CHAPTER ONE

• INTRODUCTION

In this project the researcher concentrates on the relevance of advertising as a determinant of consumer patronage in fast food industry, once a new product has been produced. The next thing to do is to bring it to the notice of customer and this is done through advertising. It is through this advertising that customers get aware of an existing product.

In Owerri, Mr. Biggs is the most popular fast food it creates an unforgettable experience for families, children and young adults, Mr. Biggs has these promotional tools for their customers, like give away prize where customers are automatically entered into a draw if they make purchase exceeding a certain amount. All there product are heavily advertised through the television, radian billboards and press.

• BACKGROUND OF THE STUDY

Advertising is a powerful communication tools used by companies to fulfill their promotional task. It is a promotional tool which its relevance and contribution is social economic and ethical sphere is immeasurable. It is the only communicate the existence of quality of their product to the target audience. It is not only used by profit oriented organization, but also by politician’s government and other charitable organizations. American marketing association (AMA) defines advertising and promotion of ideas goods and services by an identified sponsor. The word any paid form distinguishes advertising from personal selling because it is used to reach large number of audience through mass media. It is not a face to face presentation. It may compliment of supplement the job of personal selling but must pass through the media. Advertising is personal selling in print and electronic media. Advertising promotes both tangible and intangible goods. It is for both profit and non profit and service organization such as banks, insurance companies, church, transport companies, government prostates such as power holding company of Nigeria (PHCN) and political parties and their candidates tangible goods.

• STATEMENT OF THE PROBLEM

Despite fact that past studies by researcher revealed that advertising is a determinant of consumer patronage most of the studies were done in environment different from Nigeria business environment and mainly focused on multinational co-operations. Furthermore, a lot of organizations especially the small and medium scale are not convinced enough, and as such pay little in a firms marketing programme, a lot of complaints have been leveled against it some of the issue associated with advertising falls in between the n advertiser (firm) and the audience (customers0 inability of the advertiser to evaluate customers before embarking on advertising,

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