IMPACT OF ADVERTISING ON CONSUMER BUYING HABIT

1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising is used to reach a wide market to induce consumer behaviours. However, advertising consist of non-personal form of communication conducted through paid media under clear sponsorship. Also advertising can be said to consist of all paid activities in presenting openly sponsored message regarding a product service. All the above aim at making impact on consumer habits.
Consumer’s habits about anything object is based upon what the things are related to the feeling of satisfaction. The techniques to include change in another person behaviour includes: the characteristics of the communicator may influence how much change occurs. They way in which message in presented may make difference example whether the message is poorly organized or not some situation variable may help to increase like the supporting audience surrounding the target.

1.2 STATEMENT OF THE PROBLEM
The problem facing advertising includes the following:
• It is expensive activity: The creation of awareness through a good mass media or other channels of communication consume a lot of finance to the person involved or company embarking on such awareness.
• It is a difficult action: To reach a wide number of consumers involved in our environment. This also takes patience by the company of owner of a product because the audience may not respond immediately. The awareness should also be done through many media for conception for the audience.

1.3 STATEMENT OF OBJECTIVE
The objective of the study is to make a detailed analysis of the impact of advertising has no consumers buying habit in Owerri Urban. How effective and efficient does advertising have impact on the consumer? What are the types of advertising? How does consumer behave? What are the effect of advertising on the society and economy?

1.4 SCOPE OF THE STUDY 
This work covers the methods employed by many companies in promoting and advertising good and services to the public with reference to the study of consumer buying habit in Owerri Urban.

1.5 RESEARCH OF THE QUESTION
i. How do you see advertising function in the organization?
ii. What method do you employ in studying consumers buying habit in our society?
iii. Is advertising an important feature?
iv. Is marketing department in charge of promoting finish product?
v. How do they promote finish product?
vi. Does marketing department have adequate number of staff to carry out marketing activities?
vii. who is responsible for the over all decision to market product?