CHAPTER ONE

1.1     INTRODUCTION

In an attempt to achieve the set goals of an organization, the organization must effectively communicate to the potential consumers and create awareness as to the existence of the product and the benefits to be derived from its usage. All these are of vital importance.

The concept of marketing is gaining more attention from various firms and companies, institutions, nations and from various exchange institutions.

Basically, marketing focuses its attention upon certain variables that serve as a tool of function in which advertising as a means of communication happen to be one of them and it can best described as a leading role of an organization project. It is said that consumers have every right to be adequately informed about any product of their choice.

Therefore, effective communication to consumers, increase their awareness as to product existence and benefit derived from their usage which is paramount to various marketing oriented companies.

Advertising is a process of getting an idea about a brand into consumer’s head, (i.e an idea which will move him or her towards purchase). A basic fact of life about marketing is that a product cannot sell itself: even a product that is designed perfectly to meet buyer’s desires and offered in affordable information about its availability and benefits are provided. For this to occur, we must understand both the brand and the consumer. The extent in which audiences receives and interpret advertisement determines the effectiveness of advertising.

Advertising must be received before it can be acted upon. Advertising is a major tool that firms adopt in reaching their customers. Firms use advert to alter or change their attitude and behaviors of their customers. Organization use advertising to persuade customers to buy what they do not really need.

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