CHAPTER ONE

GENERAL INTRODUCTION

1.1     BACKGROUND TO THE STUDY

The motive of being in business is to produce for sale and profit. In order to remain in business, an organization must generate enough sales from its products to cover operating cost and post reasonable profits (Ayanwale, Adeolu, Alimi and Mathew, 2005). However, taking decision on sales is the most difficult to predict, estimates, or determine with accuracy, potential customers demands as they are uncontrolled factors external to an organization. Considering the importance of sales on business survival and the connection between it and customers, it is therefore, expedient for organizations to engaged in programme that can influence customers decision to purchase its products. This is where advertising comes into play in an organization that is into manufacturing of products. This is where advertising comes into play in an organization that is into manufacturing of products

11

Advertising is planned phenomenon. It has become an essential element of the corporate world and hence companies allot a considerable amount of revenues as their advertising budget. Experts in the field make use of their knowledge of advertising techniques to promote likeness on the part of the consumers and to change their behavior towards a product at any time (Samuel, 1987). Most of the goods in the market that are been advertised are cooperative goods that wants to gain large share of the market. Hence, they used loaded language, which deliberately confuse rather than clarify experience of the goods to the consumers. Advertising is an act of calling attentions to ones product, service need etc especially by paid attention in newspaper and magazines over radio or television.