Effect Of Advertisement On Promoting Bottled Water In Hawassa City Administration

Abstract

In this research, the primary objective was to comprehensively evaluate the influence of advertising on the promotion of bottled water in the Hawassa city administration, adopting an explanatory research design and employing a quantitative approach. A dataset from 372 bottled water customers was analyzed using SPSS software, encompassing descriptive statistics like percentage, frequency, mean, and standard deviation, along with inferential statistics, including correlation and multiple linear regression. The study’s outcomes unequivocally underscored a positive correlation between advertising initiatives and the promotion of bottled water products within the city. Notably, diverse media channels such as television, radio, newspapers, magazines, and outdoor advertisements emerged as substantial contributors to this promotional effect. The involvement of trained experts and celebrities in advertising also significantly impacted bottled water products. Furthermore, the research identified crucial determinants shaping consumer behavior and attitudes, including the quality of advertising, alignment with organizational messages, and the frequency of advertisement exposure. Consequently, the researcher advocates for strategically reinforcing advertising campaigns by bottled water producers, emphasizing the utilization of celebrities and experts ranging from actors and athletes to pop stars and attractive models across a spectrum of media platforms to effectively and consistently promote their products. This multifaceted approach is recommended to enhance the resonance and impact of bottled water advertising in the market.