IMPACT OF ADVERTISEMENT ON BRAND PREFERENCE OF BEER PRODUCTS WITHREFERENCE TO HAWASSA CITY

ABSTRACT


Measuring the impact of advertisement on consumers’ brand preference is very essential for every marketer. If advertisement does not create any positive change in consumers’ brand preference, all resources such as money, time, and effort spent on advertisement will be lost in vain. Most marketers use advertisement as a tool to attract substantially new customers and to retain the existing ones.

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