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The aim of the paper is to contribute to the body of knowledge that exist in the area of advertisement by examining respondents attitude towards alcohol advertising and the factors influencing the effectiveness of alcohol advertisement. The paper is descriptive and is based on quantitative cross sectional survey design using sample of 190 students of the marketing department selected through convenient sample method. Primary data was collected using self-designed questionnaire which were administered during lecture periods. Data was analysed using frequencies, percentages and One-Way Analysis of variance (ANOVA) and presented in Tables. The SPSS version of 16.0 was used. Respondents are not influence by alcohol advertisement but they believe that alcohol advertisement affects the purchasing behaviour of consumer of alcohol. Factors such as parents, community practices, peers, adults and messages about alcohol do not influence respondent's alcohol purchasing behaviour. Demographic variables such as gender, age, family income levels, religion significantly affect attitude towards alcohol advertisement. Alcohol marketers and producers should take these factors into consideration in producing and selling alcohol products. Future studies should consider causal issues in the analysis using structural modeling in longitudinal studies.

Keywords

Alcohol Advertisement, Humor, Celebrity, Demographic Variables, Religion

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