A Research Paper on a Study on the Impact of Mission, Message, Money and Media on Advertising Effectiveness: the Case of Coca Cola

Abstract

A survey study was conducted in Addis Ababa between February 2002 and March 2002 on the title the impact of mission, message, money and media on advertising effectiveness with special reference to Coca-Cola company. To reveal whether advertising of the product is doing the right thing in relation to the attainment of objectives, transmission of appropriate message, budgeting and media selection, and also to examine the impact of effective advertising in the product preference of consumers. The data were by using self-administered questionnaire and unstructured interview. Media viewers were selected using a random sampling technique and the data were analyzed using descriptive analysts specially percentage and tabulation.