Influence of Advertisement on Brand Preference Essay Example for Free

Influence of Advertisement on Brand Preference Essay Vithya Vivekananthan, Faculty of Commerce and Management, Eastern University, Vantharumoolai, Sri Lanka [emailprotected] com ABSTRACT Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer. If advertisement does not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Most of the marketers use Advertisement as a tool to attract substantially new customers and to retain the existing customers. This research studies about the â€Å"Influence of Advertisement in Consumer Brand Preference in the Soft Drink Market†, which is one of the most competitive markets in Batticaloa. Every Brand in this market use Advertisement as a major weapon to overcome the fierce Competition. There are numerous Advertisements of different Soft drink brands exposed in Television. But, the main thing here is, the marketer want to identify that, do all these advertisements positively influencing the consumers’ brand preference. In order to study the influence of Advertisement in Consumer Brand Preference, three main variables are considered with appropriate dimensions. They are; Information, Communication and Comprehension. The structured questionnaire was used to collect primary data from 200 respondents. The study found that all three variables indicate high influence of Advertisement in consumer brand preference. Even though it has high influence in overall view, the advertiser wants to consider the indicators, which have low and moderate influence in their future developments of the Advertisements to maintain its position in the market in the long-run. Eventually, this study recommends some actions for improving the influence of Advertisement in consumer brand preference. 2 Introduction The importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products. This is where advertising and brand management are relevant. Advertising is a subset of promotion mix which is one of the Four ’P’s in the marketing mix i. e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision. Marketers’ survival depends on consumer satisfaction. Consumer satisfaction depends on their perception and brand preference of the particular brand. In brand preference, advertising plays a major role. Nearly everyone in the modern world influence to some degree by advertising. Organizations in both public and private sectors have learned that the ability to communicate effectively and efficiently with their target audiences is important to their success. In today’s world, there are a myriad of media outlets-print, radio, and television are competing for consumers’ attention. There are number of creative and attractive advertisements we can see and hear in television, Radio, newspapers and in magazines. Within these media, television advertisements are more attractive and interestingly watched by mass audience. It has often been said that television is the ideal advertising medium where the consumer spends the most attentive time. However, the main thing here is, the marketer want to identify the influence of advertising in consumers brand preference. Nowadays soft drinks have become essential part in lifestyle of the people in the society. There are number of soft drink brands are available in the market. In those brands, some brands are very famous not only in Sri Lanka but also globally. For the research purpose Coca-cola, Fanta, Elephant, and Ole are selected. These are the most preferred brand of the consumers in Sri Lanka. For these brands, different advertisements are available in Television. Some brands’ advertisements are more attractive than others are and some are new creative advertisements. There is no any television advertisement regarding Pepsi during the research period. Therefore, Pepsi was not take into consideration. 3 It is very hard to find people who never consume any brand of soft drink. Everyone in the society prefers a particular brand. We can see frequent advertisements for Soft drinks in Television. Companies spend much on their advertisements to attract more customers. So it is very important to study its’ influence in consumer brand preference. Problem statement There are numerous advertisements in Medias; television, radio, newspapers and magazines but, the important question for a marketer is â€Å"do all these advertisements positively influence the consumers’ brand preference? If advertisement is not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain.

Gatsby Summary :: essays papers

Gatsby Summary Jay Gatsby is one of the most interesting and memorable males in fictional literature, even though he is not a dynamic and changing character during the novel. In fact, Jay Gatsby has changed little since he was a teenager. Born as James Gatz to poor farmers in North Dakota, he decided at an early age that he wanted more out of life than North Dakota could offer. He leaves home to find excitement and wealth. While lounging on the beach one day, he sees a yacht docked off the coast. He borrows a boat and rows out to introduce himself to the owner of the yacht. Dan Cody is an extremely wealthy and wildly extravagant man. He takes a liking to young James Gatz and offers him a job. When the boy boards the boat to become Cody's assistant and protector, he leaves behind the identity of James Gatz forever; the rest of his life he will be known as Jay Gatsby, an incurable and idealistic romantic who fills his life with dreams. After Cody dies, Gatsby joins the army and is stationed in Louisville, Kentucky, where he meets and falls in love with Daisy Fay, the most popular and wealthy young lady in town. She is also attracted to him and even thinks about marrying him and running away, but her parents stop her plans. When Gatsby is sent to Europe to fight the war, Daisy is faithful to him for a short while. She soon, however, tires of waiting for Gatsby and marries Tom Buchanan. When Gatsby receives her final letter, explaining her plans, he is crushed; he vows he will dedicate the rest of his life to winning Daisy back for himself. He is sure that if he amasses a large enough fortune, he will be able to manipulate time, erasing Daisy's marriage and fixing her future with him. Gatsby comes to the East Coast and makes a fortune in bootlegging and other questionable business activities due to the help of characters such as Meyer Wolfsheim. He buys an ostentatious mansion on West Egg, in order to be directly across the bay from Daisy Buchanan. He gives his wild, extravagant parties and drives his flashy automobiles in hopes of attracting Daisy's attention. She has become his reason for being - his holy grail.

