CONTENTS

CHAPTERS PAGE NO
ANNEXURE -1

ANNEXURE -2

Introduction - 2 - 10
Introduction of advertising effectiveness -
What 1s advertisement? -
Basic features of advertising -
Function of advertising -
Types of advertising -
Benefits -
Media of advertisement -
Objective of study -
Review literature -
Research methodology -
Conceptual frame work - 11-14
Global scenario -
Global consumption -
Major players in global -
Indian scenario -
Market -
Major players in India -
Consumption -
Data analysis & findings - 15 - 26
Limitation of study - 27
Scope of the study - 28
Conclusion - 29
Recommendation - 30
Bibliography - 31
Questionnaires - 32
Questions - 33 – 34

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 INTRODICTION

INTRODUCTION OF ADVERTISING EEEECTYENESS:

The objectives of all business are to make profits and a merchandising,

Concern can do that by increasing its sales at remunerative prices This 18
possible if the product 1s 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 As personal stimulation of demand for a product service
or business
using 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 the specific attempt to popularize a

specific product or service at a certain cost It is a method of publicity in
common parlance the term publicity and advertising are used
synonymously.

WHAT IS ADVERTISING?

The word "advertising" is derived from the Latin word "advertere," with
"ad" meaning towards and "vertere" meaning to turn. In literal terms, it
refers to "turning towards a specific thing."

Simply stated, advertising is the art of communication. It encompasses all

forms of publicity, ranging from the cries of street vendors selling
newspapers to highly sophisticated attention-grabbing devices. The
primary objective of advertising is to bring public attention to a product or
service, create demand, stimulate purchases, and connect sellers with
potential buyers.

Different experts have provided their definitions of advertising. For

instance, the American Marketing Association defines advertising as "any
paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor." The mediums utilized for advertising
include print, broadcast, and direct communication.

Stanton asserts that "Advertising consists of all the activities involved in

presenting a non-personal, oral or visual openly sponsored message to a

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group regarding a product, service, or idea. This message, known as an
advertisement, is disseminated through one or more media and is paid for
by the identified sponsor."

When developing an advertising program, it is crucial to begin by

identifying market needs and buyer motives. There are five major
decisions, commonly referred to as the "SM" (mission, money, message,
media, and measurement) of advertising, that need to be made.

BASIC FEATURES OF ADVERTISING:

On the basis of various definitions, it has certain basic features such as

1 It isa mass non-personal communication
2 Itis a matter of record
3 It persuades buyers to purchase the goods advertised.
4 It is a mass paid communication

FUNCTION OF ADVERTISEMENT:

Advertising can also help to convince potential buyers that a firm’s

product or service is superior to competitors’ product in make in quality,
in price etc. it can create brand image and reduce the likelihood of brand
switching even when competitors lower their prices or offer some
attractive incentives

Advertising is particularly effective in certain other spheres too such as:

1) When consumer awareness of products or service is at a
minimum.
ii) When sales are increasing for all terms in an industry.
iii) When a product is new and incorporates technological advance
not
strong and
iv) When primary buying motive exists.

Its performance the following functions:

i) Promotion of sales
ii) Introduction of new product awareness.
iii) Mass production facilitation
iv) Carry out research
TYPES OF ADVERTISING:
Broadly speaking. advertising may be classified into two ceterones viz

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product and
Institutional advertising Those are
a) Product Advertising
b) Institutional Advertising
c) Other Types
The other types are as follows
I) Consumer advertising
II) Comparative advertising
III) Reminder advertising
IV) Reinforcement advertising

 BENEFITS
The functions of advertisement, and that purpose its ethics, may be
discussion below:
1. It leads to cheaper prices. "No advertiser could live in the highly
competitive arena of modern business if his methods of selling were
more costly than those of his rivals "

2. It acquaints the public with the features of the goods and

advantages which buyers will enjoy.

3. It increases demand for commodities and this results in increased

production
Advertising:

a) Creates and stimulates demand opens and expands the

markets,
b) Creates goodwill which loads to an increase in sales
volume,

4 It reduces distribution expenses in as much as it plays the part of

thousands of salesmen at a home Information on a mass scale
relieves the necessity of expenditure on sales promotion staff, and
quicker and wider distribution leads to diminishing of the
distribution costs.

