Acta Universitatis Danubius. Œconomica, Vol 11, No 3 (2015)

Abstract

The objective of the study is to determine the effectiveness of Advertising program in Selected Soft Drink Companies in Lagos, Nigeria. The study linked with past researches in this area through its extensive conceptual, theoretical and empirical literature review. The methodology adopted was survey research design. Questionnaire was administered on samples from the selected Companies. Descriptive analysis was employed. The findings showed that advertising program impacted customers’ awareness, product adoption while advertising program in selected companies reached the target market in adequate numbers of times. The study concluded that advertising program is a veritable tools for awareness, adoption of products by consumers, hence a critical factor to achieve advertising goals. The study recommended that firms should identify the best advertising program to achieve its advertising goals. The implication of the study for the marketing decision maker is that every advertising budget is not a waste while it has contributed to the effectiveness of what advertising seeks to achieve as a discipline.