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THE EFFECT
OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE
CHAPTER ONE
INTRODUCTION
Advertiser’s
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 goals 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 outfits is to produce for sales and profits. In order
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, taking decision on sales is the most difficult
tasks 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’ decision to purchase its products.
In June
1836, French newspaper La Presse was the first to include paid advertising in
its pages, allowing it to lower its price, extend its readership and increase
its profitability and the formula was soon copied by all titles. Around 1840,
Volney B. Palmer established the roots of the modern day advertising agency in
Philadelphia. In 1842 Palmer bought large amounts of space in various
newspapers at a discounted rate then resold the space at higher rates to
advertisers. The actual ad – the copy, layout, and artwork – was still prepared
by the company wishing to advertise; in effect, Palmer was a space broker. The
situation changed in the late 19th century when the advertising agency of N.W.
Ayer & Son was founded. Ayer and Son offered to plan, create, and execute
complete advertising campaigns for its customers. By 1900 the advertising
agency had become the focal point of creative planning, and advertising was
firmly established as a profession. Around the same time, in France,
Charles-Louis Havas extended the services of his news agency, Havas to include
advertisement brokerage, making it the first French group to organize. At
first, agencies were brokers for advertisement space in newspapers. N. W. Ayer
& Son was the first full-service agency to assume responsibility for
advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.
Advertisement for a live radio broadcast, sponsored by a milk company and
published in the Los Angeles Times on May 6, 1930. At the turn of the century,
there were few career choices for women in business; however, advertising was
one of the few. Since women were responsible for most of the purchasing done in
their household, advertisers and agencies recognized the value of women’s
insight during the creative process. In fact, the first American advertising to
use a sexual sell was created by a woman – for a soap product. Although tame by
today’s standards, the advertisement featured a couple with the message “The
skin you love to touch”.
In the early
1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios
to consumers. As time passed, many non-profit organizations followed suit in
setting up their own radio stations, and included: schools, clubs and civic
groups. When the practice of sponsoring programs was popularised, each
individual radio program was usually sponsored by a single business in exchange
for a brief mention of the business’ name at the beginning and end of the
sponsored shows. However, radio station owners soon realised they could earn
more money by selling sponsorship rights in small time allocations to multiple
businesses throughout their radio station broadcasts, rather than selling the
sponsorship rights to single businesses per show.
1.2
STATEMENT OF THE PROBLEM
The role of
advertising in determining consumer behaviour and brand preference has been
undermined by many firms in Nigeria over the years. Some firms spend huge
amounts of money advertising their products and still claim about indifference
in their sales volume. This misconception seems to be based on an entirely
understandable initiative reaction: how can advertisers claim that advertising
does not increase consumption and sales and still spend so much money on it?
According to
Ambler (2000), advertising has major influences on consumption volume of
consumers, as well as sales volume. Adverts may not necessarily bring about
huge volume of sales in the short-run, but will certainly increase sales and
profits in the long run if done properly. Even if some marketers believe that
accurate knowledge about consumers, how they buy, why they buy, and where they
buy- is unnecessary as it is possible to manipulate hapless buyers into parting
with their money in return for products that they do not want. However, models
about advertising as a strong force have survived despite various empirical
studies showing that the view of advertising as a strong persuasive force is
largely unfounded.
1.4 RESEARCH
OBJECTIVES
The
following are the research objectives of this study:
To examine
the impact of advertising on consumer brand
preference.
To determine
advertisement channels that are most effective for influencing consumer buying
behaviour.
To examine
the impact of celebrity endorsement on consumer brand preference.
To find out
factors that encourages brand loyalty amongst consumers.
1.5 RESEARCH
QUESTIONS
In-order to
achieve the objectives of this study, the following research questions were
used:
Does
advertisement influence consumer brand preference?
Which advertisement
channel is most effective for influencing consumer buying behaviour?
Does
celebrity endorsement affect consumers buying preference?
What factors
encourage brand loyalty among consumers?
1.6 RESEARCH
HYPOTHESIS1. Ho: Advertisement does not influence consumers’ behavior and
preference for a brand.Hi: Advertisement influences consumers’ behavior and
preference for a brand.2. Ho: There is no significant relationship between
media channel and effectiveness of advertisement.
Hi: There is
a significant relationship between media channel and effectiveness of
advertisement.
1.7
SIGNIFICANCE OF THE STUDY
The study
will help firms understand the importance of advertising. It will also enable
them structure their adverts and brands to make them more appealing in order to
improve sales and lead to better performance. As this study gives a clear
insight into how advertisement can influence consumer behaviour, many firms
will be encouraged into using adverts to market their products. When firms
start making more sales and profits as a result of advertising, the economy of
Nigeria will be boosted, as more income from tax will be accrued to the
government of Nigeria. The findings and recommendations of this study will go a
long way in helping firms to adopt good advertising strategies, and appealing
brand designs to help get more consumers for their products and services.
1.8 SCOPE OF
THE STUDY
The study is
limited to the influence of advertising on brand awareness and consumer
preference in Uyo, using selected consumers of various beverage brands as a focus point.
1.9
LIMITATION OF THE STUDY
The only
limitation faced by the researcher in the course of carrying out this study was
the delay in getting data from the various respondents. Most respondents were
reluctant in filling questionnaires administered to them due to their busy
schedules and nature of their work. The researcher found it difficult to
collect responses from the various respondents, and this almost hampered the
success of this study.
1.10 CHAPTER
SCHEME
Advertisement:
Any form of non-personal communication through mass media that is paid for by
an identified sponsor(s).
Advertising:
A process activity or program necessarily to prepare message get it to the
intended market.
Influence:
The effect somebody or something has on somebody or something.
Media: The
main ways that large number of people generates information or get entertained.
Consumers:
Persons who buy goods and use it for services.
Product:
Anything that can be offered to the market for attention, acquisition, and
consumption or use that might satisfy a need or want.
Services:
Any act of performance that can be offered to another that is essentially
tangible and does not result in the ownership of anything.
Consumer
Behaviour: The behaviour at which the consumer will display if searching for
purchasing.
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