Impact of Advertisement on the Brand PreferenceIMPACT OF ADVERTISEMENT ON THE BRAND PREFERENCE

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advertisement factors which effecting consumer Preference from one product to another product. Impact of advertisement on arated drinks is important in the area of consumer research It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem.
   Asia Pacific Journal of Marketing & Management Review   __________________________________________ ISSN 2319-2836 Vol.2 (2), February (2012) Online available at 147 IMPACT OF ADVERTISEMENT ON THE BRAND PREFERENCE OF AERATED DRINKS BRAJDEEP SINGH ASSISTANT PROFESSOR, DEPT. OF MANAGEMENT & COMMERCE, JVWU, JAIPUR.   KRITI AGRAWAL, ASSISTANT PROFESSOR, JAYOTI VIDYAPEETH WOMEN'S UNIVERSITY AJMER ROAD, JAIPUR  _____________________________________________________________________________________ ABSTRACT This paper extends research linking advertisement factors which effecting consumer Preference from one product to another product . aerated drinks companies are spending a lot of money on their Advertisements, celebrities etc. About 35% of the total cost is Advertising cost for a aerated drink company. Therefore Advertising is an important aspect of the companies to promote their  product, and generate sales. It is also important for the companies to know whether their advertisements are effective or not, In order to check the impact of the advertisements, we have taken this as our research problem. KEYWORDS: Advertisement, impact, brand.  _____________________________________________________________________________________ INTRODUCTION It is well known fact that people in India do not just watch their favorite sport, film or serial, many are watching to see the commercials. Regardless of how good the game was, there are usually a few ads that people talk about the next day. But one thing that people may not think about is how trustworthy an advertisement may be and, at a higher level, how much trust one can, or cannot, place in an industry's advertisements. In Indian scenario it is proved that advertisements from soft drink companies are most effective. As we know these days soft drink companies are advertising their product so much on televisions and are spending so much money on the celebrities to endorse their products. In soft drink industry the cost of advertising is nearly 35 % of the total cost. For increasing the sale of their  product they are taking film stars, cricket stars in their advertisements of their products which is again very costly. Therefore we took this as opportunity to study different aspects of Advertisements, their impact on consumer perception etc. Each advertisement is a specific communication that must be effective, not just for one customer, but for many target buyers. This means that specific objectives should be set for each particular advertisement campaign. Advertising is a form of promotion and like a promotion; the objectives of advertising should be specific. This requires that the target consumers should be specifically identified and that the   Asia Pacific Journal of Marketing & Management Review   __________________________________________ ISSN 2319-2836 Vol.2 (2), February (2012) Online available at 148 effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in terms of direct sales. Now, it is to view advertising as having communication objectives that seek to inform persuade and remind  potential customers of the worth of the product. Advertising seeks to condition the consumer so that he/she may have a favourable reaction to the promotional message. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programme. The basic objectives of an advertising programme may be listed as below: (i) To communicate with consumers. (ii) To retain the loyalty of present and former consumers. Advertising may be used to reassure  buyers that they have made the best purchase, thus building loyalty to the brand name or the firm. (iii) To increase support. Advertising impliedly boost the morale of the sales force and of distributors, wholesalers, and retailers, ; it thus contributes to enthusiasts and confidence attitude in the organizational. : (iv) To project an image. Advertising is used to promote an overall image of respect and trust for an organization. This message is aimed not only at consumers, but also at the government, shareholders, and the general public. Importance of Advertising Generally, advertising is a relatively low-cost method of conveying selling messages to numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumer confidence in the company and its products by building familiarity. Advertising is to stimulate market demand. While sometimes advertising alone may succeed in achieving buyer acceptance, preference, or even demand for the product, it is seldom solely relied upon. Advertising is efficiently used with at least one other sales method, such as personal selling or point-of-purchase display, to directly move customers to buying action. Advertising has become increasingly important to business enterprises  –   both large and small. Outlay on advertising certainly is the voucher. Non-business enterprises have also recognized the importance of advertising. The attempt by army recruitment is bases on a substantial advertising campaign, stressing the advantages of a military career. The health department popularizes family planning through advertising Labor organizations have also used advertising to make their viewpoints known to the public at large. Advertising assumes real economic importance too. Advertising strategies that increase the number of units sold stimulate economies in the  production process. The production cost per unit of output is lowered. It in turn leads to lower  prices. Lower consumer prices then allow these products to become available to more people. Similarly, the price of newspapers, professional sports, radio and TV programmed, and the like might be prohibitive without advertising. In short, advertising pays for many of the enjoyable entertainment and educational aspects of contemporary life. Advertising has become an important factor in the campaigns to achieve such societal-oriented objectives such as the discontinuance of smoking, family planning, physical fitness, and the elimination of drug abuse.   