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.