CHAPTER ONE

INTRODUCTION
1.1 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 account of it’s capacity to reach a large number of 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.

GET THE COMPLETE PROJECT»

Do you need help? Talk to us right now: (+234) 8111770269, 08111770269 (Call/WhatsApp). Email: [email protected]

IF YOU CAN’T FIND YOUR TOPIC, CLICK HERE TO HIRE A WRITER»

Disclaimer: This PDF Material Content is Developed by the copyright owner to Serve as a RESEARCH GUIDE for Students to Conduct Academic Research. You are allowed to use the original PDF Research Material Guide you will receive in the following ways: 1. As a source for additional understanding of the project topic. 2. As a source for ideas for you own academic research work (if properly referenced). 3. For PROPER paraphrasing ( see your school definition of plagiarism and acceptable paraphrase). 4. Direct citing ( if referenced properly). Thank you so much for your respect for the authors copyright. Do you need help? Talk to us right now: (+234) 8111770269, 08111770269 (Call/WhatsApp). Email: [email protected]

Related Articles