advt impact

To Study the Impact of Advertisement

on the Brand Preference towards Aerated Drinks

( In Jalandhar City )

Submitted to Lovely Professional University

In partial fulfilment of the requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By Supervisor

Group 22 Manish Rajput

Lecturer LSM

Name Roll No Regd. No

Mr. Brajdeep 40 10805062

Mr. Sayeem Rafiq 42 10807184

Mr.Manveer 45 10804985

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

(2010)

1

DECLARATION

We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine

work done originally by us and has not been published or submitted elsewhere for the requirement

of a degree programme. Any literature, data or works done by others and cited within this

dissertation has been given due acknowledgement and listed in the reference section.

Brajdeep (10805062) Sayeem Rafiq (10807184)

_______________________ _______________________

Manveer (10804985)

_______________________

Date: 03/4/2010

2

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences

towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev

Singh has been accomplished under my guidance & supervision as a duly registered MBA student

of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the

partial fulfillment of the requirements for the award of the Master of Business Administration from

Lovely Professional University.

His dissertation represents his original work and is worthy of consideration for the award of the

degree of Master of Business Administration.

Mr. Manish Rajput

Date: 03/05/2010

3



towards Aerated Drinks in Jalandar City carried out by Mr.Sayeem Rafiq S/O Mr. Rafiq Ahmad

Wani has been accomplished under my guidance & supervision as a duly registered MBA student






Mr. Manish Rajput

Date: 03/05/2010

4



towards Aerated Drinks in Jalandar City carried out by Mr Manvir Singh S/O Shri Satnam

Singh has been accomplished under my guidance & supervision as a duly registered MBA student






Mr. Manish Rajput

Date: 03/05/2010

5

Acknowledgement

Our all praises to Almighty God, who blessed us with sufficient courage and capacity to carry out and

complete this study. Being aware of the limitations and shortcomings, it was not possible for us to

accomplish this work without his help.

We sincerely feel that the credit of this project report could not be narrowed to only one individual

as the whole work is outcome of integrated efforts of all those concerned with it through whose

cooperation and effective guidance we could achieve its completion.

We wish to place our profound indebtness and deep sense of obligation to our Guide Mr. Manish

Rajput, for providing us with the opportunity to work on such an interesting topic. We also want to

pay our gratitude and sincere thanks to our panel members Mr. Sonu Dua, Mr Prateesh Srivastav

and Mr Ashish for helping and guiding us throughout this entire project.

Last but not the least we are thankful to our parents and friends that supported us through out this

project.

Brajdeep Singh

Sayeem Rafiq

Manveer Singh

6

Executive Summary

It is well known fact that people in India do not just watch their favourite sport , film or serial, many

are watching to see the commercials. Regardless of how good the game was, there are usually a few

ads that people talk about the next day. But one thing that people may not think about is how

trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot,

place in an industry's advertisements. In indian scenario it is proved that advertisements from soft

drink companies are most effective.

As we know these days soft drink companies are advertising their product so much on televisions

and are spending so much money on the celebrities to endorse their products.In soft drink industry

the cost of advertising is nearly 35 % of the total cost. For increasing the sale of their product they

are taking film stars, cricket stars in their advertisements of their products which is again very

costly. Therefore we took this as opportunity to study different aspects of Advertisements, their

impact on consumer perception etc.

Therefore we selected “Impact of Advertisements on the brand preferences towards Aerated

drinks” in jalandhar city as our research topic.

The main objective of this research was to study the following aspect(s) of the Advertisements.

• To study the impact of the Advertisements on the brand preference of consumers.

• To study the consumer perception regarding the most effective media for Advertisements.

• To study the impact of the celebrity endorsement on the consumer buying behaviour.

Need of the study:

As we have already mentioned that Soft drink companies are spending alot of money on their Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for a soft drink company. Therefore Advertising is an important aspect of the companies to promote their product, and generate sales. It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem.

The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.

7

This research is a descriptive research, Primary data was collected from 150 respondents by using a

questionnaire through convenience sampling and secondary data was collected through websites

articles etc.

Data thus collected was analyzed and Chi square test was applied by using SPSS 16 Software

The major findings of the report are that the advertisement has an impact on the buying behaviour

of the customers. TV is the first choice of people for information searching followed by Internet as

compare to different kind of media.

Celebrity endorsement has a significant impact on the consumers and affect their perception

towards the brand. It was also found that various aspects of advertisements are remembered by the

people like punch line, celebrity, themes etc. Also it was observed that people were able to recall the

brand to which the punch line is associated by using Aided recall question.

8

Table Of Contents

1 Introduction 1.1 Indian Beverage Market 11.2 Study of growth of soft drink market 21.3 Advertising 31.4 Different Medium of Advertising 41.5 Importance of Advertising 6

2 Literature Review2.1 Review of Literature 9

3 Objectives , Need and Scope of Study3.1 Objectives 153.2 Need of the Study 163.3 Scope ofthe Study 16

4 Research Methodology4.1 Research Design 174.2 Tools of Investigation 184.3 Stastical tools used 18

5 Data Analysis and InterpretationData Analysis 19

6 Findings,Conclusion and Recommendations6.1 Findings 326.2 Conclusion 336.3 Recommendations 346.4 Limitations of the study 34

7 Bibliography 358 Appendix 38

10

Executive Summary

It is well known fact that people in India do not just watch their favourite sport , film or serial, many

are watching to see the commercials. Regardless of how good the game was, there are usually a few

ads that people talk about the next day. But one thing that people may not think about is how

trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot,

place in an industry's advertisements. In indian scenario it is proved that advertisements from soft

drink companies are most effective.


and are spending so much money on the celebrities to endorse their products.In soft drink industry

the cost of advertising is nearly 35 % of the total cost. For increasing the sale of their product they

are taking film stars, cricket stars in their advertisements of their products which is again very

costly. Therefore we took this as opportunity to study different aspects of Advertisements, their

impact on consumer perception etc.

