EZEKIELS.ASEMAH

One of the elements driving progress to boost patronage and trust in any organisation is a good advertising campaign. This study was carried out to determine the Exposure and Responsiveness of Undergraduates of University of Benin to Coca Cola advertising campaign. Survey method was used to carefully collect 398 undergraduates in the University of Benin. The study was supported by Stimulus response theory and Yale's persuasion theory. Frequency and percentage analyses of the data were performed. The study became necessary following that most companies are constantly seeking ways to differentiate them from other companies and establish a strong brand image that will drive customer loyalty and responsiveness. Thus, it became imperative to examine the impact of advertising campaign on the exposure and responsiveness of coca cola customers in the University of Benin. The study concludes that Coca Cola advertising campaign reveals the significance of advertising in shaping consumer perception,patronage and behavior towards the brand and that a consistent advertising campaign onmass media has been found to positively impact brand recognition. Hence, the researcher recommends that Coca Cola should continue to leverage the use of creative advertisingand deepen relationships with consumers through digital experience.