CHAPTER
ONE
1.0 Introduction
1.1 Background of the Study
Advertising according
to Kotler and Armstrong, (2010) is any paid form of non-personal presentation
and promotion of ideas, goods, or services by an identified sponsor. Therefore,
there are various forms of advertising such as 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, 2010).
