Influence of Advertisement on Brand Preference Essay Example for Free

Influence of Advertisement on disgrace Preference EssayVithya Vivekananthan, Faculty of Commerce and Management, Eastern University, Vantharumoolai, Sri Lanka emailprotected com ABSTRACT Measuring the watch of Advertisement in Consumer disgrace Preference is very essential for every marketer. If publicizing does not construct any overconfident change in consumers brand preference, all the resources such as money, time and efforts played out on advertisement will go in vain.Most of the marketers use Advertisement as a tool to strike out substantially new customers and to retain the existing customers. This research studies about the Influence of Advertisement in Consumer Brand Preference in the Soft Drink Market, which is one of the most competitive markets in Batticaloa. all Brand in this market use Advertisement as a major weapon to bruise the fierce Competition. There atomic number 18 numerous Advertisements of unlike Soft drink brands exposed in Television. But, th e main thing here is, the marketer want to identify that, do all these advertisements positively influencing the consumers brand preference.In order to study the figure out of Advertisement in Consumer Brand Preference, three main variables ar considered with enchant dimensions. They are Information, Communication and Comprehension. The structured questionnaire was used to collect primary data from 200 respondents. The study effect that all three variables indicate high influence of Advertisement in consumer brand preference. Even though it has high influence in overall view, the advertiser wants to consider the indicators, which have low and moderate influence in their future developments of the Advertisements to maintain its position in the market in the long-run.Eventually, this study recommends some actions for modify the influence of Advertisement in consumer brand preference. 2 Introduction The importance of sales on headache survival and the connection between custome rs and sales, it is expedient for organizations to engage in programmes that can influence consumers decision to secure its products. This is where publicise and brand management are relevant. Advertising is a subset of promotion mix which is one of the quaternary Ps in the marketing mix i. e. product, price, place and promotion.As a promotional strategy, denote serve as a major tool in creating product awareness and condition the instinct of a potential consumer to take eventual purchase decision. Marketers survival depends on consumer satisfaction. Consumer satisfaction depends on their cognition and brand preference of the particular brand. In brand preference, advertising plays a major role. Nearly everyone in the modern world influence to some degree by advertising. Organizations in both public and one-on-one sectors have learned that the ability to communicate effectively and efficiently with their target audiences is important to their success.In nowadayss world, ther e are a myriad of media outlets-print, radio, and television are competing for consumers attention. There are flake of creative and attractive advertisements we can see and hear in television, Radio, newspapers and in magazines. Within these media, television advertisements are more attractive and interestingly watched by mass audience. It has often been said that television is the ideal advertising medium where the consumer reachs the most attentive time. However, the main thing here is, the marketer want to identify the influence of advertising in consumers brand preference.Nowadays muted drinks have become essential part in lifestyle of the people in the society. There are number of soft drink brands are getable in the market. In those brands, some brands are very famous not only in Sri Lanka simply also globally. For the research purpose Coca-cola, Fanta, Elephant, and Ole are selected. These are the most preferred brand of the consumers in Sri Lanka. For these brands, diff erent advertisements are available in Television. Some brands advertisements are more attractive than others are and some are new creative advertisements. There is no any television advertisement regarding Pepsi during the research period.Therefore, Pepsi was not take into consideration. 3 It is very hard to find people who never consume any brand of soft drink. Everyone in the society prefers a particular brand. We can see frequent advertisements for Soft drinks in Television. Companies spend much on their advertisements to attract more customers. So it is very important to study its influence in consumer brand preference. Problem statement There are numerous advertisements in Medias television, radio, newspapers and magazines but, the important question for a marketer is do all these advertisements positively influence the consumers brand preference? If advertisement is not create any positive change in consumers brand preference, all the resources such as money, time and effor ts spent on advertisement will go in vain.