Background the Study

Advertising in ancient and medieval times is crud when measured by present concept of advertising. Nevertheless, the basic reason for employing the technique is employed to effectively communicate information and ideas to group of people in order to change or re-enforce their attitude. In the world of marketing and in recent times it is not enough to produce a product, package, it attractively with an affordable price, distribute effectively and display it to adequately meet their want, you must also let the people know about the product existence, features, benefits, and how it can be obtained by its target market. Effective communication is part of company’s promotional activities which helps to persuade and fasten the sales of goods and services. Advertising consist of all the activities involve in presenting to a group a non-personal, oral or visual openly sponsored message regarding to a product or service and it is paid for by an identified sponsor.

According to Agonifor (1998) who defined advertising as controlled identifiable information and persuasion by means of mass communication media. Advertising for the purpose of this study is accepted as a non-personal form of marketing communication through the media such as (radio, television, direct mails, magazines, bill boards, etc) that is aimed for by an identified sponsor and which is aimed at informing and educating the audience or creating favorable reactions of a large number of potential buyers or users towards a particular product idea, opinion or services.

Advertising helps in many ways which include informing, educating, and persuading the consumers in the acquisition of any given product. It does not only broadcast original information on products or services but it also widens the market. Advert also creates the consumers' interest and loyalty.

In this research I am more concerned about television which is one of advertising media that exists. Okafor (1996) posited that television advertising is one of the newest but probably the fastest growing medium.eg N.T.A. In spite of all these, television advertising still remain the most attractive and glamorous medium because it consist both audio and visual elements.