Abstract
This study explores the effectiveness of subliminal advertising in Coca-Cola’s marketing aimed at young adults in India. While some awareness of subliminal advertising exists, its prevalence and impact on purchasing behavior remain unclear. The study found that traditional advertising tactics may not be as influential as visual appeal and celebrity endorsements for this demographic. Social media engagement was also low, suggesting a need for more shareable content and influencer partnerships to drive discussions. To better connect with young adults, Coca-Cola should prioritise visually appealing content, emotional connections, and fostering social media engagement.
Keywords: subliminal advertisement, hidden advertisement, purchase behaviour