Research Paper on:
Sales and Advertising

Unformatted Sample Text from the Research Paper:
P. McCabe, October, 2001 properly! There is little doubt that brands sell. Research has also shown that at least  75 percent of consumers make their initial brand decisions based first on quality, reliability, familiarity and experience with the product and then their ongoing decisions are based on convenience of  availability and the relationship between price and value. Factors affecting the consumers decision include advertising as well as word-of-mouth recommendations from family, friends and colleagues (Walgren et al, 1995). The  brand is the product or companys identity and image. It represents a level of consumer familiarity, trust, quality, and consistency the customer can depend on each and every time they  purchase the item. The most effective advertising will capitalize on brand recognition. In fact, focusing on the brand helps the company break through all the clutter of advertisements consumers see  and hear every day (Mendoza, 2001). Consider these statements from business gurus (Mendoza, 2001): * David Ogilvy: "Every advertisement should be thought of as a contribution to the complex symbol  which is the brand image." * Lester Wunderman: "General advertising is Cyrano. He comes under your window and sings; people get used to it and ignore it. But if Roxane  responds, theres a relationship. We move the brand relationship up a notch. Advertising becomes a dialogue that becomes an invitation to a relationship." * Morris Hite: "Theres no secret formula  for advertising success, other than to learn everything you can about the product. Most products have some unique characteristic, and the really great advertising comes right out of the product  and says something about the product that no one else can say. Or at least no one else is saying." If advertising does not focus on the brand, it will