CHAPTER ONE

1. INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Promotional activities have contributed greatly to the creation of affluent society. In promoting a promotional strategy, management commonly use three (3) basic forms of promotion: personal selling, advertisement and sales promotion.

        Advertisements and promotions are essential features of our distribution system in business organizations being the fact that production is not complete until it gets to the final consumers. The success of every business depends on the promotion of patronage received from the public.

        Most personal selling efforts consist of the following seven steps: prospective, pre-approach, presentation, trail close, answering objectives and close personal selling which is the oral presentation in a conversation or meeting more prospective buyers for the purpose of making sales. Sales promotion is identified as those marketing activities other than personal selling, advertisement and publicity. Personal selling includes: display show, exhibition, demonstration and various other non recovering selling effort. In most firms, advertisement and sales promotion are used primarily to reinforce the personal selling efforts

        Creative advertisement is a field in which noticeable progress has been made since the emergence of the modern business with the industrial revolution of the 19th century, time has changed, buyers and sellers are now more sophisticated and intelligent. There is a closer relationship between the two parties i.e. buyers and seller relationship. There is choice and more aggressive competition. Advertising agency is an organization equipped to undertake all phases of the preparation and execution of the advertisement campaign which includes: writing, copy creating at work, selecting and making contacts with media houses.

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