Branding As A TOOL OF ADVERTISEMENT A case study of Branded Laptop Bags

CHAPTER ONE

INTRODUCTION

1.1Background to the Study

According to Parekh and Rupal, (2012) advertising is a form of marketing communication used to promote or sell something, usually a business's product or service. Advertising is how a company encourages people to buy their products, services or ideas. An advertisement (ad) is anything that draws good attention towards these things. 

It is usually designed by an advertising agency for an identified sponsor, and performed through a variety of media. Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities. They try to get people to buy their products, by showing them the good rather than bad of their products. (Donley and Studlar, 2002)

Advertisers influence our emotions by techniques that include stereotyping and targeting the audience according to who we are. Emotions are influenced by things such as this our occupation, beliefs, personality, self-esteem, lifestyle, relationships, friends, how we look and what we wear. Advertisers use methods that attract attention. (Donley and Studlar, 2002)

Advertising is a tool of marketing for communicating ideas and information about goods and services to an identified group, which employs paid space or time in the media or uses another communication vehicle to carry its message. It openly identifies the advertiser and his relationship to the sales effort (Wanoff, 1997). 

There are various forms of advertising like informative advertising, persuasive advertising, comparison advertising, and reminder advertising. Informative advertising is used to inform consumers about a new product, service or future or build primary demand. 

It describes available products and services, corrects false impressions and builds the image of the company, (Kotler, 2003). Advertising can be done through print media which includes newspapers, magazines, brochures, audio media (for example radio), and visual media which includes billboards, and television (Kotler and Armstrong, 2010). When there is adequate awareness through advertising, high patronage will be achieved which will result to an increase in sales volume, productivity and profit level of organizations (Sajuyigbe, et al., 2013). 

According to Akanbi and Adeyeye (2011), advertising campaign cannot be solely responsible for recorded increase in its sales after campaign. However, Morden (1991) insists that advertising gives the knowledge about the product and creates the idea in minds of prospective consumers about it. Advertising influences consumer buying behaviour and has a significant effect on sales turn over (Akanbi and Adeyeye, 2011; Adekoya, 2011).