THE INFLUENCE OF TV ADVERTISING ON CONSUMER BRAND PREFERENCE

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1. INTRODUCTION

Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005).

In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers. As competition is increasing, the need for effective marketing communication is growing and marketers are finding new ways to break through the clutter and generate response and action from potential consumers.

According to the a survey of Gallup Pakistan, spending on TV advertisement increased throughout year 2009. The top 10 brands advertised on TV made up 22% of total advertising share in October 2009. The annual TV advertisement expenditure estimated by Gallop Pakistan and Aurora were 14.80 bn and 13.31 bn Rupees respectively. The Telecom sector was the most advertised product category having value share of 28%. These reports evidently illustrate that companies in Pakistan specifically the telecom sector are spending a huge amount of their budget on advertising and brand management to capture the maximum potential consumers and to increase their market share.

Mobile phones have become the basic need of every individual during past 15 years. The development of mobile phones has brought the market into a state where the fundamental need of communication has actuall...

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...dle River, NJ: Pearson Education.

Kotler, P. & Keller, K.L. (2006). Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education.

Mehran, A.K. (2009) Telecom Sector shows 20% Revenue Growth in year 2008-09. Website: http://www.pta.gov.pk/index.php?option=com_content&task=view&id=1332&catid=92&Itemid=301 (December 23, 2009)

Saffer, H., & Chakoupka, F. (2000). The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics, 19 (2000) 1117-1137

Simões, L. & Gouveia, L. (2008). Consumer Behavior of the Millennial Generation. III Jornadas de Publicidade e Comunicação. A Publicidade para o consumidor do Séc. XXI. UFP. Porto. 10 de Abril.

Tian, K. (2008). What Appeals to the Chinese Customers? Content Analysis of Chinese Advertisements in Newspaper and on TV. School of Arts of Sciences, University of Pittsburgh.

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