COMPLETE SCHOOL PROJECT TOPICS & MATERIALS :
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CHAPTER ONE

INTRODUCTION

Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. All about advertising is a sponsor sending a message, called advertisement, through one or more mass media (radio, television, newspapers, magazines) to reach large numbers of potential users or buyers of a product. By itself, advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information persuasion. Many companies consider advertising a superior promotion tool to personal selling, sales promotion or publicity. This is because advertising provides multiple presentations to masses of people with one message, compared with personal selling that involves individual contact with each prospect. Sales promotion frequently requires individual also. Publicity may provide multiple simultaneous presentations like advertising, but the firm has limited control on the message content and placement. While advertising is given such a credit, it is crucial to understand therefore, that we appreciate from the start the real place of advertising in marketing. The “best advertisement” cannot sell a product that is not available, nor will it convince people to buy products that they feel are of poor quality, too expensive or below expectation. As a matter of fact, the best way to kill a bad product is to advertise it. We define advertising as any paid form of non-personal presentation and promotion of ideas, goods and service through mass media such as newspapers, magazines, television or radio by an identified sponsor. Advertising is used by many organizations to communicate specific messages about themselves, their products and services, or their modes of behaviour to a predefined target audience in other to stimulate a response from the audience. The response may be perceptual in nature: for example, the consumer develops specific views or opinions about the product or brand, or these feelings are altered by the ad. The response could be behavioural: for instance the consumer buys the product or increases the amount that he or she buys. Advertisers that sponsor advertisements include not only business firms, but also nonprofit and social institutions such as charities, museums and religious organizations that promote causes to various target publics. Advertising is a good way to inform and persuade, whether the purpose is to build brand preference for Nokia mobile phones worldwide, or to motivate a nation’s young consumers drink more milk, or to encourage smoker to give up the habit.

However, advertisers should be cautions in terms of how best to use their advertising budget in order to achieve desired communication goals.

Advertising has been called a powerful sales/marketing tool. For any business to succeed, especially in these times when competition has become tough, an efficient and effective marketing program is a must.

Marketing is a creative activity that focuses on finding and servicing customers. A good marketing program must coordinate effectively the marketing mix of which promotion is a part. Advertising is a powerful promotional tool and a vital aspect in communicating to consumer and helping to sell goods, services images and ideas.

Advertising has long been a fascinating socio-political topic, which both poses problems and evokes controversy. As Nigeria has developed, as a market economy so as advertising. New Agencies have emerged, more media have been established and one consequence of this growth is the increasing impact of advertising on the society. As Kolter (1988: 427) has said, “Advertising permeates almost all facets of our society’s everyday life. Whenever we scan a magazine or newspaper, listen to a radio, watch television program, open our mail, and walk down an urban street, the chances are, we will be exposed to commercial messages”. It has become virtually impossible to escape contact with some form of advertising or other advertising on its own rarely sells product. Advertising must interact with both the other promotion mix variables, and the other marketing concerns including product development and research. Most advertisement are designed to make both personal selling and sales promotion easier by informing, persuading, reminding, reassuring, reinforcing and establishing positive attitudes and images towards product and a company. Thus, advertising enhances the potential customers response to the company’s activities.

Advertising tells us what to eat and drink, what to wear and almost how to live. Advertising has thus become potent environmental factor, influencing not only consumers but also the society as a whole and modifying its perceptions, attitudes, aspirations, and value system and is in return influenced by society.

Consumption pattern, as the name suggest can be define as the mode of people’s spending on goods and services which they consume. This mode of spending is usually influenced by “person centered factors” as learning, beliefs, education, attitude, motivation as well as “situation centered factors” as legal, religion, economic, cultural, family and reference group. Consumption pattern can also be said to mean group buying behaviour or spending pattern.