ABSTRACT

This study is conducted with the aim of analyzing the effect of advertising on consumer patronage in the soft drink industry. (A study of 7up Bottling company plc Aba).The specific objectives of this study is to determine the effect of advertising on the company’s profits , the  effects of advertising on customers relationship management, the relationship existing between message content and the marketing performance of the company. The problems that attracted the researcher's attention are the poor or false claims about advertising and its influence to customers brand preference as such to position advertising a positive change in preferring the brand of the company. also the problem of advertiser finding it difficult to communicate and present the intension to the tai get market, the problem of poor skills and qualifIfication of agency in advertising and the suitable media to use. In conducing this research, the researcher made use of non-probability sampling method and chi-square analysis with the estimated population Size as 50 and sample size as 44. The results obtained from this study are 0.2084 and 0.711 x²c < x²1,which implies that advertising does not increase the company profit, the researcher recommends that enough attention should not be given to advertising alone, publicity, sales promotion should also be put into consideration in other to increase the sales growth and profits of the manufacturing companies.