A survey of the extent to which soft drinks advertising slogans influence brand preference

Abstract

In recent times, many manufacturers have made tremendous modifications to their advertising slogans, driven by various factors, among them; the ever increasing alternatives for consumers to chose from, competition within the industry, increased consumer awareness and rapid change of technology. This study looked at the attributes of a good advertising slogan with a view to determine the extent to which the slogans influence brand choice. The objective of this study was to determine the extent to which advertising slogans influence brand choice. Respondents from a sample of 198 filled in the questionnaires. The data was analyzed in tables and cross-tabulated against the respondent's bio-data. This study revealed that understanding, uniqueness, persuasiveness and the feeling evoked b-y:the slogan are very important attributes in influencing brand choice. Further the results indicated that information oriented slogans hardly influence brand choice. Manufactures of soft drinks need to ensure that the slogans they launch need to be understandable, unique, and persuasive. Further the slogans should appear frequently on various advertising media. The researcher suggests that similar research should be carried out on another . population preferably in a rural setting. Further, more studies can be carried out to investigate why information oriented slogans were rated less important in influencing brand preference than the other attributes considered in this study