Therefore we selected “Impact of Advertisements on the brand preferences towards Aerated

drinks” in jalandhar city as our research topic.

The main objective of this research was to study the following aspect(s) of the Advertisements.

• To study the impact of the Advertisements on the brand preference of consumers.

• To study the consumer perception regarding the most effective media for Advertisements.

• To study the impact of the celebrity endorsement on the consumer buying behaviour.

Need of the study:

As we have already mentioned that Soft drink companies are spending alot of money on their Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for a soft drink company. Therefore Advertising is an important aspect of the companies to promote their product, and generate sales. It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem.

The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.

11

This research is a descriptive research, Primary data was collected from 150 respondents by using a

questionnaire through convenience sampling and secondary data was collected through websites

articles etc.

Data thus collected was analyzed and Chi square test was applied by using SPSS 16 Software

The major findings of the report are that the advertisement has an impact on the buying behaviour

of the customers. TV is the first choice of people for information searching followed by Internet as

compare to different kind of media.

Celebrity endorsement has a significant impact on the consumers and affect their perception

towards the brand. It was also found that various aspects of advertisements are remembered by the

people like punch line, celebrity, themes etc. Also it was observed that people were able to recall the

brand to which the punch line is associated by using Aided recall question.

12

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of

value added products. Of this, beverage industry is valued at $230 million; bread and biscuits at

$1.7 billion; chocolates at $73 million and ice creams at $188 million.

The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits &

confectionery units, Soya processing units and starch/glucose/ producing units have also come up,

catering to domestic and international markets.

The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks.

The Indian beverage industry faces over supply in segments like coffee and tea. However, more

than half of this is available in unpacked or loose form. Indian hot beverage market is a tea

dominant market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is

popular in southern India, while loose tea in preferred in western India. The urban-rural split of the

tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The size of the

total packaged coffee market is 19,600 tones or $87 million.

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a

year or $1 billion. The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season. The market is

predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate

the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) . On

an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2

million during peak season.

13

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi

and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors

and sweetening agents as no natural juice is used.

MARKET

• Cola products account for nearly 61-62% of the total soft drinks market.

• Two global majors’ Pepsi and Coke dominate the soft drink market.

• NCAER survey says 91% of soft drink in the country is in the lower, lower middle and

upper middle class people.

• The market is worth around Rs.5000 crores with growth rate of around 10-15%.

• The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source.

• Growth market this year is expected to be 10-15% in value terms and 20-22% in volume

terms.

However, the market for carbonated drinks is stagnating and not growing as expected.

14

Advertising

DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to. The

dictionary meaning of the term is “to give public notice or to announce publicly”.

Advertising may be defined as the process of buying sponsor-identified media space or time

in order to promote a product or an idea.

The American Marketing Association, Chicago, has defined advertising as “any form of

non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.”

What Advertisement Is?

Advertisement is a mass communicating of information intended to persuade buyers to by

products with a view to maximizing a company’s profits.

The elements of advertising are:

(i) It is a mass communication reaching a large group of consumers.

(ii) It makes mass production possible.

(iii) It is a commercial communication because it is used to help assure the advertiser of a long

business life with profitable sales.

(iv) Advertising can be economical, for it reaches large groups of people. This keeps the cost per

message low.

(v) The communication is speedy, permitting an advertiser to speak to millions of buyers in a matter

of a few hours.

(vi) Advertising is identified communication. The advertiser signs his name to his advertisement for

the purpose of publicizing his identity.

15

What is Included in Advertising?

(i) The information in an advertisement should benefit the buyers. It should give them a more

satisfactory expenditure of their rupees.

(ii) It should suggest better solutions to their problems.

(iii) The content of the advertisement is within the control of the advertiser, not the medium.

(iv) Advertising without persuasion is ineffective. The advertisement that fails to influence anyone,

either immediately or in the future, is a waste of money.

(v) The function of advertising is to increase the profitable sales volume. That is, advertising

expenses should not increase disproportionately.

Different Mediums of Advertising

• Newspapers and magazines

• On radio and television broadcasts

• Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

inserts in packages);

• Dealer help materials

• Window display and counter – display materials and efforts

• Store signs, motion pictures used for advertising

• Novelties bearing advertising messages and Signature of the advertiser,

• Label stags and other literature accompanying the merchandise.

Advertising Objectives

Each advertisement is a specific communication that must be effective, not just for one

customer, but for many target buyers. This means that specific objectives should be set for each

particular advertisement campaign. Advertising is a form of promotion and like a promotion; the

objectives of advertising should be specific. This requires that the target consumers should be

specifically identified and that the effect which advertising is intended to have upon the consumer

should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct 16

sales. Now, it is to view advertising as having communication objectives that seek to inform

persuade and remind potential customers of the worth of the product. Advertising seeks to condition

the consumer so that he/she may have a favourable reaction to the promotional message.

Advertising objectives serve as guidelines for the planning and implementation of the entire

advertising programme.

The basic objectives of an advertising programme may be listed as below:

(i) To communicate with consumers.

(ii) To retain the loyalty of present and former consumers. Advertising may be used to reassure

buyers that they have made the best purchase, thus building loyalty to the brand name or the firm.

(iii) To increase support. Advertising impliedly boost the morale of the sales force and of

distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence attitude in

the organizational. :

(iv) To project an image. Advertising is used to promote an overall image of respect and trust for an

organization. This message is aimed not only at consumers, but also at the government,

shareholders, and the general public.

17

Importance of Advertising

Generally, advertising is a relatively low-cost method of conveying selling messages to numerous

prospective customers. It can secure leads for salesmen and middlemen by convincing readers to

request more information and by identifying outlets handling the product. It can force middlemen to

stock the product by building consumer interest. It can help train dealers salesmen in product uses

and applications. It can build dealer and consumer confidence in the company and its products by

building familiarity. Advertising is to stimulate market demand. While sometimes advertising

alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is

seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such

as personal selling or point-of-purchase display, to directly move customers to buying action.

