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Essay / Research Paper Abstract
A 5 page paper that provides a general overview of these companies' advertising campaigns, including sponsoring events. The write discusses the emotional involvement consumers have when purchasing and reports taste tests conducted on these beverages. The most recent information regarding brain activities when tasting the beverages is reported. Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGckpps9.rtf
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Unformatted sample text from the term paper:
available or that changes have been made in the product or price, they intend to persuade consumers to buy the product by building brand recognition and brand preference, they remind
people about the brand and the product and they keep the product in the consumers minds (Andersson, Arvidsson and Lindstr?m, 2006). Companies want to create brand recognition and brand loyalty.
Advertising is extremely expensive. Companies spend billions of dollars on advertising campaigns each year. These authors report that Pepsi spent 1.3 billion on worldwide advertising campaigns in 2004 (Andersson,
Arvidsson and Lindstr?m, 2006). Coca-Cola spent $1.5 billion. Coca-Cola has historically relied on the messages of togetherness, nationalism, tradition and happiness while Pepsi has relied on having the most recent
celebrities, music and young people in their advertisements (Andersson, Arvidsson and Lindstr?m, 2006). One very popular venue is major events and activities in the world. Companies try to gain sponsorship
of activities and events that are global as well as domestic. Sponsorship is an ever increasing venue for advertising (Andersson, Arvidsson and Lindstr?m, 2006). In fact, sponsorship is the fastest-growing
form of marketing in the world with tens of billions of dollars being spent by a multitude of companies (Andersson, Arvidsson and Lindstr?m, 2006). Coca-Cola and Pepsi have been bitter
rivals since each was founded. Coca-Cola consistently wins greater market share than Pepsi. The two companies have engaged in aggressive advertising campaigns for years. For instance, they both bid to
become the official soft drink beverage at the Wills World Cup, a major cricket tournament (Pereira and Prasad, 2007). Coke outbid Pepsi and won the sponsorship, which gave them enormous
exposure and a captured audience (Pereira and Prasad, 2007). Sponsoring major events is a common marketing practice that usually results in greater sales of the sponsors products. Pepsi launched a
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