Effect of Advertising on Consumer's Brand Preference on Soft Drinks in Calabar

The study examines the effect of advertising on consumer brand preference of soft drinks in Calabar. It was aimed at finding out if radio advertising, newspaper advertisement, celebrity endorsements and social media advertising has any impact on consumers brand preference of soft drinks in Calabar. To achieve the above objectives, the research made use of the exploratory research design with a sample population of 400 respondents selected through the use of the convenience sampling technique. The study made use of primary data collected through the administration of questionnaire. The data collected were presented in tables and percentage and analyzed using the simple regression model with the aids Statistical Package for Social Sciences (SPSS). Based on the analysis, it was found that radio advertising has significant impact on consumer’s brand preference of soft drinks in Calabar; that newspaper advertising has significant influence on consumer’s brand preference of soft drinks in Calabar; that, celebrity endorsements significantly influence consumers brand preference of soft drinks in Calabar, specifically, that social media has significant effect on consumers brand preference of soft drinks in Calabar. In the light of the above, the study recommended that the management of soft drinks producers should personalize their newspaper advertising and other advertising media to help them reach wider audience