This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
A Research on Impact of Television Commercial on the Youth upon purchasing be...Hardik Shah
This document appears to be a research paper submitted by Hardik J. Shah to Prof. Kalika Bansal at Somlalit Collage of Management Studies in Ahmadabad, India. The paper examines the impact of television commercials on the purchasing behavior of youth in Ahmadabad. It includes an introduction outlining the topic, literature review citing several sources, proposed research methodology, plans for data analysis, and expected conclusion. The paper will analyze survey data collected from youth to understand how television commercials influence their purchasing decisions.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
Advertisement remains a major tool for telecom companies to gain market share in Nigeria. The study investigated the effects of advertisements on consumer brand preference among the major telecom brands (MTN, Airtel, and Glo) in Nigeria. A mixed-methods approach was used, collecting data through questionnaires and interviews with 200 university students and 80 people at a market. The study found that advertisement creates awareness and influences consumers' choices, with 60% of MTN users reporting they chose the brand after learning about promos from advertisements. However, perceived quality may outweigh advertising, as MTN maintains the largest market share despite competitors' advertisements, since it is seen as providing the best reception. Celebrity endorsements can increase brand recall
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
This document discusses the impact of television advertising on consumer buying behavior. It begins with an abstract stating that TV is an effective advertising medium due to its combination of visual and audio. The document then provides an introduction on advertising in general and the advantages of TV advertising specifically. It discusses how TV advertising can influence consumers of all ages, from children to teenagers to adults. The document also reviews literature on studies that have examined the behavioral and psychological impact of TV ads on consumers. The overall purpose is to analyze the factors influencing consumer buying behavior through TV advertising.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
A Research on Impact of Television Commercial on the Youth upon purchasing be...Hardik Shah
This document appears to be a research paper submitted by Hardik J. Shah to Prof. Kalika Bansal at Somlalit Collage of Management Studies in Ahmadabad, India. The paper examines the impact of television commercials on the purchasing behavior of youth in Ahmadabad. It includes an introduction outlining the topic, literature review citing several sources, proposed research methodology, plans for data analysis, and expected conclusion. The paper will analyze survey data collected from youth to understand how television commercials influence their purchasing decisions.
A STUDY ON INFLUENCE OF ADVERTISEMENTS IN CONSUMER BRAND PREFERENCE (With Spe...Abhinav Tyagi
The project has been undertaken with an objective, to understand the influences of advertisement, in consumer brand preference, towards soft drinks products. It also identifies the influence of communication, in the advertisement. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. It also studies the essential for a marketer to find out the extent to which the advertisement creates positive change in preparing the brand of the company.
Advertisement remains a major tool for telecom companies to gain market share in Nigeria. The study investigated the effects of advertisements on consumer brand preference among the major telecom brands (MTN, Airtel, and Glo) in Nigeria. A mixed-methods approach was used, collecting data through questionnaires and interviews with 200 university students and 80 people at a market. The study found that advertisement creates awareness and influences consumers' choices, with 60% of MTN users reporting they chose the brand after learning about promos from advertisements. However, perceived quality may outweigh advertising, as MTN maintains the largest market share despite competitors' advertisements, since it is seen as providing the best reception. Celebrity endorsements can increase brand recall
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
This document discusses the impact of television advertising on consumer buying behavior. It begins with an abstract stating that TV is an effective advertising medium due to its combination of visual and audio. The document then provides an introduction on advertising in general and the advantages of TV advertising specifically. It discusses how TV advertising can influence consumers of all ages, from children to teenagers to adults. The document also reviews literature on studies that have examined the behavioral and psychological impact of TV ads on consumers. The overall purpose is to analyze the factors influencing consumer buying behavior through TV advertising.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
The document is a student's acknowledgement and abstract for their research project on the effects of commercial advertisements on consumer brand preference.
1) The student thanks their project guide and other faculty members for their guidance and support throughout the project.
2) The abstract provides an overview of the study, which analyzes how commercial advertisements influence consumers' brand preferences, particularly among youth. It discusses how ads impact purchasing behavior and which types of ads are most influential.
3) The study examines consumers' favorite brands and reasons for purchasing branded products, as well as the most trusted sources of commercial brand advertisements.
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
Society has saluted corporate social responsibility of firms blindly without paying keen interest to the
long-term survival of humanity. This has made firms pay insufficient consideration to the need to produce
ecologically friendly products
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
Influences of child endorsers on the consumersprjpublications
This document summarizes a study that analyzes the level of influence that child endorsers have on consumers through commercials. The study found that while the sample population was generally not supportive of ads endorsed by children, they recognized both the positive and negative potential impacts. Respondents acknowledged that child endorsers can enhance beliefs about products and satisfaction with purchases. However, the sample also noted certain qualities of child endorsers like curiosity and interest that marketers may exploit. The study aims to contribute new research on the impact of child endorsements, which has not been extensively studied previously.
