1.1     Background to the Study

From time past, advertising has been the pivot one which every activity on earth rotates. Advertising is one of the five major tools that the companies use to direct persuasive communication to target buyers and consumers.

Advertising is a distinguish feature, which is prominent to in everyday of the people lives in any economy It is a marketing tool, which has gained attention because it does this so successfully and is so widespread.

Promotion and advertising are basic tools in management, there greater responsibility develops upon the marketing of managers to ensure that the new products of the company are made known to the public to stimulate acceptance of its ideas, products and services.

Advertising could be defined as the publication of facets or opinions about goods and services in order to get the public attention, interest and to persuade them to purchase (Isuk, 1985).

Advertising aimed only at achieving a predetermined objectives within the framework of a coordinated campaign, advertising to a key promotional aid in the selling of goods at a low unit price.  Kroeger list the vital factors to note in advertising campaign planning. These vital factors are as follow:

1        The reputation of the company, it position in the market, financial strength, etc.

  1. The purpose of advertising.
  2. Budget: the amount of money needed and the amount available.
  3. The advertising theme: the campaign key note theme or idea, the appeal that with best meet the demands of the objective.
  4. The most appropriate media for the campaign, the most appropriate media vehicles etc.
  5. The advertising schedule with respect to timing frequency and advertising size/format.
  6. Co-ordination of all the phases of the programme so that dealers consumers advertising materials are provided to salesmen, and dealers when needed, and good are at purchase points before the campaign breaks.

Today advertising has become an instrument of major productions, both as economic tools and as social phenomenon. Initially, every organization in the business community make use of advertising and every male and female, young and old make use of an advertising in one form or the other, either as consumers or producers, advertising can be well attested to have escaped, exposure to this effective tools of communication and persuasion, as a result of this, there is an over growing interest in exploring and hearing more about advertising widespread, particular preference to that displayed by the manufacturing of producers of the popular peak milk.

Therefore, in as much as we recognize Critic advertising, it must be born in mine that advertising is an effective tool of communication used even by its critics. This is so in that we used and need one thing or the other. Hence the choice of this topic is to assess the advertising as an effective tool in brand management by peak milk to achieve its overall objectives.

Manufacturing companies both national and international, West Africa Milk Company (WAMCO) and Chambers of Commerce and Industry. Presently, there are series of product produce by the company or industry with an installed production capacity of about one hundred and fifty million meters per minute. Prominent among them is peak milk which is international product.

In 1954, peak milk arrived Nigeria   and the company was incorporated in April 1973 as West Africa Milk Company and a dominant market share driven by her key brands peak, three crowns and Friso. It is currently Iso 9001:2008 certified and first dairy company in Nigeria organization.

Friesland/Campina WAMCO Nigeria Plc is a multinational manufacturing company. It is an affiliate of Royal Fries Land Compina of the Netherlands the world largest dairy corporative. Its head quarter is in Ikeja industrial area of Lagos States and operates an extensive distribution network Across Nigeria 36 states and the Federal Capital Territory.

The company has continued to play a role in the production, processing, packaging, marketing and distribution of various milk products in Nigeria with an annual turnover of N111.12 billion in 2012 and a dominant market share driven by her key brands, peak three crowns and Frisco. It pioneered the manufacture of evaporated milk and it the market leader in the introduction of fortified based milk products in Nigeria. It is currently Iso.

Friesland Campina WAMCO Nigeria Plc is also deeply committed to improving the lives and welfare of its consumers and communities across the country. Over the years, the company has proven itself an excellent corporate citizen by supporting schools, charities and communities across Nigeria.

In its effort to meet identified social need and contribute to the welfare and development of Nigeria. Friesland Campina WAMCO Nigeria Plc launched its corporate citizenship project, school adoption and Tertiary Endowments.

The company has since commissioned 41 solar bore holes, equipped 18 public secondary schools with books and computers to facilitate learning, through the tertiary endowment funds there support research in food science in 6 tertiary institutions and encourage academic excellent through the best graduating students award. These benefits have been spread across the 6 geopolitical zones of Nigeria.

In November, 2003, the company commission  the Olu Akinkugbe Child Nutrition Center now called Olu Akinkugbe WAMCO Nutrition Center to provide information on Child Nutrition to mothers in particular and the public in general. The center has continued to implement key institute like the annual Nutrition Seminar, enlightenment advocacy. i.e vitamin A campaign in Nigeria.

Current directors of the company include: Jacobs Ajekigbe OFR (Chairman), Peter Eslikena (Manager), Isaac Agoye, Mrs. Oyinkan Ade Ajayi, Mallam Ahmed Dasuki, Cee’t Hart Ndali Oputu Oon, R. J. Steets Skamp (Dutch) Freek Regina (Dutch).

Some past directors are: Chief Olu Akinkugbe Lt. Gen. (Rtd) Theophilus T. Danjuma Gconi, Chief Philip Asiodu, Ambi I. Colisemeka and Amb. Shehu Malami.


1.2     Statement of the Problem

Busch (1989. p. 223) explained that advertising lead to distortions in consumption expenditure and reinforces positions of the market power,