ABSTRACT
This study was carried out to evaluate the effectiveness of Guinness advertising jingles and sloganeering campaign on consumers’ buying behavior in Enugu metropolis. The researcher stated the major problem that prompted her to embark on the study. Relevant literatures concerning the study were reviewed from both primary and secondary sources. The researcher used a sample size of 400 which was drawn from the population of 722,664 using Taro Yamane formula. In addition, the use of simple percentages was adopted to analyze the data generated from the study. The researcher also used chi- square (x2) goodness fit in testing the hypotheses. Consequently, it was found that Guinness malt slogan “love at first sip” influence consumers’ buying behavior of Guinness malt. In all, the researcher recommended that Guinness should re-design their advert jingles and slogans in a way that motivate their audience behavior. Such enhancement should also place the product in high quality and acceptable to their teeming target consumers.