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.
As a promotional tool, advertising remains a strong
force in the hands of business entities. A popular saying has it that if you
don’t blow your trumpet, nobody will do it for you. This and many more are what
advertising does for business organisation. It creates awareness of, packages
the product, service, idea, etc and presents it to the intended consumers while
at the same time guiding them in making the right choice.
The following definitions and opinions of some
authorities and schools of thought on the meaning of advertising will perhaps
grant more insight into the concept. According to the advertising age an advertising
magazine the views of some professionals in the field are summarized thus:
“Advertising is the printed, written, spoken or pictured representation of a
person, product, service or movement openly sponsored by the advertiser and at
his expense, for the purpose of influencing sales use, vote endorsement.
Statton, (2002) sees advertising as consisting of all
the activities in presenting to a group, of non-personal oral or visual openly
sponsored message regarding a product, service or idea.
The American Marketing Association (AMA) defines it as
any form of non-personal presentation and promotion of ideas or service by an
identified sponsor requiring on mass medium.
Finally Starch, (2006) sufficiently defines
advertisement as: the paid form of mass communication designed to influence
people to favour a product in order to induce them to buy it. From the
definitions and views above one can begin to see that advertising has the
following and more purposes for business organizations.
1.
To create
awareness of the availability of products services, persons, idea etc.
2.
To educate the
target consumers on the constituents of what is being advertised.
3.
To offer
additional services such as how to use the product, where to get it and at what
cost
4.
To induce sales
5.
Ultimately to
increase and maximize profit thereby enhancing the revenue base of the organization.
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