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Advertisement Effect on Consumer’s Brand Preference.

Advertisement Effect on Consumer’s Brand Preference.

Advertisers’ primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertisers’ goal is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group (and symbols) for communications this involves the study of consumers behaviour: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. The essence of being in business by any business outfit is to produce for sales and profits. To remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, deciding on sales is the most difficult task facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decisions to purchase their products.
For us living in the 21st-century viewing and being in contact with the daily advertisement has become habitual for us that we forget to realize the effects it has on our subconscious as consumers. Marketers are frequently trying to come up with not only new advertisement strategy that appeals to the consumer but also new modes of advertisements to passing the message about their brand to the final consumer. For marketers of different products nowadays this has become a battlefield in which advertisement is used as a weapon to earn consumers’ love for their products. This intense use of advertisement has led to many scholarly writings and research about the effects of advertisement on consumer brand preference, how much of an organizational budget should be spent on advertising? , What be the preferred mode of passing our information to our target customers? These sorts of questions arise. To understand the basics of what we are investigating in this project it is necessary to see what makes organizations get involved in this battle. The survival of any organization is based on two things. Firstly sales of its product. For an organization to sell its product, Programs and methods have to be formed that can draw people to their product, this is where Advertisement and its method and tricks come to play. Advertisement becomes the major avenue through which the Organization can create awareness of its product and service and influence the mind of its potential customers. Secondly maintaining/ growing market share and developing customer loyalty. For the continual survival of such an organization, it has to continue advertising in a way that appeals to the consumers hence giving them a good perception about the product, Making it their preferred brand and sticking to it as loyal customers. These two outlined survival reasons have led to much more innovation in the advertisement than in any other field of marketing. This started from the use of radios, posters, billboards, magazines, televisions and enhancing itself into internet advertisements. More innovative methods in content and modes of advertising continue to spring up in our world
Due to that awareness when consumers have certain problems they recall an advert they have come in contact with. For example, when a consumer requires shaving his hair he recalls an advert on gullet razors he watched or saw in a newspaper. Furthermore, advertisement helps in retaining customers to the brand as it reminds them of the brand’s continuous presence in the market. These induce brand loyalty in them and keep them from moving on to other brands. Lastly but not least advertisement helps in competition with other brands in the industry. When a company’s advert can convince consumers that its product or services function better than those of competitors. It helps the company maintain a competitive advantage in the market. Lots of scholarly work and research has been conducted by individuals to measure the effects of advertisement on consumer brand preference. Brand preference is when a consumer chooses a particular brand in the presence of other competing brands. This is largely influenced by the success of marketing strategies and tactics employed by the company. These marketing strategies and tactics involve the ability of organizations to study and influence consumer behaviour using advertisement as a means. The marketers could go into details and study consumer behaviour which includes mental and emotional thoughts of people who purchase certain goods and services as well as their day to day physical activities. With this study, advertisement is then used to attract consumers to that certain product. Findings show that with the increase in advertisement high loyalty consumers increased their purchase of products and sustained a higher level of loyalty. On the other hand, advertisements had a low impact on consumers with low loyalty. This leads us to our next area of discussion which is the perceived quality of products. The already perceived quality of products might determine what consumers want to buy intuitively. Therefore if this idea is on the ground does advertisement alter consumer preferences? The default setting of any company is to claim high quality. However many brands are already known to have served well than others.
The purpose of advertising was to convince customers that a company’s service or products are the best, enhance the image of the company, point out and create a need for products and services, demonstrate new uses of established products. The study shows that the effects of advertisement on consumer preference were determined by the level of knowledge about the existing platforms of advertisements and time spent on these media. On average, a person spent more than 4 hours on the internet during his free time than that of TV and movies and print medium and therefore the reach of internet medium is much better than that of other media, that is why it is advisable small business owners to run adverts online, you can run an advert on our website (that is delonmarket) with a little or no amount. A higher percentage indicated that they were made aware of the existence of various products through internet advertising and therefore it was effective in creating awareness. It also revealed that the ability of the respondents to recall the internet ads was low compared to TV, and therefore even though the reach of the internet is much higher than other forms, internet advertising has a significant relationship with the purchase decision of the consumers.

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