INTRODUCTION
1.1 Background to the Study
Advertising is all but
one part of marketing and communication process. The greatest advertising all
over the world cannot sell a product which is not in store, because the
distribution system has products which they feel cost is too much and do not
live up to expectation. Advertising is a subset of promotion mix which is one
of the 4ps in the marketing mix i.e. product, price, place and promotion. As a
promotional strategy, advertising serves as a major tool in creating product
awareness and condition the mind of a potential consumer to take eventual
purchase decision.
According to William (2014), advertising consists “all activities that involve presenting to a group, nonperson, oral or visual sponsored messages regarding a product, service or idea “Advertising is directed to groups of people and is therefore non-personal. Companies usually sponsor advertising in order to convince the public that their products will benefit them ultimate terms, advertising is undertaken to increase company sale and profit what they otherwise would be advertise, however is rarely able to create sales by itself. Whether the customer buys also depends upon the product, the price, the packaging the personal selling price and the other aspect of the marketing process.
The internet has come
with an evolution that cannot be compared with existing technologies that were
before it. According to Molosi (2019) remarked that the television revolution
took 13 yearrs to reach about 50 million viewers and the internet achieved this
mark in only 4 years. There is no doubt form the fact that the rate of
deployment of new technologies in developing countries is low, especially those
of sub-saharan Africa. This is particularly noticeable in the areas of
telecommunication and computing infrastructure, has led to increase through
ISDN, VSAT and even through their mobile phones.
All the computers are
built in an internet operate common language or prototype as standard in order
that a free flow communication (between sender and receiver) is enhanced, the
difference in hardware or software notwithstanding. The benefits in an internet
to all disciplines according to Adeola (2016) are in its facilitator of
globalization process. Thus, internet is advertising in particular and
marketing in general is the gateway effective buying and selling globally,
considering the intensive knowledge and opportunity it provides.
Internet therefore
educates, persuades and guides and advertiser to an effective decisions
relative to limited available resources and dispersed customer of a product or
services. According to Igbinosa (2018), effective internet usage in marketing
(especially advert) is a necessity to overcoming competition and ultimately
arrives at a success. He however, added that internet usage in advertising a
product or services should be exercise with caution as a result of variety of
risks surrounding networking for it performance and security in data.
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