THE IMPACT OF ADVERTISING ON THE BRAND ACCEPTANCE IBD

Sinopse

Advertising plays a pivotal role in shaping consumer behavior and achieving brand acceptance in today?s competitive marketplace. This study investigates the impact of advertising strategies on the brand acceptance of Oral B toothpaste among students of Benue State University, Nigeria. Using a survey research design, the study evaluates Procter & Gamble?s advertising approaches, including taste, affordability, and appeal, to understand their influence on students? brand perception and consumption patterns. Findings reveal that targeted advertising strategies significantly contribute to brand acceptance by building awareness, persuading potential consumers, and fostering loyalty. The research highlights that effective advertising appeals not only influence immediate purchase decisions but also strengthen long-term brand trust and consumer relationships. Recommendations emphasize the need for creative, culturally relevant, and evidence-based advertising campaigns to enhance market penetration and sustain competitive advantage in dynamic consumer environments.