INFLUENCE OF ADVERTISING APPEALS ON BRAND PREFERENCE: A STUDY OF COKE’S CONSUMERS IN LAGOS

Abstract

Advertising has a significant impact on customers' purchasing decisions. By using different advertising appeals, the brands are able to create awareness about their products, as well as build perceptions around them that touch the consumer’s heart or reason. Awareness and perception go hand in hand forming brand preference, leading to the final purchase. The study is on audience perception of the use of advertising appeals in advertisements. It aimed to examine the perception of the selected audience towards advertising appeals. Using Coca Cola as a case study, a sample of 400 was selected among Lagos state residents and a survey was conducted to examine their perception about coke adverts and the barnd’s use of different kinds of appeal. This is done with the aim of determining what is perceived as the winning advertising appeal of coke. The findings of the research show that audience perception is influenced mostly by the use of sentiments. The researcher was able to conclude that the winning appeal for the Coke adverts is the emotional appeal.