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 ~elf-administered ~ionnatre and uns ctured
interview. Media viewers were selected using a random sampling technique
(
ana the data were analyzed using descriptise analysts specially percentage
- :::>
and tabulation.