Marketing environments

The aim of this lecture is: To describe important role of Marketing Environment. To differentiate between Macro and Micro Environments. To assess the impact of Marketing Environment on Marketing Practices. To describe various method/Model of Marketing Environment Scanning. Background Information Marketing cannot be practiced in a vacuum; as a business function is affected by various factors or elements within the business environments.According to Lancaster and Massingham (1993), a company's marketing environment consists of the factors and forces that affect the companys ability to develop and maintain uccessful transaction with its targeted customers. Business environments are dynamic and it requires enough attention to ensure that the environment are monitored and does not bring miserable effects to the organization. What is Marketing Environment? Marketing Environment can be described as those factors or elements which are surrounding marketing activities and usually affect the d ecisions and activities of marketing negatively or positively.It consists of both controllable and uncontrollable factors which determine the success or failure of the organization. The controllable actors refer to those elements which can be managed and monitored by the organization in order to ensure they bring positive impact rather than negative impact. On the other side, uncontrollable factors are those factors which an organization has no direct control on them. It is very difficult and sometimes is not possible to control them.The only way that can be done by the organization is to use its internal efforts to reduce the impact of them to the organization activities. Furthermore, uncontrollable factors are usually classified into two groups: one is Macro-environment and the other is Micro-environment. Macro-environment These are external factors which cover the wide range of economic and business activities; its impact goes too far beyond the control of the organization or soc iety as a whole.Macro environment consists of the following elements or factors: Political Factors, Legal and Regulatory Forces, Social-cultural factors, Economic Factors, Technological Factors, Demographic factors Political Factors; political institutions and politicians are responsible for formulating and enforcing various laws and regulations which in one way or another affects the business operations. Furthermore, political forces are responsible for making and adopting various policies (International and local policies), they are responsible for entering into various agreements and contracts which affects marketing activities. ? Legal and Regulatory Forces; various laws and regulations are formulated by various institutional boards and might affect business in one way or another. For example, laws relating to tax, business registration, policy formulation etc. Socio-cultural Factors; the success ot any business depends on now i t takes care about culture and other social aspect s of the societies. Therefore, any action to ignore the culture and life style of the society surrounding the organization marks the failure of the organization. Economic Factors; the impact of economic factors in business and marketing in particular is very significant.The elements such as inflation, interest rates, foreign exchange rates, economic crisis etc have significant impact to the marketing activities. Technology Factors; marketing activities depends much on technology. A means to produce, distribute, promote etc are much affected with the technology in use. That is to say, the intensity of marketing activities reflects the level f technology which the organization use. Demographic Factors; from demographic structure is where customers, consumers, labors, etc are obtained. Thus, the population structure determines the success of the organization.The failure of the organization to analyze demographic structure properly affects the organization performance. Micro-environment This is an external factor which affects the performance of the organization to serve its market effectively. It is an immediate factor which touches the organization activities or functions very close compared to Macro-environment. This includes actors such as: Bargaining power of suppliers, bargaining power of consumers, Threat of entry of competitors, Competition from substitutes, and competition between firms.Sometimes it is known as Michael Porter's Five Forces Framework. Porter, (1980) argues that industry profitability depends upon industry structure and on the above mentioned factors. Bargaining power of suppliers Suppliers are important partners in a business. They provide resources required for the production of goods and services. However, Suppliers have a substantial significant to the marketing functions and business operations as a whole. The ailure to accommodate the pressure of supplier will bring a great impact to organization products and services prices.For examp le when the price of supplies increases it is obvious that, the price of the final products will also be higher in order to cover operations and productions cost. Bargaining power of consumers Consumers of the company products or services are important partners in a business. However, consumers have both negative and positive impact to the organization. The pressure of consumers to obtain products or services at a low price without considering the cost of the production it usually affects the organization ellbeing.Thus, the organization must work hard to see how the pressure from consumers can be accommodated without affecting the organization operations. Threat of entry of competitors In modern business environment competition is a normal and unavoidable situation. The available opportunities for competitors to enter within the market usually become a threat for the organization success. A door for competitors to enter signifies that, the market share should be divided according to the number of the organizations within the market. Furthermore, the presence of competitors can be reflected in a profit generation.This being the fact, the organization should work hard to compete and not escaping from competition which it is not possible anyway. Competition from substitutes The presence ot competitors or other business partners gives a door ot having substitute goods and services. The substitute goods or services refers to those goods or services which offers similar functions, satisfactions, etc. The availability of substitute goods and products forced the organization to highlight the way forward to compete against those substitutes. Competition between rivalry firm Within the industry, various firms are operating.For example, in the Communication Industry, there are a number of firms which includes firms such as Vodacom, TTCL, TiGO, Airtel etc. In such environment there is a stiff competition between these firms, in which each firm is trying to compete in orde r to acquire a large portion of a market share. Thus, it is very hard to manage this environment. A firm needs to work hard in analyzing the intensity of competition so as to adopt the relevant strategies for such a challenge. Internal Environments (Controllable factors) These are factors within the organization; they have direct impact to the organization performance.However, these factors are