THE ROLE OF ADVERTISING AND BRAND LOYALTY A COMPARATIVE STUDY OF BOURNVITA AND MILO
CHAPTER ONE
1.1 Introduction
Advertising is a form of marketing communication used to encourage, persuade or manipulate on audience to continue or take some new action. The advertiser and chief role is selling to the consumer. Advertisements emphasize on the distinctive qualities of a product and reflect the overall cultural values of the society.
Most commonly, the desired result is to derive consumer behavior with respect to a commercial offering,. Although political and ideological advertising is also common the purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
John Idaramaker (2002) defines advertising as the promotion of a company’s product and server carried out primarily to derive up its sales. It is also done to build brand identity communicate charges in old products or introduce new products/services to the customers.
The terms “advertising” and “brand” are commonly used in our society to mean creating awareness of an existence of a particular product through the media like newspapers, magazines television and radio, internet etc.
Advertising means make known or bring special kind shown by some special mark or sign on the paper or box: these two terms have a strong connection between each other.
1.2 Statement of the Problem
Product advertising certainly has varying impact on consumer behavior and this creates product and or brand loyalty in the society. What is not certain is whether the buying action can be sustained into brand loyalty. It is also not certain whether brand. Loyalty could be enhanced by product quality or by advertising.
The problem of the study is how product advertising promotes brand loyalty. The problem of the study specifically is to how brand loyalty of Milo and Bournvita promotes their advertising in Uyo metropolis.
1.3 Objectives of the Study
In order to arrive at the study some objectives must be set. The objectives are:
1.4 Research Questions
Based on objectives of the study, the following research questions are formulated:
1.5 Research Hypothesis
Wants and needs of the consumers cannot be achieved through product advertising and brand loyalty
Wants and needs of the consumer can be achieved through product advertising and brand loyalty.
Product advertising is not a tool for achieving organization goals
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