CHAPTER ONE
1.0 INTRODUCTION/BACKGROUND OF THE STUDY
In the early stage of our forefathers, advertising may not have been an important tool for the marketing of product. Our forefathers deal with trade by barter i.e exchange of money either according to established rated of exchange or by bargaining. It is considered that oldest form of commerce or rather cries out for what they needed. Nowadays we are constantly confronted with uncountable number of goods and services, desires and every means of getting them. Money as a medium of exchange as a result evolved.
Therefore, advertising suggest different and various meaning to different people. Many sees it as entertaining, some sees it as informing, while some regards it as half truth mostly in developing country like Nigeria, were people really do not seem to understand the main purpose and role advertising play in marketing process. Advertising is one of the many elements for a successful marketing effort; other elements include packaging, pricing and point of purchase, promoting, personal selling and publicity.
Advertising can also be seen as a market strategy aimed at promoting sales. Successful marketing is therefore the total effort and all activities must be properly and related to each other to the point of view of the consumer and need. Proper integrated in the sense of sales, promotion, public relations and others.10.
Advertising is appreciated by relating to the seven stages identified by R.J Lauidge and G.A Stanner, which moves up a series of steps in 1961, in their book. “A modele for predictive measurement of advertising effectiveness”. The steps are:
1) Unawareness
2) Awareness
3) Knowledge
4) Linking
5) Preference
6) Conviction
7) Purchase
Good advertising must be capable of making their audience aware of their needs to that of actual purchase. Advertising message must contain some questions which should be answered as set in advertising objectives example are:
1) What reaction do you expect as a direct result of television advertising e.g purchase brand loyalty, creation of awareness, trial e.t.c?
2) How is the brand in compares with competitor’s brand?
3) How do you want people to perceive your product?
4) What should be your target audience?
Advertising message is passed to the consumers via the mass media, television, radio, posters, cinema, newspapers, magazine and bill boards etc.