Economic Study of Television Advertising Market in BangladeshTawhid Rahman
Television has many different affects on the economy in both positive and negative ways. One of the biggest effects television has on the economy is advertisement. More and more people turn to television for advertisement. Advertisement has a huge impact and effect on viewers. After watching an advertisement on television people are heading to the store, looking on the internet, or trying to purchase the product. It only takes a few seconds to convince someone that the product, good or service they are advertising is worth buying and bam people purchase it. Television is unique because it allows people to see the product that is being advertised. Television advertisement affects everyone including children, teens, and adults because they spark the interest of a person instead of pointing out the products features.
This document discusses forward-looking statements that may constitute projections about future operating performance. It notes that while management believes such statements are reasonable, actual results could differ materially from expectations due to various risks and uncertainties. The document also provides an overview of The Coca-Cola Company, including that it owns or licenses over 500 beverage brands worldwide and has the largest beverage distribution system globally. It acquired Coca-Cola Enterprises Inc.'s North American business in 2010 and reorganized its business segments.
This document provides an introduction and overview of the Coca-Cola Company's 2007/2008 Sustainability Review. It discusses the scope of the report, which covers performance from August 2007 through July 2008. It also discusses assurance of the report's content and metrics, as well as sustainability performance across the Coca-Cola system. The introduction emphasizes engaging partners and suppliers to magnify the company's contribution to sustainable development.
SABMiller plc Annual Report 2011 provides an overview of the company's financial and operational performance for the 2011 fiscal year. Key highlights included:
- Group revenue increased 7% to $28.3 billion. Revenue excluding associates and joint ventures increased 8% to $19.4 billion.
- EBITA (earnings before interest, tax, exceptional items and amortization) increased 15% to $5.04 billion.
- Dividends per share increased 19% for the year.
- Profit before tax increased 24% and adjusted earnings per share increased 19%.
The report provides details on financial and operating results, the company's business activities and markets, and
This study examined how brand names affect perceptions of quality by using functional measurement analysis. 30 undergraduate students tested actual products from 3 categories (crayons, tissues, chips) that had high, medium, or low brand value. Participants rated their likelihood to purchase products when presented with: 1) correct brand name 2) switched brand name 3) another switched brand name 4) no brand name 5) brand name alone. Results showed perceptions of quality depended on both product quality and brand name. Unexpectedly, brand name had the strongest effect for chips. For most categories, main effects and interactions of brand name and product quality were significant.
Impact of advertising on consumer buying behaviorSourav Mazumder
This presentation summarizes a study on the impact of advertising on consumer buying behavior. The objectives are to identify the level of influence of ads on consumer decisions, the most attention-grabbing media and ad types, and how ads change purchasing. A survey was conducted and results were analyzed using descriptive statistics and ANOVA. The findings show a significant relationship between consumer behavior and ads, with ads having a positive impact by creating awareness and a good perception that pushes consumers to buy. Television is the preferred media for viewing ads. The conclusion is that informative ads can position a product in consumers' minds and increase sales by providing knowledge to influence purchase motives.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
The document is a student's acknowledgement and abstract for their research project on the effects of commercial advertisements on consumer brand preference.
1) The student thanks their project guide and other faculty members for their guidance and support throughout the project.
2) The abstract provides an overview of the study, which analyzes how commercial advertisements influence consumers' brand preferences, particularly among youth. It discusses how ads impact purchasing behavior and which types of ads are most influential.
3) The study examines consumers' favorite brands and reasons for purchasing branded products, as well as the most trusted sources of commercial brand advertisements.
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
Society has saluted corporate social responsibility of firms blindly without paying keen interest to the
long-term survival of humanity. This has made firms pay insufficient consideration to the need to produce
ecologically friendly products
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Factors affecting consumer's attitudes toward mobile marketingAlexander Decker
This document summarizes a study that investigated factors affecting Saudi consumers' attitudes toward mobile marketing. The study focused on four independent variables: customer satisfaction with advertising messages, customer trust in advertising messages, the value and utility of offers in advertising messages, and brands of products offered in advertising messages. A questionnaire was used to collect data from a convenience sample, which was then analyzed using statistical techniques like regression analysis. The results confirmed that all four independent variables had a significant effect on Saudi consumers' attitudes toward mobile marketing. The document provides context on mobile marketing and reviews literature related to consumer attitudes, customer satisfaction, customer trust, value and utility, and brands. It also summarizes several previous studies on related topics.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
This document discusses consumers' attitudes towards mobile marketing. It examines how mobile marketing can impact consumers' attitudes and purchase intentions. Key topics covered include how mobile marketing relates to consumer satisfaction, trust, perceived value and brand perception. The document outlines advantages of mobile marketing in reaching certain demographic groups and also highlights some disadvantages. It concludes by emphasizing creating a positive attitude and embracing challenges to achieve success with mobile marketing.