5. It ensures the consumers better quality of goods A good name 1s

the breath of the life to an advertiser.

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  SELECTING MLDIA OF ADVERTISEMENT:

Media selection is an important since it costs time space and money

various factors
influence this selection, the most fundamental being the type of the
product and the cost involved Management should focus its
attention on media compatibility with advertising objectives.

S.L. Media Form

1 Press advertising or
print
i) Newspaper Sundays, daily, weekly,
financials annuals,
English
vernacular or regional
languages.
ii) Magazines General or special,
English, Hindi or
regional
languages.
2 Direct Mail Circulars, catalogs,
leaflets, booklets,
colanders,
diaries & other printed
materials.
3 Outdoor or traffics Posters and bill on
walls, outside public
buildings,
trains & buses.
4 Broadcast or radio & TV Spot, sectional or
national trade cost.
5 House to house Sampling, couponing,
free gifts, novelties,
demonstrations
6 Internet Today internet is a big
spot for advertising
So, these are the media of the advertising

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 OBIFCTIVE OF THE STUDY

 following are the objectives of the study:

1. To know the effective media of the advertisement

2. To find out the reasons for liking the advertisement of cold drinks
3. To find out the most popular slogan of advertisement regarding
old drinks

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 REVIEW OF LITERAURE

1] Ehrenberg f 19741 tried to postulate an Awareness - Trial Reinforcement

model of
consumer response to advertising and according to him. the main purpose of
advertising
tor established a brand 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] say 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 customizable than
traditional media.

6] Port [1999] suggests that consumers respond to much of the advertising on

the internet
in the same ways they respond to advertising in more traditional media, at least
with
respect to traditional measures of advertising effectiveness

7] Dreze and Hussherr [1999] found response to the advertising on the internet
to be similar to response to advertising in other media, except that advertising
on the internet appeared to be easier to ignore

8] Mira Vlach [2000] says that the aim of advertising is either increase in sales
or
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building brand and he also says that measuring advertising effectiveness is not
easy There are dramatic Sometimes, the results of measuring are just better
guesses there are dramatic differences in the effectiveness of various forms of
advertising

9] Lynch and Aniely | 2000] says that traditional measures of advertising

effectiveness are recall, attitude change and brand choice etc.

10] Jerry Wo Thomas [2008] found the barriers to great advertising and
they are self -
delusion, belief on sales performance. biz creative eye lack of strategy
client ineptness
and poor copy testing

11] Stephen Rampur [2009] found that billboards are one of the most of
the effective
conventional outdoor advertising techniques that are used by businesses
even today

12] Padgett [2010] found that through different strategies and techniques,
the advertisers can address the consumers’ needs in their advertising
methodologies

13] Andrew [2010] found that 79% of the internet users click on banner
advertisements
on various websites but only 57% of these users clicked on banner
advertisements found on social network sites

14] Jabberwocky [2011] found that at first, many companies tried posting
advertisements on websites such as My Space, face book, and other social
networks but realized that the click through rate for these ads actually
ended up with a much lower rate than traditional online banners and
resulted in higher costs and lower sales for the companies.

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 DRINKS

‘Choose from any of our great

juice, fizzy, milk, sports, energy
or healthy drinks”

RESEARCH METHODOLOGY:

Research is a procedure of logical and systematic applications of the

fundamentals of the science to general and overall question of study and
scientific technique which provide prices tools, specific procedure and
technical rather than philosophical means for getting and ordering the
data prior to their logical analysis and manipulations Different types of
research design are available depending upon the research project,
availability to able manpower and circumstances

METHODOLOGY:

1. Research design: The research design is the blueprint for the fulfillment
of objectives and answering questions. It is a master plan specifying the
methods and procedure for collecting and analyzing the needed
information.
2. Data collection methods: The source of data includes primary and
secondary data
sources.

Primary sources: Primary data has been collected directly from the
sample respondents through questionnaire and with the help of
interview.

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 Secondary sources: Secondary data has been collected from the text
books, newspapers,
magazines and internet.

