Khartoum University Journal of
Management Studies

  • Abbreviation: Khartoum Univ. J. Manage. Stud.
  • Language: English
  • ISSN: 1585-8069
  • DOI: 10.5897/KUJMS
  • Start Year: 1994
  • Published Articles: 35

Developing an effective advertising message: An empirical study

Zohair Al-Sabbagh
  • Zohair Al-Sabbagh
  • Yarmouk University Irbid, Jordan.
  • Google Scholar
Abdel aziz Abunaba’a
  • Abdel aziz Abunaba’a
  • Yarmouk University Irbid, Jordan.
  • Google Scholar


There is a large number of “Soft Drinks” produced in Jordan. Such variety of soft drink brands has led to severe competition. As a result of such competition producers have turned to advertising to stimulate sales and consumption. This indicates the significance of developing and formulating effective soft drink advertising. The objective of this experimental research is to examine whether or not consumers can identify their soft drink brand by taste alone. If so, we can use taste as an advertising appeal to attract more consumers. However, the research finding indicates that consumers can identify soft drink brand’s by taste alone. Therefore, taste can be used to increase the effectiveness and attractiveness of soft drink advertising. Furthermore, it was found that females differ from male consumers in their ability to identify soft drink brands by taste alone, which means that consumer segmentation strategy based on taste can be developed. Finally, it should be noted here that an effective appeal alone will not make an effective advertising. If it is to be effective advertising should be integrated with other advertising elements (such as: Get attention, arouse interest, conviction, try for action, color, size position timing etc.