Influences of child endorsers on the consumersprjpublications
This document summarizes a study that analyzes the level of influence that child endorsers have on consumers through commercials. The study found that while the sample population was generally not supportive of ads endorsed by children, they recognized both the positive and negative potential impacts. Respondents acknowledged that child endorsers can enhance beliefs about products and satisfaction with purchases. However, the sample also noted certain qualities of child endorsers like curiosity and interest that marketers may exploit. The study aims to contribute new research on the impact of child endorsements, which has not been extensively studied previously.
Economic Study of Television Advertising Market in BangladeshTawhid Rahman
Television has many different affects on the economy in both positive and negative ways. One of the biggest effects television has on the economy is advertisement. More and more people turn to television for advertisement. Advertisement has a huge impact and effect on viewers. After watching an advertisement on television people are heading to the store, looking on the internet, or trying to purchase the product. It only takes a few seconds to convince someone that the product, good or service they are advertising is worth buying and bam people purchase it. Television is unique because it allows people to see the product that is being advertised. Television advertisement affects everyone including children, teens, and adults because they spark the interest of a person instead of pointing out the products features.
This document discusses forward-looking statements that may constitute projections about future operating performance. It notes that while management believes such statements are reasonable, actual results could differ materially from expectations due to various risks and uncertainties. The document also provides an overview of The Coca-Cola Company, including that it owns or licenses over 500 beverage brands worldwide and has the largest beverage distribution system globally. It acquired Coca-Cola Enterprises Inc.'s North American business in 2010 and reorganized its business segments.
This document provides an introduction and overview of the Coca-Cola Company's 2007/2008 Sustainability Review. It discusses the scope of the report, which covers performance from August 2007 through July 2008. It also discusses assurance of the report's content and metrics, as well as sustainability performance across the Coca-Cola system. The introduction emphasizes engaging partners and suppliers to magnify the company's contribution to sustainable development.
SABMiller plc Annual Report 2011 provides an overview of the company's financial and operational performance for the 2011 fiscal year. Key highlights included:
- Group revenue increased 7% to $28.3 billion. Revenue excluding associates and joint ventures increased 8% to $19.4 billion.
- EBITA (earnings before interest, tax, exceptional items and amortization) increased 15% to $5.04 billion.
- Dividends per share increased 19% for the year.
- Profit before tax increased 24% and adjusted earnings per share increased 19%.
The report provides details on financial and operating results, the company's business activities and markets, and
This study examined how brand names affect perceptions of quality by using functional measurement analysis. 30 undergraduate students tested actual products from 3 categories (crayons, tissues, chips) that had high, medium, or low brand value. Participants rated their likelihood to purchase products when presented with: 1) correct brand name 2) switched brand name 3) another switched brand name 4) no brand name 5) brand name alone. Results showed perceptions of quality depended on both product quality and brand name. Unexpectedly, brand name had the strongest effect for chips. For most categories, main effects and interactions of brand name and product quality were significant.
The document provides a summary of the Coca-Cola Company's 2009/2010 sustainability review. Some key highlights include:
- Their commitment to making a positive difference through their business operations and partnerships with bottlers.
- "LIVE POSITIVELY" focuses on 7 core sustainability areas with measurable goals for reducing calories, improving energy efficiency, sustainable packaging, water stewardship, and supporting communities.
- Performance highlights show progress against goals for beverage benefits, energy use reduction, water use efficiency, and other metrics from 2005-2009.
SlideShare es una plataforma para compartir presentaciones en línea. Funciona mediante diapositivas de PowerPoint que los usuarios suben y comparten a través de un enlace HTML, el cual pueden insertar en sitios web u otras plataformas para que otros usuarios puedan ver las presentaciones de forma online. La interfaz incluye un logo, barra de herramientas y perfil de usuario. Los usuarios suben sus presentaciones usando el botón de carga y luego comparten el enlace generado.
The document analyzes the market potential for Coke slim cans in South India. A survey was conducted with 500 retailers and 500 consumers across four major cities. Key findings include:
1) 86% of consumers prefer soft drinks as refreshment, with Coke as the most preferred brand for cans over other Coke products or Pepsi.
2) Over 50% of consumers are aware of Coke cans through display fridges, showing their importance. However, many retailers do not stock cans due to lower demand and supply issues.
3) While 62% of consumers buy Coke cans, many cite health concerns and higher prices of cans as reasons for not buying. Retailers also prefer bottles over cans despite higher margins for
Sanjiv Gupta, CEO of Coca-Cola India, saw sales drop 30-40% in two weeks following an environmental group's report finding Coca-Cola and Pepsi products in India contained pesticide levels 30-36 times global standards. The government banned Coke and Pepsi sales while investigations occurred. Both companies denied the claims but consumers believed the findings. Gupta faced a crisis that threatened Coca-Cola's market leadership in India.
