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ABSTRACT
Advertising bridges the gap between companies and their target. It creates a platform that provides an opportunity to introduce a new product or remind consumers about existing products. Consumers often judge the satisfaction they derive from using the product to what is portrayed in the advertisement. From the consumer’s point of view, the purpose of advertising is to obtain information about goods and services that are available for sale (warmer et al. 1977: 66). Consumers take the careful decision to patronize products and services based on several reasons they consider as important. This research has the ultimate objective to examine the influence of advertising as a marketing strategy for enhancing purchase decision for a product. Despite the key role of advertising on consumer buying decision, other factors such as product packaging, quality, endorsement from previous users and sometimes product esteem influences the consumer’s stage of taking action towards a product. It is important to the seller for advertising to establish a trade name, slogan or product image (Warmer et al.1977: 66). Companies employ the advertising function to convince people to develop interest and patronize it. The major role of this function is realized in brand positioning. According to Saputo Sentra, a celebrated Indian author as cited by Jethwaney and Jain (2006: 86-87), advertising involves the perception it brings about in the mind of the target consumer. This is what can result in the consumer’s action of patronizing the product or service. This project will be grouped into five (5) chapters. Chapter one deals with the introduction of the study. This chapter is composed of a description of the background statement, problem statement, research objectives, significance, scope and the organization of the study. Chapter Two deals with literature review. This includes a review of existing studies; evaluation and analysis of relevant theories and also operational definition of phrases. Chapter three focuses on methodology. This involves the various approaches that will be used during the research. Chapter four brings to bare the findings. It deals with analysis and interpretation of data collected. Chapter five will provide a summary, conclusion and recommendation for further study, and where there are any limitations, it shall be clearly stated.
