Literature Review Of Advertising

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2.1.1 Definition of Advertising Leo (2013) defines advertising as a controlled, identifiable and persuasive communication that is presented via the mass media and designed to develop product demand and to create a favourable image for a company. Advertising is a paid form of non-personal presentation of ideas, goods and services by an identified sponsor with a view to disseminate information concerning an idea, product and service (Puranik, 2011).
The Advertising Practitioners Council of Nigeria (2005) defines advertising as a form of communication through the media about products, services or ideas paid for by an identified sponsor. Daramola (2003) opines that the objective of advertising is to induce immediate action, to create liking and preference for a product or organization, and to create awareness about a product or service.
Some advertisements also seek to build a respected corporate identity for a company, product, and brand name or make all familiar to the public. A critical assessment of the above definitions exposes the following that advertisement must be paid for by an identified sponsor and that the aim of advertising is to disseminate information, ideas, etc., about goods or services and to persuade people to take action by patronizing the goods and services advertised. There are too many functions of advertising that needs to be explored in an organization. Monle and Johnson (2005)
1. It gives information about
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