CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Before the era of industrial revolution, the pattern
and method of salesmanship was crude and cumbersome. This limited organizations
market share as well as profit. Advertising is a powerful communication force
and vital marketing tool which helps to sell goods, services, ideas and images
through channels of information and persuasion.
The effectiveness of advertising is seen in its nature
which is persuasive. As a part of marketing mix which can be used to persuade
whole sellers and distributors of products to collect stock and to persuade
consumers to buy the products. Advertising has many benefits which accrue to
the advertiser which is the organization, the environment and ultimately the
society at large.