PRODUCT ADVERTISING AND BRAND PERFORMANCE: A COMPARATIVE STUDY OF PEAK AND THREE CROWNS MILK

The study was on the product advertising and brand performance among Uyo residents. The survey method was adopted. Through the instrument of questionnaire, data collected from teenage and adult respondents in Uyo urban. Using simple percentage, the analysis was done. The finding indicates that product advertising tends to elicit favourable attitude towards a product, encourage consumers’ identification and patronage of product, ultimately leading to increase in sales. Precisely, finding shows that there is a positive significant relationship between product advertising and consumers’ purchasing decision resulting at brand performance. However, this relationship is moderated by other variables such as price, consumers. Therefore, the study recommends among other things that advertising policies should be moderated and implemented with due recognition that other variables affect brand performance.