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One of the primary objectives that international marketers have is to create an image that
is familiar worldwide, but at the same time associated with explicit meanings. Although
advertising is still the number one communication tool for businesses, immense changes
within, for instance, technology has required companies to implement other promotional
strategies other than traditional marketing communication tools. Moreover, employing a
mixture of all marketing communications components in order to sustain and build
competitive advantages
One such promotional strategy is that of sponsorship, which to some extent share similar
objectives to advertising, such as sustaining and building corporate awareness. Although
both advertisement and sponsorship messages are delivered to a greater audience, the
later persuades its contexts more indirectly and implicitly. Although it is believed by
many that sponsorship has the potential to become the marketing communication tool of
the 21st century, research remains without theoretical base and a clear definition of
sponsorship does not exist.
II STATEMENT OF THE PROBLEM
Consumers mostly prefer one brand but actually favor the taste of another.
Coca-Cola’s and Pepsi’s marketing strategies differ widely, specifically in their
Advertisements, where Coca-Cola depends heavily on tradition, while Pepsi relies more
on the appeal of celebrities and young people
Seeing as Coca-Cola and Pepsi seem to target different consumers through their
advertisements and sponsorships, depending on a person’s age, the choice of cola product
differs, as well as their taste preference. The youngest age groups particularly have a
positive attitude towards Pepsi, whereas the oldest age groups are more positive towards
Coca-Cola.
Teenagers have a high need for belonging, independence and approval, but more
importantly they need to feel accepted, after examining. Resultantly, they switch brand
preference often and are easy targets for marketers. People aged eighteen and younger
have the highest level of knowledge of brand Advertisement, hence they are more
influenced by it in their choice of products than any other age group.
IV Research Design and Methodology
Data Collection
Data is one out of two types, either primary which is collected by the researcher, or
secondary data which is gathered by other researches. Questionnaire is used as main
source of data collection (primary data).
Questionnaire
The questionnaire helped to gather specific information on how different consumers
perceive international advertising campaigns, as well as the different factors that
influence consumer preference.
Sample Selection
The population chose to investigate in order to reach the purpose was the local Market.
The quotas chosen for this research were divided into three different age groups such as
less than 18, between 19-28 and more than 29.
The chosen groups represented a diverse set of people, who are at different stages in their
lives, and thus believed that their perception of international advertising campaigns and
sponsorship activities would vary.
Advertisement
Questions 13 to 15 are concerned to the advertisement theory, and provided with the
knowledge about respondents’ attitudes towards advertisement in general, and the extent
in which advertisement influences consumers in their choice of products. Moreover, the
questions provided with the insight into how familiar and open the respondents were of
Coca-Cola’s and Pepsi’s advertising campaigns.
Sponsorship
Questions 16 to 28 are in accordance to the theory regarding sponsorship. These
questions provide with the knowledge about the relationship between sponsorship and
brand image, and whether it is successful to sponsor different events.
Others
Finally, the respondents were asked to fill in their age and preferred activity as to see
whether the theory about age correlates to the different age groups responses.
Period of study:
It took one week to research on this article.
Area of operation:
Murgesh palya, Frazer town and Brigade.