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Media Effectiveness on Brand Preference (A Case study of Consumable oil)

Author

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  • N. Rajalingam

    (Lecturer, Dept. of Management Studies, Manonmaniam Sundaranar University, Tirunelveli)

Abstract

Competitive advantage of the marketers fetch them the success. Many a times, the consumers do not exactly know the cometitive advantages of the marketers. It is promotion of the marketing mix depends on the nature of the product. In consumer marketing, advertising dominates, as effective advertisements reach the consumers at cheapest cost per prospect and can be easily understood. The adverisement effectiveness depends on media selection based on the consumers’ media havits and the message. Thus, the effectiveness study enables the marketer to sketch a perfect promotional plan. This study focuses on the advertising effectiveness on motivating trial, changing or reinforcing the brand preference, and prompting to recommend and media effectiveness on reach and richness for consumable oil. This study also focuses on the media havits of the consumers and their perception on various media for advertising consumable oil.

Suggested Citation

  • N. Rajalingam, 2006. "Media Effectiveness on Brand Preference (A Case study of Consumable oil)," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 1(2), pages 17-21, October.
    • Handle: RePEc:jct:journl:v:1:y:2006:i:2:p:17-21
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    File URL: http://www.jctindia.org/october2006/v1i2-4
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    References listed on IDEAS

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    1. Shapiro, Stewart & MacInnis, Deborah J & Heckler, Susan E, 1997. "The Effects of Incidental Ad Exposure on the Formation of Consideration Sets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 94-104, June.
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    More about this item

    Keywords

    stress; employee attraction; pressure; turnover; retention strategies;
    All these keywords.

    JEL classification:

    • A0 - General Economics and Teaching - - General
    • C0 - Mathematical and Quantitative Methods - - General

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