THE IMPACT OF ADVERTISING ON COMPANY’S MARKETING EFFICIENCY (A CASE STUDY OF CHAMPION BEER)

This research work investigated the impact of advertising on company’s marketing efficiency using champion Beer as a case study. The major focus of the study was to establish the relationship between advertising and marketing. Estimated population of 273 workers of the Champion Breweries Plc, Uyo were the population of the study and 40% was used as the sampling size. The questionnaire constituted the major data gathering instrument because the survey method of investigation was adopted. The objectives of the study were (1) To determine the best media of advertising for product of goods and services in Champion Breweries. (2) To ascertain whether advertising and marketing strategies really influence the consumer goods and services in Champion Breweries. (3) To find out the uniqueness of champion beer brand product in Nigeria. (4) To examine how a manufacturer could be motivated to improve product advertising. Findings from the research question s revealed that (i) Advertising enriched the company with effective brand performance. (ii) The awareness created through advertising led to the stabilization of price and also ended shortages. Based on the above findings, the research recommended as follows: (1) Advertising encouraged and enhance marking in the company (2) Good advertising media and plans should be developed in selecting, scheduling and actual media to be used in the company. (3) The management staff should know the type of advertising to use in the products advertising.