within the organization controlling capacity, which means the organization has the ability to monitor its impact and to regulate its trends. These factors include among others, the following important factors: R & D factor, production and operation management factor, financial factor, Human Resources and management factor and marketing factor. R & D factor; this is an important factor which can be used to improve the organization performance by adding new idea, technology, products and services through research and development.Production and operation management factor; the organization readi ness to adopt dvanced and recent methods of production and operation can be said as the most important decision to control the organization performance. The production and other operation methods are changing rapidly, thus, the organization needs to take quick decision to cope with these changes. Financial Factor; the management of financial assets is very important and must be taken carefully. In ability of the firm to manage its financial assets it is a disaster to that particular organization.It creates the light way for its failure while this could be avoided if the organization could have taken serious measures earlier. Human resources and management; people are very important resources for the organization performance. Human resources should be handled in a due care in order to create a situation of offering consistency efforts to the organization productions and operations activities. Marketing factor; in order to ensure marketing as a unit or department within the organizati on it offers valuable contribution and there must be a close supervision of all activities done within this unit.Any disregards to this important component of business operations create a smooth way for the failure of a particular organization. Environmental Scanning and Analysis Atter the organization has identified the above described tactors (Macro and Micro), the next important stage is to analyze in deep the impact of each factor on the organization operations. The big challenge which is facing business owners and business decision makers nowadays is how to deal with environment uncertainty.Now, environmental scanning and analysis is used to assist business analyst to study environment in deep and formulating appropriate strategies to cope with business changes. For examples, from strategic marketing point of view, in formulating arketing plan, two issues must be considered, first; organization capabilities in term of resources, second; the demands of environment which the orga nization operates. Therefore, there is no way the organization can ignore the importance of environmental scanning and Analysis. What is Environmental Scanning and Analysis?Environmental Scanning and Analysis refers to a process of studying and exploring the impact of environments on business operations. It focuses on understanding how business environment affects strategy formulation and implementation. The Former Chief Executive Officer of General Electric Company Jack Welch, once said, â€Å"When the rate of change inside the company is exceeded by the rate of change outside the company, the end is near. † The meaning of this statement is that, if the firm is very weak in studying and coping with external environments is digging a grave for its own death.Environmental Scanning and Analysis is done in the following style. First; the organization is required to analyze business factors which exist in the environment in which the business operates. Second; the organization is required to classify each factor as to whether it falls under an opportunity or a threat. The following phases should be followed while doing environmental scanning and analysis: First phase; identify environmental influences; the aim of this stage is to indentify various factors which influence the organization performance recently and to forecast likely factors that will influence the performance in future.Second phase; an assessment of nature of the environment; the trends of an active factors should be analyzed, the assessment should look on whether the environment is static or dynamic and from there the decision of what is supposed to be done can be taken. Third phase; identify he factors which have a great influence on business operations based on their nature and intensity of its impact. Fourth phase; identify competitive position; analysis of the level of competition should be done based on how competitors are doing, their capabilities and weaknesses and how they are trying to deal with both of them should be scrutinized.Fifth phase; identify how the information obtained above influences the organization operations. Each information should be categorized in either it is a threat or an opportunity to the organization. At the end, this becomes an mportant component in dealing with organization strategy formulation and implementation. Therefore, environmental scanning and analysis results to the identification of Strengths, Weaknesses, Opportunities and Threats. This can be analyzed by using a SWOT analysis Model which is an abbreviation of the words Strength, Weakness, Opportunity and Threat.Analysis of Strengths and Weaknesses The strength and weakness are internal tactors which can attect the organization operation in future. Specifically, Strengths refer to internal factors which can affect the organization operations in a positive way, while weaknesses are internal factors hich can affect the organization operations in a negative way. For example, p oor management of human resources can be considered as a weakness, and the application of advanced technology can be termed as strength to an organization.Environmental Strengths and Weakness Profile Basically, after intensive analysis has been done, is very important to prepare a strategic advantage profile for the organization. This profile gives a clear picture of critical areas which have a great impact to the organization op4 erations recently and in future. Strategic Advantage Profile for a Hypothetical firm A Organization Internal Area Competitive Strength or Weakness Marketing + Product Line is extensive + Services is excellent – Channels of distribution are weak Research and Development – No Research and development performed Operations + Excellent sourcing for new materials. Facilities are old and becoming out dated. Corporate Resources O Company size is about average for the industry. O Profits have been consistent but average. – Union employees compl ain frequently Finance + Balance sheet shows ability to obtain needed capital, low debt equity ratio, high working capital position and favorable stock position. Sources: Mzava, (2004:20) KEY: + Indicates Strength Indicates weakness O Indicates Neutral Analysis of Opportunities and Threats An opportunity and a threat are external factors which might affect the organization operation in future.Now, specifically, Opportunities are external environments which can affect the organization operations in a favorable way, while, Threats refers to factors which might affect the organization in unfavorable way. At the end of opportunities and threats analysis, Environmental Threat and Opportunity Profile (ETOP) must be established. Environmental Threat and Opportunity Profile (ETOP) is very important for strategies formulation and implementation.