The document analyzes the market potential for Coke slim cans in South India. A survey was conducted with 500 retailers and 500 consumers across four major cities. Key findings include:
1) 86% of consumers prefer soft drinks as refreshment, with Coke as the most preferred brand for cans over other Coke products or Pepsi.
2) Over 50% of consumers are aware of Coke cans through display fridges, showing their importance. However, many retailers do not stock cans due to lower demand and supply issues.
3) While 62% of consumers buy Coke cans, many cite health concerns and higher prices of cans as reasons for not buying. Retailers also prefer selling bottles over cans.
Global brands allow companies to achieve economies of scale in production and marketing. However, some national brands are better suited to local tastes and cultures. The document discusses the advantages and risks of both global and national brands. It concludes that companies should use global brands where possible but national brands where necessary to adapt to local conditions.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
Global Investment and Strategic Partnership
http://www.pldt.com/docs/default-source/presentations/2014/pldt-and-rocket-internet-global-strategic-investment.pdf?sfvrsn=0
This document discusses access control lists (ACLs) and how they are implemented across different platforms and file systems. It provides a history of ACL implementations including POSIX ACLs, NTFS ACLs, and NFSv4 ACLs. It also discusses specifics of how ACLs are supported and some issues that can arise with ACLs on the author's NetApp and FreeBSD environments. Overall, the document aims to educate about ACL standards and interoperability challenges across platforms.
Chinas e commerce market- the logistics challengesPierre Poignant
Distribution gains importance as online markets heat up in China. Managing logistics will be a key challenge and differentiator for e-commerce companies as the market expands geographically and increases in volume. Strategic partnerships with logistics providers and in some cases building internal logistics networks are likely to play important roles in effectively handling deliveries.
Changing attitudes of consumers through emotional advertisingYohan DSouza
This document provides a project report on changing consumer attitudes through emotional advertising. It discusses advertising and the increasing clutter consumers face. It then examines how emotions like happiness, sadness, and fear can influence consumers when used in advertising. The report aims to study which emotions positively or negatively impact consumers' purchase decisions. It details research conducted on emotional advertising and concludes with findings on how certain emotions can facilitate understanding of advertising messages and influence buying behavior.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
Ask for Evidence is a campaign launched in the United States in 2013 by Sense about Science, a UK charity, in collaboration with Emerson College, to encourage people to question claims made in advertising and hold companies accountable by asking for evidence. It is currently managed by a professor at Emerson College and integrated into some courses there to establish awareness and use it as a framework to discuss evaluating evidence for claims. The target audience is currently Emerson's undergraduate students who can investigate claims as assignments or term papers for various courses.
The document discusses the impact of advertising on consumer behavior. It begins by stating that marketers use various media platforms to influence consumer behavior and maintain loyalty. It then outlines the objectives of the study, which are to analyze consumer buying behavior and examine the effect of advertisements on consumer decisions. The literature review covers previous research on how advertising shapes consumer perceptions and purchasing. The methodology uses secondary data collection. Key topics covered include definitions of advertising and consumer behavior, factors influencing consumer behavior, objectives of advertising, types of advertising, and the impact of advertising in building brand familiarity, trust, and motivating purchases. The conclusion is that advertising helps create awareness to influence consumer opinions and decisions.
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1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
Promotion Mix Vs Consumer Demand by Tolulope Ofitoluofi
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The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
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Every organization gets involved in one or the other activities so as to promote their company and its product. As discussed earlier, the MTN requires striving for contribution towards the society’s wellbeing to try and present a favorable business image. The consumers, no more, tend to be examining the corporate feedback to the society seriously. The CSR initiatives by the MTN include the categories of economic empowerment, education and health. Finding out the extent of consumer’s positive perception towards the MTN brand can be enhanced by the CSR initiatives. Even the marketing managers would be benefited by this research as it will be help them preparing marketing plan and strategies based on the results.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising methods like banner ads, social media advertising, and email marketing. It then describes three main types of online advertising strategies: banner advertising, animated banner ads, interactive banner ads, and transactional banner ads. The document aims to examine the relationship between environmental responses and emotional responses to advertising as independent variables, and their impact on consumer buying behavior as the dependent variable.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising strategies like banner ads, social media advertising, and email marketing. It then describes three main types of banner ads: animated banners, interactive banners, and transactional banners. The purpose is to examine the relationship between environmental responses and emotional responses to advertising (independent variables) and their impact on consumer buying behavior (dependent variable).
Health Services MarketingHSA 305Designing And Managing.docxpooleavelina
Health Services Marketing
HSA 305
Designing and Managing Integrated Marketing Communications
Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San
Francisco: Jossey-Bass
*
Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications.
