RESEARCH PROJECT REPORT

ON

‘’EFFECTIVENESS OF ADVERTISING - A STUDY ON COCA COLA’’

SUBMITTED TO

PARTIALLY MEETS REQUIREMENTS

DEGREE AWARDED

‘’MASTER OF BUSINESS ADMINISTRATION’’

BATCH 2020-2022
SESSION 2021-2022

Submitted by: Supervised by:

(RAHUL VERMA) (Dr. NAUSHEEN HASHMI )

Student of MBA. VI Trimester Asst. Professor- Dept. of
Roll No. 208410158 GLA University, Mathura

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 CERTIFICATE

This is to certify that the MBA student "RAHUL VERMA" of the School of Business
Administration Batch No. 208410158 (2020-22) undertook the project title
"Advertising Effectiveness - Coca-Cola Research" under my guidance. This project
report has been prepared for the fulfillment of the MBA from GLA UNIVERSITY,
MATHURA.

To the best of my knowledge, this research work is original and the student has not
previously submitted any part of this report to any other institution/university.

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 INDEX

S.no CONTENT
1 ACKNOWLEDGEMENT 4
2 PREFACE 5
3 DECLARATION 6
4 ABSTRACT 7-8
5 EXECUTIVE SUMMARY 9
6 INTRODUCTION: - 10-39
A. COMPANY HISTORY
B. COMPANY BRAND
7 OBJECTIVES 40

8 IMPORTANCE 41
9 SCOPE 42
10 LITERATURE REVIEW: - 43-60

11 RESEARCH METHODOLOGY: - 61-62

12 DATA ANALYSIS AND 63-82

INTERPRETATION: -
13 FINDINGS: - 83
14 CONCLUSION: - 84
15 SUGGESTIONS: - 85
16 BIBILIOGRAPHY: - 86
17 ANNEXURE 87-90

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 ACKNOWLEDGEMENT

This research project itself is a recognition of the inspiration, motivation and technical
assistance of many individuals. This research project would never have happened
without the help and guidance it received.

I would like to express my great pleasure and solemn thanks to my advisor Mrs.
NAUSHEEN HASHMI (Teacher Mentor) for giving me the opportunity to study a
field very carefully. Last but not least, I thank everyone who worked with me on this
project for their cooperation and support.

(RAHUL VERMA)

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 PREFACE

As part of the two-year program leading to the MBA from GLA UNIVERSITY,
MATHURA, the curriculum includes a theoretical and practical orientation. To achieve
this, I was assigned to write a study on 'Advertising Effectiveness - A Study on Coca-
Cola'

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 DECLARATION

A research project report "The Effectiveness of Advertising - The Coca-Cola Study"

was carried out to meet the requirements for the MBA degree at GLA University of
Mathura.

I hereby declare that this research project is my original work and that the analysis and
findings are for academic purposes only. This project has not been previously submitted
to any other institution/university by any student.

Date.12 May2022

RAHUL VERMA

Roll No: 208410158

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 ABSTRACT

The theme of this research report is "The Effectiveness of Advertising - The Coca-
Cola Study"

The word "advertising" comes from the Latin "adventure", which means to turn. The
dictionary meaning of the word is "announcing a promotion or drawing the public's
attention to a particular thing advertised by an advertiser in order to inform and
influence them with the ideas carried by the advertisement". This report aims to
understand the impact of advertising on cold drinks and which media is more effective
for cold drinks advertising. One aspect that can be covered by survey analysis is the
opportunity for customers to express their personal opinions on the likes and dislikes of
cold drinks and the effectiveness of their advertising.

The purpose of this report is to understand the most effective advertising media, find out
the reasons for liking cold drink ads, and find out the most popular cold drink
advertising slogans.

Descriptive research designs are used to conduct research. Convenience sampling;

non-probability sampling techniques were used based on my resource and time
constraints. My sample area is Greater Noida. The sample frames are students and
people of different ages. The sample size for my study was 100 respondents, and the
sample units were individual students or individuals in the 20-25 age group.

Both primary and secondary data are taken into account. Primary data were collected
through questionnaires, and secondary data were collected through the Internet, books,
magazines, and journals.
To analyze and interpret the data pie chart is ready and each question is analyzed and
explained with the help of the graph.
While conducting the survey, various issues arose, such as lack of time, lack of financial
support, lack of access to transportation facilities, respondents, etc.

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 EXECUTIVE SUMMARY

In this study, researchers worked to understand a study on the effectiveness of Coca-

Cola advertising...
In this report, researchers first provide a brief review of company ie About its products.

1. He then reviews the results of some studies that have been carried out by different
researchers
2. He then listed his research goals.
3. Then he gave a panorama on the topic.
4. He then describes his research methodology, i.e. the research design, sample size,
sampling area, sampling procedure that he used in his report.
5. He uses stratified random sampling as his sampling procedure.
6. He then analyzed the data collected by the questionnaire.

7. He then summarizes the findings of the investigation.

8. Finally, he gave some advice and suggestions on the topic.

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 INTRODUCTION

ADVERTISING EFFECTIVNESS

The goal of all businesses is to make a profit, and merchandising will do this by
Growing sales at a paid price. It is possible if product is extensively Shining to reach an
viewers of end customer, agency members and industry customer , and persuade it to
acquire it with convincing argument. Publicity makes people know about a commodity
or an purpose. It's generic period that signifies an effort to appeal to the masses. As an
individual to stimulate demand for a product, service or business unit, by placing
commercially meaningful news about it in published media, or by obtaining favorable
presentation on video television or on stage for unpaid sponsorship.

