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THE IMPACT OF ADVERTISING ON SALES CONSUMER PATRONAGE

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

According to Akanbi and Adeyeye (2011), various writers have viewed advertising from different perspectives. Advertising is a tool of marketing for the communication of ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). Advertising can also be identified as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor (Bennet, 2006). Advertising is any paid message presented through various media, such as television, radio, magazines, newspapers, or billboards, by an identified source (Akanbi & Adeyeye, 2011).

Going by the various definitions above, Akanbi & Adeyeye (2011) maintain that advertising is an indicator of growth, betterment, and perfection of business environments. They maintain that not only does advertising mirror the business environment, it also affects and is affected by our style of life. Kumar and Raju (2013) maintain that as a potential strategy, advertising serves as a major tool in creating product awareness in the minds of potential consumers to make eventual purchase decisions. Advertising, sales promotion, and public relations are mass communication tools available to marketers.

The evolution of advertising, according to Kumar & Raju (2013), dates back to ancient times. Societies used symbols and pictorial signs to attract their product users. Over centuries, these elements were used for the promotion of products. In the early ages, these were handmade and were produced on a limited scale for promotional purposes. Later on, this phenomenon gained strength more intensively for promotional purposes.

Today's modern environment has made advertising one of the major sources of communication between the manufacturer and the user of the products. In the view of Kumar & Raju (2013), a company cannot dream to be a well-known brand until they invest in their promotional activities, for which consumer markets have been dominating through advertisement. The major aim of advertising is to impact buying behavior, making consumers make a purchase and favor any particular brand (Kumar & Raju, 2013). Advertising is an effective source of influencing the minds of viewers and giving viewers exposure to a particular product or service (Katke, 2007). Advertising plays an important role in product or business presentation and

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