Soft Drinks

In: Business and Management

Submitted By sarenanakarmi
Words 1445
Pages 6
Executive Summary

Advertising is a form of communication used especially to sell the products and services in highly competitive market. The type of messages it communicates includes introducing the product in the market and informing how that product benefits its user. Advertising typically attempts to persuade the potential consumers to purchase a particular brand of product.
Advertising is principally a tool of brand competition and it is a brand competition that puts consumers in charge and renders businesses entirely vulnerable to the consumer’s preferences. Thus to stand in the competition, the upsurge of celebrities endorsing brands has been steadily increasing over the past few decades. Marketers acknowledge the power of celebrity in influencing consumer’s purchase decision. Millions of dollars are spent as the celebrity endorsement can bestow unique features upon a product that it may have lacked otherwise.
Not lacking behind, Soft Drink companies are also advertising their product through various media and spending millions of dollars on celebrities to endorse their product. Around 35% of the total cost is spent by the Soft Drink Company especially in Advertising. Various Movie Actors and Sports Players are hired to endorse the Soft drink Brand.
Therefore, I took this opportunity to study the Impact of Advertisement on Brand Preferences towards Soft Drinks.
This research is a Descriptive Research where Primary data was collected from 80 respondents by using a questionnaire through Convenience Sampling and Secondary data was collected from Internet and Research papers.
The Data collected was analyzed via using SPSS 16 Software. The major findings of the report are that the Advertisement has a severe impact on the brand preference towards Soft Drinks. Television is the first choice of people for searching the information, and then followed by…...

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