MARKETING COMMUNICATIONS STRATEGY AND BRAND AWARENESS OF SMOOV CHAPMAN DRINKS IN RIVERS STATE.

Abstract

How you take an initiative and particularly on what strategy you adopt largely depends on your experience, information and exposure. Again, what strategy you adapt to, fairly depends on the type of industry and budget. This seminar paper is an attempt to provide an overview of the various marketing communications strategy available for organizations. This study examined the relationship between marketing communications strategy and brand awareness. The study adopted an explanatory research design and utilized data collected from three hundred and fifty-four (354) respondents through a structured questionnaire. The P(r) served as the test statistic, relying on SPSS version 20.0. The study observed that marketing communications strategy associates positively with brand awareness by using the various marketing communications platform of Advertising, Events and sponsorships and Word-of-Mouth. The study thus concludes that brand awareness depends on marketing communications strategy and recommends that organizations (especially Smoov Chapman Drinks) that seek to improve consumers’ awareness should build strong brands through effective marketing communication.