1.
Effect of advertising on
consumer preferences
Naveed Younas
Danish Iftikhar
Mehwish khan
Huzaifa Rehman
Samina Khan

2.
Consumer
preferences
 Set of assumptions
 Subjective individual tastes
 Advertisement plays
 Target consumers
 Personal preferences

3.
Organizations in both public and
private sectors have learned that
the ability to communicate
effectively and efficiently with
their target audiences is
important to their success.
• Influence
consumers
• Some degree by
advertising
Advertisement

4.
Advertisement
Channel
Television, radio, newspapers
and magazines
 Measuring the influence of
advertisement
 Create any positive change
 Celebrities as endorsers
 Use common people
 Modify their actions on
future occasions

5.
Stages of consumer
buying process
a
problem
informatio
nal search
Evaluation of
alternatives
Make a
decision
Post purchase
evaluation

6.
Concept of
advertising
Sender Encoding
Message Decoding
Receiver

7.
Advantages
of
advertising
Introduce
s a new
product
Expansion of the
market
Fights
compe
tition
Increased sales
Enhanc
es
good-
will
Educate
customers about
your brand

8.
Consumer’s choice
Role of advertising in
consumer preferences
 Product’s special
features
 Aspects to differentiate
 Based on a comparison
 Apple vs Nokia

9.
• Advertising special
offers, discounts, gifts
etc.
• Sales of different brands
Purchase Quantity
Frequency of purchase
o How often you used to buy
a product in a certain
period of time
o Ice-cream, soft-drinks.

10.
 Reminder to buy goods &
services, especially seasonal
products.
• New arrivals on brands,
wedding season, Oil and
Basmati ghee commercials
Timing of purchase
Lifestyles
 Ads influence lifestyles related
to clothing, eating, social
networking etc.
 Maria-B & Outfitters for
clothing, Nestle or National
for food/eating,

11.
Develop Attitudes
 Creative and convincing messages
encourage people to use new
products.
 Axe uses exciting ads to convince
teenagers to buy deodorants
 Shan: #Zarra zarra khalis (salt)
 GulAhmed summer lawn: # Mein
Perfect Hoon (2017)

12.
Measure
consumer
preferences

13.
Ux Preferences
 It is the personal, internal
experience customers go through
when using a product's interface.
 An e-commerce website.
Communication Preference
 The preferred means of
providing and/or receiving
information.
 Face-to-face communication,
telephone conversation,
electronic bulletin board, radio,
newspaper, television, etc.

14.
Repeat purchase
preference
 A repeat purchase
is an indicator of a
degree of
customer loyalty
to a brand.
Sensory Preferences
 A “sensory preference”
is when a child either
dislikes or craves a
specific sensation.
 Sounds, smells, tastes,
sights, textures, or
movements.
Service Preference
 Service preference
refers to the
preference perceived
by customers when
they experienced a
selection process.

15.
Values-based preferences
 Reflect the individual's
general motivational
goals.
Customer experience
preferences
 Expectations, likes, dislikes,
motivations
 A customer needs shoes and they'd
prefer a particular style, brand and
color etc.