Please go to the next slide.
ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing
*
Upon completion of this lesson, you will be able to:
Describe the health care system and the role of marketing.
Please go to the next slide.
Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things
In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity.
Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it:
Represent the voice of the brand;
Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers;
Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when;
Educate consumer regarding who makes the product and what the organization and brand represent;
Can provide consumers an incentive or reward for trial or usage;
And
Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing.
All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity.
Please go to the next slide.
*
Marketing Communications and Brand EquityCommunication mixMarketing activities
*
Marketing communication mix has six major modes of communications:
Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service.
Events and experiences are organization-sponsored activities and programs designed to create da ...
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
This document provides an overview of a research project on the impact of television advertisements on children's buying behavior. It discusses the positive and negative effects of advertisements on children and describes the research methodology used, including collecting data through questionnaires from children aged 5-15. Various types of advertising media are defined, such as television, online, print, and billboard advertising. Data and information collected through the research is presented, including children's television viewing hours and their attitudes towards food advertisements. The document concludes with thanking those involved in the research project.
How do green firms appeal users with pop ups...sibr pptDaniel LK
This document summarizes a study that explored how green firms use pop-up and in-line ads to appeal to and influence consumers' attitudes. The study developed a research framework based on existing advertising literature and proposed hypotheses about how factors like emotion, entertainment, credibility and irritation affect attitudes toward green ads. A quantitative survey was conducted and found entertainment and credibility were most important in influencing attitudes, while irritation was less so. The study provides suggestions for further research with larger sample sizes and examining specific green products or media.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
Assessing the Influence of Transportation on the Tourism Industry in Nigeriagsochially
This research dissertation investigates the complex interplay between transportation and the tourism industry in Nigeria, aiming to unravel critical insights that contribute to the enhancement of the overall tourist experience. The study employs a multi-faceted approach, literature review establishes a robust theoretical framework, incorporating The Service Quality and Satisfaction Theory to guide the research questions and hypotheses.
The methodology involves the distribution of a structured questionnaire, ensuring a representative sample and facilitating a comprehensive analysis of the gathered data.
Key findings include the nuanced perceptions of transportation infrastructure adequacy, safety and security concerns, financial influences on travel decisions, and the cultural and ecological impacts of transportation choices. These findings culminate in a comprehensive set of recommendations for policymakers and practitioners in the Nigerian tourism industry. The findings contribute to the existing literature by providing actionable insights for policymakers, stakeholders, and researchers in the Nigerian tourism sector.
The recommendations encompass gender-sensitive planning, infrastructure enhancements, safety measures, and strategic interventions to address financial constraints, ensuring a holistic and sustainable development of the tourism industry in Nigeria.
Author: Imafidon Osademwingie Martins
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1. ICBI 2010 - University of Kelaniya, Sri Lanka
A STUDY ON INFLUENCE OF ADVERTISEMENT IN
CONSUMER BRAND PREFERENCE (SPECIAL REFERENCE
TO SOFT DRINK MARKET IN MANMUNNAI NORTH D.S
DIVISION BATTICALOA)
Miss. Vithya Vivekananthan,
Faculty of Commerce and Management, Eastern University,
Vantharumoolai, Sri Lanka
vcvithya@gmail.com
ABSTRACT
Measuring the influence of Advertisement in Consumer Brand Preference is very
essential for every marketer. If advertisement does not create any positive change in
consumers’ brand preference, all the resources such as money, time and efforts spent
on advertisement will go in vain. Most of the marketers use Advertisement as a tool to
attract substantially new customers and to retain the existing customers. This research
studies about the “Influence of Advertisement in Consumer Brand Preference in the
Soft Drink Market”, which is one of the most competitive markets in Batticaloa.
Every Brand in this market use Advertisement as a major weapon to overcome the
fierce Competition.
There are numerous Advertisements of different Soft drink brands exposed in
Television. But, the main thing here is, the marketer want to identify that, do all these
advertisements positively influencing the consumers’ brand preference.
In order to study the influence of Advertisement in Consumer Brand Preference, three
main variables are considered with appropriate dimensions. They are; Information,
Communication and Comprehension. The structured questionnaire was used to collect
primary data from 200 respondents. The study found that all three variables indicate
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
have low and moderate influence in their future developments of the Advertisements
to maintain its position in the market in the long-run. Eventually, this study
recommends some actions for improving the influence of Advertisement in consumer
brand preference.
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2. ICBI 2010 - University of Kelaniya, Sri Lanka
Introduction
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. This is where advertising and brand
management are relevant. Advertising is a subset of promotion mix which is one of
the Four ’P’s in the marketing mix i.e. product, price, place and promotion. 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.
