A Study on Advertising Media and Advertising Appeals adopted for Energy Drink Products by Selected Companies operating in India

Abstract

The main objective of writing this research paper is to identify advertising strategies adopted by energy drinks. Data presented on the tactics used by manufacturers of energy drinks. Advertising is essential for the company to survive in the market. Modern technology allows companies to create more effective and impressive advertisements for television, and print. This helps to create awareness about the product and helps to increase sales of the product. All the companies use rational appeal, adventure appeal, and humor appeal in their advertisements to attract adults and to give information about the energy drinks which will give benefit them. Influencers enhance information on energy drinks, which helps the company, establish a positive reputation in the marketplace and build a strong brand. As it is well known, energy drinks' high caffeine content has the desired effects of enhancing memory, boosting alertness, and elevating mood. In this research paper, we have shown the advertising strategy used by five energy drinks companies.