EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOUR. A CASE STUDY OF IMO DETERMINE TELEVISION COMMERCIAL IN OWERRI IMO STATE

CHAPTER ONE

• INTRODUCTION

Advertising is as diverse as less marking parent it occupies a very high position in the marketing configuration advertising is one of the sub-elements of the promotion element of the marketing mix of product, price, promotion and please it is subsumed in marketing communication. The chambers English dictionary define adverting as the act of giving notice of something or net of giving public information about merit claimed. Also the America marketing association defines advertising as any paid from of non-personal presentation and promotion of ideas or service by an identified sponsor. Advertising basically as a marketing tool and means of communicating the viability of products and communicating the availability of products and service to the general public. Dunn and Barban (1978:4) State that almost  everyone admits that advertising is a vigorous often obstructive form of communication that influences us both directly and indirectly in defining advertising. Durn and Barban (1978:4) argues that advertising is paid non-personal communication through various media by business firms. Non-profit organizations and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of particular audience in the main, the ultimate purpose of advertising is to announce the arrival availability. Benefits and price of products or services with a view to selling it. There are primary and selective advertising by primary advertising, we mean that type of advertising that aims at promoting demand for genetic products or services of the entire industry or organization. On the other hand selective advertising promotes demand for a particular product of a company or firm. Another differentiating factor is that primary advertising if often used by organsations so as to attract patronage for their range of products as in the case of Unilever Nigeria Plc on sponsoring say football tournaments or other sporting events. This is done on order to stimulate demand for their products by consumers. Selective advertising can be used to maintain an established brand selective advertising is also called direct action advertising can be used to maintain an established brand. Selective advertising is also called direct action advertising for instant. The Imo detergent action advertisement during the Nigeria Television Authority (NTA) Network special programmes e.g supervisory. In such reference is always made about the price of the product or service 80 advertised.

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