Effect of Advertisement on Consumer Brand Preference

There has been constant and intense competition by organizations through the use of advertisement as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different organizations. Market researchers argue that these advertisements are still important in attracting consumers to a certain brand, however critics believe it's becoming less effective. The telecom industry in Nigeria has been a field was we have witnessed lots of advertisement in the country. Therefore knowing what happens behind the scenes seems very crucial for major players' .The purpose of this research is to investigate the effects of advertisements on consumer brand preference in the Nigerian telecom industry. Accordingly we first tried to understand advertisement and how it works and how each brand uses it to achieve its objectives and afterwards past literature on how advertisement has affected brand preference in different fields are presented The participants in the study are customers of the three major telecom brands in Nigeria and the data collection methods used were both questionnaires and interviews method used is questionnaire. It was evidently concluded that advertisement remains a major tool for telecom companies to gain market share.

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