CHAPTER ONE 1.0 BACKGROUND OF THE STUDY Level, a man described as one of the first advertising big spenders was only quoted saying that, I know that half of the money that I spent on advertising is wasted, the problem is that I don’t know half evidently this shows the degree of the perception people seem to have about the effort of advertising against the background of the fact that lever is least unlikely to be alone in his opinion. According to John Wright, et al (1980) in his book “Advertising is an instrument that can be defined as an outlay made today to achieve benefit in the future. The importance of advertising has been realized from some centuries, it grew naturally out of the social economic and commercial development which took place at an early stage in the history of man and has to do with us ever since trading began. In the contemporary society most of us now see hundred images of advertising every day of our lives. No other kinds of image confront us so frequently as this communications tools does. Iwedunmor (1985) stated in his book “the effect of advertising on the sale that we are bombarded with advertising message on radio, television, magazines and newspaper, this suggest that advertising is usually developing fast.