CHAPTER ONE
INTRODUCTION
1.1 Backgroud Of Study
Advertising is one of the five tools used tools used to direct persuasive communication to targeted audience. Advertising as a business competitive strategy is aimed at creating awareness of the existence of a product through the communication media. Advertising has effect on buyers, so, it is important to carry out this study to know the impact of advertising.
The purpose of advertising is to develop customer’s favorable attention towards the product. Collins dictionary of business (1995, p.31) says that advertising consists of non personal terms of communication conducted through paid media under clear sponsorship. Commercial advertising is the visual presentation in the media of a product or services supplied by a firm or organization which is aimed at encouraging prospective buyers to buy the product and to provide them with public safety information.
In an urban area like Enugu television provides the most spectacular way in which an advertiser can reach the greater number of people at a time as they possess television sets. Advertisements are a common and accepted part of daily life. If advertisements have no effect, companies would not spend so much money on them. An effective advertisement is that which is able to create desire or motivate consumers favorable action if advertising appeals sufficiently to consumes motive it will motivate, encourage repeated buying of the products, thereby, increasing the profit of a firm and promoting the product. This is why Anike (1998) quoting Macorn Erikson has this to say “advertising is one of the most powerful socializing forces in the culture. It sells images, values, goods, concept of who we are and who should be. They shape our attitude and our attitude shape our behavior.
The question then is, why should goods and services be advertised? Corke (1986) advised four reasons why goods and services should be advertised. According to him, people’s needs and task develops change as they grow older and they are ready to buy products and try services they did not want to buy before.
Secondly, products are forever being updated and improved upon to keep pace with the demand of times.
Thirdly, advertising helps to build and maintain products, broad image and adds to its value.
Fourthly, people do forget about products very quickly unless they are constantly reminded. This is why the mega advertisers continue to promote their products for instance Pepsi will suffer serious decline within a few year if they do not constantly advertise. for an advert to have impact, the advertisers have to select the medium of advertising which depends on the market segment which is being targeted. The following five decisions should be made in developing an advert programme,