THE EFFECTS OF MEDIA ADVERTISEMENT ON BRAND PREFERENCE OF LUBRICANTS: THE CASE OF NATIONAL OIL ETHIOPIA PLC.

Abstract

Measuring the impact of Ads of different forms in consumers brand preference is very essential for every marketer. If resources including money, time and effort spent on Ads such as banners, SMM, and do not create any positive change in consumers’ brand preference and get customers and potential customers to prefer the brand from all other similar brands in the market then the resources can be said to be vain, The study aims to assess the effects of Ads on consumers lubricant brand preference Media advertisement is among the important company strategy that has powerful effect on brand preference. The objective of this study is to analyze the effect of Media advertisement on brand preference in the case of National Oil Company (NOC). The sample populations of the study were owners and drivers of motor vehicle in Addis Ababa. Quantitative research approach and non-probability convenience sampling had been adopted in selecting a sample size of 384. Data were collected using structured questionnaire and analyzed using SPSS 20 and descriptive research design was used. The results of the study revealed that Media advertisement have a relationship with brand preference of owners and drivers of motor vehicle. Therefore, it is essential for National Oil Company (NOC) to pay more attention in increasing their Media advertisement practice specifically should pay more attention to the activities and means of product attributes since the study results showed a weakness on some of contributors of originality, in influencing the brand preference of both the retailers and the company as a whole. Finally, the researcher is recommended to National Oil Company (NOC) is that the strategic impact of Media advertisement is best observed when they are designed or built-in strategic plan for all stakeholders in the business area, coordinated with other marketing tools and integrated with the business strategy.