HOW ADVERTISING AFFECTS CONSUMER BRAND PREFERENCE

HOW ADVERTISING AFFECTS CONSUMER BRAND PREFERENCE

​​​​​​​BACKGROUND OF THE STUDY

The French newspaper La Presse was the first to publish paid advertisements within its pages in June of 1836. This innovation enabled the publication to decrease its price, expand its readership, and increase its profitability; subsequent publications quickly replicated this model, and it is now standard practise. In the years around 1840, Volney B. Palmer laid the groundwork in Philadelphia for what would become the modern advertising agency (Chatterjee, Hoffman, & Novak 2021). In the year 1842, Palmer made a profit by purchasing huge quantities of space in a variety of newspapers at a lower cost and then reselling that space to advertisers for higher prices. The actual advertisement, including the wording, layout, and artwork, was still generated by the business that want to promote; Palmer served in the capacity of a space broker (Davies & Mark. 2021). When the advertising firm of N.W. Ayer & Son was established in the late 19th century, things started to go in a different direction. Customers of Ayer and Son were given the option to have the company design, develop, and manage their whole advertising campaigns. By the year 1900, advertising agencies had evolved into the centre of the creative planning process, and the field of advertising had solidified its status as a recognised profession. During this same period of time in France, Charles-Louis Havas expanded the capabilities of his news agency, Havas, to include advertisement brokerage, therefore becoming the first French group to organise itself (Bucklin, & Sismeiro 2021). In the beginning, advertising firms functioned as traders for ad space in newspapers. The first full-service advertising firm to take on the job of producing advertising material was N. W. Ayer & Son. N.W. Ayer first opened its doors in the year 1869 and operated out of Philadelphia (Chatterjee, Hoffman, & Novak 2021).

Advertisement for a live radio broadcast that was published in the Los Angeles Times on May 6, 1930. The show was sponsored by a milk manufacturer. At the turn of the century, there were not many opportunities for women to pursue careers in business; nevertheless, advertising was one of the few that was available. Advertisers and agencies recognised the significance of women's perspective throughout the creative process as a result of the fact that women were traditionally responsible for the majority of the purchase decisions made inside their households (Davies & Mark. 2021). In point of fact, a woman came up with the idea for the very first sexually suggestive advertisement to be used in the United States, and it was for a soap product. The advertisement depicted a pair with the tagline "The skin you want to touch," despite the fact that it was quite modest by today's standards.

Radio equipment makers and dealers launched the first radio stations in the early 1920s. These businesses decided to broadcast programming in order to increase the number of radios they sold to customers. After some time had passed, numerous organisations who did not seek to make a profit decided to establish their very own radio stations. These organisations included schools, clubs, and civic groups (Bucklin, & Sismeiro 2021). When the concept of programme sponsorship became widespread, each individual radio programme was typically sponsored by a single company in exchange for a brief mention of the company's name at the beginning and end of the sponsored shows. This was done so that the business could receive exposure to a wider audience. However, owners of radio stations quickly came to the realisation that they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, as opposed to selling the sponsorship rights to individual businesses for each show (Bucklin, & Sismeiro 2021).

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