Market research about the impact of TV advertising on consumers attitude towards coca cola brand

Abstract

Advertising is the communication relayed from companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media - TV and radio commercials, print ads, billboards and more recently, product placement. TVC is believed that it is the effective communication tool to reach the largest and most relevant audience (Ahamed). Catching the perception of customers, many firms have launched several TV Commercials that applied new creative images or thoughtful short stories in its TVCs. Attached those appeal in the advertisement is very challenging work for advertisers and consumers have raised great attention and opinion towards the issue. Therefore, understanding the impact of TVC on consumer’s attitude is the interesting topic for different industries. This paper is to study the impact TVC on consumer’s attitude and to discover the customer’s opinion towards Coca Cola brand. The Tri-component attitude model which includes cognitive, affective and conative component is applied to support the research. The perfect selection in quantitative method with Descriptive approach helps to raise the reliability through surveys. From the results, some applicable recommendations would give Coca Cola as well as other FMCG firms’ experience. Although the limitation does exist, the author hopes that the research is useful to enhance the advertisement’s quality in Vietnam market.