Published Paper Details:

Advertising is a powerful tool in the confectionery industry, where consumer choices are often driven by brand perception, emotional appeal, and marketing influence rather than necessity. This study explores the impact of advertising on confectionery products, analyzing how various promotional strategies shape consumer behavior, brand loyalty, and market competition. The research examines traditional and modern advertising methods, including television commercials, digital and social media marketing, celebrity and influencer endorsements, and in-store promotional activities. A key focus of the study is understanding the psychological and emotional triggers employed in confectionery advertising, such as nostalgia, happiness, indulgence, and sensory appeal, which play a crucial role in consumer decision-making. Additionally, the study evaluates the effectiveness of different advertising campaigns through case studies of successful confectionery brands and consumer surveys. It further investigates the role of demographic factors, including age, income, and cultural influences, in determining the impact of advertising strategies. The findings reveal that effective advertising not only increases brand visibility and product sales but also fosters long-term customer engagement and preference. However, the study also highlights challenges such as market saturation, changing consumer preferences, and regulatory restrictions on advertising sugary products, which can influence marketing strategies. The research provides valuable insights for confectionery businesses and marketers on optimizing advertising efforts to maintain competitive advantage and enhance consumer engagement.