Marketers’ survival depends on consumer satisfaction. Consumer satisfaction depends
on their perception and brand preference of the particular brand. In brand preference,
advertising plays a major role. Nearly everyone in the modern world influence to
some degree by advertising. Organizations in both public and private sectors have
learned that the ability to communicate effectively and efficiently with their target
audiences is important to their success.
In today’s world, there 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 more 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.
Nowadays 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 brands, 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.
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3. ICBI 2010 - University of Kelaniya, Sri Lanka
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 and efforts spent on advertisement will go in vain. Therefore, it is
essential for a marketer to find out the extent to which the advertisement creates
Positive change in preferring the brand of the company.
Objectives of the study
1) Examining the influence of Information in the Advertisement in deciding
consumer brand preference
2) Identifying the influence of Communication in the Advertisement in deciding
consumer brand preference
3) Understanding the influence of Comprehension of the Advertisement in
deciding consumer brand preference
Literature Review
The role of advertisement changes unto what the organization wants them to do. An
organization use the advertising to help them survive from the impacts of economic
trends. Still, the economists views that the advertising plays a significant effect on the
consumer behavior and in a long process, the advertising can lead the organization to
competition. Based on the understanding regarding the advertising, the approach
rooted in the organization’s search for the right answer on the effects of the
competition. Consequently, the accepted basic role of the advertising is to provide the
consumers with the right amount of information regarding the product or services,
which is related to the objective of the competition and that is to deliver the consumer
satisfaction. In this view, the level of advertising affects the consumer who is the
focus of the organization (Park, 1996).
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4. ICBI 2010 - University of Kelaniya, Sri Lanka
Advertisements tend to be highly informative & present the customer with a number
of important product attributes or features that will lead to favourable attitudes and
can be used as the basis for a rational brand preference. People get information from
the advertisement through the attractiveness it holds, the attention it creates and the
awareness it gives. (Arens, 1996)
Advertising is also a type of communication. It is actually a very structured form of
applied communication, employing both verbal and non-verbal elements that are
composed to fill specific space and time determined by sponsor. Effective
communication through advertisement leads the consumers toward the purchasing of
brand. (Belch & Belch, 1998)
One key concern for the advertiser is whether the advertisement or commercial
conveys the meaning intended. The receiver is viewed as very active, involved
participant in the communication process whose ability and motivation to attend,
comprehend and evaluate messages are high. If the consumer or the audience gets the
message and understand it as the advertiser has it in mind, it is a great success for the
advertiser. That understanding leads the person to prefer and purchase the brand.
(Clow & Back, 2002)
Definitely, the marketing activity such as advertising affects both internal and external
behavior of the consumer. Most especially, the consumers’ perceptions are influence
through the exposure such as seeing an advertisement; attention which means that the
consumer recognizes the advertisement; awareness which is common if the
advertisement involves some humor; and the retention that keeps or stays in the mind
of the consumer (Chen and Lee 2005). Advertisements also affect the knowledge by
giving information, attitude, personality, lifestyles of the consumers, and the culture
of the consumer. The concept of advertising makes it possible to involve the
consumers which greatly affect the buying decisions of the consumers (Tsai, Liang,
and Liu, 2007). Based on the above literature background the following conceptual
framework developed for the research purpose.
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5. ICBI 2010 - University of Kelaniya, Sri Lanka
Conceptual Framework
Information
· Attractiveness
· Attention
· Awareness
Communication
· Message Consumer
· Source Brand Preference
· Media
Comprehension
· Recall
· Link
· Attitude
(Developed for this study purpose)
Methodology and Data Collection
Sampling Distribution.
