Examining the Mere Exposure Effect: An Exploratory Study

The assignment content discusses the effects of minimal social interactions on brand choice, evaluating conditioning on attitudes towards mature brands, and the persistence of classically conditioned brand attitudes. It also touches on preattentive mere exposure effects, the role of affect in attitude formation through classical conditioning, and the impact of advertisement message on fitbar billboard towards brand awareness and its implication to brand image.

Running head: IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Bread Talk (Singapore Based Food & Beverages Company)

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Table of Contents
1.0
Introduction...................................................................................................................................2
1.1 Advertising.............................................................................................................................3
1.2 Advertising and Customer Behavior......................................................................................3
1.3 Advertising and Brand Awareness/Preference.......................................................................4
1.4 Research Aim.........................................................................................................................5
1.5 Research Objective.................................................................................................................6
1.6 Research Question..................................................................................................................6
2.0 Literature Review....................................................................................................................6
3.0 Methodology...........................................................................................................................14
3.1 Research Philosophy.............................................................................................................14
3.2 Research Approach...............................................................................................................15
3.3 Research Design/Strategy.....................................................................................................15
3.4 Data Collection Method........................................................................................................17
3.5 Sampling method..................................................................................................................18
3.6 Accessibility Issues...............................................................................................................19
4.0 Data Analysis and Interpretation.......................................................................................204
4.1 Survey Method.....................................................................................................................20
5.0 Findings..................................................................................................................................33
6.0 Discussion...............................................................................................................................35
7.0 Conclusion..............................................................................................................................37
8.0 References...............................................................................................................................39
Appendix.......................................................................................................................................43

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Abstract
The consumers’ decision to purchase a product is influenced with a higher awareness for brand
which explains the reason for product with high brand awareness to have a high share in the
market and a better evaluation of the quality (Allen, et al., 1989). This perceived quality may aid
the customer to own a subjective opinion over the aggregate quality of product which makes the
product to hold differentiation as well as become a chosen brand in the mind of customers. In
this research paper, the company chosen was Bread talk Group which is Singapore based
Multinational beverage and food corporate whose headquarter is in Singapore. Bread Talk is
known to be a staple in many people’s diet in Asia. It also honors and gives respect to the art of
making bread by providing the life and energy to the novel developments since its incorporation.
In the continuous process of innovation and creativity, the growth and evolution of Bread talk is
encapsulating the four different generation being a brand which is internationally recognized
over previous 16 years. The research findings suggest that Bread Talk Food and beverages in
Singapore thinks about the efforts of communication and marketing and accordingly adjust their
advertising to effectively reflect upon the accept imagery of brand for a target group which falls
between 20 to 35 years of age by meeting their self-expressive and social needs and desires of
this group appropriately. By accurately identifying and recognizing the values that are taken care
the most by this target group, the brand may easily adjust the value proposition as per the need
for enhancement of its share in the market (Ferraro, et al., 2008). The research also suggests that
the management of the Bread Talk should mark upon quality of the product. Consumer no doubt
will go with the brand loyalty as if the quality of the product will be good it will increase their
repurchase (Riordan and Tedeschi, 1983).

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
1. Introduction
In recent years, the increasing customer consciousness is making the customers to buy their
favorable and familiar brands. Thus, if the business desires to defeat the competitors, they must
make their consumers forced to purchase their brands and products (Shapiro, 1999). Sharp and
Macdonald (2000) states that though customers are willing and familiarize to buy the product,
the awareness for the brand is considered as a significant factor for influencing the decision to
purchase. When the customers desire to purchase a product and any brand name clicks in their
mind, it shows that the product has great brand awareness (Valette-Florence et al., 2011). The
consumers’ decision to purchase a product is influenced with a higher awareness for brand which
explains the reason for product with high brand awareness to have a high share in the market and
a better evaluation of the quality (Allen, et al., 1989). This perceived quality may aid the
customer to own a subjective opinion over the aggregate quality of product which makes the
product to hold differentiation as well as become a chosen brand in the mind of customers.
Besides, the business must develop a brand loyalty. Few research states that the expenses for
attracting a new customer is five times more than maintaining the customer loyalty (Allen, et al.,
1989). In this research paper, the company chosen was Bread talk Group which is Singapore
based Multinational beverage and food corporate whose headquarter is in Singapore. Bread Talk
is known to be a staple in many people’s diet in Asia. It also honors and gives respect to the art
of making bread by providing the life and energy to the novel developments since its
incorporation. In the continuous process of innovation and creativity, the growth and evolution
of Bread talk is encapsulating the four different generation being a brand which is internationally
recognized over previous 16 years.
Thus, the main purpose of this research involves:

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
 To discover the impact of brand loyalty, perceived quality and brand awareness over the
effect of purchase intention of customers aiming to buy the Bread Talk products
 The impact of perceived quality over the brand loyalty of Bread Talk
 Whether the perceived quality as well as brand loyalty intercedes the relation between
purchase intention and brand awareness for the products of Bread Talk Company.
1.1 Research Aim
The aim of this study is to help the companies understand and learn the significance of
advertising. Also, it will help them to structure their brand and adverts to appeal the customers
for improved sales and maintain the competitive advantage. As this study will provide a clear
insight in how the advertisement may impact the brand awareness, many organizations will be
motivated to use the adverts for marketing their goods. When the companies will start taking the
advertorial mode to publicize their products, the Singapore Economy will be enhanced as more
revenue from the tax may get accrued to the government of Singapore (Pand and Gui, 2016).

