CHAPTER ONE

INTRODUCTION

1.1    Background of the Study

Advertisement is one of the major tools sellers use to stimulate consumers demand for goods and services. In order to know the impact of advertisement on consumers buying behaviour, it is necessary to know what advertising itself is and its goal and purpose. Advertisement is ant paid form of non-personal pre-sensation and promotion of ideas, goods and services by an identified sponsor. Advertisement is a process, it is a programme or series of activities necessary to prepare the message and get it to the intended market. Another point is that the public know-how is behind the advertising because the sponsor is openly identified in the advertisement and also payment is made by the sponsor to consider, differentiate advertising propaganda and publicity. The advertising agencies occupies itself with devising messages to suit the potential consumers considered as a channel while the output as his decision to buy or not. The major goals of advertising is to communicate ideas or promote goods and services, its major objectives is to facilitate the work of the salesman by stimulating demand. Advertising is generally accepted as an essential service to the industry and the public. Its effectiveness depends largely on the audience, it is the way audience perceives the information that is very important. The advertiser here has to consider the usefulness of the goods and services to his audience and allow them to select what will satisfy them. Advertising as an established factor in marketing mix help in marketing and non-marketing among which include the announcement of product, or services to expand the market to new buyer to announce a modification on a product incite inquiries test a medium, announce location of stock list, educate customers, retrieve lost sales, recruit new staff, attract investors to make a special offer. Advertisement is carried out through magazines, newspaper, radio and television and out door displays (posters), direct mail, directories etc. whatever form of advertising takes the basic principles is to deliver the right message to merit the right audience at the right time and at the lowest possible cost, and to achieve positive result. Today advertising is constructed to make a favorable impact on the behaviours of consumers to patronize organizations offerings. Most people use advertising at sometime, either privately or in business. In addition, most people respond to advertisements and so enjoy the choices available to them in every sphere of life. Advertising can be classified into the following, persuasive, this is also known as “hard sell” advertising. It is the most obvious kind which surrounded us in our daily activities, urging us to buy all manner of products or services.

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