3. Research instrument: Research instruments use for the primary data

collection by the
questionnaire

4. Sample design: Sample design is definite plan determine before any data
is actually obtaining. for a sample from a given populations. The
researcher must decide the way of selecting samples. Samples can be
either probability sample or non-probability sample

Sample techniques: convenience.

Sample size: 50 respondents.
Area of study: Chatterjeehat area.
Time limit: 6 months.

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CONCEPTUAL FRAMEWORK

 Global scenario:

Globally carbonated soft drinks are third most consumed beverages Per
capita annual consumption of carbonated soft drinks 1s nearly four times
the per capita consumption of fruit beverages (source data from the
beverage marketing corporation, as reported by the Canadian soft drink
association) Soft drink consumption is growing by around 5% a year
according to global soft drinks 2002 Total volume reached 412,000 million
liters in 200. giving a global per capita consumption of around 67.5%
litters per year.

GLOBAL COLD DRINK CONSUMPTION

NAME OF THE STATES PERCENTAGE OF SOFT DRINK

CONSUMPTION
Asia Australia 19
W Europe 21
America 27
Latin America 19
Others 14
Total 100

PERCENTAGE OF SOFT DRINK CONSUMPTION

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North America is the largest soft drink market with 27% of total global soft
drink sales and a consumption of 48 gallons per person per year
(192liters/person/year). The

European market accounts for 21%, with a per capita consumption of

12.7gallonper

Person per year (50.4liter/per person/year). The fastest growth in soft

drink

Consumption in Asia and South America. Carbonated drinks are the

biggest soft drinks sector of 45% of global volume. The five fastest growing
soft drink markets between

1996 and 2001 were from Asia, East Europe and Middle East. The five
fastest developing markets during 1996 and 2001 were from Asia, Europe
and Middle East. The five fastest

Developing markets during 2001 and 2006 are all expected come from
Asia. Amongst them Pakistan is predicted to have the highest percentage
growth rate while India is expected to make sizeable volume gains,
affluence spread to more of its vast population

Indonesia, Vietnam, China completes the top five for future growth. The
overall market

Should market should hit 523,000 million liters by 2006. A continuing 5%

growth rate for soft drink compares favorably with at best 1% for hot
drinks, 2% for milk and 3% for alcohol

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MAJOR PLAYERS GLOBAL

The global soft drinks industries are highly concentrated, being largely
controlled by multinational companies Among the major players are COCA
('OLACO and PEPSI

CO COCA COLA leads the carbonate drink market in most countries in the
world 60%

of the global cola market with its flagship co ca cola brand Other notable
players include Cadbury Schweppes

 INDIAN SCENARIO

MARKET:
According to government estimates soft drinks market in India were 6540
million bottles in March 2001 The market growth rate, which was around
2 - 3% in 80's increased to 5 – 6% in the early 90’s and presently 7 - 8%
per annum Most of sales of soft drinks take places during summers while
just 5-6% of total sales take places in winter In summers high season lasts
for 70-75 days, which contributes more than 50% of the total yearly sales
In terms of regional distribution cola drinks have main markets in metro
cities and northern states of UP, Punjab, Haryana etc. Orange flavored
drinks and sodas are popular in southern states. Western markets have
preference towards mango-flavored drinks

MAJOR PLAYERS IN INDIA

The two global major’s Pepsi co. and Coca-Cola co. dominate the soft drink
market in India. Coca-Cola which had winded up its India operations
during the introduction of the FERA regime, re- entered India 16 years
later in 1993. Coca-Cola brought local brands Thumps-up, Limca and a
gold spot from Parle Beverages and soft drinks brands crush
and sport cola from Cadbury Schweppes in early 1999. Pepsi started a
couple of years before Coca Cola in 1991 has bought over in Mumbai based
Duke’s range of soft drink brands.

