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

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

Journal of Commerce and Trade, 2006, vol. 1, issue 2, 17-21

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.

Keywords: stress; employee attraction; pressure; turnover; retention strategies (search for similar items in EconPapers)
JEL-codes: A0 C0 (search for similar items in EconPapers)
Date: 2006
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