The changing role of advertisements depend on consumer's different demographic characteristics in the constitution of brand preference (a research on shampoo product)

A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. Words, numbers, letters, forms, form or package of the product and their presentations together, are all evaluated as brand. In time, brand has been defined differently. However, in the beginning brand was evaluated as just brand name or an element which changes the product; later on, as the bond between the consumer and the product, it has involved concepts like utility and value perception. Advertising is defined as the action of calling something to the attention of the public especially by paid announcements, to call public attention by emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote. For companies advertising helps to find convenient markets, to differ the products of the company from the rival companies and to help the company to protect its strength in the market. For customers advertising has an effect in helping them to make a choice between a great many of likely products and services, informing the customer about the product, making desires about it and persuading to buy. One of the most important target of advertising is to create positive brand attitude among the target audiences. In the formation of brand preference, we can not deny that advertisements have different effects on the consumers which have different demographic characteristics. In this study firstly how consumer brand preference is being formed has studied, and than the role of advertisement change on consumer?s different demographic characteristics in these preferences have tried to state by a research on shampoo product. Key Words: 1) Brand, 2) Consumer Brand Preference, 3) Advertisement Perceptions, 4) Demographic Characteristics.