CHAPTER ONE

                                                  INTRODUCTION

1.1         Introduction

Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible. Companies and individuals must also communicate with present and potential stakeholders, and the general public. For most companies and individuals, the question is not whether to communicate but rather what to say, how to say it, to whom and how often. But communication gets harder and harder as more and more companies clamour to grab the consumer’s increasingly divided attention. To reach target markets and build brand equity, holistic marketers are creatively employing multiple form of advertising.

In Nigeria over the years, companies and individual service providers have been trying to improve on the creativity in their adverts so as to meet world standard and again create the necessary awareness that a product needs.

1.2       Background of the Study    

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some actions. It usually includes the name of a product or service and how that product or service could benefit the consumer, by persuading potential consumers and customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Advertising could also be seen as an element of a marketing communications program. It is usually not the only one-or even the most important one in terms of building brand equity. The marketing communication mix consists of six major modes of communication