The sample has been taken from 48 Grama Niladhari divisions based on total number
of population. The population of each Grama Niladhari Division divided by the total
population of Manmunai North Divisional Secretariat Division, and multiplied by the
sample of 200. By summing up the sampling units of all the Grama Niladhari
divisions total number of sample size 200 obtained. Sampling procedure is as follows:
No. G.N.Division Population Sample
01 Manchanthoduwai North 754 2
02 Manchanthoduwai South 2594 6
03 Navatkudah 1198 3
04 Navatkudah East 2570 6
05 Navatkudah south 896 2
06 Kallady 2158 5
07 Nochchimunai 2910 7
08 Kallady Uppodai 2095 5
09 Kallady Veloor 2996 7
10 Navalady 1327 3
11 Kallady Muhathuwaram 1320 3
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6. ICBI 2010 - University of Kelaniya, Sri Lanka
12 Thiruchenthur 3170 7
13 Dutch Bar 863 2
14 Amirthakali 2875 7
15 Mamangam 2091 5
16 Iruthayapuram East 1412 3
17 Palameenmadu 1431 3
18 Punnaicholai 2035 5
19 Thiraimadu 1469 3
20 Koolavady 1078 2
21 Gnanasooriyam square 1706 4
22 Barathipuram 1928 4
23 Koolavady East 1218 3
24 Thisaveerasingham 1315 3
25 Vettukkadu 720 2
26 Kokuvil 1398 3
27 Sathurukkondan 1274 3
28 Karuvappenkerny 2828 7
29 Periya Urani 1365 3
30 Panichayady 296 1
31 Iruthayapuram West 2759 6
32 Sinna Urany 3621 8
33 Jeyanthipuram 1111 3
34 Iruthayapuram central 1075 2
35 Thaandavanweli 3091 7
36 Arasady 1612 4
37 Thamaraikerny 2092 5
38 Koddamunai 1361 3
39 Periya Uppodai 4370 10
40 Puliyanthivu East 1687 4
41 Puliyanthivu West 1396 3
42 Puliyanthivu Central 1232 3
43 Puliyanthivu South 3063 7
44 Thimilaithivu 1288 3
45 Thirupperunthurai 1396 3
46 Veechukalmunai 884 2
47 Puthunagar 2151 5
48 Sethukudah 1142 3
Total 82,621 200
(Developed for this study purpose)
The Questionnaire contains two parts. The first part intended to find out the research
information based on three variables: Information, communication and
comprehension. The second part inquires about the personal information.
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7. ICBI 2010 - University of Kelaniya, Sri Lanka
Data Analysis and Evaluation
Simplest way to measure the variable considered in this research study was the use of
questionnaires with five point Likert scale. Univariate measures such as Mean, and
standard deviation used to analyse the data. The obtained data presented through
SPSS Package. Based on the value indicated in the Questionnaire, mean value may lie
in the range between 1-5, that is, strongly disagree to strongly agree. Xi indicates the
variables that considered in the statement with five point likert scale measure. The
obtained mean value categorized in the following manner:
Range Decision Attributes
1 ≤ Xi ≤ 2.5 Low influence of Advertisement in Consumer Brand Preference
Moderate influence of Advertisement in Consumer Brand
2.5 < Xi ≤ 3.5
Preference
3.5 < Xi ≤ 5 High influence of Advertisement in Consumer Brand Preference
(Developed for this study purpose)
Discussion and Recommendation
Personal Information
This part mainly discusses some data related to the personal information of the
respondents such as, Brand preference distribution, gender, age distribution, family
income distribution, and educational qualification.
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8. ICBI 2010 - University of Kelaniya, Sri Lanka
Brand Preference Distribution
Brand
Fq. Percent %
Preference
Coca-Cola 79 40
Elephant 33 16
Fanta 46 23
Ole 42 21
Total 200 100
(Source: Survey Data)
There are several soft drink brands available in the market. Within these brands Coca-
Cola, Fanta, Elephant and Ole are the products selected for the research purpose.
From the 200 respondents 40% of consumers prefer Coca-Cola, 16% prefer Elephant,
23% respondents prefer Fanta and 21% of the respondents prefer Ole. According to
the analysed data, Coca-Cola has the highest influence in all three variables when
compare it with others. Fanta has high influence of Advertisement in Communication
and Comprehension but that is lower than the mean values of other soft drinks.
In the sample about, 52% represents male and remaining 48% represents female
respondents who resides in Manmunai North Divisional Secretariat Division. Both
gender shows high influence of Advertisement in consumer brand preference.
However, in overall view, females have the highest mean value than males.
In the age distribution, about 17% respondents are below 18 years, 34% represents the
age group 18– 28, 25% represents the age group 29- 40 and remaining 24%
respondents are above 40 years. All three variables indicate their high influence of
Advertisement in consumer brand preference. In this, high influence the age group
below 18 has the highest mean value in all three variables than other age groups. Next
to that, age group between 18 and 28 has the higher influence in all three variables.
Other two age groups 29 - 40 and above 40 show their high influence on all three
variables but, their mean value is less than the teens and youths.
-8-
9. ICBI 2010 - University of Kelaniya, Sri Lanka
In the income range, about 13% of the respondents are receiving below Rs.7000 as
income per month, and 25% are having the income Rs.7000 to 15000 per month, and
41% of the respondents are receiving income above Rs.15000 to 30000, and
remaining 21% people receiving above Rs.30000 as monthly family income. All
income groups are highly influenced by Advertisement in their brand Preference.
When considering the variable Information, according to data, people who earn below
Rs. 7000 and people who earn above Rs.30000 have higher mean value than other
income groups. Respondents who earns below Rs.7000, give more importance to
Information provided in the Advertisement even though they earn low income. In
Communication, income group, which earn more than Rs. 30000 have the highest
mean value than others. In the case of Comprehension, earners of above Rs.30000
have the highest mean value.
