The role of advertising in brand promotion activities: A study on Pepsi brand

As consumers increasingly face a growing variety of goods and products in the market, the expansion of criteria considered in their purchasing decisions has compelled producers to develop products in line with these criteria and to make effective use of communication tools. One of the most significant necessities in this regard is advertising, which stands out among the marketing instruments that firms employ to emphasize the distinctive aspects of their products or services compared to those of competitors. In today's era, advertising plays a crucial role in shaping consumer purchasing attitudes and contributes substantially to the development of positive behaviors toward brands. In this respect, every element integrated into advertising activities carries unique importance and meaning. When examining the formation process of a brand and the construction of brand image perception, it is essential that the brand is accurately conceptualized in the consumer's mind. Advertising emerges as the primary factor that determines the trajectory of this process. In addition to achieving the desired outcomes of advertising, studies that consider consumer behavior, attitudes, and desires serve to facilitate the reinforcement of the brand. Therefore, firms' efforts to cultivate brand loyalty and influence brand attitudes through advertising contribute significantly to the brand-building process, ultimately allowing successful brands to act as self-sustaining advertisements in later stages. This study aims to examine the role of advertising in the promotional activities of brands through the case of Pepsi. Within the promotion mix, advertising is regarded as a fundamental tool for establishing communication with consumers and creating brand image. In this context, the research focuses on analyzing Pepsi's advertising campaigns in Turkey, with the aim of evaluating the effects of advertising on strengthening the brand's market position, establishing an emotional connection with the target audience, and fostering brand loyalty. Keywords: Brand, Consumer, Retention, Advertising.