The Effects of Television Advertisement on Consumers’ Brand Image of Baby Diapers

Abstract

This study analyzes the effects of advertisement of FMCG, specifically baby diapers in Addis Ababa City; furthermore this study is also aimed at assessing and identifying the effect of TV advertisement on consumers’ brand image in the selected FMCG product specifically baby diapers. To examine such factors therefore, this study is conducted based on applying both quantitative and qualitative research methods. The general objective of the study is to assess and identify the effect of TV advertisement on consumers’ brand image one selected baby diapers product. Accordingly the thesis find out that TV advertisement played a crucial role in promoting a certain product and increasing sales volume. However companies should always take in to consideration the factors that affect the consumer’s decision making such as content of the message than only focusing on celebrity endorsement.