Intense and constant competition has been witnessed in the firm by the use of the advertisement as the tool. Nowadays, consumers have been sieged or encircled by the advertisements of various organizations. The market researchers still argue that the advertisements are essential in attracting the consumers to familiarize themselves with a certain brand. On the other hand, other critics believe that advertisements are becoming less effective and efficient in attracting customers to a certain brand. The essay analyses the research to investigate the impacts of advertising on the consumer’s tastes and preferences in the market industry. It will also focus on some of the means used in advertising of the commodities. Some of these means include, newspapers and magazines, listening to the radio, watching television, or even on billboards. Firms use the most popular known celebrities to advertise their products to the market. Firstly, the paper examines the meaning of advertisement and how it works and also how the brands use advertisements to attain their goals. It will also focus on the literature in the past of how the advertisement has impacted the brand tastes and preferences in various fields are presented. It was confirmed by most of the researchers that advertisement is the main tool for the firms to acquire market share.

2.0 INTRODUCTION

The essence of being in business is to produce sales and profits. For an organization to remain in business they must generate sales that are enough from the sale of its products to cover the opening costs and also be able to post reasonable profits The sales estimates in most business are the starting points in profit and budgeting since in most cases it has to be determined before production will affect the business budgets. Advertising is considered one of the most essential and vital elements in the economic growth of a business or marketers. It is the paid form of exposure that that reaches through the traditional media. It is also believed that when a new product has been produced the consumers will not take the pain of informing themselves of the existence of the product, where it can be purchased or satisfying qualities. It can also be difficult to estimate with accuracy the demand of potential customers since they are factors that are uncontrollable to an organization. Therefore, there is an importance of sales for the survival of a business and also the connection that exists between the sales and the consumer. It can also be expedient for the business to engage in programs that influence the decision of the consumers to purchase the products for the business. This is where brand management and advertising now become relevant. It can also help a consumer in making quick decisions.

3.0 BODY

3.0.1 BACKGROUND

Advertisement plays a very important role in the survival of any business. It can be described as the avenue that leads to the awareness of a service or a product that is being provided by the business. It can be defined as the action of drawing the public attention for the exchange of monetary value. Therefore, the advertisement itself is an action and it is not limited to the use of only the print media, internet, or the television. However due to the excessive advertising that is being done nowadays the consumers might find the advertising to be annoying.

4.0 IMPACT OF ADVERTISEMENT

4.0.1 RETAINING THE CONSUMER

It is due to the awareness that when consumers have certain problems, they could end up recalling an advert that they had come in contact with. This happens especially when a consumer is in dire need of something, they end up recalling an advert that they had come in contact with. More often advertisements also help in retaining customers to the brand since it continues to remind them of the continued presence of the brand in the market. This also induces loyalty in them and retains them from moving to other brands. Advertisement also helps in the competition with the other brands. The company can have a competitive advantage when it can Convince its customers that their products and services function much better than the others Brand preference can be largely influenced by the success of the marketing strategies and also the tactics that the company uses. The companies can be able to study consumer behaviors which could also include the emotional and thoughts of those who purchased the goods. Therefore, with the high advertisement, the consumers with high loyalty helped in increasing the purchase of the products (Ahmed, S., Ahmad, A., Nisar, Q., & Azeem, M.2017).

Consumers brand loyalty

5.0 ROLE OF CELEBRITIES AND ENDORSERS

5.0.1 CELEBRITIES AND ENDORSERS

One of the most common forms of advertisement nowadays is the use of celebrities as endorsers. This makes the brand to be different from other brands and therefore it in turn captures and also retains the attention of the consumers. It has also been proved that with the use of celebrities I have increased the message persuasiveness on consumers which can also result in easy identification and also the recall of the products and services (Sharma, P., Bhardwaj, P., Jain, P., & Jain, R.2017. This is due to the image that the celebrities have on the consumers in which they perceive them as the perfect human beings. However, the use of celebrities also comes with risks as the celebrities do not always tend to be as they are imagined. The celebrities who have a high profile are always reviewed and also criticized and therefore it is likely that problems are likely to emerge. There could also be celebrity scandals that could affect the image of the company that they are endorsing. It has also be proved that the reliability of products usually overweighs the celebrity endorsement. The main reason for the adoption of a brand by the consumers was due to an informative and also lively advertisement (Bell, R., & Buchner, A.2018).

Advertisement and brand preference

6.0 COMMUNICATION THROUGH ADVERTISEMENTS

6.0.1 EFFECTIVE COMMUNICATION WITH CONSUMERS

Advertisement is also one of the types of communication and it is one of the structured forms of applied communication that employs both verbal and also non-verbal elements. These are composed mainly to fill a specific time and space that is determined by a sponsor. The effective communication that is done through advertisement can lead the consumers towards purchasing the brand. Additionally, the marketing activities for instance advertising also affect both the external and internal behavior of the consumer. The perceptions that the consumers influence exposure such as advertisement which is also common if it involves humor and also the retention that stays in mind. Advertisement also affects the knowledge by also giving information, personality, and attitude. The concept of advertising makes it quite easy to involve the consumers and therefore affecting how they buy (Asrat, S. 2019).