There are conflicting figures about their market shares. According to one
estimate (ORG) coca cola has 57% of soft drink market and Pepsi had 41%
of soft drink. While other estimates figures were Pepsi- 49% and coca cola
41% during the same period January to May 2000. The soft drink segment

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dominated by MNCs accounted for Rs 6,247 crore in sales in 2002. Thumps
up the brand taken over by Coca Cola 1s estimated at Rs 1,340 bigger than
Coca Cola itself in India. Thumps up and Limca, two key brands acquired
from Parle, account for no less than Rs 1,950 crore in sales for coke. The
coca cola company in India has Rs 3,757 crore of sales of soft drinks, while
Pepsi Co’s three main brands have sales of Rs 2,490 crores (source
Economic Times presentation Retail Biz.
25" March. 2003)

CONSUMPTION

According to NCEAR survey 91% of the total consumptions of soft drinks

are by lower, lower middle and upper middle class people Per capita
consumption in India is among

the lowest in the world

at 6 bottles per annum compared 80 bottles in Thailand and 800 bottles of
USA. Delhi market has highest per capita consumption in the country with
50 bottles per annum

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 DATA ANALYSIS

Table 4.1 – ∎ Respondents’ classifications according to age

AGE(IN YFARS) NO OF RESPNDENTS PERCENTAGE

11 – 20 15 30
21 – 40 25 50
40 – 60 10 20
TOTAL 50 100

120
100
80
60
40
20
0
11 – 20 21 – 40 40 – 60 TOTAL

NO OF RESPNDENTS PERCENTAGE

Table 4.1 shows that 30% of the respondents are in the age group of 11-
20, 50% of the age group of 21-40 and 20% of the age group of 40-60.

Table 4.2 - ∎ Respondent’s classifications according to sex:

SEX NO. OF RESPONDENTS PERCENTAGE

MALE 20 40
FEMALE 30 60
TOTAL 50 100

120
100
80
60
40
20
0
MALE FEMALE TOTAL

NO.OF RESPONDENTS PERCENTAGE

Table 4.2 shows that 40% of the respondents are male & 60% of them are
female.

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Table 4.3 - ∎ Respondent’s classification according to educational
qualifications.

QUALIFICATIONS NO OF RESPONDENTS PERCENTAGE

Illiterate 0 0
Below matric 2 4
Matric 5 10
Graduate 23 46
Post graduate 20 40
Total 50 100

120
100
80
60
40
20
0
Illiterate Below Matric Graduate Post Total
matric graduate

NO OF RESPONDENTS PERCENTAGE

Table 4 3 shows that out of 50 respondents 2 are below matriculate, 5 are

matriculate, 23 are gradate & rest of them 20 are post graduate

Table 4.4 - ∎ No of cold drink takers

DO YOU TAKE COLD NO OF RESPONDINIS PERCENTAGE

DRINKS
Yes 50 100
No 0 0
Total 50 100

120
100
80
60 Table 4.4 shows that
40 100% of the respondents
20 take cold drinks.
0
Yes No Total

NO OF RESPONDINIS PERCENTAGE

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Table. 4.5
∎ Frequency of taking cold drink:

HOW FREQUENTLY NO. OF PERCENTAGE

YOU DRINK RESPONDENTS
Once a day 15 30
Twice a day 2 4
More than two 1 2
Not regular drunker 32 64
Total 50 100

Total

Not regular drunker

More than two

Twice a day

Once a day

0 20 40 60 80 100 120

PERCENTAGE NO. OF RESPONDENTS

Table 4.5 revels that 30% of the respondents drink it Once a day. 4% of the
respondents drink twice a day. 2% drink more than twice & 64% drink it
not regularly.

Table 4.6
∎ Brand of cold drinks available in market

NAME OF DRINKS NAME OF PERCENTAGE

RESPONDENTS
Coca cola - -
Pepsi - -
Limca - -
Fanta - -
Thumps - up - -
Mirinda - -
Mazza - -
All of these 50 100
Total 50 100

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 120

100

80

60

40

20

0
All of these Total

NAME OF RESPONDENTS - - - - - - - PERCENTAGE - - - - - - -

Table 4.6 revels that
all of the respondents rare of the view that all the above Mentioned cold
drinks are available in market

Table 4.7
∎ Flavor of cold drinks

FLAVORS NO OF RESPONDENTS PERCENTAGE

Cola 10 20
Lemon 5 10
Mango 15 30
Orange 15 30
Others 5 10
Total 50 100
120

100

80

60

40

20

0
Cola Lemon Mango Orange Others Total

NO OF RESPONDENTS PERCENTAGE
Table 4.7 shows
that out of 50 respondents 10 like coca-cola, 5 like lemon, 15 like mango,
15 like orange & 5 like others flavor.

