Effect of Beer Advertisement on Brand Awareness in Gondar, Ethiopia

Abstract

The general objective of this study were to examine the effect of beer advertisement activities on brand awareness in Ethiopian brewery market at Gondar town. It can be concluded that the measures used in this study are valid and highly reliable. All variables mean value among Television Advertisement and Billboard Advertisement lies in the range of higher level and the remaining variable Newspaper Advertisement is lies in the range of moderate. There is positive and strong correlation in between brand awareness and Television advertisement, brand recognition and recall and positive and moderate correlation between billboard and newspaper advertisements. The coefficients of all variables Television, Billboard, and newspaper advertisements affects significantly and positively to brand recall and brand recognition. So that, the above selected types of advertisement affects significantly and positively customers beer brand awareness.