while engaging in social activities. Champion beer has been in market for many years. Today the brewery industries have become a competitive market with various brands of beer like Champion Harp Star, 33, Gulder, Heniken, Dubic etc. thus there is need for the use of advertising to create awareness and to promote sales of that particular product or services. There are several ad messages in the print media, but the issue is ‘do all these advert influence the consumer decision?’ if advertisement does not create any positive change in consumers decision all the resources such as money, media, message etc will become wasted. Therefore, it is important to find out to what extent advertisement influences a consumer in purchasing products of champion breweries.

1.2 Statement of the ProblemAdvertising is costly; often its effects are uncertain and a times it takes a while before it makes any impact on consumer’s choice. It is for these reasons that many companies like champion breweries think it appropriate to occasionally reduce expenses on product advertising or stop it.Conversely, some companies at times consider it unnecessary to advertise when their brands are already doing great without advertisement. Such behaviour implicitly fails to consider the fact that advertising is not just a current expense or more exercise but an investment. Also some companies do choose some wrong ad ineffective media to execute the advertisement and also contract more than one advertising agency at any given time. This makes it difficult to spend some reasonable money on advertising. This is now a common feature. Champion breweries for instance, one hardly hears of advert concerning champion beer ad this should be affectively the behaviour of customers towards their products. (Champion Beer).Therefore, the problem statement of this research is a critical examination of champion brewery’s advertising policies and their impact on the consumer behaviour.1.3 Objectives of the StudyThe main objective of this study is to determine the influence of product advertising on consumer behaviour. Specific objectives include:To determine the effect of product advertising message on consumer brand choiceTo assess the relationship between the frequency of products advertisement and consumer brand choice.To determine the impact of advertising media type on consumer brand choice1.4 Research QuestionsHow does product advertising message influences consumer brand choice?To what extent does frequency of adverts influences consumer brand choice?What is the impact of advertising media type on consumer brand choice?

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