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Table 4.8
∎ Source of advertisement of cold drink

HAVE YOU SEEN THE NO OF RESPONDENTS PRECENTAGE

ADVERTISEMENT OF
COLD DRINKS
Yes 54 90
No 5 10
Total 50 100
NO OF RESPONDENTS PRECENTAGE

120

100

80

60

40

20

0
Yes No Total
Table 4.8 indicates
that 90% of the respondents like the advertisement most while 10% of
them don’t like cold drinks advertisement.

Table 4.9
∎ Media of advertisement:

THROUGH WHICH NO. OF RESPONDENTS PERCENTAGE

MEDIA YOU HAVE
SEEN IT?
TV 45 90
News paper 2 4
Magazine 2 4
Others 1 2
Total 50 100

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 120
100
80
60
40
20
0
TV News Magazine Others Total
paper

NO. OF RESPONDENTS PERCENTAGE

Table 4.9 shows that
90% of the respondents are of opinion that they have seen the
advertisement on T V while 4% say that they have seen the advertisement
through Newspaper & Magazines & 2% say that they have seen the
advertisement through other ways

Table 4.10
∎ Types of advertisement:

HOW MANY TYPES OF NO. OF PERCENTAGE

ADVERTISEMENT RESPONDENTS
1 10 20
2 15 30
3 20 40
4 5 10
Total 50 100

120

100

80

60

40

20

0
1 2 3 4 Total

NO. OF RESPONDENTS PERCENTAGE

Table 4.10 indicates
that out 50 respondents 10 like one type of advertisement of cold drink &
others like more than one type.

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Table 4.11
∎ Users preference of slogan of cold drinks

WHICH SLOGAN OF NO. OF RESPONDENTS PERCTNTACE

COLD DRINK YOU
LIKE
Taste The Thunder 20 40
Yara Da Tasan 5 10
Yeh Dil Mane More 15 30
Jo Chahe Ho Jaye COCA 10 20
COLA Enjoy
Total 50 100

Total

COLA Enjoy

Jo Chahe Ho Jaye COCA

Yeh Dil Mane More

Yara Da Tasan

Taste The Thunder

0 20 40 60 80 100 120

PERCTNTACE NO. OF RESPONDENTS

Table 4.11 indicate that out of 50 respondents 20 like the slogan “Taste the
Thunder”. 5 like “Yara Da Tashan”, 15 like “Yeh Dil Mange More” & 10 like
“Jo
Chahe Ho Jaye COCA-COLA Enjoy”.

Table 4.12
∎ Reasons for liking advertisement:

WHY YOU LIKE NO. OF PERCTNTACE

ADVERTISEMENT RESPONDENTS
Because it has film 25 50
stars
Because of good music 15 30
Its theme & making is 10 20
appealable
Any other reasons 0 0
Total 50 100

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 Total

Any other reasons

Its theme & making is appealable

Because of good music

Because it has film stars

0 20 40 60 80 100 120

PERCTNTACE NO. OF RESPONDENTS

Table 4.12 shows that out of 50 respondents 25 like the advertisement of

cold drinks because it has film stars while 15 like the advertisement
because of its good music & rest of the 10 respondents like the
advertisement because its theme & making is appealable.

Table 4.13
∎ Effect of advertisement on consumption of cold drinks

DO YOU THINK THAT NO. OF RESPONDENTS PERCTNTACE

ADS HAS FORCED
YOU TO CONSUME
PRODUCT MORE?
Yes 45 90
No 5 10
Total 50 100
120

100

80

60

40

20

0
Yes No Total

NO. OF RESPONDENTS PERCTNTACE

Table 4.13 shows that 90% of the respondents are the view that
advertisement forced them to consume product more while 10% of the
respondents totally disagree

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Table 4.14
∎ Necessity of advertisement

DO YOU THINK THAT NO. OF PERCTNTACE

ADVERTISEMENT IS RESPONDENTS
NECESSARY FOR SALE
OF COLD DRINK?
Necessary 20 40
Very necessary 10 20
Not necessary 10 20
Can’t say 10 20
Total 50 100
120

100

80

60

40

20

0
Necessary Very Not necessary Can’t say Total
necessary

NO. OF RESPONDENTS PERCTNTACE

Table4.14
shows that out of 50 respondents 20 say that advertisement is necessary
for cold drinks while same number of respondents say that advertisement
is very necessary, not necessary & 10 can’t say anything about it.

