Impact of Advertising on Brand Preference and Brand Recall

In today’s competitive and media-driven marketplace, advertising plays an important role in influencing consumer perceptions and brand-related decisions. This study examines the impact of advertising on brand recall and brand preference to understand how advertising affects consumer memory and brand choice behavior. The research focuses on understanding advertising influence, improving brand recall, and developing brand preference among consumers. A descriptive research design was adopted, and primary data were collected through a structured questionnaire from 26 respondents using convenience sampling. Secondary data were collected from books, research journals, and online sources related to advertising and consumer behavior. The data were analyzed using percentage analysis and presented in tabular form. The findings reveal that repeated, creative, and emotionally appealing advertisements positively influence brand recall and brand preference. Brands that are easily remembered are more likely to be preferred during purchase decisions. The study concludes that consistent and engaging advertising strategies are essential for strengthening brand recall and long-term brand preference.