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
1.2 Research Objective
The following are the main objectives of this research:
 To identify the factors which motivate the brand loyalty for the products of Bread Talk in
customers
 To identify the impact of advertising of Bread Talk Products on Brand awareness in the
Customer’s mind
 To determine the impact of brand awareness on competitive advantage of Bread Talk
Products.
1.3 Research Question
The following questions for research were formulated to attain the objectives associated with the
study:
 How advertisement helps in influencing the brand equity and brand awareness developed
for the Bread Talk Products.
 How brand awareness among customers of Bread Talk products helps in leading to the
competitive advantage
 How it helps in the growth of company i.e. Bread Talk as well as brand reputation.

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
2.0 Literature Review
Brand commitment and advertisement is the significant form of communication which is
instantly required in the market that induces the customers to continue some process that makes
use of the electronic media or print. It is generally paid the form of the communication. (East,
2013). Evidently, it has been found that advertisement, especially which includes media that is
aligning to the mass which plays a crucial role for the companies to meet their long-term
objectives (Poh& Adam, 2007). According to the studies which were conducted by the Teixeira
in 2014 reveals that there are three components that are rapidly required for preparing the
advertisement that are persuasion and content attractiveness. There are so many mediums that
could be used intensively for advertisement. Generally, TV is the fastest means of
telecommunication medium that is being worn across the various boundaries. According to the
statistics that are being evaluated by the (Sonkusare, 2013) Social media is one of the active or
concerned media where the marketers are playing the game of targeting their customers in order
to augment their profit. By targeting the customers they expect that their customers will directly
or indirectly ask their friend or families on social media by posting the links (Corcoran,
2009).The other effective tool for advertisement is the magazine and magazine impact the
decision making a power of the customers? Magazine assists in establishing a relationship
between the buyer and seller.
Advertising
Advertising is defined as a tool for mass communication for the purpose of marketing.
According to Ayanwale et al (2005), the tool for mass communication gives an opportunity for
communicating similar message to a huge customer at minimal cost instead of personal mode of
selling. As per Richards (2002), the advertising is persuasion process, socio-economic,

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
marketing process and communication process at same time. The view so Philip Kotler says that
advertising is a non-personal promotion and presentation of products and services of paid
Formby any known sponsor. The AMA (American Marketing Association) is having the same
views.
Brand Equity and Brand Awareness
Bendixen et al. (2004) states that all business aspires to get high level of loyalty from their
customers as keeping and retaining the present customers is considered to be highly valuable for
the organizations and is cheap comparative to the recruiting and attracting of new customers. The
buyers usually rely over their prior experience which they had with the product while choosing it
instead of buying any substitute of that (Avanwale, et al., 2005). For instance, many people
prefer to buy Nike shoes as compared to all other brands if any new range of their products are
available. In this scenario, the Nike establishes the preference of brand in the mind of the
customers (Kurtz et al., 2009). Vallette Florence et al (2011) cited another author Marc Globe
(2001) in their book showing that all good brands emotionally connect with their customers by
making engaged the customers through multifaceted sensory attitude and deep emotional
experience.
Advertising and Customer Behavior
According to Ayanwale et al. (2005), advertisers make a lot of investment to advertise their
products and make their access to all potential buyers as well as influence their level of behavior,
attitudes and awareness of buying along with maintain their interest in the products (Baker,
1999). They also cited another author’s views in the same document that all advertisers must

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
collect the market data as well as study the behavior of customers to satisfy wants and needs of
the people who buy their products.
Advertising and Brand Awareness/Preference
The awareness and preference for brand can be observed as an attachment level which the buyer
has for a particular brand along with creation of loyalty for the brand that makes the customers
buy the goods repeatedly. In a research conducted by Malik et al (2013), he expressed that
advertisements are used for retaining the present consumers instead of acquiring new ones. Also
they think that present consumers are well inclined towards their brands and repeated
advertisements helps only to make stronger their preference and increase their awareness towards
them. Also, it reinforce their loyalty and attachment towards brand by portraying positive
experience, pride, strong imagery and satisfaction. According to Pand (2016), if the product
already has a preference for brand in the customer’s mind, it needs a simple reminder or
awareness through advertisements. However, if there is no preference for that brand in
customers’ mind, then advertisement may help in developing the awareness of brand among
them. The main mission of an advertiser is to reach out to the potential customer and impact their
level of buying behavior, attitudes and awareness (Bendixen et al., 2004). They incur a lot of
expense to keep the markets engaged and interested in their products. In order to get success in
their working, they must understand the factors that influence the behavior of customers
(Bendixen, et al., 2004). The objectives of the advertisers are to collect enough information from
market data for creating accurate buyers profiles to identify the common symbols and group for
the communications. Estimation of sales is the initial point for profit planning or budgeting for
most of the organizations. Today, achieving and establishing of a powerful and strong brand is
considered as the priority for all organizations as it follows many advantages (Boone and Kurtz,