Asia Pacific Journal of Marketing & Management Review   __________________________________________ ISSN 2319-2836 Vol.2 (2), February (2012) Online available at 149 Though in India, advertising was accepted as a potent and recognized means of promotion only 25 years ago, its growing productive capacity and output necessitates the finding of consumers and advertising plays an important role in this process. Advertising helps to increase mass marketing while helping the consumer to choose from amongst the variety of products offered for his selection. In India, advertising as a profession is in its infancy. Because of this fact, there is a tremendous scope for development so that it may be productively used for the benefit of  producers, traders, consumers, and the country’s economy.  Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of a person’s time to inform him or her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy. STUDY OF GROWTH OF SOFT DRINK MARKET SOFT DRINKS Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and sweetening agents as no natural juice is used.  MARKET Cola products account for nearly 61-62% of the total soft drinks market.    Two global majors’ Pepsi and Coke dominate the soft drink market.       NCAER survey says 91% of soft drink in the country is in the lower, lower middle and upper middle class people.    The market is worth around Rs.5000 crores with growth rate of around 10-15%.    The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783 million bottles in 2000-2008 industry source.    Growth market this year is expected to be 10-15% in value terms and 20-22% in volume terms. However, the market for carbonated drinks is stagnating and not growing as expected. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during off-season. The market is  predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates ($50 million) . On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.   Asia Pacific Journal of Marketing & Management Review   __________________________________________ ISSN 2319-2836 Vol.2 (2), February (2012) Online available at 150 Review of Literature   Advertising is more than a tool for selling foods and services. It has one overriding task, to  position a brand in the prospectus perception or perceptual space in relation to competitors, so as to created distinctiveness and preference. To formulate the problem scientifically, and to point out the importance of undertaking this study, it is essential to present a brief review of Researches undertaking in this area. Although the review involved a large number of studies only a few studies which have a direct and indirect  bearing in the present study have been reviewed. Eva-Lena (2006):  International Advertising and International sponsorship respectively influence the local target group in different ways, but also affect International brand , they have an impact on brand image and brand equity. More over depending on a person’s age consumers view brands differently and thus have an effect on International brand alone, but also in combination with International Advertising and International sponsorship together these factors influence the way in which a brand is perceived and consequently influence consumers  preferences. Strout R (2008)   in his case material “ Pepsi and Madonna ” examines the use of entertainment  personalities in advertising commercial products through the example of Pepsi's use of Madonna. It illustrates how companies try to tie the success of the artist to their product. The paper demonstrates the need for clear evaluation of the celebrity endorser, their public image, and if the relationship between the artist and the product applies to the advertising rules. When Pepsi  picked Madonna, the choice turned out to be too hot to handle. The $5 million campaign featuring the extravagant vocalist had to be scrapped because of its links to Madonna's highly controversial Like a Prayer music video.   David H. Silvera, Austad B (2008)  in their research topic have examined whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed  product. Participants in two experiments examined written endorsement advertisements and were asked to infer the extent to which the endorser truly liked the advertised product and to rate the endorser's attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the advertisement, the endorser and the product were also measured. The resulting model indicated that product attitudes were predicted by inferences about the endorser's liking for the  product and by attitudes toward the endorser. Goddard L, Wilbur N (2009 ) in their study provide a starting-point for further research on negative information transference in the celebrity endorsement relationship. It is crucial that organisations be aware of the risks associated with using celebrities to endorse their stores and  products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future.
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