ASSESMENT OF ADVERTISING EFFECTIVNESS: THE CASE OF AQUA SAFE MINERAL WATER

Abstract

The objective of the study is to determine the effectiveness of advertising MESSAGE SOURCE AND Channel of aqua safe mineral water. The research design was a cross sectional design. The population of the study was residents of Addis Ababa from both Kirkos and Bole sub cities. The study used primary data which was collected using self-administered questionnaires. Advertising influences the sales performance as it enables the company to enhance the purchase of organizational products by the consumer, increase volume of sales, increase the profits of the organization and enhance the organization relationship with its customers. The study was conducted to identify effectiveness of advertising message, source and channel of Aqua safe mineral water. The study was conducted in both bole and Kirkos sub cities of Addis Ababa. The researcher used non-probability sampling method to take samples. Among non-probability sampling method, the researcher chooses convenience sampling method because it helps the researcher to easily select respondents and to achieve the diverse nature of respondents. Regarding the finding on the media mixes that aqua safe mineral water used to advertise its product, the company uses almost all types of Medias such as visual, audio and print Medias. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger and appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger andviii appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the research findings we can conclude that Aqua safe mineral water advertising messages is effective, advertising source and channel are also effective.