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
2009). A strong brand name provides opportunities for the company to set themselves in market.
It also helps in avoiding the organization from any kind of danger through competitive actions.
In this paper we will discuss how advertising impact in development of brand awareness which
leads to competitive advantage. The magazine bridges the gap between the sellers and the buyers
(Consterdine, 2009). Additionally, an outdoor advertisement is one of the intensive methods that
target the whole population of the country by designing the attractive poster or banners.
Basically, it is the written form of communication or the aesthetic picture that generally reveal
the whole story to the customers. The story explores that whether the product or service is
economically viable or not. It also reveals if the customers start using the particular product then
they can't switch to another one (Lichtenthal et al., 2006). Although, brand commitment is that
technique through which customer's valued their relationship with the brand. The advertisement
is the mass media that disseminates the information to the customers (Lacy, 2007). According to
the statistics that have been conducted by Moorman in 1992 reveals that it takes meticulous care
of its customers so that their interest of the customers are not harmed. Researchers have defined
that commitment is bifurcated into several categories that are effective commitment and
Continuance commitment (Bansal et al. 2004). The study of the Morgan & Hunt, 2014 revolves
around the deep analysis of affective commitment. Affective commitment consists of the desire
of the customers so as to maintain the anticipation of the value of any brand that is associated
with the product. The continuous commitment is derived from the calculation that is generally
cost based and the results come in commitment when the cost of switching is too high (Allen &
Meyer, 1990). Liking or disliking the advertisement somewhere adversely impact the consumer
choice for the particular brand (Smith et al, 2002).The behavior of the customers towards the
brand is only influenced by the advertisement (Gorn, 1982).Some researchers such as Philips in

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
1997 critics that advertisement leaves the negative or futile effects on the customers or the
society. However, any advertisement that is created for any product becomes the crucial reason
for the customers to buy the product (Smit et al, 2006).The above-mentioned references show
that the advertisement has the bad as well as good effects on the brand image. The advertisement
is that tool which grabbers the attention of the customers towards the brand and also it’s conveys
the actual message about the quality of the product.
Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference
As per the very known fact that brand choices, brand awareness and familiarity are interrelated.
The inter-relation of this fact doubtless to say reflects that awareness is increased with choice.
Needless to say that brand awareness plays casual role in the process of making choice. As per
Lavidge and Steiner, this choice process is implied by the authorative hierarchy of effective
advertising. The mentioned research has traversed upon the empirical and theoretical bases
regarding the proposition. Moving ahead in the paper, the researchers have brought in light
regarding the working definition of brand familiarity and has examined its validity. Further this
research paper has thrown insight into the concept of Brand familiarity and the evolution of the
same by defining the concept as ‘most rudimentary form of consumer knowledge’ (William
Baker, et al., 1986). In addition to this, the research has also pointed out the notion of Brand
Recall, the preference followed by brand familiarity thereby exploring the two main processes by
which the familiarity of any brand may with direct reference mediate choice behavior by way of
brand preference formation. The primary of the process mentioned is the exposure effect which
being directly related to Zajonc’s exposure hypothesis and second is the frequency effect
proposed by Hasher and Zacks which is derived directly from automatic frequency counting
mechanism. The paper leads to the conclusion that brand familiarity is albeit limited, viable and

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
marketing tool for influencing consumer decisions. Brand familiarity effects are highly context
dependent is the fundamental admonition to the conclusions. Lastly and dubious to say that
brand familiarity to exert a robust effect on the brand attitude of the consumer.
The effect of advertising awareness on brand equity in social media
A lot of attention of individuals as well as the companies which are interacting on the network
landscape has been drawn by social media. Consumers have been able to make a positive as well
as negative influence on brand equity when the social media has transformed the traditional
communication between those consumers and the brands. Hence, it is of paramount importance
for any company to atleast know as how to go about with the management of the company with
regards to social media seeking to build brand equity by constructing the positive image for any
brand and creating the awareness with respect to that brand (Alhaddad, 2015). The current paper
focuses on as how a company could seize the time of using social media in order to create the
brand equity thereby exploring the challenges by attracting the those organizations venturing into
social media and thereby increasing the brand image and awareness. The main idea behind the
research is to throw light on advertising awareness on brand equity and its dimensions. The result
of the research has been that awareness of the advertisements has undoubtedly positive effects on
brand image, equity and awareness. The brand image as well as the brand awareness without a
pinch of doubt has positive effect on brand equity. As also the awareness of the brand as well the
brand image is enhanced and created. Further, the results indicate awareness of advertisements.
Therefore one can consider advertising awareness as important and integral to a brand’s equity as
any other dimensions.
The Effect of Brand Awareness on Intrusive Advertising

