The intention of the advertisers of Fix beer and their success in delivering the intended message

Abstract

The purpose of this study is to analyze the effectiveness of Fix advertisement to the consumers. The dissertation is divided into five main sections: introduction, literature review, methodology, results, analysis and discussion, and conclusion. The methodology of this study was qualitative; more specifically, there was done an interview with the Marketing Manager of Fix Beer Company in advertising department and three focus groups with 8-10 participants each. The interview questions, the focus group and the analysis were based on the Gear model. Results show that the majority of the focus group participants liked Fix beer advertisements, but the reason that will make them purchase the product is the preferences that they had depending on the taste of the product. Although most of the consumers understood the message of the Blonde Fix beer, the majority of them did not understood the commercial for the Dark Fix beer, but they said that it was funny. Ouite a few limitations were observed, such as a minimum number of articles for the models of advertising and more specifically about the Gear model that was used for the analysis of the results. Also, among constraints were identified the lack of researcher's experience in organizing and performing focus groups and the lack of consumer's experience in participating in a focus group. The benefit of this research is that can offer to academic researchers and marketers of business area knowledge about the beliefs of consumers' after watching an advertisements and the effectiveness of ads on them.