In an era of high degree of competitiveness, if there is one prerequisite to give businesses a competitive edge, it is the need to advertise effectively and efficiently. Since so much money is being devoted to advertising, analysing its impact remains vital for firms, especially for those forming part of the collusive oligopolistic market of soft beverages, where advertising helps in making the difference in the market place. It is important for advertisers to understand the advertising communication process so as to establish the advertising objectives in line with the receiver's response. In addition, advertisers can carefully select the most appropriate media mix to deliver the message to the target audience. The study mainly analyses the degree of influence advertising has on consumers‟ buying behaviour, with particular reference to Coca- Cola advertisements.
