Brand loyalty as a key objective of the commercial sector advertising campaigns

Abstract

ABSTRACT

Nowadays, a main aspect within companies when they are looking for an advertising campaign is that they’re only profit focused, thinking it has a high cost, and there’s not investment, resulting on low sale volumes when they try to make themselves known.

When companies start a campaign, they must remember that costumers become loyal by the brand, good, product or services offered, so if we are talking about brand loyalty, companies must aim to retain their clients, using advertising campaigns which influence consumers on the purchase chain as well as creating emotions so the brand, good, product or service is kept on the costumer minds, providing total satisfaction at the time of acquisition and the customer who puts an additional value or “the plus” for their purchase.

A well developed company, can make it not only being recognized on the sector it is located, but can make its market growing and be noticed abroad. On the digital age, and using advertising campaigns, only a few companies choose to maintain conventional strategies, relying on their economical power maybe because of the variety of products, resulting on a higher investment when they have a wide range of products; or, if they have a short portfolio, they can use conventional strategies.

It is important to know how brand loyalty becomes a key objective of advertising campaigns in the commercial sector, so trough consumer’s allegiance, companies can find which products they have to focus brand loyalty on and how it is influenced. Using a quantitative methodology through surveys on the commercial sector of Ambato, which is main pillar of the city’s economy that generates jobs and contributes to industrial growth

For this article, medium and large companies in the city have been taken into account, giving a total of 4768 companies, without neglecting SMEs, since their constant struggle to improve, small companies take the big ones as an example, dreaming on growing, both on infrastructure and technology, with the acquisition of equipment to go from being a small workshop into taking shape as a constantly developing company.

All of the above can be demonstrated by using advertising campaigns as these can help the growth of a company through the media and the selecting of a target market. An important role is creating a message that is is clear, precise and concise, reaching consumers mind and has an optimal range; and a sample frequency according to the investigation and of course, that can be flexible. The article concludes in the fact that advertising campaigns and brand loyalty greatly influences the final result of the client’s purchase of a product, good or service, and hence the enormous importance that companies must have within their work team a person specialized in marketing.