A critical analysis of advertising as a communication medium in the beer industry in Kenya: a case study of East African Breweries Limited

Abstract

Advertising is an expensive venture for any company. This is particularly true for any company experiencing constant threat to its market share. This study aims at evaluating the existing communication strategies for EABL advertising in order to shed light on which ones work and which are just a mere spending of their resources owing to the fact that EABL has had to increase its advertising budget each year. This study proceeded to review literature related to advertising of products and foundational theories concerned with the effects of advertising and in general media packaged information meant to create awareness about some products and eventually persuade people to consume the products. This theory provided a general background and foundation to the understanding of the possible effects advertising is bound to bring about to the target audience. The study recommended possible effective communication strategies to enhance customer attraction and retention in this competitive environment with the hope that these recommended strategies will be cost effective. The data obtained from respondents was so done using interviews and focus group discussions after which it was coded analyzed and presented in themes.