Advertising has become increasingly important to business enterprises –both large and

small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized

the importance of advertising. The attempt by army recruitment is bases on a substantial advertising

campaign, stressing the advantages of a military career. The health department popularizes family

planning through advertising Labour organizations have also used advertising to make their

viewpoints known to the public at large. Advertising assumes real economic importance too.

Advertising strategies that increase the number of units sold stimulate economies in the production

process. The production cost per unit of output is lowered. It in turn leads to lower prices. Lower

consumer prices then allow these products to become available to more people. Similarly, the price

of newspapers, professional sports, radio and TV programmes, and the like might be prohibitive

without advertising. In short, advertising pays for many of the enjoyable entertainment and

educational aspects of contemporary life. Advertising has become an important factor in the

campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking,

family planning, physical fitness, and the elimination of drug abuse. Though in India, advertising

was accepted as a potent and recognized means of promotion only 25 years ago, its growing

productive capacity and output necessitates the finding of consumers and advertising plays an

important role in this process. Advertising helps to increase mass marketing while helping the

consumer to choose from amongst the variety of products offered for his selection. In India,

advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for

development so that it may be productively used for the benefit of producers, traders, consumers,

and the country’s economy.

Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and

18

on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a

person’s time to inform him or her of the amazing and different attributes of the product at hand.

The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to

achieve this, use of celebrity endorsers is a widely used marketing strategy.

Pepsi too in this regard has always tried to tap the

young segment of India through their promotions.

Beginning from the famous “Ahaa” series of ads to

the “Yah Dil Mange More” to today’s “Youngistan

Meri Jann”, Pepsi has always made ads to

attract the youth. They have always chosen the

young stars, may not be established, as a face of

young India. So the main reason of using Dhoni is

same in case of the latest Youngistan Meri Jann ads.

Pepsi is an intelligent brand which attaches itself

with fun and enjoyment. It also shows its daring

attitude, mischievous behaviour and outgoing nature.

Pepsi Co invests large sums of money to align their brands and themselves with endorsers. Such

endorsers are seen as dynamic with both attractive and likeable qualities and Pepsi Co. plans that

these qualities are transferred to products via marcom activities. Furthermore, because of their

fame, celebrities serve not only to create and maintain attention but also to achieve high recall rates

for marcom messages in today’s highly cluttered environments.

Similarly every product has an image. The consumer tries to consume a brand which has the

maximum fit with his/her own personality/image. The celebrity endorser fits in between these two

interactions, where he tries to bring the image of the product closer to the expectation of the

consumer, by transferring some of the cultural meanings residing in his image to the product.

Every product has an image. The consumer tries to consume a brand which has the maximum fit

with his/her own personality/image. The celebrity endorser fits in between these two interactions,

where he tries to bring the image of the product closer to the expectation of the consumer, by

transferring some of the cultural meanings residing in his image to the product.

In this report, we have focused on the impact of Advertisements on the brand preferences, that

19

covers celebrity endorsement, mediums of advertising, how celebrity endorsements affect the

buying behavior of the customers. “Brand” is the most valuable asset of any firm.

The general belief among advertisers is that brand communication messages delivered

by celebrities and famous personalities generate a higher appeal, attention and recall than those

executed by non-celebrities. The quick message-reach and impact are all too essential in today’s

highly competitive environment.

20

Review Of Literature

Advertising is more than a tool for selling foods and services. It has one overriding task, to position

a brand in the prospectus perception or perceptual space in relation to competitors, so as to created

distinctiveness and preference.

To formulate the problem scientifically, and to point out the importance of undertaking this study, it

is essential to present a brief review of Researches undertaking in this area. Although the review

involved a large number of studies only a few studies which have a direct and indirect bearing in the

present study have been reviewed.

Raj (1982): Investigated the different advertisement effects on the purchase behaviour of

consumers of high loyalty increase brand and product purchase when advertisement for that brand

increases, little switching occurs from competitive brands into the advertised brands. Effect of

increased advertising carry over a few months after that advertising is lowered back to normal

levels.

Petty 1983: He stressed the role of involvement in Advertisement effectiveness. He observed that

the undergraduates express their attitudes about a product after being exposed to a magazine

advertisement under condition of either high/low product involvement. The advertisement contained

either strong or weak arguments for the product and featured either prominent sports celebrities or

any citizen or endorser. The manipulation of argument quality had a greater impact of attitudes

under high than low involvement, but manipulation of endorser had greater impact under low than

high involvement. These findings were consistent with the views that there are two relatively

distinctive routes to persuasion.

Teffis (1985): In this article (Are Advertisements Waste) remarked that the advertisement is one of

the least importance determents of purchase behaviours. The TV commercials albeit being the most

popular form of advertisements have little impact on the purchase behaviour of consumers. He

concluded that TV commercials were the least effective means for changing the preference of

consumers as compared to other promotional techniques such as coupons, print ads and price offers.

Karmali (1989): supports the fact that the enhancement of brand appeal through celebrity

appeal works. In these ads renowned personalities are used to enlarge, reassure the perspective

customers. The ads using celebrity appeals had more brand appeal enhancing effect than the non

celebrity appeals.

21

Politz (1990): He found that purpose of campaign most often is to built an impression of product

and service to generate sales, suggesting that campaign most only create awareness but also should

be persuasive. A creative approach combined with persuasive message high lightning uniqueness of

the advertised product often enables the advertisers to hold a long distance with the shoppers when

the advertisement is heard or seen thereby enhancing its effects on the buyer at the time of purchase.

Biel and Bridgwater (1990): Found that commercial liking of a campaign went far beyond

the mass campaign. The more relevant and meaningful commercial felt by people, the more

successful was the campaign. The study further found that minor involvement and perceived

relevance are factors linking commercial liking to persuasion in first case. Secondly the novel

approach originality seems to have little to do with how a commercial will be liked. Further liking

was a function of product category at least to the extent that for beverages commercial were better

liked than any other category.