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
One usually expects that any brand activity will in a way can frustrate a consumer. In a way the
concept of intrusive advertising causes some disruption to the brand and later the consumer
recognizes the brand. In the process when the customer identifies the brand which is offending,
or the consistent process the brand has to suffer. If brand awareness is not present, then the
exposure effects may dominate as well as there would be highly intrusive advertisement with
positive changes in evaluation. This research has two basic distinct sources of mere exposure,
affect and evaluation along with repeated ad exposures and they have a joint influence
altogether. The impact on all the advertising brands is revealed with the help of designing
experiments that took advantage of all boundary conditions. The results of the research would be
consistent in order to evaluate the conditions targeting the awareness. Finally, with regards the
theory of marketing evidence is provided for mere exposure as well as evaluative conditioning.
The advertisement can also create and awareness about the various attributes of the product that
will assist in creating the ability for liking or disliking the product. This ability therefore
generates the purchasing power or avoiding the brand. So far, the hypothesis that can be
concluded through the research is that: H1: Brand Commitment has the positive as well as vital
relationship with the advertisement. The statistics as well as the studies conduct that awareness
of the brand act as the arbitrator for the customers. The customers can’t buy a product until and
unless the brand awareness is not created (Percy & Rossiter, 1987). All the studies which are
being analyzed suggest that without the Brand Awareness every advertisement is futile.
Eventually, it has been found that if there is proper advertisement of the brand then the desirable
or favorable outcomes can be gained from the product. The studies that have been done over the
couple of years evaluate that how capable a customers is in identifying the brand that falls under
various different conditions. According to Keller, 1993 also suggest that how much the customer

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have the liking for the particular product and how easy the product name hit the minds of the
customers. These factors are considered effective as well as crucial for the advertisement.
Brand awareness is directly proportionate to the customer attitude for change in the brand of the
goods or services (Shabbir et al., 2010). Generally, brand awareness is the tool that determines
the customers’ ability to remember or recall the information about the product (Irshad&
Waseem, 2012).It supports the customers in making the purchase high where the competitive
market that exist (Radder&Haung, 2008).In order to make the advance usage of brand awareness
the company must incorporate various strategies that are mandatory to create the awareness of
the brand among various users and customers Esch et al.,, 2006). Awareness of the brand is
considered to be totally dependent onto the recall ability of the customers that are linked with the
brand. Brand awareness is broadly classified into two segments that is width and the depth, width
extensively express the outcomes when the customers are done with intension of the purchase.
This intension of the purchase is only completed when the brand name immediately hit the
customer’s mind and the depth talks about how the customers will recall or remember the brand
(Hoeffler& Keller, 2002). If the product has depth and width is well structured then at the same
time the brand have created the huge awareness among the customers or users. This will make
the customers prefer that particular brand when they went for purchasing. Name of the brand
plays a critical role in generating the awareness (Davis et al., 2008). Evidentially, the aided
awareness acts as a yield for brand awareness. It has been formulated that aided awareness is that
practices which customer adopt when they went for buying certain product and particular brand
came across their mind. The concept that is top of the awareness of the mind states that
customers can easily identity the brand when any signal or sign is being provided to them (Chi et
al., 2009). When the companies comes across with the new product or services in the market,

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then they should make use of the high concerned strategy that will generate the huge awareness
among the various segment of the customers in order to target the particular segment of the
customers . This will result in achieving or accomplishing the result because brand awareness is
considered to be an optimal part because it generates the positive brand loyalty and the customer
loyalty (Peng, 2006 ). Loyalty of brand is that phenomena that is linked with the customers past
attachment or affection towards the brand (Lin, 2010). This can be judged by the customer habit
of buying the particular product again and again (Chi et al., 2009). In order to maintain the brand
among the customers the companies must understand the urge of rapily growing unaided and
aided awareness. The companies must working on the strategies and policy for implementing the
aided and unaided awareness among the customers. Market communication acts as an aid in
conducting the concern that is linked to the public relationship management and advertisement
(Moisescu, 2009).Awareness can be determined among the various sections of the customers by
advertising through various mass media such as radio or T.V etc. In-fact the intension of the
customers solely depends on the loyalty and awareness of the brand. Intension for purchases
generally arise for the brand that comprising of identification of the problems, searching for the
information, analyzing the comparison among various brands and identifying the post purchase
and purchase behavior of the customers(Engel et al., 1995).Customer’s intention to buy the
particular brand wholly depend on the awareness of the product. Greater the awareness of the
product greater will be the probability of sale. Evidentially the company’s make the usage of
various promotional activities that is crucial for creating the awareness among the employees.
Once the customers are aware of the brand and when they make use of it then their personal
experience will make the brand association possible. Then H2: conducts that awareness of the
brand has an active role between the commitment of the brand and advertisement (Injac, 1998).