Nearly 44% are with G.C.E O/L and 21 % are up to G.C.E.A/L. Next 22%
respondents are graduates and the remaining 13 % have Postgraduate educational
level. Variables; Information, Communication and Comprehension are indicated high
influence of Advertisement in different Educational Qualification. Variable of
Information indicates that Post Graduates have the highest mean value (3.78). In the
case of Communication, Post Graduates have the highest mean value (3.85) than
others. However, in the Comprehension, Post Graduates and Ordinary level People
have high mean value (3.76) than others. In overall view, Post Graduates have the
highest mean value in all three variables than other groups. Even though the
frequency of postgraduates is lower than other groups, their mean values are high.
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10. ICBI 2010 - University of Kelaniya, Sri Lanka
Research Information
Overall Variables View
Scale
Standard Deviation
Dimensions &
2.5< Xi ≤ 3.5 3.5< Xi ≤ 5.0
Variable
Mean
1≤ Xi ≤ 2.5 Moderate High
Low Influence influence Influence
Fq. % Fq. % Fq. %
Information 3.62 0.39 30 5 234 39 336 56
Communication 3.73 0.52 34 6 171 28 395 66
Comprehension 3.67 0.52 27 4 195 33 378 63
(Source: Survey Data)
Information
Information is the first variable in the study of influence of Advertisement in
consumer brand preference. It indicates the high influence of Advertisement in
consumer brand preference, which has the mean value of 3.62. The standard deviation
is 0.39. A 56% of the respondents indicate high influence of information in
Advertisement, 39% of the respondents indicate moderate influence of information in
Advertisement and remaining 5% indicates low influence of information in
Advertisement in the brand preference.
Information measured through three dimensions. They are Attractiveness, Attention,
and Awareness. A 56% of the respondents are highly influenced by information in the
Advertisement. It is measured by the above three dimensions. A 69% respondent say
Attractiveness has the High influence in the Information of Advertisement. A 56%
respondent is highly influenced by Attention. Awareness moderately influences the
48% respondents.
Following are some recommendations to attract and retain the people through
information:
v Soft drink brands especially Ole, Fanta and Elephant have to create their
Jingles in most attractive way according to the current expectation of the
market.
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11. ICBI 2010 - University of Kelaniya, Sri Lanka
v Use new technological instruments in the composition of background music of
the Advertisements are essential.
v Develop interesting stories and documentaries in Advertisement.
v Expose the Advertisements in time, which is convenient to all people in the
market.
v Include more information about the products’ benefits in the Advertisement.
v Explain about the different situations in which, the brand can be consumed.
Communication
The next variable is the Communication. The influence of Communication in the
Advertisement indicates the high influence in consumer brand preference (mean value
3.73) with the standard Deviation of 0.52. From 200 respondents 66% express their
high influence, 28% express their moderate influence and 6% express their low
influence in consumer brand preference.
Message, Source and Media considered as main dimensions to measure the influence
of Advertisement in consumer brand preference of Soft drink brands regarding
Communication. A 66% of the respondents are highly influenced by the
Communication of the Advertisement. It is measured by the above three dimensions.
A 79% respondent say Message has High influence in the Information of
Advertisement. A 45% respondent is moderately influenced by Source. Media highly
influences 77% respondents.
These are some recommendations to attract and retain the people through
Communication:
v Conclusion of the message presented in the Advertisement must design in a
way, which is acceptable by all people.
v Developing the message in a proper sequential order is a must
v Selecting reliable sources when presenting the message is very much
important
v The story or documentary must be true and attractive.
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12. ICBI 2010 - University of Kelaniya, Sri Lanka
v A clear similarity must expose in the Advertisement between the source and
the audience in their needs, goals or interests.
v Frequent Advertisement is essential to attract more customers.
v To reach the mass-market exposure of Advertisement must be enough.
Comprehension
Final variable is Comprehension. The Comprehension in the Advertisement indicates
the high influence of Advertisement in consumer brand preference (mean value 3.67)
with the standard Deviation of 0.52. From 200 respondents 63% express their high
influence, 33% express their moderate influence and 4% express their low influence
in consumer brand preference.
It measured through the dimensions recall, link and attitude. Recall has 71% of the
High influence in Comprehension with the mean of 3.83. Link indicates 49%
Moderate influence and Attitude shows 73% of High influence.
Following are some recommendations to attract and retain the people through
Comprehension:
v Give true information about the brand in the Advertisement and maintain the
good will of the brand in the market.
v Develop attractive and interesting Advertisements, which make the consumers
to remember the brand and Advertisement.
v Maintain the integration with Advertisement and brand is important.
v The Advertisement must expose the day-to-day life of the audience.
v Advertisement should be believable and it has to make the brand believable.
v Advertisement must well organized and present the right message to the
audience, which creates a positive feeling toward the Advertisement.
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13. ICBI 2010 - University of Kelaniya, Sri Lanka
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