Advertising, on the other hand, represents a specific attempt to promote a specific

product or service at a certain cost. This is a form of publicity. It is always intentionally
openly sponsored by sponsors and involves a certain cost, so it is paid. It is a common
form of impersonal communication about an organization and its products, ideas,
services, etc. through mass media to a target audience. In common idiom, the terms
media attention and advertise are synonymous.

What is an advertisement?

The term ad comes from the greek, "averter" "ad" means as regard, "verto" means . "I
turn" word for word something concrete". Directly put, advertise is the art of "speaking
green". Advertise is an umbrella period for all forms of media attention, From the shouts
of road boys sell print papers to the most high-profile attraction. The purpose is always
to bring some good or service to the public's attention, create a need to stimulate
purchase, and generally bring together those who have something to sell and those who
have the ability or desire to buy."

Advertising is defined by various professionals. The definitions quoted are as follows:

The American Market Corporation defines advertise as "any form of payment for the
impersonal display and promotion of ideas, goods or services by a specific sponsor. The
mediums used are print broadcast and direct".
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Stanton is worth saying: "Advertising includes all activities that present to a group
impersonal, verbal or visual, publicly sponsored messages about a product, service, or
idea. This message, called advertising, is communicated through one or more media, and
paid for by the identified sponsor”.

Advertising is any form of payment for the display of creative goods or services by a
specific sponsor at a non-personal payment basis.

Advertising is "commercially meaningful, non-personal paid information about a Goods,

service, or Firm marketed by a particular sponsor.

When developing an advertising program, one must always begin by identifying market
needs and buyer motivations, and five major decisions commonly referred to as the
advertising 5Ms (Mission, Monetary Message, Media, and Measurement) must be made.

Basic features of advertising

By various portrait, it has certain basic characteristics:

1. It’s an impersonal mass communication.

2. This is a logging issue.

3. Convince customer to buy the advertised item.

4. This is a paid newsletter.

5. Diversification of means of communication such as print (newspapers and

magazines).

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Advertising features:

For many companies, advertising is a major element of the promotional mix —

especially those manufacturers of convenience goods such as detergents, over-the-
counter medicines, skin-deep, soda and home products. Advertising is also widely used
in automobiles and home appliances to showcase new products and their features,
attributes, availability, and more.

Advertising can also help convince potential buyers that a company's product or service
is superior to competitors' products in terms of quality, price, and more. It can create
brand image and reduce the likelihood of brand switching, even if competitors lower
their prices or offer some attractive product incentives.

Advertisement are also particularly useful in fixed other areas such as :

i) When customer awareness of the product or service are minimal.

ii) When selling of all terms of an industries are growing.

iii) When the product is newly and contains not strong technology advancement.

iv) When there is a primary buying motive.

It performs the following functions:

i) Promote sales

ii) Introduce new product awareness

iii) Facilitate mass production

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iv) Conduct research

v) Humanities Education

Advertisement type

Broad speaking, advertise can be divided into two parts, namely goods advertising and
institutional advertise.

a) Product Advertisements: The primary purpose of these advertisements is to inform

and stimulate markets about advertisers' service products and to sell those products.
Therefore, ad types often promote specific and popular products in a way that makes the
brand more popular. It is used by commercial government organizations and private
non-commercial organizations to advertise the usage features, images and benefits of
their services and products. Product advertise is divided into direct action advertising
and indirect action advertising. Direct to product advertising pays the buyer to act
immediately. Ice, he is looking for a quick response to the ad, which can be to order the
product by mail or send a coupon, or he can buy in time for the prince's sale during the
retail clearance sale.
b) Institutional Advertising: Aims to create the right attitude towards sellers Building a
company image or goodwill rather than selling a specific product or service. The aim is
to create a mindset and implant favorable feelings for the advertiser company. Its
mission is to make friends for institutions or organizations.

It is broken down into three categories: Sponsorship, Public, Relations and Public
Service Agency Advertising.

1) In sponsoring agency advertisements, the manufacturer introduces his own policies

and life personnel to his potential clients and clients. Motivation to attract customer. If
fortunate, he will convince customer that his operate entitles him to the cash they spend.

2) Publicity agency advertisements are use to build a good company mask among public
employees, shareholders or the general audience.

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3) Audience support for advertise wages by audience service agencies.

c) Different types: Different types are as follows:

1) Customer Advertisement

2) Compare ads

3) Hint Ads

4) Enhanced advertisement

Ads goals

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The long-term advertising goals are broad and general, and they relate to advertising's
contribution to the company's overall aims. Most businesses consider advertising as
primarily supporting personal selling and other forms of marketing. However, because
advertising is such a dynamic communication medium, it may be utilised to achieve a
wide range of short and long-term objectives. These objectives include:

1. Complete the entire sales effort (eg. mail order marketing).

2. Launch a new product (by building brand awareness among potential buyers).

3. Force middlemen to handle the product (pull strategy).

4. Build brand preference by making it harder for middlemen to sell substitutes 9).

5. Remind users to buy the product (holding strategy).

6. Advertise some changes in marketing strategy (for example, price changes, new
models or product improvements).

7. Provide rationalizations (i.e. socially acceptable excuses).

8. Fight or neutralize competitor advertising.

9. Improve the ethics of dealers and/or salespeople (by showing that the company is
doing its promotions).

10. Inform buyers and potential customers about new uses of the product (extended
PLC).

Design an ad campaign:

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A series of coordinated promotional messages makes up an advertisement. "A series of
planned, coordinated promotions around a primary topic, aiming to achieve specified
aims," according to the definition. In other words, it's a well-organized, well-planned
campaign comprised of relevant but self-contained and autonomous advertisements. The
event could be broadcast in another format. It has a single goal or goal and a single topic
or thematic notion. "Unified content themes give psychological continuity throughout
the action, while visual and vocal similarities create physical continuity," writes the
author. All acts, in the short term, necessitate preset long-term psychological responses;
in fact, Every campaign has a sales goal.
The campaign's advertisements must be coupled with the salesperson's promotions and
activities. Campaigns can range anywhere from a few days to several weeks, and even a
season or a whole year. Many activities are included in a typical 3- to 6-month period.
Many elements, including competition advertising media, policies, seasonal decline
curves for the products involved, the number of advertising dollars, campaign
objectives, and the type of the advertiser's marketing plan, can influence the length of an
advertising campaign.

Activity goal

Advertising campaigns, especially those relevant to consumers, aim to:

i) Announcing new or improved products.

ii) Getting consumers to patronize campaigns against intensification.

iii) Inform consumers of the purpose of the new product.

iv) Instructions on how to deploy the product are given to customers.

v) Promotion of contests or promotions.

vi) establish a new trading zone

vii) Assist with the coca area problem.

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These objectives are included in agency campaigns.

I) Creating a company image or personality

ii) Enhancing the firm's image.

iii) Keep the business name out in the open.

The campaign's stages are:

The number of stages and the specific sequence of execution can vary based on
organisational resources, product nature, and target audience. The following are the
primary phases and steps:

1.Recognize and evaluate advertising.

2. Identify the advertising medium.

3. Create a platform for advertising.

4. Establish a budget for advertising.

5. Make a media strategy.

6. Make promotional messages.

1. Identify and analyze advertising objectives:In this process, the target audience for
the company's message is determined. The group of people to whom an advertisement is
addressed is referred to as an advertising target. 4 Complete demographic data is
required. People's location and geography, age distribution, income, gender, education
level, consumer attitudes toward purchase and the need to use both advertised and
competing products while having a better understanding of market targets, on the other
hand, the campaign is unlikely to be effective if advertising objectives are not properly
identified and analysed.
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2. Identify advertising objectives: Advertising objectives must be specific and
measurable, such as "to convey a specific quality of a specific product to achieve a
certain level of penetration time within a specific audience of a specific size within a
specific period," "to increase the company's market share by a certain percentage.

"Advertising objectives could include:

1) Promote a positive company image by informing the public about staff services and
accomplishments.

2) Increase consumer or distributor awareness by stimulating inquiries about the items

sold, providing information on the benefits of using the company's products or services,
and explaining how the products (or services) are used.

3) To drive immediate sales, hold special sales competitions, obtain professional

recommendations for corporate items, and so on.

4) By connecting ideas, repeating the same term in different situations, and urging
urgent action, it assures that readers take action.

3) Create an advertising platform: An advertising platform is a list of basic questions

or selling points that advertisers wish to include in their ads. A single ad in a campaign
can contain one or many platform concerns. A motorcycle manufacturer's advertising
platform should include issues that are more essential to consumers, and these issues
should be issues that competitor products lack.

4) Determine advertising grants: The total sum granted by marketers is known as

advertising grants. Time-limited advertisements. Estimating the cost of fulfilling the
campaign's goals is now part of determining the campaign budget. The amount of
activity budget is determined by measuring the effectiveness of the proposed activity in
accomplishing those objectives if the activity objectives are profit-related and
measurable. There is little foundation for projecting campaign performance or
establishing the required expenditure if the goal of the campaign is to create a specific
type of company image.

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5) Create the advertising message: This is a crucial step in the advertising process. An
advertisement's informational content must be properly crafted. The substance and
presentation of the material are influenced by the qualities of the characters in the
advertisement. Advertisers must utilise meaningful, recognisable, and appealing phrases,
symbols, and visuals to appeal to these people. The substance and format of the
communication are also influenced by the medium.

7) Evaluate the effectiveness of advertising: There are numerous reasons to evaluate

advertising effectiveness:

a) Determine whether a campaign's advertising objectives were met.

b) Compare the effectiveness of various ads to see which copy, artwork, or layout is the
most effective.

b) Analyze the advantages and disadvantages of various media and media programmes.

In other words, ad performance must be evaluated in order to determine whether

recommended advertising should be used, and if they are already accessible, whether
they may be enhanced; and whether current campaigns should be halted, extended, or
adjusted. Pre-tests and post-tests are used to achieve these objectives. The former
examines the target consumer's letter before and after exposure to the advertisement, as
well as the consumer's letter following exposure to the advertisement.