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
3.0 Methodology
The company chosen was Bread talk Group which is Singapore based Multinational beverage
and food corporate whose headquarter is in Singapore.
Figure 1 Research Onion
3.1 Research Philosophy
The Impact of advertising on brand awareness and productivity is completely based on the
external objectivity and are not associated to the researcher. Thus it will be assessed through the
objective methods instead of being interpreted through intuition, sensation and reflection. Thus,
this research will adopt and accept a positivist approach and design as the credible data may be
only derived by observing the quantitative phenomenal analysis (De Houwer, et al., 2001). The

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
philosophy of social interpretivism is not at all used in this research paper which aims to reflect
over and also study the inner and deeper feelings of the participants because of the research
objectives and aims to assess the impact of advertising on brand awareness and productivity.
Details related to the effectiveness are assessed by making use of objective means like reduced
cost and increased application of candidates, thus are evaluated by using a positivist approach.
3.2 Research Approach
Because of the positivist aspect of the research, it may adopt or accept a deductive approach
which represents and portrays the common and simple view of relationship between research and
theory and outcomes are created through the logical reasoning. The findings from the data will
be compared with the present literature for ascertaining whether they concur with already
published field of advertising and brand awareness (Baker, 1999).
3.3 Research Design/Strategy
This study would adopt a case study strategy in answering the research question. Robson (2002)
asserts that the case study strategy would be useful if the aim of the study is to gain a rich
understanding of the research perspective and the process being endorsed. Therefore as this study
aims to understand the impact of advertisement over rand awareness and also any benefits
associated withadvertisements, a case study would be most effective (Avanwale, et al., 2005).
Two separate and parallel approaches were utilized in this study, and are outlined in the table 1
below.

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Table 1: Research Strategy
STRATEGY AIM SAMPLE TYPE OF
QUESTIONS
METHOD OF
ANALYSIS
Questionnaire
(Quantitative)
Quantify the
perception of
respondents
working in
Small and
Medium
enterprises
regarding
effectiveness of
advertising and
brand awareness
100 respondents
who applied to
the survey
monkey
questionnaire
through online
system.
Closed Ended
Questions:
Rating Scale and
Nominal Data.
Descriptive
analysis and
quantitative
analysis (using
pie charts, Bar
diagrams).

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Semi Structured
Interviews
(Qualitative)
To assess the
advantages
linked with the
associated
impact
ofadvertising on
brand awareness
and productivity.
100 respondents
who applied to
the survey
monkey
questionnaire
through online
system.
Structured
questionnaires
and Open Ended
Questions
Content analysis
(Descriptive
Analysis)
3.4 Data Collection Method
Primary and Secondary method of Data Collection
The current research paper has the option to conduct primary as well as secondary research. The
primary research refers to the collection of primary data from the primary resources with the help
of survey, observation, and others. On the other hands, the secondary research refers to the
collection of data from the secondary sources such as private and governmental agencies. Both
the approaches have their own merits and demerits (Avanwale, et al., 2005). On one hand where
primary research is time consuming and costly, on the other hand, the secondary research limits
the options of data for the researcher. The current paper will consider primary research which
will be taken further with the help of questionnaire preparation and survey. The secondary
sources will be used to understand the previous researches done related to the similar topic. A
detailed literature review will be conducted to understand the works being done by the other
researchers. This will assist in forming appropriate ground for further research. While collecting
the data which is analyzed by making use of quantitative means and methods, Easterby-Smith et

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al (2008) opinionates that a researcher in his study may collect both the primary as well as
secondary data for his study. Also he claims that although all these means owns their demerits
and merits, collecting their own data provides a control on the sample structure as well as the
data which is attained from every respondent. Also, it gives high confidence regarding data
which is collected to match the objectives of research. Therefore, the researcher decided to
collect the primary data from its 100 respondents working in Small and medium enterprise of
any industry who have advertised their services and products to increase brand awareness by
using the questionnaires which were distributed to every respondent individually. The data
through semi-structured interview was collected by writing their answers in a documented form
and recording their answers for future references.
3.5 Sampling method
Sampling Method
On the basis of the objectives of the research and the problems which were to be investigated and
examined, it would have been appropriate if the employees working in Sales department of the
companies were interviewed. Due to the resource limitations and time constraint in this research,
a sample of non-probability population was chosen. According to saunders et al (2007), a non-
probability method of sapling is used while adoption of strategy of case study and survey
method. The samples of people working who were selected to take part in the quantitative
research are too less for constituting a sample of working population in SMEs within Singapore.
Therefore, the amount of employees working in the SMEs based out in Singapore who
participated in qualitative research was not sufficient to constitute a major portion of Sales
department who advertised their services within the Singapore companies at small scale. Thus
this research focused over the quantitative facts as against the theories which were represented in
literature review (Dvorak, 2007). Since the objectives of the research was to identify the brand

