June 1, 2017 Thesis Open Access

BRUKTAWIT AMTATAW

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    <subfield code="a">THE EFFECT OF ADVERTISING ON BRAND PREFRENCE: THE CASE OF ANCHOR MILK</subfield>
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    <subfield code="a">&lt;p&gt;Measuring the impact of advertisement in consumers brand preference is very essential for every marketer. If Advertisement does not create any positive change in consumers&amp;rsquo; brand preference; all resources such as money, time, and effort spent on advertisement will go in vain. The study aims to explore the impact of advertisement on consumers brand preference in the case of Anchor milk. It followed a deductive form of research approach and the research design was explanatory. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 361 valid questionnaires were collected and analyzed. These respondents were selected by using a non probability sampling technique, which is Judgment Sampling method.&lt;/p&gt;</subfield>
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