Schreiber and Appeal (1990-91): Assigned that researchers have been using surrogates for sales

as a measure for evaluating the effectiveness of advertising. The use of surrogate measure

necessarily implies a relationship between surrogate measure and sales which can be described

mathematically as a curve of some sort. Hence the implicit assumption is that relationship between

surrogate measures instead of sales is not with faults.

Unnava and Brunkrant 1991: he did a study whose main objective was to compare the

effects of varied v/s same execution of advertisements on brand name memory when the number of

exposure toads is held constant. They found out that varied advertisement executions enhance

memory for brand name over repeated same executions. In varied advertisement executions learning

was superior when execution remained same.

Brown and Rothschild (1993): Conducted a study whose primary objective was to investigate

the degree in which consumer memory for brand is affected by increasing level of Advertising

clutter. The findings suggest that at the current level of Advertising clutter on TV, it may be that

neither recognition nor recall of brand is affected to any great by significant increase in advertising

clutter.

Singh and Cole (1993): they did a lab experiment in which they compelled the effectiveness

of 15 second TV commercial with 30 second TV commercial by using novel commercials with

different messages, appeals, and information versus emotional exposing subjects multiple times and

employing multiple dependent variables. They found that informational 15 sec ads are as effective

as informational 30 sec ads in general situations. They also found that emotional 30 sec ads are 22

superior to emotional 15 sec in influencing a viewers learning of brand and attitudes. The result

suggests that the length per second effects brand name recall for emotional commercials but

frequency of brand mentions not length, effect brand name recall for informational commercials.

Menon 1994: In an article titled “the comparative advantage” has written that comparative

advertising which directly or indirectly compares a product with a competitor to show the advertised

products advantage has been prevalent in Industry for many years. But in exciting scenario, where

new brands in parallel category are springing up at a rapid rate, this kind of advertisement is gaining

momentum. Most prominent among these have been Pepsi and Captain Cook companies. Although

comparative advertising is not prohibited in our country, it has been severely stymied by stringent

rules set by DD with the satellite channels coming in, this may not be a hindrance any longer. Even

governing bodies like ASCI (Advertising Society Council of India) may not be in a position to

check the tide with the product category getting overwhelmed and players fighting for respectable

market share. Mm

Eva-Lena (2006): International Advertising and International sponsorship respectively influence

the local target group in different ways, but also affect International brand , they have an impact on

brand image and brand equity. More over depending on a person’s age consumers view brands

differently and thus have an effect on International brand alone, but also in combination with

International Advertising and International sponsorship together these factors influence the way in

which a brand is perceived and consequently influence consumers preferences.

Gareth Parkin: “Positive effects of promotional mugs” says that a simple mug can be such a

powerful marketing and Advertising tool. By embossing your company name, logo, message,

website details on promotional mugs, you can impact a message to prospective clients and those

around them. By using the latest printing techniques, promotional mugs can easily be decorated to

reflect your business or brand .Style and advertising message for creating strong and lasting brand

recall.

Unnova and Brunkrnat (1991): They did a study whose main objective was to compare the

effects of varied v/s same execution of advertisement on brand name memory when the number of

exposure to ads is held constant. They found that varied ad executions enhance memory for brand

name over repeated same ad execution. In varied ad execution learning was superior to learning

when execution remained the same.

Burnet (1995): conducted a research to identify 200 most awarded commercials and their

association with success market place. It was pointed out that 86% i.e 172 commercials were

23

successful within these 117 achieved increase in sales volume, market share and other 55 were

successful in brand image enhancement.

Zaida and jayaram (1996): reported the findings of a survey by a marketing and research group in

September 1995 for Delhi based advertising and marketing magazine A&M, the result reflected the

apparent failure of marketing strategies Pepsi ranked 7th while coca cola came 13 on the survey

results of country’s best marketing companies.

Srikant Kapoor (Advertising revisited-The Good, Bad, & Ugly) The difference in presentation

of a Good, Bad & Ugly advertisement is mainly owing to the sponsor's view point & artists creative

choices. However, someone has to be wasteful about what can be shown in public & what should

remain hidden. Money making through unacceptable means may be prevented by law but awareness

about what is good & what is not, is also important to discourage bad practices. If ignorance of law

is not excused, ignorance about good & bad taste should not be excused. It may have far more

significance for the betterment of the society, & its people

J. Varaprasdreddy ( Role of Advertising in Creating Brand Personality)

Brand personality being potent tool needs to be leveraged to achieve key objectives for existing &

new brands. Consistency is also important, failing which dilution of brand personality or absence of

it may occur. Other mix elements like distribution, pricing, promotion and packaging (apart from

advertising) should support and strengthen brand personality.

Dr. Vijay Pithadia (Evaluating International Advertising Techniques & Opportunity)

Over the years, the public perception of advertising has become very negative. It is seen as a

medium that inherently promotes a lie, based on the purpose of the advertisement - to encourage the

target audience to submit to a cause or a belief, and act on it to the advertising party's benefit and

consequently the target's disadvantage. They are either perceived as directly lying (stating opinions

or untruths directly as facts), lying by omission (usually terms or conditions unfavorable to the

customer) or portraying a product or service in a light that does not reflect reality. It is this increased

awareness of the intention of advertising, as well as advertising regulations that have increased the

challenges that marketers face

Winters, Patricia. Advertising Age. Chicago , 1992

Coke And Pepsi Advertising Effects Measurable In Brain ScansSamuel M. McClure, now at

Princeton University, Jian Li at Baylor College of Medicine, and a number of colleagues at Baylor

have found that brand preferences are measurable using functional magnetic resonance imaging

(fMRI) brain scans.We delivered Coke and Pepsi to human subjects in behavioral taste tests and

24

http://proquest.umi.com/pqdweb?RQT=572&VType=PQD&VName=PQD&VInst=PROD&pmid=28994&pcid=2691&SrchMode=3

http://proquest.umi.com/pqdweb?RQT=318&pmid=28994&TS=1268982429&clientId=129893&VInst=PROD&VName=PQD&VType=PQD

also in passive experiments carried out during functional magnetic resonance imaging (fMRI). Two

conditions were examined: (1) anonymous delivery of Coke and Pepsi and (2) brand-cued delivery

of Coke and Pepsi. For the anonymous task, we report a consistent neural response in the

ventromedial prefrontal cortex that correlated with subjects' behavioral preferences for these

beverages.