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Advertise

"Advertising" is derived from the Latin word "adventure," which meaning "to turn."
"Announcing an announcement or calling the public's attention to a particular thing
advertised by an advertiser in order to inform and persuade them with the concepts
carried by the advertisement," according to the dictionary definition. These words are
mostly used in the business realm to sell similar products. Thus, a commercial:

1. Impersonal

2. Exchange of ideas

3. For the public

4. By Paid Sponsors

Propaganda and propaganda are two forms of mass communication that are often
confused with advertising. We're left with the aspect of promotion if we eliminate the
part of "paid sponsor" (payment requirement), because promotion is technically unpaid
advertising. In the same way. When the "recognised sponsor" condition is removed, the
communication becomes promotional.

Advertising method

(1) Electronic publications

Advertisers utilise radio or television to reach their target audiences through the airways.

(A) Radio: Advertisers who use broadcast media can be categorised as either national or
local. In my country, radio is a significant advertising medium, accounting for a
significant portion of the entire advertising budget.

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Local markets, rather than national or big regional markets, are served by the station.
Radio is used by many small advertisers. The same can be said for several huge
corporations.

(B) TV:

In India's later years, television has become an increasingly popular advertising medium.
Commercials on television are highly regulated in our country since the broadcast period
is limited to the evening. Television is a special blend of sight and sound that has a
greater effect than other forms of communication. This is particularly advantageous for
advertisers whose items require a demonstration. Impact, reach, repetition, adaptability,
and prestige are all advantages of television advertising. Not everyone in our country
owns a television. As a result, not everyone is affected. In addition, 76.31 percent of our
population resides in rural India. There are few televisions, with the exception of
community facilities with electricity. Furthermore, our television shows in the United
States do not provide much variety. There are no TV towers in any of the centres, thus
translations are limited.

Television appeals to both the ears and the eyes. As a result, combining the two results
in high-impact advertisements. Finally, the fact that a product or service is advertised on
television may give the product and its sponsors a prestigious image. At the very least,
the pleasures of watching television can be transferred to commercial messages
provided through the medium.

(2) Newspapers and magazines

Visual patterns are used to manipulate print material totally. Newspapers, periodicals,
and direct mail are examples of these media.

(A) Newspaper :

Newspaper advertisements account for a significant share of the entire advertising

budget. Our country's publications are sent to nearly every home in the city. Because
newspapers are local, advertisers can readily target specific markets. Such selectivity is
advantageous in some advertising circumstances. Advertisers can effectively contact a
large number of people. Some are close to twelve hours. Newspapers have several
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advantages for advertisers: they are local in substance and appeal, and they allow for
direct communication between products and their local dealers or distributors. Because
newspapers provide a great deal of versatility. Advertisers can target specific geographic
areas.
In comparison to other media, advertisements can be put in newspapers in a fairly short
amount of time.

(B) Magazine:

Magazines are also a way to break into a variety of markets, both new and old, as well
as general and specific interests. Business India, Famine and Sports Week, India Today,
Business World, and Movie Fares are all periodicals that can help a company break into
the national market. Some marketers segment their markets depending on factors like
age, education, and favourite periodicals. Business, industrial consumers, women,
sports, and other topics are covered in the journal. The number of magazines available is
tremendous. Some cater to a large audience by providing news or "general interest"
content. Others are highly specialised, technical, or even exotic in nature. Magazines, in
general, provide advertisers with the ability to reach a highly targeted audience.

(3) Outdoor and Transit Media:

(A) Signs and billboards,; posters or displays (such as those found on building walls),
and electronic spectaculars are all examples of outdoor advertising (large, illuminated,
and sometimes animated signs and displays). Billboards can be purchased based on
impressions. One display depicts the percentage of a geographic area's total population
that will be exposed to that area in a month. The maximum number of displays is 100.
In a month, the amount of billboards here will attract roughly half of the local
population. Marketers, not advertising media, erect and maintain songs, which are
often smaller than billboards.

(B) Publicity for traffic:

Advertisements for traffic exist inside and outside taxis, buses, trains, and other forms of
transportation. Marketers can theoretically achieve high exposure to specific categories
of consumers on commutes and visitors by using transport ads. Repeated exposure is
simple and simply offers news, factual information, and a monetary climate that may be
based on the fact that the majority of people in our country use public transportation.
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Consumers can be reached at the beginning of their purchasing journey with traffic ads.
This is an inexpensive media.

(4) Promotional activities:

Promotions, according to the American Marketing Association, comprise non-routine

non-recurring sales events, as well as personal advertising and publicity.

Promotions are impersonal, seldom repeatable, and aimed at ultimate consumers,

industrial consumers, and middlemen. These programmes are frequently used in
conjunction with advertising and personal selling. Free product samples, trade stamps,
retail displays, freebies, discounts, and trade fairs are all examples of promotions. Many
businesses, including food, toy, and garment manufacturers, use store displays as a
promotional tactic. Consumers are shown promotions at the time and location of
purchase. This exposure is particularly critical for impulsive purchases. Self-service
shops are where many shoppers buy their goods.

Marketers of such commodities require effective presentations to set their products apart
from their competitors'.

