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Abstract


 

CHAPTER ONE

 

INTRODUCTION

 

  • Background of the Study

 

The  Nigeria  marketing  environment  today  is  one  of  aggressive  and  unfriendly competition among both manufacturers and service providers. Most companies adopt various marketing strategies in order to maintain or increase profit margin, market shares or sales volume of their products or services. In this effort, quite a fortune is spent on advertising by which the organizations hope to achieve these objectives.

Advertising is one of the most effective tools that manufacturing companies can utilize to create more demands for their product on acc people at a relatively short time and cost. It involves the creation of demand for products and

services with use of written, printed, spoken words, picture and diagrams.

Not only that, skillfully planned and directed advertising not only at home, but also abroad overcome prejudice combat, foreign competition, establish new habit, build good will creates employment, increase productivity, multiply sales and thus, lay a solid foundation for sustained economic development of any country. One contends that advertising is one of the most powerful socializing forces in culture.

Advertising sells more than product. It sets image value, goods and concepts of who we are and who we should be. It shapes our attitudes and our attitudes shape our behavior. Ahunaya (2004, P. 70).

According to the Encyclopedia, Americana (204), Advertising began around 3200 BC. When the Egyptian stenciled inscription, the names of kings on the temple being built.

Bank: GTBank
Account Name: Prince Orafu
Account Number: 0109980866


Bank: Diamond Bank
Account Name: Prince Orafu
Account Number: 0065070861

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