CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY Advertising is one particular promotional tool that attracts the greatest controversy as to its role and contributions in social, economical and ethical spheres. It is not the only communication tool which organization utilize in trying to communicate the existence and quality of their products to the potential and prospective buyers but it is the most commonly used an also the most noticed of all the promo tools. It is the only one that gets to the greatest number of the firm’s target audience at the same time. It is not done by profit-oriented organizations alone but politicians, government and even non-profitable organization do advertise. Advertising therefore can be defined as anuy paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. The words “any paid from” distinguishes advertising from publicity because every organization that wants to advertise will purchase space or time in the chosen medium to tell the story about a product or service. “Non-personal” distinguishes advertising from personal selling because advertising reaches large number of audience through mass media, which are non-personal and do not have the chances of immediate feedback as personal selling does. “ideas, goods and services” establish that advertising is not restricted to tangible products but also intangible advertising is used by profit and non-profit making organizations to promote their products e.g. banks churches, charitable homes etc”. An identified sponsor” indicates that the sources of every advertisement message is always made public and this differentiates advertising from propaganda and rumour (Adrika, Ebua and Nnolim, 1996). Advertising reaches the mass publics through the print media (Newspapers, magazines) broadcast or electronic media (Radio, Television and cable), and display media (Bill boards, signs and posters) etc. The choice of the media vehicle, depends among others on the strength and weakness of each vehicle, available resources and media selection of the target market to reach competitive parity and company policy on promotion. Two or more media vehicle may be used simultaneously to realize the promotion objectives. For instance Mr. Biggs uses radio, television, billboard and magazine at the same time because of the competitive nature of the fast food industry.

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