THE IMPACT OF BILLBOARD ADVERTISING ON PRODUCT PROMOTION (A STUDY OF 7UP BOTTLING COMPANY PRODUCTS)

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study:

Advertising is one of the tools used for persuasive communication to target audience. Advertising is the communication relayed from companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media…. TV and radio commercials, print advertising, billboards and more. Every communication is advertising is intended to be persuasive. This becomes clear with the definition of persuasive communication by Osubiyi (1999), which is a conscious attempt by one individual to change the behavior of another individual or groups of individuals through the transmission of some messages. Persuasive communication relates the intention of the communication with resultant behavior of the receiver. Successful persuasive communication produces the desire and behavior while failed ones don’t.

Simply put, advertising is any form of non-personal presentation and promotion of ideas, goods and services usually paid for by identified sponsor. The key points to note are:

i.                    Advertising is non-personal directed to a range of anonymous people.

ii.                  Usually paid for, this fact differentiates advertising from publicity which is not usually purchased.

For obvious reason, the sponsor of the advertisement is identified. In fact, in most instances, identifying the sponsor of the advertisement is the prime purpose behind the advert, otherwise why advertise? This is so because by putting their names behind their products or goods, advertisers try hard to fulfill the promise thy claim.....

For more Mass Communication Projects click here

================================================================

Item Type: Project Material  |  Attribute: 52 pages  |  Chapters: 1-5

Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.

================================================================

DOWNLOAD THIS PROJECT MATERIAL NOW! CLICK HERE!

Share: