CHAPTER ONE
BACKGROUND TO THE STUDY
Advertising is one of the major tools companies use to direct persuasive communication to target buyers and the public. It consists of non-personal forms of communication conducted through paid media under clear sponsorship. The spender included not any commercial firms but museums, fund raisers and various social-action organization seeking to advertise their causes to various target public. Infact, the twenty-sixth largest advertising spender is an non-profit organization in the USA government. The advertising dollars goes into the various media: magazine, newspapers, space, radio and television, outdoor displays (poster, sions sky writing) direct mail novelties (match boxes, blotters calenders) card cars, but catalogue directories and circular. Advertising has many used, long term building of the organization image (Institutional Advertising) long term build up of a particular brand (brand advertising) information dissemination about a sales service (classified advertising) announcement of a special sales (sales advertising) and advocacy of a particular cause (advocacy advertising). Although; advertising is primarily a private enterprises marketing tools, it is used in all the countries of the world, including socialist countries. Advertising is a cost effective way to disseminate message, whether is to build brand preference for coca-cola all over the world or to motivate a developing nations consumers to drink milk or practice birth controls.