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recognition and awareness through the advertisements, the data that pertains to brand
introduction, brand presence and brand recognition were used which are defined below:
Brand Presence: the proportion of time in which the brand was portrayed in the advertisement
that involved brand logo, pack shots that mentioned the name of the brand and slogans or pay-off
lines (Epple and Herz, 1999).
Brand recognition: The proportion of the respondents and participants who showed that they are
known to the advertisement of the product in any form and who were able to link the
advertisement to right brand
Brand introduction: The time period that lapsed prior to the brand was displayed in the
advertisement. It involved brand logo, pack shots that mentioned the slogans, pay-off lines ad
brand names (Fang, et al., 2007).
The data that pertained to the mentioned variables were gathered for nearly 20 advertisements.
For this advertisement, 100 respondents were chosen who had already seen the advertisement
and the advertisement was shown and launched on Television just 6 month prior to this research.
By asking whether the respondents had viewed the advertisement of a particular product in a
Singapore based company and asking them to describe the advertising and identify that brand, a
percentage for brand recognition was attained for every advertisement. The brand introduction
and brand presence were evaluated by considering duration of time of advertisement.
3.6 Accessibility Issues
The capability for gathering the primary data at the time of this study was based on getting the
access to appropriate source in the organization/corporation. The level up to which the source is
completely accurate relies upon the research designs, related objectives and research question.

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Thus the researcher being a friend of employee in the SME favorably got the access to reach the
employees of different small and medium scale organizations in Singapore.

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4.0 Data Analysis and Interpretation
Survey Method
1. Gender
Female
Male
Female 60
Male 40
Female Male
0
10
20
30
40
50
60
70
Gender
The participants consisted of male as well as female candidates. Female were 60 and male were
40.

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2. Which brand for Food and beverage are you using?
Bread Talk
Culina
Frost Food and Beverage Pte Ltd
Food & Beverage International Holdings Pte Ltd
Bread Talk 55
Culina 20
Frost Food and Beverage Pte Ltd
15
Food & Beverage International
Holdings Pte Ltd
10

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Bread Talk Culina Frost Food and
Beverage Pte Ltd Food & Beverage
International
Holdings Pte Ltd
0
10
20
30
40
50
60
Which brand for Food and beverage
are you using?
The maximum number of customers are making use of Bread Tal while the least number of
customers are using Food and Beverage International Holdings Pte Ltd. This gives an idea that
people are well known about the Bread Talk as a brand and are known to its quality also.
3. Are you aware about Bread Talk?
Yes
No
Yes 55
No 45

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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Yes No
0
10
20
30
40
50
60
Are you aware about Bread Talk?
55 percent people are aware about the Bread talk while 45 percent are not that aware about the
Bread talk. However none of the customer said that they are totally unaware about the Brand.

27
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
4. What are buying aspect of consumers for Bread Talk products?
Price
Quality
Packaging
Taste
Brand Image
Price 29
Quality 31
Packaging 20
Taste 9
Brand Image 11
Price Quality Packaging Taste Brand Image
0
5
10
15
20
25
30
35
What are buying aspect of
consumers for Bread Talk products?

28
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Maximum number of people buy Bread Talk Products because of its Quality, while Taste is
considered as the least preferred factor to purchase the bread talk product. Other factors like
Price, Brand image, packaging are also major considering factors that influence the buying
behavior among customers in Singapore.
5. How Customers got to know about Bread Talk?
Advertisement
Friends
Magazines
Internet
Word of Mouth
Advertisement 20
Friends 25
Magazines 15
Internet 28
Word of Mouth 12

29
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Advertisement Friends Magazines Internet Word of Mouth
0
5
10
15
20
25
30
How Customers got to know about
Bread Talk?
The customers got to know about the Bread talk product through Internet advertisement as
maximum number of customers voted for the internet as a source of their information followed
by friends, advertisements, magazines and word of mouth.
6. Whether products of Bread Talk are costly as compared to its substitutes available?
Yes
No
Yes 55
No 45

30
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Yes No
0
10
20
30
40
50
60
Whether products of Bread Talk are costly
as compared to its substitutes available?
The customers said that bread talk products are costly as compared to their substitutes
likeCulina, Frost Food and Beverage Pte Ltd, Food & Beverage International Holdings Pte Ltd.
While 45 percent said that they didn’t find the products of Bread Talk costly, 55 percent people
had the opposite opinion who might be from a low income group.

31
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
7. Opinion of customers towards advertisements of Bread Talk Products
Excellent
Good
Fair
Bad
Worst
Excellent 15
Good 20
Fair 15
Bad 30
Worst 20
Excellent Good Fair Bad Worst
0
5
10
15
20
25
30
35
Opinion of customers towards
advertisements of Bread Talk Products

32
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
According to the customers, the advertisements of Bread talk are often boring and without any
emotional affect. They always show the profit motive through their advertisements. The
customers are unable to connect with the advertisement or any hidden intent which is not visible
through visuals in the advertisement.
8. Purchasing pattern of Customers for Bread Talk products
Very often
Regular
Sometimes
Occasionally
Never Buy
Very often 27
Regular 23
Sometimes 24
Occasionally 26
Never Buy 0

33
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Very often Regular Sometimes Occasionally Never Buy
0
5
10
15
20
25
30
Purchasing pattern of Customers for Bread
Talk products
Maximum number of customers said that they most often buy the bread talk products for their
regular use because of their quality, price, and substitute’s quality. Thus these products are either
often or very often purchased by their regular consumers. None of the customer said that they
never bought any product of Bread Talk at any point of time. This means that people have used
these products.
9. Level of satisfaction of Customers for Bread Talk Products
Very high
High
Same
Low

34
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Very Low
Very high 24
High 15
Same 21
Low 19
Very Low 21
Very high High Same Low Very Low
0
5
10
15
20
25
30
Level of satisfaction of Customers for Bread
Talk Products
Maximum number of customers said that they are highly satisfied with the products of Bread
Talk, followed by neutral effect and very low level of satisfied customers.

