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).
