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EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOUR

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Consumers are usually exposed to hundreds and maybe even thousands of commercial messages every day. They may appear in the form of billboards, like campaign, or in the form of newspaper ads, Television advertisement, coupons, sales letters, publicity, event sponsorships, tele-marketing calls, or even e-mails. These are just a few of the many communication tools that companies and organizations use to initiate and maintain contact with their customers, clients, and prospects. one may simply refer to them as advertising. But, in fact, the correct term for these various tools is marketing communications. And advertising is just one type of marketing communications.

At the beginning of the twentieth century, Albert Lasker, who today is generally regarded as the father of modern advertising, owned a prominent advertising agency, Lord  & Thomas. To Lasker advertising is “salesmanship on the media, driven by a reason why.” But that was long before the advent of radio, television, or the Internet. The nature and scope of the business world, and advertising, were quite limited. A century later, our planet is a far different place. The nature and needs of business have changed, and so have the concept and practice of advertising (Arens 2004).

Today, definitions of advertising abound. Journalists, for example, might perceive it as a communication, public relations, or persuasion process; business people see it as a marketing process; economists and sociologists tend to focus on its economic, societal, or ethical significance. And some consumers might view it simply as an act to persuade them to satisfy their buying behavior. Each of these perspectives has some merit and demerit. Arens (2004) observes that Advertising is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. APCON on the other hand described advertising as a communication in the media paid for by an identifiable sponsor and directed at a target audience with the aim of transferring information about a product, service, idea or cause.‟

Benson Eluwa (2005) in the view of this, argues that Advertising is a form of non-personal method of communicating information which is usually paid for by a sponsor through various media. From the forgoing one can deduce that advertising is a persuasive communication, because it tries to persuade the reader, viewers or listeners to take to the sponsor‟s point of view and also take some appropriate actions towards an object of advertisement. It is an obvious fact that advertising has in no small way helped to give more recognition to the business worlds. It brings the consumer in touch with the producer. It has to be noted too that advertising is a necessary social force for any economy growth and it has influenced the public taste to such an extent that product that is not advertised is considered

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