John Deighton : The Effect of advertising on brand switching and repeat purchasing,

The authors examine switching and repeat purchase effects of advertising in mature, frequently

purchased product categories. They draw on consumer behaviour theories of framing and usage

dominance to formulate a logic choice model for measuring these effects. They estimate the model

using single-source scanner data. Their results suggest that advertising induces brand switching but

does not affect the repeat purchase rates of consumers who have just purchased the brand, a result

consistent with usage dominance rather than framing. They find the switching influence to be

largely confined between the current and previous purchase occasions. They illustrate the

magnitude of this effect and explore potential profitability.

Kahle and Homer (1985) when a celebrity's physical attractiveness is congruent (matches up)

with the presence and degree to which the product advertised enhances attractiveness (i.e., attractive

celebrity linked with an attractiveness-related product), the "match-up" hypothesis would predict a

positive impact upon product and advertisement evaluations. However, if there is incongruence

between the product and celebrity attractiveness, evaluations will decline.

Biswas S, Hussain M, O'Donnell K say that here is a positive, although moderate, impact of

celebrity endorsements on attention and exposure of consumers. Implications for marketers as well

as suggestions for future research are discussed. The article is of the view that although there is

considerable risk in endorsing celebrities for products and services, the firms need to analyse the

various factors that can reduce such risks and hence increase the likeability of transfer of leverage of

the brand image from the celebrity to the products and services.

Dix S, Pougnet S (2009) in their research have found that Athlete role model endorsers have a

positive influence on young adults' product switching behaviour, complaint behaviour, positive

word-of-mouth behaviour and brand loyalty. This confirms the assumption that sports celebrities are

important socialisation agents and can have significant impact on purchase intentions and

behaviours. This research provides useful insight into the influence of athlete endorsers on young

adults and suggests athletes have a positive influence on young adults' behavioural intentions in

switching products, generating word-of-mouth and establishing brand loyalty.

25

Goddard L, Wilbur N (2009) in their study provide a starting-point for further research on

negative information transference in the celebrity endorsement relationship. It is crucial that

organisations be aware of the risks associated with using celebrities to endorse their stores and

products. Given that these results provide tentative support for the commonly held belief that a

decline in the celebrity's image can impact the image of the brand, it is important that retailers

carefully choose an endorser who currently has a good image and will likely be able to uphold this

image in the future.

Strout R (2008) in his case material “Pepsi and Madonna” examines the use of entertainment

personalities in advertising commercial products through the example of Pepsi's use of Madonna. It

illustrates how companies try to tie the success of the artist to their product. The paper demonstrates

the need for clear evaluation of the celebrity endorser, their public image, and if the relationship

between the artist and the product applies to the advertising rules. When Pepsi picked Madonna, the

choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant

vocalist had to be scrapped because of its links to Madonna's highly controversial "Like a Prayer"

music video."

David H. Silvera, Austad B (2008) in their research topic have examined whether consumers infer

that celebrity endorsers like the products they endorse, and presents a model using these inferences

and other characteristics of the endorser to predict attitudes toward the endorsed product.

Participants in two experiments examined written endorsement advertisements and were asked to

infer the extent to which the endorser truly liked the advertised product and to rate the endorser's

attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the

advertisement, the endorser and the product were also measured. The resulting model indicated that

product attitudes were predicted by inferences about the endorser's liking for the product and by

attitudes toward the endorser.

26

Objectives1. To study the impact of the Advertisements on the brand preference of consumers.

2. To study the consumer perception regarding the most effective media for Advertisements.

3. To study the impact of the celebrity endorsement on the consumer buying behaviour .

Hypothesis

Hypothesis 1:

H0: There is no significant relationship between the advertisement(s) and the brand preference of

consumers.

H1: There is significant relationship between the advertisement(s) and the brand preference of

consumers.

Hypothesis 2

H0: There is no impact of the celebrity endorsement on the consumer buying behaviour.

H1: There is impact of the celebrity endorsement on the consumer buying behaviour..

27

Need of the study:


and are spending so much money on the Advertisements of their products.

In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the sale

of their product they are taking film stars, cricket stars in their advertisements of their products

which is again very costly.

The soft drink companies are spending so much on the sponsorship of events like cricket match etc.

so this study deals with these aspects that whether Advertising is having any effect on consumers or

not.

This study will help

• To know that people are influenced by Brand Ambassadors or not.

• Analyze different media options available for Advertisements and which are most influential

ones.

• Influence of Advertisements on their brands and brand loyalty.

SCOPE OF THE STUDY

• The scope of this study, as far as the area is concerned, is limited to Jalandhar City only.

Due to time and other resource constraints we have limited our scope of study to this

particular area and hope to focus entirely on our objectives.

28

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research project. It

specifies the details of the procedures necessary for obtaining the information needed to structure

and/or solve marketing research problem.

The research design used in this project is Descriptive research design.

Sample Design

• SAMPLING TECHNIQUE USED:

In this research we have used Convineance Sampling.

• Geographical Area : Jalandhar

• SAMPLE SIZE:

For this study, a sample of 150 has been taken.

• Data Collection Instrument:

Questionnaire

• SOURCES OF DATA COLLECTION:

1. Primary data: It is the first hand information collected through questionnaire.

2. Secondary data:

Secondary data was collected from the following sources:

• Books

• Newspapers

• Journals

• Magazines.

