IMPACT OF ADVERTISING ON THE SALES AND CONSUMPTION OF COCA COLA

The research was on the thrust to examine the impact of advertising on the sales and consumption of Coca Cola with a study of Novena University students. The research adopted survey method as a quantitative research and questionnaire was employed to elicit responses from the respondents that were drawn through accidental sampling of 120 respondents. The theory that led support to this study were Cultivation Analysis and Persuasion Theory and Advertising: Strong and Weak Theory etc. According to these theories media is responsible for shaping or cultivating viewers’ perception of social reality. Findings show that majority of the respondent often …READ MORE …

IMPACT OF ADVERTISING ON THE SALES AND CONSUMPTION OF COCA COLA

Abstract The media has been a machinery for influencing consumers’ choice of product in a competitive market by informing, enlightening and persuading the target audience. An advertisement is also one of the strategies used in marketing to sell products and services via mass media which can later translate such promotion into building brand loyalty among consumers. However, this research was concerned to find out the impact of advertising on the sales and consumption of Coca-Cola among Laittos University students in Delta. The research is anchored on cultivation analysis, persuasion theory and Strong and Weak Theory respectively. The study adopted survey …READ MORE …