Effect of Advertising in Brand Promotion Dissertation

Effect of Advertising in Brand Promotion - Dissertation Example with Established Businesses 34 4.3 Analysis and Discussion 37 5.CONCLUSIONS, IMPLICATIONS & RECOMMENDATIONS 43 5.1 Conclusions 43 5.2 Recommendations and Implications for Businesses 45 5.3Revisiting Aims and Objectives 47 5.4 Research Limitations 48 5.5 Areas of Future Study 48 5.6 Concluding Remarks 49 References 50 Appendix-I 55 1. INTRODUCTION In today’s competitive world, businesses can only survive if they communicate well to their customers. In the time when every other company is bombarding messages to the customers, one must not stay behind in the race of communication. There are several ways to communicate with the customers and where the product itself, the price and the place too communicates with the customers there are some specific communication tools available for companies to reach the target audiences. Promotion mix elaborates different ways via which a company can target its current and potential customers. These specific communication tools include advertisi ng, sales promotion, publicity / public relations and personal selling – the promotion mix. This paper focuses on advertising as a way to reach audiences where the major focus is on brand building and how it may help in promoting a business. The distinction between new and established businesses and the impact of advertising and branding on both a new and an established business is presented. 1.1 Background and Context Businesses focus on advertising and branding more than ever before; this is partly because of the increased competition. It has become important to stay visible in the time when every other business is advertising and promoting itself. Advertising and branding is the most beneficial and extremely vital for businesses. It is true that advertisements affect businesses; several authors and researchers have concluded that advertisement has the power to have an effect on businesses. Though not same, there is a close link between advertisement and brand promotion. Br ands are created over a period of time and advertising plays a crucial role in brand promotion; a common marketing strategy used for creating awareness of products, increase in sales and ensuring customer loyalty is brand promotion. Many businesses instead of promoting individual products focus on promoting the brands as a part of their corporate strategy; this is called corporate branding. Grime (2012, p. 146) defined corporate branding as â€Å"a consistent effort centered on the company as a whole†. The prime motive of brand promotion is to create customer awareness (Trehan & Trehan 2010); once established, the customer tends to purchase that product again and again which leads to customer loyalty. Brand promotion also