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TELEVISION ADVERTISEMENT OF MILO BEVERAGE ON CONSUMERS PURCHASING HABIT AMONG RESIDENTS.

CHAPTER ONE

INTRODUCTION

1.1             BACKGOUND TO THE STUDY

A typical market is made up of people who have various need, some are buyer in the market while other are sellers, each participant in the exchange process is often confronted with the problems of searching. Every attempt to satisfy consumers needs and desires, is usually and most often the duty of the seller to package their product or service information for dissemination to the consumers by employing such relevant vehicle as promotional activities which is conveyed and executed through advertising. Effort is made to persuade buyers in order to act when they receive this information.

          Advertising is a basic tools of marketing most of the message In our media advertisement are through the magazines, radio, bill board, news paper, television are not merely for the sales of the advertised product, but equally to entertain, educate beside the provision of media useful and relevant information to such media and audience.

          In a developing country like Nigeria, the distribution of available goods and services depend on customers tearing habit. Advertising do often persuade people against their wish, unless they are gullible and unsophisticated.

          To some people advertising is regarded as an art, while others sees it as a science to this background, advertising unique combination of both variable. Advertising comprises the effective blending of the behavioural science such as anthropology sociology, psychology, etc then for communication arts, such as writing editing, drama, graphic, animation and photograph etc.

          Nevertheless, for a successful promotional activities advertising skill must be employed using words, pictures, slogans, jingles, colours, size and movement etc to entice the reader viewers, listeners or passer by to stop, look listen read develop interest be convinced and the taken action.

          The essential of this study is to evaluate the effect of advertising on consumer purchase decision of “Nestle Milo” hence this research work is to find out the extend to which those advertisement of Nestle Milo have succeeded in influence its consumer when making their buying decision

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