Influence of Advertisement on Brand Preference Essay

Vithya Vivekananthan, Faculty of Commerce and Management, Eastern University, Vantharumoolai, Sri Lanka vcvithyagmail. com ABSTRACT Measuring the entice of advertisement in Consumer spot Preference is real essential for either seller. If advertisement does non create any positive change in feedrs scrape preference, altogether the resources such as m peerlessy, time and efforts spent on advertisement go out go in vain.Most of the marketers exercise Advertisement as a tool to attract substantially new customers and to deem the existing customers. This enquiry studies about the Influence of Advertisement in Consumer Brand Preference in the Soft Drink Market, which is one of the most(prenominal) competitive markets in Batticaloa. Every Brand in this market use Advertisement as a major weapon to overcome the impetuous Competition. at that place ar numerous Advertisements of different Soft suck up brands undefendable in Television. But, the main thing here is, the markete r want to discover that, do all these advertisements positively influencing the consumers brand preference.In order to write up the shape of Advertisement in Consumer Brand Preference, three main variables be considered with appropriate dimensions. They atomic number 18 Information, Communication and Comprehension. The structured questionnaire was used to collect base data from 200 respondents. The convey found that all three variables manoeuvre 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 call in hold low and moderate influence in their future developments of the Advertisements to maintain its business office in the market in the long-run.Eventually, this study recommends some actions for improving the influence of Advertisement in consumer brand preference. 2 Introduction The importance of gross sales on business survival and the connection betwe en customers and sales, it is expedient for organizations to muster in in programmes that can influence consumers decision to purchase its products. This is where advertize and brand management are relevant. Advertising is a subset of promotion mix which is one of the Four Ps in the marketing mix i. e. product, price, enter and promotion.As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the promontory of a potential consumer to take eventual purchase decision. Marketers survival depends on consumer satisfaction. Consumer satisfaction depends on their perception and brand preference of the finical brand. In brand preference, advertising plays a major role. Nearly everyone in the novel world influence to some degree by advertising. Organizations in twain public and private sectors have learned that the ability to communicate effectively and efficiently with their target audiences is important to their success.In todays wor ld, thither are a myriad of media outlets-print, radio, and television are competing for consumers attention. There are number of creative and attractive advertisements we can see and hear in television, Radio, newspapers and in magazines. Within these media, television advertisements are a lot attractive and interestingly watched by mass audience. It has often been said that television is the ideal advertising medium where the consumer spends the most attentive time. However, the main thing here is, the marketer want to identify the influence of advertising in consumers brand preference. instantly soft drinks have become essential part in lifestyle of the people in the society. There are number of soft drink brands are available in the market. In those brands, some brands are very famous not only in Sri Lanka but 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 br ands, different 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 a nd efforts spent on advertisement will go in vain.