7.0 IMPACT ON THE TASTES AND PREFERENCE

7.0.1 CONSUMER TASTES AND PREFERENCES

Consumers have different demands for goods and commodities based on their tastes and preferences. The creation of awareness is the best influence to make the customer purchase the goods. The environmental and psychological factors are some of the others that impact the consumer’s tastes and preferences. Preferences and taste for the best change overtime. The plays in the advertisements have a role of influencing the consumer’s choice of preference and taste. Customers are identified as being rational on the basis of their purchases, with a need of maximizing their satisfaction when it is the case with consumer goods. In this case, the consumer will not buy a product in which the price is above the satisfaction that the commodity is derived from. In advertising, designs and techniques live the persuasive communication is employed as a business activity with the use of the mass media which promotes services, goods, and ideas. The activity is carried out in such a manner that is consistent with the attainment of the goal of the advertiser. The consumer’s satisfaction delivery and the economic and social welfare are promoted on the process ( Bronnenberg, B. J., & Dubé, J. P. 2017).

The consumer may encounter the message that is being advertised through newspapers, magazines, watching television, listening to the radio, walking through the street, or even surfing the internet and in this case, advertisement contains a stimulating impact on the consumer’s purchasing behavior. In the markets that re durable, the product development on sales is usually characterized by the customer becoming aware of the new commodity existence. The advertising impacts sales through the customer’s awareness of the commodity are dynamic because advertising will impact the awareness of the consumer on the product in the future which will in turn impact the sales (Albert, N., Ambroise, L., & Valette-Florence, P. (2017).. The impact of dynamic in advertising describes that the organizations usually advertise a commodity the most at the entry. The producers make advertisements for their commodities mainly with the intention of improving the sales of their firm which allows it to acquire the economies of scale and lower their prices. This also ensures that its products are well known in the market. Advertising also contains the purpose of identifying the consumers to the new product in the market and convince them to try out the product. Without advertisement, firms would find it hard to introduce their new products in the market.

8.0 BENEFITS OF ADVERTISEMENT

However, the awareness helps the consumers if they remember an advert if they have a certain problem for instance if one needs to shave their hair, he can remember an advert on the gullet razor he came across on a television advert or read on a newspaper. Advertisements assist in retaining the customers that the firm already has to the brand and remind them of the presence of the brand to the market. This helps to induce the loyalty of brand in the consumers and maintain them from trying out other products brands. Advertisement also develops competition with other brands in the market. If the firm is able to advertise and convince the consumers that their product brands and services are better than those of their competitors, then they are able to maintain a competitive advantage in the market. The brand taste and preference is when the customer makes a decision on consuming a certain product brand in preference of other competing brands. In this case, it is contributed to the firm’s marketing tactics and strategies that are employed (Boateng, A. S. 2019). The marketing tactics and strategies include the firm’s ability to influence and study the behavior of the consumer using advertisement as the means. The market researchers could also study in detail the behavior of the consumer including their emotional and mental thoughts of customers who purchase certain goods and services in the market.

Consumer buying behavior

9.0 RECOMMENDATIONS AND CONCLUSION

Advertisement has been proved to have a major impact on consumer brand preference. However, there should be careful considerations that should be based on the competitiveness of the industry. Most of the competitors nowadays use advertising since the competition in the industry is tough and the main aim is to gain consumer brand preference in a strategic manner. It is also important to use value to maintain the customers and therefore introducing them to products that have better quality. The various findings showed a positive relationship and that advertisement also becomes one of the major elements in maintaining the consumer brand preference. For an advertisement to also be effective the price, features and entertainments should also be highlighted and this can create a great impact especially in the brand preference. The advertisement that is done on the banners and holdings is also important in creating brand awareness of a product. Celebrity endorsement Is also an important factor in attracting the consumers and also brand preference. Therefore, advertisement changes a major role in changing the brand preference and also in the incremental processes of also changing the buying behavior of the consumer so as to boost the performance of the business. Some people would also be more conscious about the branded products just because of the social status and also advertisement shapes their buying attitudes.

REFERENCES

Ahmed, S., Ahmad, A., Nisar, Q., & Azeem, M. (2017). Does advertisement influence the consumer’s brand preferences and consumer’s buying behaviour. Journal for Studies in Management and Planning, 3(1), 1-7.

Bell, R., & Buchner, A. (2018). Positive effects of disruptive advertising on consumer preferences. Journal of Interactive Marketing, 41, 1-13.

Asrat, S. (2019). The Effects Of Using Celebrity Endorsement In Advertisement On Consumer Buying Preference (The Case Of Ambassador Garment And Trade Plc) (Doctoral dissertation, Addis Ababa University).

Bronnenberg, B. J., & Dubé, J. P. (2017). The formation of consumer brand preferences. Annual Review of Economics, 9, 353-382.

Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?. Journal of Business Research, 81, 96-106.

Boateng, A. S. (2019). The Effect of Advertisement on Consumer Preference and Brands: A Case of Herbalife Products (Doctoral dissertation, University of Ghana).

Sharma, P., Bhardwaj, P., Jain, P., & Jain, R. (2017). Impact of advertisement on consumer buying behaviour with reference to Fast Moving Consumer Goods (FMCG). Asian Journal of Multidimensional Research (AJMR), 6(4), 47-59.

EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE

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1.0EXECUTIVE SUMMARY