29

• Research Papers

30

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents. The questionnaire is aimed at fulfilling out the impact of Advertisements of Coke

and Pepsi in terms of Consumer preferences, recall and purchase behaviour.

The questionnaire dealt with aspects like

• Impact of Advertisement of the purchase behaviour of soft drinks

• Factors influencing choice of a brand

• Influence of advertisements on the preference and purchase of a soft drink brand

• Reasons for brand preference.

Aided Recall test will be used to study the Recall ability of respondents for the Advertisements of

Coke and Pepsi.

For Aided Recall various clues will be given e.g. Slogans and name of the model and respondents

will be asked to identify the soft drink brand ambassador associated with them.

In some questions ranking method is used.

STATISTICAL TOOLS USED

Different statistical tools are available that help us to reach to the conclusion.

In this research we have used Chi- Square test wherever required.

All the tests were done using software i.e. SPSS 16 (Statistical Package For Social Services)

31

Data Analysis and Interpretation

Q1. Do you drink Soft Drinks?

Drink_softdrink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 150 100.0 100.0 100.0

No 0 0 0

Interpretation:

The data was obtained from the 150 respondents , and after analyzing the responses from the

respondents, the result showed that all the respondents i.e 150 are used to drink soft drinks in the

jalandar city.

32

100%

0%

Yes No

Q2. Which brand do you drink the most?

Frequency PercentagePepsi 12 8.0coca cola 27 18.0thums up 50 33.3Sprite 9 6.0Fanta 16 10.7Marinda 8 5.3limca 10 6.7dew 18 12.0Total 150 100

Interpretation :

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up i.e 33.3 % after thumps up the second most prefered brand is coca cola i.e 18 % of the respondents drink coca cola, followed by mountain dew i.e 12 % followed by fanta 10.7 %, followed by pepsi 8% followed by limca 6.7%, and sprite 6%. Followed by marinda 5.3 %. From this data we can say the majority consumption is of thums up , coca caola and mountian dew..

33

8

18

33.36

10.7

5.3

6.7

12pepsi

coca cola

thums up

sprite

fanta

marinda

limca

dew

Q3. Why you have chosen this Brand?

Interpretation:

This question gives us the insight why the respondents have chosen their brands. From the above data it is evident that majority of the respondents i.e 80 % were using their respective brands because of the quality of the product, that means the repondents give first preference towards quality before selecting any brand and cannot compromise on the quality of the product , followed by advertisements i.e 8 % respondents prefer because of advertisements of the brands.That means advertising also has an impact on the brand preference towards consumers.The third preference that respondents gave was brand name i.e 6 % , Also about 5 % of the respondents prefer their brand because of celebrities, this means there is close association between celebrities and brand preferences, Also least number of people gave preference to the Price i.e barely 1.33 %, this means respondents are not concerned with the price of the product. In other ways price has least effect on the brand preference.

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Frequency PercentQuality 120 80Advertisements 12 8Price 2 1.33Brand Name 9 6Celebrity 7 4.66

150 100

80%

8%

1%6% 5%

Quality Advertisement Price Brand name Celebrity

Q4. Does Advertisement Affect the choice of your Brand?

Frequency Percentagestrongly agree 43 28.7agree 67 44.7neutral 34 22.7dissatisfied 3 2.0strongly disagree 3 2.0Total 150 100.0

Interpretation:

From this data we come to know whether there is a positive relation between advertisement and the brand preference. The above data reveals that 29 % of the respondents strongly agree that Advertisements affect their choice of brands, followed by 44% who also agree with the statement. This means there is a positive relation between Advertisements and the Brand preference.

But also there are some respondents who do not agree or strongly disagree with the above statement .Therefore companies must come with innovative and creative advertisements that will have a positive impact on their buying behaviour.

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strongly agree29%

agree44%

neutral23%

dissatisfied2%

strongly disagree

2%

Q5. Which Medium Of Advertisement You like the most?

Analysis Of Attractiveness of different mediums of Advertisements.

Interpretation:

From the above data it is evident that the majority of the respondents i.e 32.48 % ranked TV as the first choice for the medium of Advertisements, followed by Internet i.e 22 %, it is because of the availability of technology to masses. Followed by Outdoor media i.e 18.93. The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 12.44 respondents.

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TV frequency

Internet

Frequency

OUTDOOR

MEDIA

frequency

Newspaper

freq Radio

frequency

Strongly Agree

137

91.3 1 .7 10 6.7 1 .7 4 .7

Agree 10 6.7 37 24.7 63 42.0 18 12.0 17 12.0Neutral 3 2.0 69 46.0 50 33.3 10 6.7 18 6.7Disagree 0 0 34 22.7 20 13.3 75 50.0 27 50.0

Disagree 0 0 9 6.0 7 4.7 46 30.7 84 30.7

Total 150

100 150 100.0 150 100.0 150 100.0 150 100.0

Medium Total Value of Frequency Respondent Values PercentageTV 2250 731 32.48Internet 2250 510 22.66Outdoor Media 2250 426 18.93Newspaper 2250 303 13.46Radio 2250 280 12.44Total 2250 2250 100%

137

4 110

110

17

37

63

183

18

69

50

100

27 3420

75

0

84

9 7

46

0

20

40

60

80

100

120

140

160

TV Radio Internet Outdoor Media

Newspaper

Strongly agree

Agree

neutral

less attractive

unattractive

Q6 Can you recall any advertisements of your brand?

Frequency PercentYes 125 84No 25 16Total 150 100

Interpretation:

From the above data majority of the respondents can recall the advertisements of their brand. About 84 % respondents replied yes while as there are some of the respondents i.e 16% who cannot recall the advertisements of their brand.

Therefore it is becomes necessary on part of the companies to use creative and effective advertisement so that to better position their products in the mind of their consumers.

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83%

17%

yes no

Q7. Which of the following aspect of the advertisement you remember the most?

