CHAPTER ONE
THE PROBLEM AND ITS SETTING
1.1 Introduction
Advertising is a form of communication for marketing and used to encourage, persuaded or manipulate the audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, advertise is also common. in Latin, advertise means “to turn the mind towards”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed through various traditional media including mass media such as newspaper, magazines, television, commercial radio advertisement, outdoor advertising.
Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays which is often considered the founder of modern advertising. Advertising has become so much a part of our life that we barely give it a thought except to be annoyed at it form time to time. However, advertising is a complex field of study and involve innovation and creating as a state of its existence.
John Wanamaker (1957) defines advertising as the promotion of a company’s product and services carried out primarily to drive up its sales.
It is also done to build a brand identity, communicate changes in old product, or introduce new product services to the customer. Advertising has become an essential element of the corporate world and hence, companies allot a considerable amount of resources towards their advertising.