CHAPTER ONE INTRODUCTION 1.1.1 Background of the Study The idea marketing is that is business ought to start with its consumer and marketing activity is not complete until goods and services reach the targeted consumers. From this happen, there has to be a form of communication between the marketer his customers. Advertisement is defined as an identified sponsored and paid sales massages about a product, service or an idea delivered in a communication medium such as newspaper, television, magazine etc. to an audience which is representative of a market for the product. Roses reeves who made history as the creative head of the one largest advertising agency. Ted bates and other define it this way, “Advertising is the act of getting a unique selling proportion into the hands of most people at the lowest possible cost”. Advertisement is a form of communication intended to promote the sales of a product or service to influence public opinion, to gain political support, to advance a particular cause, or to elicit some other response desired by the advertiser. The advertising message, or advertisement is delivered to its intended audience or customers through the various media including, newspaper, magazine, television, radios, billboards, handbills, letters, telephone and direct mails. Advertisement is distinguished from other forms of communication in that, the advertiser pays the medium in which the message is being delivered. For this payment, the advertiser receives the opportunity to control the message within legal constraints designed to prevent deception and assure fair competition, and within standard of practice enforced by the media, they way they want to say it. Within the limit set by the availability, the advertiser can select a particular