CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Any one who looks seriously at today’s business environment in Nigeria will notice remarkable change, especially in the area of marketing communication. These changes in marketing communicating have become more like a revolution with firms placing more emphasis on advertising as a tool for communicating their marketing massages. Modern marketing calls for more than developing a good product, pricing it attractive and making it readily accessible to target customers (Kotler, 1988: 587) companies must design and disseminate sufficient information through advertising (Asuguo Vol. 4-6 April June 1995: 11). Advertising is any form of non personal communication that is transmitted to a given audience through mass media. 

The 1980’s and 1900’s had seen more changes and development in advertising in Nigeria than had occurred during the previous years. Advertising tend to represent the economic progress of societies and in this respect, it ranges from the sophistication of the industrialized world to the new life style of the developing nations. Until recently believing in the effectiveness of advertising and promotion has largely been a matter of faith. (Jefkin, 1991: 17) but today, many firms are becoming more sensitive in selecting both the media and the form in which their products are advertised in the selected media.

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