CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Advertising is a tool which is used to communicate message to consumers, the general public and special people such as voters, and to the carriers of the message like televisions, newspapers and magazines known as the media, unlike personal selling, some sales promotion and public relation techniques, advertising is an impersonal means of communication. It is an impersonal promotion to groups and paid for identified sponsor.

It focuses upon groups of persons rather than upon individuals, this is because the sales volume cannot tailor advertising messages according to the peculiarities of individual consumer, but rather aim at the group for the rate of turn over moreover, the advertising feedback mechanism is not precise at personal selling, sales person are able to adopt their message to the unique needs interests and characteristics of individual prospects. An identified sponsor pays for advertising, each advertising message indicate who are the sponsors. However, this means of promotion is expensive unlike mere publicity which can be free.

Advertising has grown in recent times due to relative increase in productivity and consequent in the uncontrollable marketing environment where corresponding changes in technology, socio-cultural patterns economic ventures and legal advancement also take place. The target rate of return is important in order to determine the percentage of discount you want like use the volume oriented objective which include the rate and number of products that are sold for the product penetration in order to gain more consumers it is not enough to produce and simply anticipate what consumer would become aware of the product and your sales volume will increase especially in a developing country like Nigeria, the producer has to engage in promotional activities in order to asserts that advertising playas vital roles which include:

• Making consumers to be aware of the existence of new products, services or ideas and the continued existence of older one. It will not be easy for member of the public to be aware of these without advertising.

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