35
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
10. Bread Talk products are easily available in all the outlets
Yes
No
Yes 56
No 44
Yes No
0
10
20
30
40
50
60
Bread Talk products are easily available in
all the outlets
According to the results of the survey, maximum number of people are completely satisfied with
the quality of the product. The products of the Bread Talk are available in all the outlets and their
supplies are never slowed down or stopped. This shows the efficient functioning of their
manufacturers, supply chain management and their personnel managing the delivery and
production.

36
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
5.0 Findings
According to the survey, it was found that 55 percent people are using Bread Talk products, 20
percent are using Culina, 15 percent are using Frost Food and Beverage Pte Ltd and 10 percent
are using Food and Beverage International Holdings Pte Ltd.
As per the survey, it was found that 56 percent of people found that Bread Talk products are
easily available in the retail outlets while 44 percent said that bread talk products are not easily
available in the retail outlets.
As per the survey it was found that the 24 percent of people said that are very highly satisfied
with the products of Bread Talk, 15 percent said that they are Highly satisfied with the products
of Bread Talk, 21 percent said that are neutral with the products of Bread Talk, 19 percent said
that they are their level of satisfaction with the products of Bread Talk is low and 21 percent said
their level of satisfaction with the products of Bread Talk is very low.
The survey revealed that 27 percent of the people buy the products of Bread Talk very often, 23
percent of people regularly buy the products of bread talk, 24 percent people said that they
sometime buy the products of bread Talk, 26 percent said that they only occasionally buy the
products of Bread talk, while zero percent said they never buy any products of Bread talk.
According to the questionnaire survey, 15 percent people said that they found the advertisement
by Bread talk Excellent, 20 percent people said that they found the advertisement by Bread talk
Good, 15 percent people said that they found the advertisement by Bread talk Fair, 30 percent
said that they found the advertisement by Bread talk Bad and 20 percent people said that they
found the advertisement by Bread talk Worst.

37
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
In the survey, 55 percent people revealed that they found the products of Bread Talk more costly
than their competitors and 45 percent people said that they didn’t find the products of Bread Talk
costly as compared to their competitors.
As per the results obtained, it was identified that 20 percent of people got to know about the
Products of Bread talk through Advertisement, 25 percent of people got to know about the
Products of Bread talk through friends, 15 percent of people got to know about the Products of
Bread talk through magazines, 28 percent of people got to know about the products of the Bread
Talk through Internet and 12 percent of people got to know about the Products of Bread talk
through Word of Mouth.
According to the survey, 29 percent people voted that price is considered as the main buying
aspect to purchase the product of Bread Talk, 31 percent people voted that quality is considered
as the main buying aspect to purchase the product of Bread Talk, 20 percent people voted that
packaging is considered as the main buying aspect to purchase the product of Bread Talk, 9
percent people voted that taste is considered as the main buying aspect to purchase the product of
Bread Talk, and 11 percent people voted that Brand Image is considered as the main buying
aspect to purchase the product of Bread Talk.
As per the results of the survey conducted through questionnaires, 55 percent people voted that
they are aware about the product of Bread Talk based out in Singapore, while 45 percent people
said that they are not aware about the product of Bread Talk based out in Singapore.

38
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
6.0 Discussion
The research findings suggest that Bread Talk Food and beverages in Singapore thinks about the
efforts of communication and marketing and accordingly adjust their advertising to effectively
reflect upon the accept imagery of brand for a target group which falls between 20 to 35 years of
age by meeting their self-expressive and social needs and desires of this group appropriately. By
accurately identifying and recognizing the values that are taken care the most by this target
group, the brand may easily adjust the value proposition as per the need for enhancement of its
share in the market (Ferraro, et al., 2008). By giving a higher proposition of value and meeting
the needs, desires and problems of the customers appropriately, the bread may head towards the
improving and enhancing the customer loyalty metrics and satisfaction (Field, et al., 2005). The
survey conducted over 100 people indicate that all respondents have high value for the emotional
and functional benefit while making use of the Bread Talk products but it is also significant for
the company to remember that functional advantages can easily be copied in this industry of food
and beverages (Gibson, 2008). The company has more sustainable and enduring competitive
advantage while considering their brand from symbolic perspective, person perspective,
organization perspective and product perspective. Only through observing the brand from other
three perspective can the brand be able to get more sustainable and durable value proposition
(Grossman and Till, 1998). The research indicates that Bread Talk focus over developing the
strategies of brand by effectively improving the satisfaction of the emotion based needs and
requirements on part of population in the question. The enduring and solid brand relationships
are significant developments and the way in which it is attained is through encouragement of the
loyalty towards brand by making use of tools like incentive programmers and analyst for
consumer. Through developing a loyal based customer there is a lot of guarantee for subsequent

