CHAPTER ONE

INTRODUCTION

1.1BACKGROUND OF THE STUDY

Advertising consist of all the activities in presenting to a group, a non-personal, oral or usual, openly sponsored message regarding the product, service or idea. This message is disseminated through one or more media and is paid for by an identified sponsor. First there is significant different that exists between advertising and advertisement, advertisement is the message itself. Which advertising is process?

Advertising is a powerful communication force and a vital marketing tool in helping to sell goods, services images and idea through channel of information and persuasion. The word ‘’helping’’ above despites that advertising by itself almost ‘’never sells product’’ this word is often credited with making registered ring and blamed for falling do so.

They system of advertising is a non-personal affair because the distinction is sometimes important because the role face to face soles play in many businesses.

A sales force is often considered a marketing strategy, not advertising strategy. Is an aspect of the market and communication process rather than a separate activity carried on by distinctive group of professionals independently of frothier marketing activities?

According to kotter (2001) “advertising is any paid from of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”. Advertising is aimed at selling goods, services, create awareness, and create demand and supply to people, familiarize the public with the use of the product, prepare the way for the sales men and introduce new quality product and style to customer’s satisfaction

Advertising is part of the marketing mix, but can be used by an individual such as an entertain or by non-commercial organization not engaged in marketing, such as hospital advertising for staff.

Advertising is one of the four major tools companies or films use to direct persuasive communication to target buyers and public. It consists of non-personal form of communication conducted through paid media under clear sponsorship. Although advertising is primarily a private enterprise marketing tools, it is used in the countries of the world including socialist countries it works not only on behalf of specific goods and services. But also assumes certain characteristic which are less directly connected to selling.

However, the potency of advertising as an economic catalyst lies in its persuasive and informative attributes.

Awake (2000) state that advertising can even create market where no market exists”. Such is advertising power of persuasion and influence, it influences and encourages consumers to anything they do and motivate them buy something not in their own interest, but to patronize the sellers.

Sales promotion is a term which is very loosely and wrongfully use, and so it is necessary to understand that it refers only and especially to those aids used between the advertising, to the customer by the manufacturer on supplier and the actual retail selling by the retailer to the consumer or final user closer to the advertising, because it takes place at the point of sales.

Sales promotion consists of a wide variety of promotional tools design to stimulate earlier and stronger market response.

The focus of this work is to assess the impact of advertised and sales promotion strategies on organizational productive of a case study of.

1.2 STATEMENT OF THE PROBLEM         

The study examines the impact of advertising and promotional strategies in organizational productivity , it has been observed that advertising on a source to draw someone of goods  and services. The people or consumer have normal behaviour to resist the other such as lack of adequate information about product or effective feedback to communication of the usefulness of the product that can satisfy consumer needs and want.

1.3 OBJECTIVES OF THE STUDY

The objective of the study embraces the following

1. To ascertain whether advertising and promotional strategies really consumer purchase of goods and services in Amacom Global.
2. To find out how other variable have influenced consumer purchase of the goods and services.
3. To determined the best media of advertising for product of good services of Amacom Global ltd.
4. To find out the constraint to the take off promotional activity in Amacom Global ltd.

1.4 RESEARCH QUESTION

The researcher intends to investigate the following research questions as indicated below