TELEVISION ADVERTISING REACH AND BRAND AWARENESS OF 7UP BOTTLING COMPANY IN THE SOUTH-EAST, NIGERIA

Abstract

This study examined the relationship between television advertising reach and brand awareness of 7up Bottling Company in the South-East, Nigeria. The objective of this study was to determine the extent to which TV advertising repetition and creative idea affects brand recognition and brand recall. In this survey research, 130 copies of questionnaire were distributed to 7up staff in the South-East, Nigeria. Tables and percentages were used in the data presentation, while hypotheses formulated were tested using the Spearman’s Rank Correlation Coefficient. It was found that both the TV advertising repetition and creative idea have significant effects on customer brand recognition and brand recall. It was therefore recommended that 7up Company should have more professionals with creative idea and have constant TV adverts as to induce customer’s brand recall and recognition.