Power of Advertising on Consumer Purchasing Behaviour: A Study on the “Share a Coke” Campaign

Abstract:

This study investigated the influence of advertising on customer buying behaviour by analysing the impact of the 'Share a Coke' Campaign. This text elucidates the significance of advertising in shaping the consumer's purchasing decisions. Several Nigerian organisations exhibit a lack of enthusiasm when it comes to promoting their products and services through an efficient advertising platform, which negatively impacts their sales performance. They do not consider it necessary to allocate a percentage of their money to ads for promoting their products and services and influencing customer purchase decisions. This study elucidates how the brand Coca-Cola has strategically utilised advertising to its benefit, ensuring not just customer affinity towards the brand but also driving real product purchases. The fast progress of technology has led to a substantial rise in the use of technology and digital media in the advertising industry. Given the fast progress, it has become more and more crucial to have effective advertising in order to get a competitive edge. This research is necessary to achieve that. Therefore, it is advisable to do comprehensive research on the target audience to gain insights into their watching patterns and purchase behaviours, thereby ensuring a successful advertising campaign.