Frequency PercentColor 5 3

Slogan 30 20

Theme 22 14

Punch Line 52 36

Celebrity 41 27

Total 150 100

Interpretation:

This question was framed to get the insight from the respondents about the aspect of the advertisements they remember the most.

From the above table, it is clear that majority of the respondents i.e 36% revealed that they remember the punch line , followed by celebrity i.e 27 % of the respondents remember the celebrity associated with the brand, these two aspects are most remembered among the others. The third aspect of the advertisements that respondents prefer slogans followed by themes and color of the Advertisements.

Therefore all of the above aspects are very important from the advertisement point of view , therefore companies must choose unique punch lines, attractive colours, good themes which the youth will like and the most importantly the celebrities because we Indians trust and love them blindly.

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3%

20%

14%

36%

27%

Color Slogan Theme Punch Line Celebrity

Q8. Does an advertisement showing your favourite celebrity affects your choice of Brand?

Interpretation:

From the above table it is very very clear that majority of the the respondents i.e 52% agree with the statement that advertisement showing their favourite celebrity affect their Choice of Brand. But also, there are some respondents i.e 13 % who are against this statement. The important thing to be noticed in this table is about 35% respondents replied they can’t say.

39

Frequency Percent

Yes 78 52.0

NO 52 34.7

Can’t say 20 13.3

Total 150 100.0

52%35%

13%

Yes No Can't Say

Though most of the repondents have positive association with the celebrities but also but there are so many things in an ad along with a celebrity which makes an ad effective which in turn affect the buying behaviour.

Therefore it becomes important on the part of companies while making their advertisements not to focus on celebrities only but more focus should be made on other factors also because advertisements have a great impact on the buying behaviour of customers.

40

Q9 How does an advertisement showing your favourite celebrity affect your perception?

QUESTIONNAIRE

Interpretation:

From the table it is very clear that majority of the respondent’s i.e 74 % are positively affected by the celebrities regarding the brand perception. This means that celebrities play a major role in stimulating the consumer’s preference towards the brand. Therefore celebrity endorsing have an impact on the consumers buying behaviour.

But also from the table it is evident that some respondents responded negatively, therefore the companies should bridge this gap , and should select the celebrity with greater credibility , fan following etc.

41

Frequency Percent

Positively 111 74.0

Negatively 12 8.0

Can’t say 27 18.0

Total 150 100.0

111

12

27

Positively

negatively

Can’t say

Q10. Aided Recall Test

Punch Lines Brand

a) Thanda Matlab -------------------------------------------

b) Yeh Dil Mange More -------------------------------------------

c) Seedhi Baat No Bakwas -------------------------------------------

d) Do the Dew -------------------------------------------

e) Bheja Fry, 7 Up try -------------------------------------------

Interpretation:

From this question respondents were asked to recall the brands to which punch lines were associated , the respondents easily recalled the brand names .

All the respondents were able to recall the brands.

150 respondents recalled Coca Cola Brand

150 respondents recalled Pepsi Brand

150 respondents recalled Mountain Dew Brand

143 respondents recalled Sprite

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128 respondents recalled 7 up

This means majority of the respondents recalled the brands, therefore punch line aspect of the advertisement is also important in Advertising

Chi Square TestHypothesis 1:

H0: There is no significant relationship between the advertisement(s) and the brand preference of consumers.

H1: There is significant relationship between the advertisement(s) and the brand preference of consumers.

For testing the above hypothesis we have used Chi Square test .The variables used are Age and Advertisement affect your choice of Brand

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

age * Advertise_effect 150 100.0% 0 .0% 150 100.0%

Interpretation

According to chi-square test rules if the asymp.significant value comes out to be less than 0.05 then we reject null hypothesis, and we accept alternative hypothesis.

And in our case Asymp. Sig. value comes out to be .045, which is less than 0.05 significance level.

43

So, we reject the null hypothesis and accept the alternative hypothesis .This means there is a significant relationship between advertisements and the brand preference of consumers. In other words we can say advertisement affect the choice of brands among the consumers.

Hypothesis 2:


H1: There is impact of the celebrity endorsement on the consumer buying behaviour.

For testing the above hypothesis we have used Chi Square test .The variables used are Age and Celebrity affect your choice of Brand .

Interpretation:

From the above Chi square test it is clear that Asymp. Significant value ie. .036 is less than significance level .05 therefore we reject our Null hypothesis.

44

Therefore we accept our Alternate hypothesis, i.e there is impact of the celebrity endorsement on the consumer buying behaviour.

Hypothesis 2:


H1: There is impact of the celebrity endorsement on the consumer buying behaviour.

For testing the Hypothesis 2 we again carried another chi square test but this time we change the variables , the variables used are age and celebrity affect your perception of the brand.

Interpretation:

From the above table the Asymp Significance value comes to be .048 which is less than 0.05

Therefore we reject the Null hypothesis and accept the alternate hypothesis45

Therefore it is clear that there is impact of the celebrity endorsement on the consumer buying behavior.

Findings

1. After analyzing the data collected from 150 respondents, it is revealed that most preferred brand is Thumps Up followed by Coca Cola and Mountain Dew.

2. Majority of the respondents uses their respective brands because of the quality and it is revealed that there is no significant relationship between the choice of brand and price of the product.

3. There is an impact of the Advertisements on the consumers regarding the choice of their brand, i,e there is a significant relationship between advertisements and the choice of the brand.

4. The most liked medium of Advertisements is television followed by Internet and Outdoor media .

5. Internet is mostly liked by the younger youth between the age group 18-25 because of the access to new technologies.

6. Newspapers and Radio has the low rating as compared to other mediums, because they are still used by aged people.

7. There is a great impact of the advertisements on the consumers as 83% respondents replied they do recall the advertisements of their brands. This recall helps them in decision making while making a purchase.

8. People remember different aspect(s) of the advertisements. The most remembered aspect by respondents is Punch Line, followed by Celebrity.

