Advertising media and consumer behaviour: A case study of Coca-Cola and Pepsi media influence on brand promotion and consumer choice

The aim of the study was to examine the role advertising media plays in promoting products, how the advertising strategies employed by companies resonate with their target audience/consumers, and how they influence consumer buying behaviour. Building on previous studies that focus on advertising, this research took a step further by examining the specific media through which advertisements are delivered. The results revealed that Coca-Cola and Pepsi consumers preferred advertisements executed through television. The findings also indicated that consumers are drawn to the products due to the advertising media used by the companies. Furthermore, the study supports the AIDA model’s proposition regarding the steps involved in leading an individual to make a purchase decision.