Effect of Advertising in Brand Promotion - Dissertation Example

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 are 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 the same, there is a close link between advertisement and brand promotion.

Brands 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 “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. The brand promotion also leads to an increase in sales thereby increasing profitability (Trehan & Trehan 2010). For brand promotion to be successful, it should be carried out effectively. It has been observed that “repetition” creates brand awareness among customers (Curry 2009).

Repetition occurs through advertising when a customer constantly hears about the product and looks at it a number of times during the day. Repeated exposure sometimes creates liking for a brand (Batra 2009) or at least makes consumers curious to know more about the brand. The effect of advertisement and brand promotion on businesses has been studied a lot however the effect of advertisement on a new and an established business is not yet been explored. Research studies have not distinguished the impact of advertisement on a new and an established business.

Identifying this gap, this research study aims to explore how advertisement and branding can affect a new and an established business and how they may use advertisement to their advantage.1.2 Research Aims and Objectives This research study has the following aims and objectives;• To critically evaluate the role of advertising and branding in promoting a business.• To evaluate the role of advertising in brand development of a new business and brand management of an existing business.

• To critically compare the branding strategies of established and new businesses.