Examining the Advertising Effectiveness of Hindustan Coca

Topics: Advertising, Coca-Cola, Correlation and dependence Pages: 12 (3006 words) Published: March 7, 2013

The investigator has taken up the research study to analyze the advertising effectiveness of Hindustan Coca - Cola cold drinks with special reference to rural consumers of Coimbatore District. The study is designed in descriptive nature and sample size of the study is 500. To select the sample, convenience sampling technique was used. Primary data collection was done with the help of Structured Questionnaire / Interview Schedule and Secondary data was collected through books, journals and websites. To analyze the collected data, statistical tools viz. Chi - Square Analysis and Correlation Analysis were done with the help of SPSS Version 16. From the analysis, the investigator found that TV is the most effective media of advertisement for cold drinks and respondents liked the advertisement of the Hindustan Coca - Cola cold drinks is because of the presence of celebrities and moreover, majority of the respondents said that, advertisement has forced to consume more cold drinks then the normal consumption level and at last recommendations were given by the investigator to improve the advertising effectiveness of Hindustan Coca - Cola drinks, so that in turn, will improve the sales figure in future.

KEYWORDS: Advertisement, Cold Drinks, Effectiveness, Media.
The objectives of all business are to makes profits and a merchandising concern can do that by increasing its sales at remunerative prices. This is possible, if the product is widely polished to be audience the final consumers, channel members and industrial users and through convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon video television or stage that is not paid for by the sponsor. On the other hand, advertising denotes a specific attempt to popularize a specific product or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the sponsor and involves certain cost and hence is paid for. It is a common form of non- personal communication about an organization and or its products idea service etc. that is transmitted to target audiences through a mass medium. In common parlance the term publicity and advertising are used synonymously.

Review of Literature
1] Ehrenberg [1974], tried to postulate an Awareness - Trial - Reinforcement model of consumer response to advertising and according to him, the main purpose of advertising for established brands is its defensive role in maintaining repeat buyers. In answer to how advertisement works, one model that applies to certain advertising categories is "Advertising offers a stimulus to a potential user, which it is hoped will produce the response of an increased predisposition to buy the advertised brand". 2] Gilligan and Crowther [1983] says that the essential purpose of advertising is to influence the attitude of individuals and the same is achieved by changing the mental state or predispositions of the person. 3] Cutler [1990] says that new interactive media provides the opportunity to instantaneously advertise, execute a sale, and collect payment. 4] Fulk and Boyd [1991] found that interactive advertising has the potential to fundamentally change the nature of advertising in much the same way that electronic communication infrastructure has changed the nature of group interaction. 5] Novak and Hoffman [1996] found that the internet and other interactive television have been touted as more powerful, responsive, and...

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William D
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