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THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES

  • Project Research
  • 1-5 Chapters
  • Quantitative
  • Chi-Square
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 3000

EXCERPT FROM THE STUDY

Advertising as a promotional or communicational tool  is an aid to trade for driving sales of the company’s products and services and also to build a brand identity and communicate changes or new products/services to the customers. It is a subset of promotional mix which is one of the 4p’s in the marketing mix. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision. Advertising have been defined in various ways by different scholars. The common and significant thing about all the definitions is that; advertising helps to inform people (Consumers) about the product newly introduced or products in existence.





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