Abstract

There has been constant and intense competition by organizations through the use of advertisement as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different organizations. Market researchers argue that these advertisements are still important in attracting consumers to a certain brand, however critics believe it's becoming less effective. Therefore knowing what happens behind the scenes seems very crucial for major players'. The purpose of this research is to investigate the effects of advertisements on consumer brand preference. A good quality advertisement is likely to influence consumers into buying that product while a poor quality advertisement will do the opposite. Previous studies have been conducted on effectiveness of advertisement and on advertisement's impact on consumer buying behaviour which depicted positive relationships. Accordingly we first tried to understand advertisement and how it works and how each brand uses it to achieve its objectives and afterwards past literature on how advertisement has affected brand preference in different fields are presented The participants in the study are customers of the three major brands that consumer buy and the data collection methods used were both questionnaires and interviews method used is questionnaire. It was evidently concluded that advertisement remains a major tool for companies to gain market share.

Key words: Advertisement, Consumer Brand, Preference