Advertising is as old as civilization and has been used as the means of communication to buy and sell the goods and services to the society. Advertising is an important tool of promotion that can create wonders with beautiful words to sell products, services and also ideas Frank Presbrey (2011).

Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through channel of information and persuasion. Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, to find fashion and taste in the customers. The message which is presented or disseminated is called advertisement.

American Marketing Association (AMA) has defined advertising as “any paid form of non-personal presentation of ideas, goods and services by an indentified sponsor”. The AMA points out that advertising is a tool of marketing along with the product and its packaging, price, distribution and personnel selling.

In the present day, marketing activities hardly take place without advertising and it brings response by providing the vital information to potential customers by trying to modify their desires and supplying reasons they should prefer that particular firms product or service.

According to William J. Stanton, "Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor." Communication between firm and it target customers is known as advertising.

With the aids of advertising, a firm’s customers find and buy necessary product or service without much waste of time and which makes to perform very well financial and otherwise. This speed up the sales performance increases the efficiency of labour in distributing and diminished the cost of selling.

Advertising is the most visible element of the communication mix because it makes use of the mass media such as newspaper, television, radio, magazine, bus hoardings and billboards Kotler and Adeleke (2002). Mass consumption and geographically dispersed markets make advertising particularly appropriate for products that rely on sending the promotional messages to the public.

TABLE OF CONTENTS

Title Page - - - - - - - - - - -i

Declaration - - - - - - - - - - -ii

Certification - - - - - - - - - -iii

Dedication - - - - - - - - - - -iv

Acknowledgement - - - - - - - - -v

Table of Contents - - - - - - - - - -vi

List of Tables - - - - - - - - - -ix

List of Figure - - - - - - - - - -x

Abstract - - - - - - - - - - -xi

CHAPTER ONE

INTRODUCTION 

1.1 Background of  the Study - - - - - - - -1

1.2 Statement of the Problem - - - - - - - -7

1.3 Objectives Of The Study  - - - - - - - -9

1.4 Research Question    - - - - - - - - -10

1.5 Research hypothesis. - - - - - - - -10

1.6 Significance of the Study - - - - - - - -11

1.7 Scope of the Study - - - - - - - - -12

1.8 Limitations of the Study - - - - - - - -12

CHAPTER TWO

REVIEW OF RELATED LITERATURE

CHAPTER THREE

RESEARCH METHODOLOGY

CHAPTER FOUR

Result and Discussion - - - - - - -

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - -

5.2 Conclusion - - - - - - - -

5.3 Recommendation - - - - - - -