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Paper On Advertising Significance | Philip Kotler

   

Added on  2019-09-30

3 Pages804 Words253 Views
Dissertation Outline Working title: Impact of Advertisement on Brand AwarenessIntroduction, problem setting, aim and objectivesIntroduction: A strong brand name provides opportunities for the company to set themselves inmarket. It also helps in avoiding the organization from any kind of danger through competitiveactions. In this paper we will discuss how advertising impact in development of brand awarenesswhich leads to competitive advantage. Aim/Purpose: The aim of this study is to help the companies understand and learn the significanceof advertising. Also, it will help them to structure their brand and adverts to appeal the customersfor improved sales and maintain the competitive advantage. As this study will provide a clearinsight in how the advertisement may impact the brand awareness, many organizations will bemotivated to use the adverts for marketing their goods.Objectives: The following are the main objectives of tis research:To identify the factors which motivate the brand loyalty in customersTo identify the impact of advertising on Brand awarenessTo determine the impact of brand awareness on competitive advantageLiterature ReviewAdvertising is defined as a tool for mass communication for the purpose of marketing. Accordingto Ayanwale et al (2005), the tool for mass communication gives an opportunity forcommunicating similar message to a huge customer at minimal cost instead of personal mode ofselling. As per Richards (2002), the advertising is persuasion process, socio-economic, marketingprocess and communication process at same time. The view so Philip Kotler says that advertisingis a non-personal promotion and presentation of products and services of paid Formby any known

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