International Journal of Humanities and Social Science Research

International Journal of Humanities and Social Science Research


International Journal of Humanities and Social Science Research
International Journal of Humanities and Social Science Research
Vol. 3, Issue 12 (2017)

Impact of advertising and sales promotion of Coca-Cola in India


Dr. Lalita Mishra

Effectiveness is at the heart of companies and there will always be a desire to advertise for every company in any sector. Though, Advertisement is the only factor which determines the brand image for the company as well as awareness of the customer. This project presents a descriptive study on marketing communication, which investigates the impact of advertising on customers and role of advertising, a case study of Coca-Cola, a leading beverage company, has been presented in this research. It also defines the relation between consumer behavior and revenue growth in the organization. The study considers different methods of advertising and sales promotions. The study mainly helps in finding out the benefits of advertising and about the consumer behavior as we need to measure the marketing and sales strategy in terms of communication and consumer behavior.
Advertising is important for the organization as well as consumer so as to spread awareness about the product and to increase the sales consecutively. It helps in unifying all the marketing communications so that they can present a consistent and persuasive message to the consumers. As consumer is a major key player for any industry, they provide revenue to the organization. Now-a-days, Consumers increasingly have access to product information, especially through the Internet, which empowers them with the ability to compare products, prices and outlets.
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