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DETERMINE THE BEST ADVERTISING MEDIA TO PROMOTE KANDOS CHOCALATES By LASANTHA ANURUDDHA WEERASINGHE :MBS/2012/WD/032 Submitted in accordance with the requirements for the degree of MASTER OF BUSINESS STUDIES At the UNIVERSITY OF COLOMBO Supervisor: Mr. Pradeep Randiwella JANUARY 2013 Advertising is the key tool to promote a new product or an existing product and nowadays there are many media options to run an advertisement. Nevertheless, in Sri Lankan context Television & Radio are still the main two media to advertise. Researcher has been tested Ducoff model of Advertising in relation to TV & Radio in order to determine the best advertising media out of Television & Radio to promote Kandos chocolates. Attractiveness, informativeness & irritation are the major factors to be discussed in order to solvethe research question as per Ducoof model. Furthennore it has been considered other theoretical concepts such as AIDA model, Brand Loyalty, Brand recall & gratification theory of Katz to . discuss this particular research problem. The researcher has analyzed the effective advertising appealing with regard to TV & Radio & how it affects their final buying decision. There are numerous opportunities for future researches to examine the effectiveness and the level of appeal of other advertising media within the Sri Lankan context. It has been recommended that television advertisements are most effective mode of Advertising compare to Radio. Keywords: Advertisements, Ducoff model, Audience, Branding ii