EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE
- Project Research
- 1-5 Chapters
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- Abstract : Available
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
Advertising has proved very effective in creating awareness for an unknown product. It is a means of attracting attention consumers to a relatively unknown product or service. It is worthwhile therefore to recommend the use of different advertising strategies like sales promotion, sales campaign media advertising and point of purchase displays on a continues basis, there is the need to study the behaviour and belief of a people before directing any advertising efforts to them. This is because as revealed by this research an advertisement effort can be a colossal waste if it does not take cognizance of people’s belief system. Advertising plays special role in communication between manufactures and consumers. It helps the manufacturer to know his customers and persuade the consumers to buy the products. It is therefore necessary for manufacturers to increase their advertising budget in order to accommodate the huge expenses on sales promotion, which demands extra cost to achieve its aim. There is need for proper coordination of all sales efforts. Sales promotion, sales campaign and media advertisements should be well coordinated for maximum effectiveness. This is because no promotional method can work in isolation. The use of sales promotional tool should be encouraged and matched with good public relations strategy and well co-ordinated personal selling activities. One of the contributing factors to consumer’s patronage of any promoted product is good quality. It will be a waste of resources for a manufacturer to engage in sales promotion for inferior goods with the aim of attracting and sustaining customer’s patronage. Any advertised product must possess an acceptable quality that will stand the test of time.
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