STUDENT LOYALTY AND PREFERENCE TO THE CONSUMPTION OF THE BRAND “FANTA” IN UYO CITY POLYTECHNIC

The following are the objectives of the study; 1. To determine how Uyo City Polytechnic students perceive Fanta Advertisement. 2. To evaluate the persuasive in the campaign text. 3. To determine the most effective medium of Fanta advertisement to Uyo City Polytechnic students. 4. To assess if these advertisements have actually influenced brand preference and loyalty. 5. To ascertain if the advertising of other brands of soft drinks affect Uyo City Polytechnic students buying behaviour.