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Soft Drinks Essay

1460 words - 6 pages

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 ...view middle of the document...

Celebrity endorsement also has a significant impact on the consumers and affects their perception towards the brand.
Chapter 1


As being incorporated or associated with the marketing process, Advertising finds its position in every organization. Advertising can be defined as another strategy towards competitive advantage. Various advertising concepts are in the stream of the media and papers but still there is a little evidence that advertising can significantly help the organization boost its performance. In terms of sales, it is true that the application of the marketing and its associate strategies can gain the consumer’s trust and loyalty and in return, can enjoy the benefits of the market share.
Definition of Advertising

The word advertising originates from a Latin word “Advertise”, which means “to turn to”. The dictionary meaning of the term is “to give public notice or to announce publicly”.
Advertising may be defined as the process of buying sponsor- identified media space or time in order to promote a product or an idea. Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for the message placement.
Advertisement is a mass communicating of information intended to persuade buyers to by products with a view to maximizing a company’s profits.
The elements of advertising are:
 It is a mass communication reaching a large group of consumers.
 It makes mass production possible.
 It is a commercial communication because it is used to help assure the advertiser of a long business life with profitable sales.
 Advertising can be economical, for it reaches large groups of people. This keeps the cost per message low.
 The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter of a few hours.
 Advertising is identified communication. The advertiser signs his name to his advertisement for the purpose of publicizing his identity.
Advertising Objective

Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favorable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and...

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