Table 4.15
∎ Users of advertisement effectiveness

THE USE STUDY OF NO. OF PERCTNTACE

EFFECTIVENESS FOR RESPONDENTS
WHOME
For company 34 68
For employees 1 2
For customers 15 30
None of these - -
Total 50 100

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 120

100

80

60

40

20

0
For company For For None of these Total
employees customers

NO. OF RESPONDENTS PERCTNTACE

Table 4.15 shows
that 68% of the respondents are of the view that the study of effectiveness
is meant for company while 30% say that it is meant for customers

Table 4.16
∎ Necessity of advertise

ADVERTISEMENT NO. OF PERCTNTACE

EFFECTIVENESS IS RESPONDENTS
NECESSARY FOR
COMPANY?
Yes 23 46
No 17 34
Can’t say 10 20
Total 50 100
120

100

80

60

40

20

0
Yes No Can’t say Total

NO. OF RESPONDENTS PERCTNTACE

Table 4.16 shows that out of 50 respondents 23 say that yes advertisement
1% necessary for company while 17 of them say no & 10 of them can’t say
anything about it

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Table 4.17
∎ Add effectiveness & improvement in advertisement

IS THE STUDY OF NO. OF PERCTNTACE

EFFECTIVENESS RESPONDENTS
WOULD CONTRIBUTE
TO IMPROVEMENT IN
ADVERTISEMENT?
Yes 40 80
No 6 12
Can’t say 4 8
Total 50 100
120

100

80

60

40

20

0
Yes No Can’t say Total

NO. OF RESPONDENTS PERCTNTACE

Table 4 17 revels that 80% of the respondents are of the view that the
study of effectiveness contributes improvement in present advertisement
while others say no or can’t say

Table 4.18
∎ Reasons for difference of advertisement effectiveness

WHICH REASON YOU NO. OF PERCTNTACE

FIND FOR THE RESPONDENTS
DIFFERENCE OF
ADVERTISEMENT
FFECTIVENESS?
Educations 20 40
Liking 10 20
Standard of living 20 40
Total 50 100

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 Total

Standard of living

Liking

Educations

0 20 40 60 80 100 120

PERCTNTACE NO. OF RESPONDENTS

Table 4.18
indicates that 40% of the respondents each say education & standard of
living are the main reasons for advertisements effectiveness while 20% of
the respondents are in the favor of liking.

FINDINGS OF THE PROJECT

After going through the entire project and the collected data, | found that
∎ 90% of the respondents said that TV is the most effective media of
advertisement

∎ 20% of the respondents said that they like the advertisement of cold
drinks
because of its theme whereas, 50% said that they like celebrities in
advertisement

∎ Some 40% of the respondents said that “TASTE THE THUNDER® 15 the
most popular slogan whereas 30% of the respondents said that ‘YEH
DILMANGE MORE” is the popular slogan

∎ Majority of respondents are of the view that advertisement is necessary

for cold drink

∎ Majority of respondents sees the advertisement of the cold drink they

like most

∎ Majority of the respondents like cola, mango & orange flavor of cold
drink

∎ Equal numbers of respondents like the brand of Coca Cola and Pepsi

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LIMITATIONS OF THE STUDY

1. The project mainly relied on the primary data.

2. Consumers give very unclear picture.

3. We have a limited time.

4. The study is based on limited sample.

5. It begins my first attempt to undertake such study, thus the inexperience

is an obstacle to accomplished the project in a proper way.