39
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
profits and sales which makes the contribution towards positive and advantageous brand equity,
frequent purchasing programmers, and incentives. The study has evaluated as well as interpreted
the factors which would affect individual’s viewpoint while they are out for buying any brand for
its utilization (Janiszewski, 1993). Affirmative effects on brand commitment is made by
advertisement. Advertisement is such medium which directly or indirectly affect the viewpoint
of any customer before buying any item. Awareness of any brand is basically an aftereffect of its
advertisement reminding the customer of it when he goes for purchase and being satisfied with
the quality of the product after using it will lead to brand commitment (Kim, et al., 1996). Not
only brand awareness creates brand commitment through advertisements but also brand quality
comes into picture as an important factor for committing to any brand. Therefore, awareness of
any brand has intervening part amongst commitment with any brand and its promotion, quality
being a moderating agent amongst brand commitment and awareness (Scott, 2007). Hence, the
researchers have investigated that the point of convergence is primarily the quality of product
and its texture as well as uniqueness of its design forcing one to go for these brands. According
to the study it is found that brand recall as well as brand identity are related to purchase
expectation (Schwarz and Winkielman, 2004). It therefore connotes that buyer will go for a well-
known and familiar item. At the end it could be said that the brand awareness is directly
proportional to the purchase intention. As per the findings of Oliver (1999) the devotion to a
particular brand denotes to purchase the commitment again i.e. to say that consumers won’t be
changing their loyalty to a particular brand in any circumstances. The study of Grewal, Krishnan,
et al. show that the awareness of any brand is significantly and positively related to the brand
loyalty and similar is the study made by Keller and Aaker (1990). Further the study has verified
that the perceived quality as well as the brand loyalty act as an intermediary amongst brand

40
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
purchase and awareness. The research further puts forward that much attention should be given
to influences like brand loyalty, brand awareness and perceived quality by the Bread Talk
management (Lee, 2001). The food and beverages does hold brand awareness which is higher
and through it the consumers can surely identify the brand of which they need to buy a product,
thereby increasing their sales promotion, advertising and marketing activities.
7.0 Conclusion
The various kinds of test that were conducted over the data attained from implementing
questionnaire made the researcher understand many driving factors to purchase the Products of
Bread Talk in Singapore (Lovibond, et al., 2002). The researcher also recognized that high level
and extreme awareness for brand are considered to be significant driver to influence the behavior
of customer for purchasing the product. A few of the analysis and evaluation with respect to the
requirement of the brand indicates and portrays that a huge difference and variation is there on
the level of the needs as per the taste and preference, price, quality and availability of the Bread
talk product (Malik, et al., 2013). It was depicted that the target group for this brand which is the
most often buyer of their product also portrayed most desired and positive behavior with respect
to the behavior while purchasing. Furthermore, the test that were performed and conducted over
the participants gave a broad indication that the effect was positively seen and observed
regarding the attitude/perception of corporate / Bread Talk Products on impacting the intention
of behavior (Monahan, et al., 1995). While recognizing the present value proposition of Bread
Talk, whether suited to market segment of Bread talk, the aggregate result involves that in order
to have strong bond and connection with the customers and to develop a positive relation and
association with the target audience, it is highly significant to develop the advertisements that
have some emotional components and are able to connect emotionally with their customers

41
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
(Pand and Gui, 2016). It must also identify the ways to sell uniquely to the customers’ self-
expressive advantages that are earned while using the products of Bread Talks. All these actions
must lead to the market related and market linked benefits and long term strategic advantages for
Bread Talk in the Target market and segment of this research paper (Pleyers, et al., 2007). Thus
the brand loyalty will increase with the awareness of the brand. The research also suggests that
the management of the Bread Talk should mark upon quality of the product. Consumer no doubt
will go with the brand loyalty as if the quality of the product will be good it will increase their
repurchase (Riordan and Tedeschi, 1983). Furthermore, the management of the Bread Talk
should be aware that the customers should evaluate on perceived quality of product with regards
to their purchase agreement. If the valuation is high it indicates that the customer is satisfied. The
result would be that the brand preference and brand loyalty would increase as well as their
repurchase behavior.

42
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
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IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Appendix
Questionnaires
Gender
Female
Male
Which brand for Food and beverage are you using?
Bread Talk
Culina
Frost Food and Beverage Pte Ltd
Food & Beverage International Holdings Pte Ltd
Are you aware about Bread Talk?
Yes
No
What are buying aspect of consumers for Bread Talk products?
Price
Quality
Packaging
Taste
Brand Image

47
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
How Customers got to know about Bread Talk?
Advertisement
Friends
Magazines
Internet
Word of Mouth
Whether products of Bread Talk are costly as compared to its substitutes available?
Yes
No
Opinion of customers towards advertisements of Bread Talk Products
Excellent
Good
Fair
Bad
Worst
Purchasing pattern of Customers for Bread Talk products
Very often