Customer satisfaction has long been recognized
in marketing thought and practice as a central concept as well as an important
goal of all business activities (Anderson, Fornell, and Lehmann 1994). In fact,
there are at least two different conceptualizations of customer satisfaction,
one is transaction-specific and other is cumulative. Transaction- specific
satisfaction provides specific diagnostic information about a particular
product or service encounter (Lam et al. 2004). In contrast, cumulative customer
satisfaction is an overall evaluation based on the total purchase and
consumption experiences with a product or service overtime (Anderson, Fornell,
and Lehmann 1994), which is more fundamental and useful than transaction –
specific consumer satisfaction in predicting a consumer’s subsequent behavior
and a firm’s past, present and future performance.There are several media
advertisements which are influencing Gen Y customers in making a purchase
decision. Almost everyone grows up in the world which is flooded with the mass
media e.g. television, advertising, films, videos, billboards, magazines,
movies, music, newspapers, and internet. Besides making up over 40 per cent of
the country’s population, Nigerians aged 30 and below are the ones who will
shape the country’s social, economic and political landscape in the future Nigerian
Communication and Multimedia Commission (NCMCIn Africa alone, there are about
660 million people in Gen Y category, which is also known as the millennial
generation. Worldwide, the Gen Y population is estimated at 2 billion. The
sheer size of the Gen Y population and their spending power require companies,
producers, marketers and advertisers to reconsider their business and marketing
models. The distinct characteristics of this generation call for social and
political entities to revisit their existing approaches.We are in a very
dynamic and complex world. The business environment is becoming sophisticated
day by day and as such, decision-making is becoming more and more challenging and
risky. Business organizations are failing due to poor decisions. Investors are
losing their money and are unhappy. They are being discouraged and this is
quite unhealthy to the economy. In some other instances, organizations are
springing up in great numbers; some are successful in the marketing of their
products and services, while others are still akin to the barber’s chair
syndrome where all is motion but no movement; struggling to reach their target
audience. Consumers are also faced with the challenge of choice making due to
indecisiveness, skepticism, indifference and confusion which are among the key
sales killers in business world.Advertising is any paid form of non-personal
communication about an organization or its product to a target audience through
a mass/broadcast medium by an identified sponsor. It should be observed that
for any promotional activity to be called advertisement it must be paid for. In
the real sense, it is the method used by companies for creating awareness of
their products, as well as making new products known to the new and potential
consumers. This thesis however, centers on the impact of advertising on the
sales volume of a product. This work will shed light on how digital synergy can
really affect a consumer’s buying decisions in a growing economy like that of
Nigeria and how successful advertising can keep businesses going even in the
midst a tough competition. More so, advertising as a promotional tool also
tends to remind, reassure and influence the decisions of the consumers because
an advertisement itself enlightens, educates, and persuades consumers on their
acceptability of the product offering. Advertisement in such a media as print
(newspaper, magazines, billboards, flyers) or broadcast (radio, television)
typically consist of pictures, headlines, information about the product and
occasionally a response coupon. Broadcast advertisement on the other hand
consists of an audio or video narrative that can range from 15seconds spots to
longer segments known as infomercials, which generally last 30 to 60 minutes.
(Busari 2002)

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STATEMENT OF THE PROBLEM