The Effect of Advertisement on Consumer Behaviour

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CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Advertisement plays a vital role in the marketing of products as it provides a buying power for various product operations by affecting the behavior of consumers. Different media have been used for advertising products such as news papers, magazines and radio. Television however occupies an important place of products due to its extensive spread worldwide. In addition, television plays an important role on changing the consumer behavior and also provides new patterns for consumption. The present context of business organization is situated in increasingly complex, uncertain, and dynamic business environments with multiple realities based on…show more content…
For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, taking decision on sales is the most difficult tasks facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products. This is where advertising is relevant. Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision. Advertising has not only become an integral part of our society and economic system, but also grown over the years to assume tremendous proportions both as a business activity and as a social phenomenon. It has affected not only the business
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