Page 11 - final flipbook

CHAPTER 2

LITERATURE RESEARCH

2.0 Introduction to chapters

The term "literature" means a study article referred to understand and study the
problems of the study. Literature review is used to provide the context of the study by

looking at the studies that have been conducted in the field of study and not just
summarize the studies that have been conducted by other researchers (Kumar, et. Al,

2013). The reference used must be relevant to the focus of the study. The content in
this chapter may contain a brief introduction to the title of the study, relevant concepts

or theories, previous studies related to the field of study and the summary of this

chapter.

2.1 Introduction

2.1.1 History of advertising.

Itself is the act of calling public attention to one's product, service or need

especially by paid announcements in newspapers and magazines, over radio or
television, on billboards, etc. Advertising also means informing as well as

influencing the general public to buy a product or services through visual or oral
messages.

A product or service is advertised to create awareness in the minds of potential
buyers through various advertising mediums such as Newspaper, Magazines,

Television, Radio, Posters, Hoardings, Billboard and in recent time internet and web

advertising. It is a promotional activity for marketing a commodity. In the present
day world of mass production and distribution, advertising serves as a powerful tool

in the marketing process.

Advertising is commonly used for communicating business information to the
present and prospective customers. It usually provides information about the

advertising firm, its product qualities and place of availability. Advertising is a

marketing communication that employs an openly sponsored, non-personal message
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