ABSTRACT
The important of advertising has been realized from some centuries, it grew naturally out of the social economic and commercial development which took places at an early stage in the history of man, and has to do with ever since trading began.
          More especially the purpose of advertising is to enhance potential buyers response to organization and its offering which it seek to do with the provision of information by channelizing desire and by support reasons for preferring a particular organization offer. Considering the amount spent on advertising one wonders whether it always achieves the desire objective of making known in order to sell or persuade people to promote sales for his reason a lot of advertising agencies always embark on the measurement of advertising effect.
          As Wapper explain further, tentatively has generally been exposed that mass-communication ordinarily does not serve as a necessary and sufficient cause of audience effect but rather functions among and through a nexus of mediating factor and that on occasion when mass communication serves as agent of change one or two conditions are likely to exist to either.
          Advertising attempt is to persuade and to inform a large member of people within a single communication at low cast per contact. It’s the best way of communicating with many people at the same time would have taken a longer time if sales term is to be used. It can also be used to increase targeted audience of a product or services.
          The importance is the communication cannot be overlook in its success or otherwise of any organization. It’s the give that binds organization with its public. This biding function is what advertising tries to do to a product and public i.e. (Targeted audience).
          This finding serves as a research to guide both student of communication students and practitioners in advertising fields.
CHAPTER ONE
1.0Â Â Â Â Â Â Â Â Â Â Â Â BACKGROUND OF THE STUDY
          Level, a man described as one of the first advertising big spenders was only quoted saying that, I know that half of the money that I spent on advertising is wasted, the problem is that I don’t know half evidently this shows the degree of the perception people seem to have about the effort of advertising against the background of the fact that lever is least unlikely to be alone in his opinion.
          According to John Wright, et al (1980) in his book “Advertising is an instrument that can be defined as an outlay made today to achieve benefit in the future.
          The importance of advertising has been realized from some centuries, it grew naturally out of the social economic and commercial development which took place at an early stage in the history of man and has to do with us ever since trading began.
          In the contemporary society most of us now see hundred images of advertising every day of our lives.  No other kinds of image confront us so frequently as this communications tools does.
          Iwedunmor (1985) stated in his book “the effect of advertising on the sale that we are bombarded with advertising message on radio, television, magazines and newspaper, this suggest that advertising is usually developing fast.
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