(5) Publicity:

Publicity is a form of mass marketing that is similar to advertising except that it is free,
appears in news sources' editorial sections, and is linked with important events. Press
releases (also known as press releases), pictures, and feature pieces are the most typical
sorts of publicity. Marketers have less influence over the type of exposure their
company and products receive than they do over advertising, personal selling, and
promotional messaging. An editor or radio station programme director, for example,
might opt to discard a press release in the trash, update the repository, or publish or play
it in its original form after receiving it. The media, not marketers, are solely responsible
for the distribution of press releases. Propaganda may be either beneficial or bad. Some
goods and brands are misrepresented in the media; for example, cigarettes, chicken
wings, and artificial sweeteners are portrayed as dangerous or harmful, which they
would rather avoid. To avoid negative publicity, many corporate and trade organisation
leaders aim to establish strong working ties with the media. They understand that this
form of public communication can harm the organization's reputation.
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23
 COMPANY PROFILE

Dr. John Pemberton, a pharmacist in Atlanta, Georgia, created Coca-Cola in May 1886.
In his garden, John Pemberton created the Coca-Cola formula in a three-legged brass
kettle. Frank Robinson, John Pemberton's bookkeeper, offered the name. After the
Indian economy was opened to foreign investment in 1991, The Coca-Cola Company
re-entered India through its wholly-owned subsidiary Coca-Cola India Private Limited
and relaunched The Coca-Cola Company in 1993. Since then, the firm has evolved
through a strategy that supports both corporate-owned and locally-owned bottling
operations, with over 7,000 Indian distributors and 2.2 million outlets. In most beverage
areas, our brands are now the market leaders. Coca-Cola, Fanta Orange, Limca, Sprite,
Thums Up, Burn, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu
Fresh, and the Georgia Gold range of tea and coffee bottlers all have their own local
markets and distribute beverages to grocery stores, small retailers, supermarkets,
restaurants, and a variety of other businesses in India. These customers, in turn,
distribute our products to Indian consumers. Vitingo, too. The Coca-Cola system in
India includes a wholly owned subsidiary of The Coca-Cola Company, Coca-Cola India
Pvt Ltd, which manufactures and sells concentrates, beverage bases, and powdered
beverage mixes, a company-owned bottling entity, Hindustan Coca-Cola Beverages
Private Limited, and 13 licenced bottling partners of The Coca-Cola Company who are
authorised to prepare, package, sell, and distribute beverages under certain specific
trademarks of The Coca-Cola Company Coca-Cola India Pvt Ltd supplies concentrates
and beverage bases to licenced bottlers who can use them to make our beverages. These
are the authorised

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 Company Mission and Vision

The world is changing around us. To succeed in the next decade and beyond, we must
look forward, grasp the patterns and forces that will influence our future company, and
move promptly to prepare for what is ahead. We must plan for tomorrow today. That is
the focus of our 2020 vision. It establishes a long-term objective for our company and
gives us with a "roadmap" for success with our bottling partners.

1) Mission

Our route map starts with our long-term goal. It states our company's mission and acts as
a yardstick for our activities and decisions.
Bringing new life to the planet...
Moments that make you feel optimistic and happy...
Make a difference and add value

2) Vision

Our vision serves as the foundation for our roadmap, guiding all elements of our
business by outlining what we must achieve in order to continue providing high-quality,
sustainable growth.

People: Create a positive work environment that encourages employees to be their best
selves.

Portfolio: Introducing a variety of premium beverage brands to the world that anticipate
and fulfil people's preferences and requirements.

Partners: We collaborate to produce shared, long-term value by nurturing a thriving

network of consumers and suppliers.

Planet: Make a difference as a responsible citizen by assisting in the development and

support of sustainable communities.

Profits: maximising long-term shareholder profits while remaining mindful of our entire
duty.

Productivity means being a more efficient, lean, and fast-growing company.

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BRANDS OF COCA—COLA:

MINUTE MAID

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1) THUMS UP

2) COKE DIET

3) MAZA MONGO JUICE

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4) FANTA ORANGE JUICE

5) KINLEY MINERAL WATER BOTTLE

6) COCA-COLA

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7) KINLEY SODA BOTTLE

8) SPRITE COLD DRINK

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 RESEARCH OBJECTIVE

The following are the goals of the study:

 Research MATHURA consumers' perceptions of Coca-Cola.

 Identify the factors that influence customers to buy Coca-Cola.

 Identify the most effective advertising media.

 Find out the effectiveness of various advertising tools.

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 THE IMPORTANCE OF LEARNING

The importance of this research lies in understanding the most effective advertising
media, finding out the reasons for liking cold drink advertisements, and finding out the
most popular cold drink advertising slogans.

This study also helps to understand the purchasing decisions consumers make through
the influence of advertising, and how advertising helps the Coca-Cola Company
increase the sales of its products in the market, and also helps to understand the reasons
for liking cold beverage advertising.

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 AREA OF RESEARCH

Before starting this project, I only learned these concepts in books, but through these I
learned how to make customers understand the product and understand what customers
actually want from the product. I am very grateful to my faculty for providing me with
theoretical knowledge, and also to the management of the company for providing me
with a good learning environment.

This project helps consumers understand pesticides in cold beverages and their effects
on humans. The program also helps the company understand what customers expect
from the company's products.

Not enough for students of books. There is always a need to assess his/her theoretical
knowledge as practical knowledge.
Therefore, as a management student, it was necessary for me to examine the
management education concepts I learned by applying them to real life.
Obviously, this project helped me solve my important problem, which is not possible
just by getting learning concepts from books. So, this project has been fruitful for me.

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 LITERATURE REVIEW

INTRODUCTION

The degree to which an advertisement accomplishes a desired result is known as

advertising effectiveness. Given the amount of money spent on an advertisement,
measuring its performance is critical. While a worldwide assessment of advertising
effectiveness is impossible to attain, we should strive to create and implement
methodologies and measurements to partially validate the results. We argue that the
following issues are at the root of the difficulties in gauging overall effectiveness:

Advertising is difficult to separate since it interacts with other company factors

(behaviour, marketing policies, financial choices, etc.) and environmental variables
(competition, economic condition, etc.).

Advertising has a wide range of consequences that are not necessarily measurable.

Advertising has long-term impacts, but not always, so the results and expenditures come
at the same time.

Two main methods for evaluating advertising performance are utilised in the research
and in practise:

Models with two sides;

 3D models.

The dichotomous model is most commonly used in product and brand promotion, and it
isolates and evaluates the following:

Effectiveness of sales;

Effectiveness of communication

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 "A paid impersonal message from a specified sponsor that employs mass media to
persuade or affect an audience," according to the definition of "advertising" (Wells,
Burnett & Moriarty, 2003). The persuasive element, which is the consequence of the
other functions mentioned in this definition, is the most significant of the others.
Advertising should be able to distinguish one product or service from another, resulting
in the intended persuasive impact (Jeong, 2004).

Because an ad might be regarded unsuccessful if it fails to have the desired impact, a lot
of money spent advertising a company's products is wasted. Ads that have a positive
impact, on the other hand, can increase the ad spend's effectiveness. As a result,
advertising is critical to a company's success. There are two study streams in advertising
effectiveness research that run toward evaluating advertising effectiveness (Jeong,
2004).

The market-response method to advertising effectiveness research evaluates the impact

of advertising by looking at the connection between advertising spend and sales for
certain advertising brands across time. However, market response analysis based on
advertising research has shown mixed results. Telser (1962) utilised time series data for
three distinct cigarette brands, as described by Kocabiyikolu (2004). To investigate the
link between advertising and sales, simultaneous equation models were utilised. Various
cigarette brands had varied returns on advertising spend, according to the research.
Other marketing elements, such as economic conditions and market competitiveness,
also influence the advertising-sales link, according to Telser (1962) (Kocabiyikolu,
2004).
Other variables, such as disposable income, education, and so on, should also be
addressed when analysing the link between advertising and sales, according to Quandt
(1964), because these characteristics have an impact on the relationship. Other
marketing elements, such as economic circumstances, market characteristics, and so on,
will affect a company's sales, according to Murphy and Cunningham (1993). Previous
research on the genuine efficacy of advertising has discovered no apparent link between
advertising and corporate sales (Vakratsas and Ambler 1999). Other variables, such as
promotion, were discovered to have substantial influence on the advertising and sales
connection by Neslin (2002), and taking these variables into account has resulted in
conflicting conclusions from earlier advertising effectiveness studies.

34
When investigating the impact of advertising on psychology and behaviour, advertising

researchers have focused on psychological aspects such as recollection, attitudes toward

commercials and brands, and purchasing interest in advertised items (Jeong, 2004).

Consumers are given an advertisement and then asked to click on their reaction to the

advertisement.

In addition, their reactions to the marketed brand's future conduct were recorded. The

overall success or failure of the relevant advertising campaign is therefore deduced

based on such audience responses (Barban, Dunm, Krugman & Reid, 1990; Kover,

Goldberg & James, 1995; Till & Back, 2005).

A behavioural approach to advertising efficacy sheds light on the factors that influence

customer behaviour, such as attitudes, memory, and brand selection. As a result,

advertising efficacy is more crucial than marketing and sales responsiveness. It's also

more significant since it aligns better with the marketing notion of the end consumer as

the primary business concept (Ang, Lee & Leong, 2007). Lucas and Britt (1963, quoted

in Kocabiyikolu, 2004) said long ago that the main objective of advertising is to convey

information about the real receivers of the advertisement, which can aid in the selection

of relevant advertisements. This boosts the efficacy of advertising, which has a

favourable impact on market results.

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Similarly, because it pertains to customers' evaluations of marketed items, attitude is an

essential metric of advertising efficacy. A person with a strong favourable attitude about

a product is more likely to purchase it in the future (Wells et al., 2003). Because

attitudes are generally stable and persistent behavioural inclinations, they should be

good predictors of customer behaviour toward a product or service, according to

Mitchell and Olson (1981). Attitude, according to Gresham and Shimp (1985), is an

attempt to influence customer decision.

As a result, attitudes have a significant role in consumer brand selection. Attitudes are

also significant since they represent consumer preferences (Wells et al., 2003). The

impact of attitudes may also be shown in the study's empirical findings, which show that

consumers' attitudes about commercials influence their later evaluations of advertised

brands, and consequently their brand selections (Mitchell & Olson, 1981). Both

recollection and attitude are essential measures of advertising efficacy, as shown in the

preceding discussion. According to the literature on creative advertising performance,

these variables have been employed as common aspects of advertising effectiveness in

past studies. Because the influence of creative advertising on consumers' advertising and

brand-related attitudes, as well as their recollection of the promoted brand and buy

intention, the next section delves more into each of these metrics.