KAISER Surname Meaning and Family History

The Kaiser surname means king or ruler, from the Middle High German keiser, meaning emperor. Originating from the Latin name Caesar, this name was often given to individuals who played the part of King in local plays and pageants year after year - a popular pastime during the middle ages. The name may also have been given to one with a kingly appearance or manner. The phrase The Kaiser is considered synonymous with the Kaiser emperors of the Austrian Empire (1804–1835)—Franz I, Ferdinand I, Franz Joseph I, and Karl I—and emperors of the German empire (1871–1918)—Wilhelm I, Friedrich III and Wilhelm II. Surname Origin:  German Alternate Surname Spellings:  KEISER, KEYSER, KISER, KYSER, KIZER, KYZER Famous People with the KAISER Surname Henry J. Kaiser  - American industrialistFrederik Kaiser  - Dutch astronomerReinhard Keiser -  Ã‚  German composer Where is the KAISER Surname Most Common? According to surname distribution from Forebears, the  Kaiser surname is most common in Liechtenstein ranking as the countrys 25th most common surname. It is also popular in Germany (ranked 30th), Austria (50th) and Switzerland (89th).  WorldNames PublicProfiler  indicates the surname is especially common in the Ostschweiz region of Switzerland, particularly in Sankt Gallen. It is also prevalent throughout southern Germany, especially in the regions of Baden-Wà ¼rttemberg, Hessen and Rheinland-Pfalz. Surname maps from Verwandt.de  indicate the  Kaiser last name is most common in southwestern Germany and western Germany, especially in the counties or cities of Waldshut, Esslingen, Cologne, Offenbach, Stuttgard and Hochsauerlandkreis.   Genealogy Resources for the Surname KAISER Meanings of Common German SurnamesUncover the meaning of your German last name with this free guide to the meanings and origins of common German surnames. Kaiser Family Crest - Its Not What You ThinkContrary to what you may hear, there is no such thing as a Kaiser  family crest or coat of arms for the Kaiser surname.  Coats of arms are granted to individuals, not families, and may rightfully be used only by the uninterrupted male line descendants of the person to whom the coat of arms was originally granted. The Kaiser DNA ProjectIndividuals with the  Kaiser surname, or variants such as Kizer, Kiser, Kyser, Kyzer, Keyser, or Keiser, are invited to join this DNA Project to work together to find their common heritage through DNA testing and sharing of information.  The website includes information on the project, the research done to date, and instructions on how to participate. KAISER  Family Genealogy ForumThis free message board is focused on descendants of Kaiser  ancestors around the world. FamilySearch - KAISER  GenealogyExplore over 1.3  million results from digitized  historical records and lineage-linked family trees related to the Kaiser surname on this free website hosted by the Church of Jesus Christ of Latter-day Saints. KAISER Surname Mailing ListFree mailing list for researchers of the Kaiser surname and its variations includes subscription details and a searchable archives of past messages. DistantCousin.com - KAISER Genealogy Family HistoryExplore free databases and genealogy links for the last name Kaiser. GeneaNet - Kaiser  RecordsGeneaNet includes archival records, family trees, and other resources for individuals with the Kaiser surname, with a concentration on records and families from France and other European countries. The Kaiser Genealogy and Family Tree PageBrowse genealogy records and links to genealogical and historical records for individuals with the Kaiser surname from the website of Genealogy Today.----------------------- References: Surname Meanings Origins Cottle, Basil.  Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967. Dorward, David.  Scottish Surnames. Collins Celtic (Pocket edition), 1998. Fucilla, Joseph.  Our Italian Surnames. Genealogical Publishing Company, 2003. Hanks, Patrick and Flavia Hodges.  A Dictionary of Surnames. Oxford University Press, 1989. Hanks, Patrick.  Dictionary of American Family Names. Oxford University Press, 2003. Reaney, P.H.  A Dictionary of English Surnames. Oxford University Press, 1997. Smith, Elsdon C.  American Surnames. Genealogical Publishing Company, 1997. Back to  Glossary of Surname Meanings Origins