CHAPTER ONE

1.0    INTRODUCTION

          According to Bryan Alaspa and Ehow contribution writer radio was first broadcasting medium that became, universally popular. It was only a matter of time before advertisers would take advantages of the format.

Radio comes of age – the very first broadcast occurred in 1906 courtesy of reginal Fessender. The first commercial radio was broadcast in 1922 from radio station WEAF.

The Heyday of radio programming and advertising peaked during the 1930’s and 1940’s. Today radio still earns its money through advertising, although shows are generally no longer sponsored by single advertisers. More so, radio advertising makes its easy for the customers or consumers to be awareness of a product, adopt them and become brand loyal to a particular product.

1.1    BACKGROUND OF THE STUDY

        In all promotional tools, advertising has a particular feature and advantages of communicating to a mass audience through the mass media. It share the functions and objectives of informing, educating and persuading the actual and potential customers of an organization with the other promo tools like the personal selling and public relationship (PR) publicity.

        It primary objectives is to ensure effective communication from manufacture/distributor to the consumers which is intended to elicit some kind of response desired by the advertiser. The advertisement reaches its intended audience through various points and electronic media.

In adopting advertising as a promo tool, management usually undertake certain preliminary decisions to ensure that the purpose of which advertisement programme is being adopted is realized. First select the advertising media and developed advertising message. As the most criticized, advertising have been made improve through this years. It has impacted more than any other promotional tool in the area of creating customers awareness, information dissemination and education of the mass and customers in particular.