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The influence of television advertising on consumer buying behaviour of Etisalat users

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INTRODUCTION

1.1 Background of the Study 

Advertising is any paid form of non-personal presentation of ideas, goods and services by an identified sponsor.

According to Okoro (1995, p. 11] Advertising as a non-personal  communication of information usual paid for and persuasive in nature, about product or ideas by and identified sponsor through various media. It is a non-personal form of promotion that is delivered through selected media outlets, that under most circumstances requires the market to pay form message, placement.

Advertising has promotion in that a single message can reach a large number of people. However, the mass promotion approach present problems since many people exposed to an advertising message may not be within the marketers target, market and thus maybe an inefficient use of promotional funds on advertisement by the Advertising Practitioners Council of Nigeria (APCON) Okunna, (1999), This is nevertheless change as new advertising technologies and the emergence of new media outlets more options for targeted advertising.

Advertising has an history of being considered a one way form of marketing communication where the message receiver is not in position to immediate response to the message (for instance seeking more information) in the next few years technologies will be readily available to enable a television viewer click a button to request more details on a product seen on their favorite television programmes, it is infact expected that over the next ten to twenty years advertising will move away from one way communication model and become one that is highly interactive.

Daramola (2003, p. 190) defined advertising as to inform and convince people that a particular product will benefit them. Advertisement primarily message is aimed at influencing information and persuading a target audience to patronize the advertiser’s products.

To advertise means to inform about a product or services from the seller to the buyer. And it does not end with flow of information alone, it goes further to influence and persuade people to take a desire action like placing and order to buy a product.


1.2 Statement of the Problem

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