THE ROLE OF ADVERTISING AND BRAND LOYALTY A COMPARATIVE STUDY OF BOURNVITA AND MILO.

THE ROLE OF ADVERTISING AND BRAND LOYALTY A COMPARATIVE STUDY OF BOURNVITA AND MILO

CHAPTER ONE

1.1   Introduction

Advertising is a form of marketing communication used to encourage, persuade or manipulate on audience to continue or take some new action. The advertiser and chief role is selling to the consumer. Advertisements emphasize on the distinctive qualities of a product and reflect the overall cultural values of the society.

Most commonly, the desired result is to derive consumer behavior with respect to a commercial offering,. Although political and ideological advertising is also common the purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

John Idaramaker (2002) defines advertising as the promotion of a company’s product and server carried out primarily to derive up its sales. It is also done to build brand identity communicate charges in old products or introduce new products/services to the customers.

The terms “advertising” and “brand” are commonly used in our society to mean creating awareness of an existence of a particular product through the media like newspapers, magazines television and radio, internet etc.

Advertising means make known or bring special kind shown by some special mark or sign on the paper or box: these two terms have a strong connection between each other.

1.2   Statement of the Problem

Product advertising certainly has varying impact on consumer behavior and this creates product and or brand loyalty in the society. What is not certain is whether the buying action can be sustained into brand loyalty. It is also not certain whether brand. Loyalty could be enhanced by product quality or by advertising.

The problem of the study is how product advertising promotes brand loyalty. The problem of the study specifically is to how brand loyalty of Milo and Bournvita promotes their advertising in Uyo metropolis.

1.3   Objectives of the Study

In order to arrive at the study some objectives must be set. The objectives are:

1. To find out the role of product advertising and brand loyalty to the members of the public
2. To examine the ways brand loyalty could be improved with minimal cost.

• To examine the level of consumption of Bournvita and Milo in Uyo metropolis

1. To highlight the important of advertising and brand loyalty

1.4   Research Questions

Based on objectives of the study, the following research questions are formulated:

1. What is the role of product advertising and brand loyalty in the society?
2. What are the ways in which brand loyalty could be improved in minimal coast?
3. What is the level of consumption between Bournvita and Milo in Uyo metropolis?
4. What is the importance of product advertising and brand loyalty?

1.5   Research Hypothesis

Wants and needs of the consumers cannot be achieved through product advertising and brand loyalty

Wants and needs of the consumer can be achieved through product advertising and brand loyalty.

Product advertising is not a tool for achieving organization goals

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