9. Celebrity endorsement has a positive effect on the perception of the respondents.

46

10.Almost all the respondents were able to answer the last question which was based on the aided recall. Respondents were given punch lines of different brands and respondents have to identify the brands with which they are associated.

47

Conclusion

As there is cut throat competition in the soft drink industry mainly between the two big giants i.e

Coca Cola and Pepsi, and both are striving very hard for their market share. Therefore it becomes

very hard for the companies to retain their customers. It is also evident that 34 % of the total costs,

these companies spend on Advertisements. Therefore Advertisements are the back bone for this

Industry, they act as a glue to retain their consumers and target the prospectus.

Also the consumers preferences and the attitudes change with the passage of the time and age,

Mediums of Advertisements also play an important role in promoting the products among the

masses.

Advertisements play a pivotal role in changing the consumers perception.Television is an important

and effective medium used for communication with the consumers, and Internet has emerged one

of the strongest medium that youngsters use to gather the information.

Also celebrities affect the consumer perception and buying behaviour, and celebrities are one of the

most remembered aspect of the advertisement. Companies should use those celebrities that have the

greater credibility and fan following.

At last we can say that there is a direct relation between Advertisements and the consumer buying

behaviour which has been proved by the tests also.

48

Recommendations

1. Companies should aggressively go for Internet marketing as there is a great scope for it

because youngsters are in close contact round the clock with Internet

2. Companies should come up with new and effective advertisement campaigns regularly.

3. Companies should focus on creative advertisements, because people want something

different , something new that will attract their attention.

4. Companies should make use different mediums of Advertisements to cover maximum

population.

5. Advertisements should be made according to the taste of people.

6. Companies should go for Sponsorships of different events like cricket, football at district

levels.

7. Companies should select the celebrities, that has greater credibility and fan following.

8. Companies should promote their product on FM Radio stations in jalandar and almost every

body listen to FM radio Stations on their cell phones so there is a great scope for this.

9. Use of digital Billboards as images and videos change after 5 seconds on billboards , they

are attractive, they easily grab consumers attention.

LIMITATIONS

While considering the findings of the study it is advisable to consider the

following limitations:

49

1) The sample size is restricted to only 150 samples due to time

constraints.

2) The survey was conducted only in Jallandhar and Phagwara.

50

BIBLIOGRAPHY

BOOKS REFERED

Philip Kotler (2008), Marketing Management 12th Ed, New Delhi, Pearson Education,

PP34-42

Kotler, Philip and Pfoertsch (2006) Waldemar, 12th Ed, New Delhi, Pearson publication, PP

56-66

Shah .K and D’Souza .A (2009) Advertising and Promotions :An IMC Perspective 11th Ed,

New Delhi ,TMH Publications, PP359-366

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Marketing Management, ICFAI, 27-35

Erdogan "Celebrity Endorsement: A Literature Review", (1999) Journal of

MarketingResearch, 291-314)

McCracken, Grant (1989), "Role of Advertisements and its effects?" Journal of Consumer

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Economic Times, At www.economictimes.com/11june2006/celebrityendorsement.

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Cultural Study” (2009) ,www.chillibreeze.com/articles/Advertisement-endorsement.asp.

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David H. Silvera and Austad B (2007) “Factors predicting the effectiveness of celebrity

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.html

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(2008),www.indianmba.com/Faculty Column/FC706/fc706.html

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08, 13.16

http://en.mimi.hu/marketingweb/lowinvolvement_products.html 2006-04-25,

14.12

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The Coca-Cola Company:

www2.coca-cola.com/investors/form_10K_2005.html 2006-04-12, 11.54

www.coke.com.au/about_advert.asp

Wikipedia, the free encyclopaedia:

52

http://www.indianmba.com/Faculty_Column/FC706/fc706.html

http://en.wikipedia.org/wiki/Cola_wars 2006-04-08, 13.46

http://sv.wikipedia.org/wiki/Pepsi 2006-04-12, 11.01

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www.economist.com/business/displaystory.cfm?story_id=2787854 2006-04-09,

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53

AnnexureQUESTIONNAIRE

Dear Sir/Madam.

We are conducting this survey as a part of our MBA programme from Lovely Professional University. The purpose of this survey is to study the “Impact of Advertisements on the brand preferences towards Aerated drinks”, so we would be grateful if you could spend some of your precious time in filling up this Questionnaire

Q1. Do you drink Soft drinks?

Yes No

Q2. Which brand do you drink the most?

Pepsi Coca Cola Dew Thumps Up

Sprite Marinda Limca Fanta

Q3. Why you have chosen this Brand.

Price Quality Advertisements Brand Name Celebrity

Q4. Does Advertisement affect the choice of your brand?

Strongly Agree Agree Neutral Disagree Strongly Disagree

Q5. Which medium of Advertisement you like the most?

Rank according to your Opinion ( 1 for most, 5 for the least)

TV Radio Newspapers Magazine Internet

Out Door Media

Q6. Can you recall any advertisement of your Brand?

Yes No

Q7. Which of the following aspect of the advertisement you remember most?

54

Colour Slogan Theme Punch Line Celebrity

55

Q8. Does an advertisement showing your favourite celebrity affect your choice of Brand?

Yes No Can’t say

Q9. How does an advertisement showing your favourite celebrity affect your perception of the brand?

Positively Negatively Can’t say

Q10. Following Punch Lines are associated with advertisement of different brand of soft drink . Identify the brands.

Punch Lines Brand

f) Thanda Matlab -------------------------------------------

g) Yeh Dil Mange More -------------------------------------------

h) Seedhi Baat No Bakwas -------------------------------------------

i) Do the Dew -------------------------------------------

j) Bheja Fry, 7 Up try -------------------------------------------

Personal Information:

Name

Address

Gender Contact No.

Age: Below18 18-25 26-35 36-50 Above 51

Occup: Service Business Student Housewife Others

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M F

advt impact

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