Advertisement recall is a memory test that measures how well viewers recall specific
information about commercials and businesses (Wells et al., 2003). It is possible to
36
recall with or without assistance (Till & Baack, 2005). An aided recall test provides
participants with pertinent signals to assist them in recalling specific material (Jeong,
2004). Participants are asked to recollect similar product categories (e.g., milk, cereals,
etc.) or information on the purchase or use of a specific product type as relevant cues (eg
lunch, breakfast, etc.).
Participants were just asked to recall and identify the number of brands that appeared in
TV ads in an independent memory test. As a result, independent recall is a more difficult
"memory tracking" test than aided recall (Till & Baack, 2005). As a result, this study
employed both aided recall and independent recall methodologies to better understand
the memory capacity of innovative commercials. An advertising with a high recall rate
is more likely to position the advertised brand in the evoked set of consumers. (Keller,
1993; Stewart, 1989). As a result, the most popular measure of advertising performance
among advertising academics is recall (Kover et al., 1995; Higie & Sewal, 1991).
As a result, when consumers make purchase decisions, brands in the consumer-induced
set are more likely to be examined (Loudon & Della Bitta, 2002). Understanding how
information is processed, stored, and retrieved in human memory is critical to
understanding the relative efficacy of creative advertising in increasing advertising and
brand recall. A review of information processing models and association network
models is provided below for this purpose. According to the information processing
model of memory, the processing of incoming information is restricted by processing
capacity, meaning that various degrees of processing necessitate different mental
capacity allocations. If information needs to be processed more thoroughly, a wider
range of mental and cognitive talents is necessary. Lower-level processing, on the other
hand, demands less attention and hence less mental capacity allocation (Craick &
Lockhart,1972). Craick and Lockhart (1972) found that information processed at deeper
levels is linked to longer-term memory. Creative advertising is sometimes characterised
as "fresh and surprising," which aligns with this viewpoint (Haberland & Dassin, 1992;
Wells et al., 2003). Furthermore, it has been discovered that novelty is strongly linked to
increased attention (Piters et al., 2002; Rossiter and Percy, 1985). Greater attention
indicates that the audience is psychologically engaged with the commercial (Wells et al.,
2003), implying that the audience is dedicating greater mental capacity and processing
the content at a deeper level (Craick & Lockhart, 1972 ). This indicates that innovative
commercials are more likely to catch people's attention and undergo deep processing,
resulting in a high recall of the ad message. Brand information lives in the minds of
customers in the form of brand nodes, according to the associative network memory
concept. It is linked to a number of relationships (Anderson, 1983). The stronger the
37
brand node and the quicker it is to remember information from memory, the more
connections are generated (Keller, 1993).
Furthermore, the amount of associations and their contribution to reinforcing the brand
node in the audience's memory is determined by the audience's mental processing level
(Keller, 1993). More associative links are generated when information needs increased
attention and deeper processing, resulting in more recall of the material being processed
(Srull, 1981). As previously said, innovative advertising is more recent and surprising.
Unexpected (new) information is processed at a deeper level in many studies, resulting
in additional connections in memory (Craick & Lockhart, 1972). As a result, increasing
the number of linkages in memory will improve the number of relevant information
nodes in memory, enhancing information retrieval ability (Keller, 2003). As a result,
Lenovo The network memory model also supports the notion that newer creative
advertising are more successful in terms of storing and retrieving information.

The explanation above demonstrates how innovative advertising has a competitive edge
in grabbing greater attention and making advertising messages more memorable.
However, mere memory is insufficient to have good consumer effect and persuade
audiences (Higie & Sewal, 1991). Advertisements should also establish favourable and
lasting relationships with their target viewers (Ang et al., 2007). Even exciting
advertising, according to research, boosts remember (Stone et al., 2000). However, it is
possible that it will not have the anticipated favourable effect. According to Keller
(1993), advertising can only significantly contribute to brand equity in the form of a
positive brand image and brand attitude, as well as increased brand recall. As a result,
the discussion that follows examines the attitudinal structure of advertisement efficacy.

Mitchell and Olson (1981) define attitude as an individual's internal assessment of an

item. "A learnt disposition, an individual's sense of an item, a person, a thought leading
to a certain conduct," Wells et al. (2003) describe attitude (p.112). As a result, it might
be either good or negative, reflecting personal preferences, or neutral. Wells et al. (2003)
define attitude as "the picture of a brand in the minds of customers, reflecting their ideas
and feelings about the brand." Perhaps advertisers are concerned about the popularity of
their advertising because the emotions and sensations evoked by the ads are passed on to
brands. As a result, attitude is seen as a significant influencer.

Consumer behaviour toward a brand (Batra & Ray, 1986; Mackenzie, Lutz, & Belch
(Batra & Ray, 1986; Mackenzie, Lutz & Belch, 1986; Bruner & Kumar, 2000).
38
Many studies have found that a person's attitude toward an object effects his or her
future conduct with that object (Mitchell & Olson, 1981; Gresham & Shimp). When
consumers first view an advertising, they assume that if the stimulus effectively
establishes a good attitude, the advertisement's beneficial benefits will be passed to the
matching advertised brand in the form of a favourable opinion of the brand, eventually
benefiting customers. the actions of consumers in markets (Batra & Ray, 1986).

As a result, advertising, in addition to other marketing communications, is critical to the

development of a successful brand (Cathy, Ruble & Donthu, 1995; Farquhar, 1989). As
a result, the following remarks examine how consumers create attitudes toward
advertising and how this attitude influences their appraisal of marketed brands, or brand
attitudes. Fishbone (1963), a well-known and early behavioural researcher, claimed that
people develop particular habits in three stages. Individuals' ideas are impacted first,
then their attitudes are established, and eventually they behave in accordance with their
attitudes. In the context of advertising, an advertisement is designed to form the viewers'
opinions and hence their attitude toward the associated commercial through influencing
their beliefs. The viewers' conduct is influenced by the unique ad sentiments (good or
negative) that arise.

