IMPACT OF ADVERTISING IN THE DEVELOPMENT OF THE MASS MEDIA IN NIGERIA
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IMPACT OF ADVERTISING IN THE DEVELOPMENT OF THE MASS MEDIA IN NIGERIA
Chapter two.
REVIEW LITERATURE
Preamble
This chapter includes a review of related literature relevant to this topic. The sub-topics discussed in this chapter are:
Review of Concept
Radio advertising has a psychological impact on customer behaviour.
2.1 Review of Concept
According to Wells, Burnett, and Moriarty (2007), an advertising is a one-way, paid type of communication that disseminates product or service information. Companies invest considerably in advertising campaigns. In 2005, an estimated $300 billion was spent on advertising worldwide (Laczniak, 2008).
The major goal of advertising is to increase commercial profitability; so, many social factors are overlooked when developing a marketing campaign. In modern marketing methods, advertising entails creating a desire for
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