CHAPTER ONE
1.0                   INTRODUCTION
The success of any business organization depends on the level and rate at which it can penetrate into the complex and dynamic market. They increasing complexity of modern business environment has made it possible without engaging in some kind of manipulation of some promotional mix especially advertising. Therefore advertising as an element of promotional mix become indispensable materials with which organization makes their products known to the consuming populace.
However advertising cannot be taken with levity in the marketing of an organization to create awareness about its product and to make its product well known and more acceptably by consumers. The above challenges in the business environment and some industries have prompted this research work.
1.1.         STATEMENT OF PROBLEM
 Effects of a advertising on consumers range from creating an awareness of the product or service to influencing a buying decision. Advertising can create a shift in thinking by consumers, which may take different forms.
 However, brand awareness future buying decision effects won’t likely influence consumers to buy the product immediately.
Finally, advertising ignites viewers desires because of unimportant things and lead many into fraud
1.2.         OBJECTIVES OF THE STUDY
 To examine the justification for advertisement in an organization.
To ascertain various form of advertisement strategies adopted by industry.
To examine the impact of advertisement in purchasing decision of consumers.
1.3.         IMPORTANT OF THE STUDY
There are numerous importance that would be evaluated and generated from this study are the following.
 This study will benefit to business administration and marketing students by aiding and easing their learning.
For business people, it will help them to know the best way of advertising their products known to the people and to bring about more profit to them,
 Academically, the study will benefit the incoming students aiming at focusing on advertising as their research study. They will be able to retrieve useful information necessary for the study.
 To the society or economy generally this study improved sales and increase profit of industries which will in turn facilitate high rate employment as a result of increasing in product and revenue.