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 RESEARCH METHDOLOGY

Research is the process of applying the fundamentals of science logically and

systematically to broad and broad problems in research, science, and technology, using
good tool, procedures, and techniques rather than philosophical means to acquire and
order data before logical analysis and manipulation. Different types of research designs
can be utilised depending on the nature of the research endeavour, competent people
resources, and the environment.

1. Research Design: The research design is the road map for attaining the objectives.

respond to the questions It's a master plan that lays out the techniques and procedures
for gathering and evaluating the data needed.

The major goal of this study was to characterise the features of a phenomena or
circumstance using a descriptive research approach.

2. Data gathering method: Secondary data sources are used as data sources.

1) Secondary materials:

Secondary data is gathered from textbooks, newspapers, periodicals, and the Internet, as
well as yearly reports from businesses.

2. Sample Design: A sample design is a set of guidelines that must be followed before
any data for a sample from a certain population may be collected. The researcher must
decide how the sample will be chosen. A probability sample or a non-probability sample
can be used.

3. Sampling technology: sampling is simple.

4. Sample size: 100 respondents.

5. Field of study: Mathura.

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 DATA ANALYSIS & INTERPRETATION

PERSONAL INFORMATION:

1.

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3.

4.

INTERPRETATION: Above chart describe that the standard of coca cola

important. Out of 100 respondents 85% said yes and 15% said No.

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5.

INTERPRETATION: Above chart describe that the brand of coca cola effect the

purchase. Out of 100 respondents 57% said yes and 43% said No.

6.

43
INTERPRETATION: Above chart describe that why people favour this product.

Out of 100 respondents 75% said for Quality, 15% said for advertising, 7% said

for price and rest said for Design.

7.

44
INTERPRETATION: Above chart describe that the thing which makes people

feel satisfied. Out of 100 respondents 35% said extra size, 33% said discount,

18% said other and 14% said free sample.

8.

INTERPRETATION: Above chart describe that which element influence people

to buy coca cola. Out of 100 respondents 78% said taste, 10% said price, 9%
45
said size and 3% said celebrity.

9.

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INTERPRETATION: Above chart describe that how often people buy cold drink.

Out of 100 respondents 44% said not regular, 30% said once a day, 16% said

Twice a day and 10% said more than twice.

10.

47
INTERPRETATION: Above chart describe that which cold drink people prefer

the most. Out of 100 respondents 50% said coca cola, 20% said Thums up,

12% said Limca and 9% said Fanta and 9% said Pepsi.

11.
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INTERPRETATION: Above chart describe that which tag line people like the

most. Out of 100 respondents 47% said taste the thunder,30% said ye dil

mange more, 14% said jo chahe ho jaye and 9% said yara da tashan.

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 Findings

After looking over the entire project and gathering data, I discovered:

 The most effective advertising media, according to 84 percent of respondents, is

television.

 60 percent of respondents loved the cold drink ad because of its concept, while 14%
liked the celebrity depicted in the ad.

 The majority of respondents felt that advertising for cold drinks is critical.

 Cola-flavored cold drinks are preferred by the majority of responders.

 The majority of responders chose Coca-Cola because of its high quality.

 Brand has a significant effect in the purchase of cold beverages, indicating a

customer brand surplus.

 The pleasant taste of Coca-Cola has inspired 40% of respondents to purchase it.

 Promotions are an effective marketing technique, as 45 percent of respondents said

they prefer Coca-Cola because it works better.

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 CONCLUSION

The majority of respondents claimed that television is the most successful medium for
advertising cold drinks, and that they prefer to buy the cold drink brand that a celebrity
promotes. This study's result is as follows:

I. The majority of respondents believe that television is the most effective medium for
advertising.

II. Advertising through the media aids in corporate exposure and sales.

III. It aids the customer in making purchase decisions.

IV. It aids in determining the most successful advertising medium.

V. It aids in the discovery of the most popular advertising slogan.

VI. Sales promotion is a useful tool.

VII. Respondents are brand aware

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 SUGGESTIONS

We came up with some ideas:

1.Media should be chosen based on customer preferences.

2.In rural regions, media should be based on the people's preferences.

3.Pay more attention to the design of the advertisement so that it is efficient in selling
cold drinks.

4. Pay special attention to print media advertising so that consumers are aware of the
goods.

5. It must be appealing in order for people to be drawn to the advertisement.

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 BIBLOGRAPHY

Books:

 Advertisement and the social roots of consumer culture .New York McGraw-Hill.

 Garret, Franklin coca cola conical history Atlanta..

 B. Berman and Evan J. R., Pearson Retail Management.

 Beri G.C, Marketing Research –by Tata McGrawHill Publication, Fourth edition.

 Kothari C R, “Research and Methodology- Methods & Techniques”, New Age

International (P) Ltd., 2004

Websites:

 www.coca-cola.com

 http://en.wikipedia.org/wiki/Beverage

 www.foodindustryindia.com

 http://fnbnews.com/article/detarchive.asp?articleid=25105&sectionid=3

 http://fnbnews.com/article/detarchive.asp?articleid=24983&sectionid=3

 http://fnbnews.com/article/detarchive.asp?articleid=24965&sectionid=3

 www.google.com

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