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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

to promote or sell a product, service or idea. 465 Sponsors of advertising are
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typically businesses wishing to promote their products or services. Advertisingis