6. IT was also difficult to get proper information from the people because
they were including in some other activities.

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SCOPE OF THE STUDY

▸ This study is conducted to see the consumer awareness of the safety of

soft drinks.
▸ This study is confine to the Chattrjeehat area
▸ This study does not include the alcoholic drinks and beers.
▸ I am considering only carbonated drinks, fruit juices and bottled water
drinks

▸ This study considering canned and bottled drinks

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 CONCLUSIONS

Given the multiple correlations between soft drink consumption and

various factors such as energy sources, health concerns, and marketing
influence, it would be advisable to recommend moderation in consuming
soft drinks. While soft drinks do provide a source of energy, their excessive
consumption can have significant negative effects. It is important to
consider alternative and healthier beverage options. Additionally, the
influence of marketing and advertising on consumer choices should be
carefully examined and regulated to ensure informed decision-making.

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 RECOMMENDATIONS

To make advertisements more effective, it is crucial to select media based

on target customers. Attention should be given to creating attractive
advertisements in all aspects.

Advertisements should appeal to people's emotions rather than relying

solely on logic. They should tap into human desires and needs, offering
solutions to problems.

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 BIBLIOGRAPHY

JOURNALS:

Blattberg, R. (2004). "The Marketing Information Revolution." Harvard

Business, Boston.

Cadler, B. (2006). "Television Commercial Wear Out. An Information

Processing View." Journal of Marketing Research, Vol. 13, No. 2, pp. 173-
186.

BOOKS:

Chunawalla, S. A. (2000). "Foundation of Advertising Theory and Practice."

Himalayan Publishing House, Fifth Edition, 2003.

Kothari, C. R. (2003). "Research Methodology." New Age International

Publishers, Sixth Edition.

Kotler, P. (2005). "Marketing Management." Prentice Hall of India,

Eleventh Edition.

Wells, W. D. (2007). "Measuring Advertising Effectiveness." Routledge

Publications.

WEBSITES:

[www.slideshare.net] (Last accessed on February 14, 2013).

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 QUES TIONNARIES

Study of advertising effectiveness on cold drinks

BACK GROUND INI ORMATIONS
I) NAME:
II) AGE:
III) QUALIFICATIONS:
IV) 1. Literate
2. Illiterate
If literate?
1. Below matric 2. Matric
3. Graduate 4. Post graduate
V) PROFESSION
VI) ADDRESS
VII) SIZF OF FAMILY

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 QUESTIONS

1. Do you take cold drinks?

1. Yes 2.no

2. How frequently you take cold drink?

1. Once a day 2. Twice a day
3. More than twice 4. Not regular

3. Which are the different cold drinks available in the market?

1. Coca cola 2. Pepsi
3. Limca 4. Fanta
5. Thumps-up 6.Mirinda
7. Mazza 8. All of these

4. Which flavor of cold drinks you like most?

1. Lemon 2. Cola
3. Mango 4 Orange 5. Others

5. Have you seen the advertisement of cold drinks you like most?
1. Yes 2. No

6. Through which media you seen it?

1. TV 2. Magazines
3. Newspaper 4. Others

7. How many types of advertisement of you preferred brand of cold drinks

there?
1. 4 2. 3
3. 2 4. 1

8. Which slogan of cold drinks you like most?

1. Taste the thunder 2. Yara the tashan
3. Yeh dil mange more 4. Jo chahe ho jaye coca cola enjoys

9. Why do you like the advertisement?

1. Because it has film star. 2. Because 1t has good music
3. Its theme and making is appeal able
4. Any other reason

10. Do you think the advertisement has forced you to consume product
more?
1. Yes 2 No
3. Can’t say

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11. Do you think the advertisement is necessary for sale of cold drinks?
1. Necessary 2. Very necessary
3. Not necessary 4. Can't say

12. Is the study of effectiveness would contribute to improvement in

advertisement?
1. Yes 2. No
3. Can’t say

13 Is advertisement effectiveness is necessary for company?

1. Yes 2. No
3. Can’t say

14 What do you think the use of study of effectiveness is for whom?

1. For company 2. For employees
3. For customers 4. None of these

15. Which reason you find for the difference of advertisement

effectiveness?
1. Education 2. Liking 3. Standard of living

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