E. P. OSEYOMON

The study investigated the impact of advertisement on consumer buying behaviour. To achieve the objective of the study, five research questions were raised and answered. The research design adopted for this study is the descriptive survey research design. The population for this study was made up of 5,000 customers and consumers of various beverage products within the University of Benin, Ugbowo Campus. A sample size of 100 beverage consumers within the University of Benin, Ugbowo Campus, was selected to participate in the study. The data collected for this study was analyzed using frequency counts and simple percentages. Findings from the study revealed that quality advertisement significantly influence consumer buying behaviour, with visually appealing, clear, high-quality, and creative advertisements having a strong positive influence on consumer buying behaviour. It was concluded that celebrity endorsement significantly impacts consumer buying behaviour, with admiration, perceived reliability, and celebrity popularity playing key roles in shaping purchasing decisions. Based on the findings, it was recommended that businesses should prioritize visually appealing, clear, high-quality, and creative advertisements to maximize consumer engagement and influence purchasing decisions.

The purpose of this study was to ascertain the relationship between advertising and brand exposure of consume products in Benin City, Edo State. The study covered a sample size of three hundred and eighty-five (385), of which same number of questionnaires was distributed, retrieved and used for data analysis. The findings arrived at after the empirical analysis including the following: that print media advertising has a significant influence on brand exposure of consumer products in Benin City, Edo State, outdoor billboard advertising does not have a significant impact on brand exposure of consumer products in Benin City, Edo State, electronic media advertising (television and radio) does not significantly affect brand exposure of consumer products in Benin City, Edo State and online advertising significantly influences brand exposure of consumer products in Benin City, Edo State. Based on these findings it was recommended that: Businesses should look to creatively integrate their advertisements in popular local print media outlets and consider sponsorship opportunities for sections most read by their target demographics, companies should re-evaluate the cost-effectiveness of continuing heavy investments in billboards compared to other more impactful advertising methods, companies should consider this shift and perhaps divert funds from traditional electronic media to more contemporary digital channels that resonate more with the audience and companies should develop a strong online presence will also support brand recognition and loyalty, crucial for consumer-driven markets