CHAPTER ONE

INTRODUCTION Advertising is as diverse as its marketing parent. It occupies a very high position in the marketing configuration. Advertising is one of the sub-elements of the promotion element of the marketing mix of product, price, promotion and place. It is subsumed in marketing communication. The chambers English dictionary defines advertising as the act of giving notice of something or act of giving public information about merit claimed. Also the American marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas, or service by an identified sponsor. Advertising basically is a marketing tool and means of communicating the availability of products and services to the general public. Dunn and Barban (1978:4) state that almost everyone admits that advertising is a vigorous, often obstructive form of communication that influences us both directly and indirectly. In defining advertising, Dunn and Barban (1978:-8) argues that advertising is paid, non-personal communication through various media by business firms, non-profit organizations and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience. In the main, the ultimate purpose of advertising is to announce the arrival, availability, benefits and price of products or services with a view to selling it.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
4. 4. For PROPER paraphrasing (see your university definition of plagiarism and acceptable paraphrase)
5. 5. Direct citing (if referenced properly)
Thank you so much for your respect to the authors copyright.