The Impact Of Advertisement On Consumers Preference Of Brand The Case Of St. George Beer In Addis Ababa

Adverlising may influence cOllsumers in differenl ways, however, Ihe primmy goal 0/rnadverlising i;' 10 illcrease Ihe probabililY Ihal consumers exposed 10 an adverlisemel1l IFillrnbehave or believe as Ihe adverliser wishes, Thus, Ihe ullimale obj eclive of advertisillf!, isrnto sell Ihings persuasively and crcatiw ly, This research was aimed 10 examine the impactrnof adrertiselllel1l all consumers' preference of brand in Ihe conlexi of St, George heel'.rnThe sludy has some plllposes like 10 see the relationship belween adverti.l'elllellt alldrnconsumer choice of beer brand and to help Ihe company 10 adjusl its advertiselllel1lrnproKrams ill line Il'ith the impact of a{h'erti.l'ement on their CU,l'Iomers brand prejilrel7cernDescriptil'e rewllrch design Ims plllllned for the study to examine the impa('t oj'rnodrertisement Oil cOllsllllla's pre/ere/la of bmlld Siruciured and admillisteredrnquestionnaire 1'0.1' used as major doto collection inslrument, on 21.: respondel1ls sele(,tedrnon simple ml1llo/l! sampling basis. "/ ccurdillgl)' the study revels th(1I advertisemellt doe,lrnnot how impa('t {III customers' preferellce of beer branc!. ralher cuslomer pre};;rs StrnGeorge beer bec(l/Ise of ils good laste, The sludy also indicales Ihat TV, mdiu andrnBillboards are the must liked medium of advertisement by Ihe re;pondel1ls alung Il'ilhrnSheger FM ami F.II Y-,l mdiu chanllels those operaled 1o be Ihe mosl preferred /'(Idiornchannel,l. Based on this indicatiulI, the .I't/l()/ coneludes Ihat adverlisement does not //(I'ernimpact un buth c"muma,1 ' preference uf beer brand alld IOtal consumption uj' beer (//rnleost in the cuntext of SI, Geurge beer, Finally Ihe study mggest same m),,1 that therncUlI/pall)' .I'huu/d adupt ill proll/utillg its pruducts thruugh TV, I'!.Idiu ond billbuardrnf1lL'dillm. uj "drt.'rt l.H'lIlL'llI IJI.'C£ llt.h' ,h(,.H' '),/J(!j of a£irerlisemenl mediums cU/Hiderillt!rnpreferred by 11/0;1 (If the cwtulllers, Thl! (,Ulllpall)' should reduce the (fIl1UllI7t of 11/011,'". itrnal/ocme fur oc/rel'l isellle III act irit ie.l' alld .I'hall use pori of this budget for at her market iIII'rnoctil'ities ur shore it Il'ith custolllers, becollse 1II0st of Ihe CllSIomers beliel'e thutrnG

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