BASIC PRINCIPLES AND CONCEPTS OF ADVERTISING

This book is titled “Basic Principles and Concepts of Advertising”. Advertising has become the mainstay of every organized business globally. Any business that is on the part of making great impact in the business world anywhere across the globe cannot survive without advertising. Advertising provides advertisers with immeasurable benefits in terms of product exposure, awareness, information, education of consumers, brand building, differentiation and loyalty, product recall, increase in sales, market niche creation, profit generation, product acceptance, preference and continuous patronage, etc. Thus, advertising has become an integral part of every modern business. However, this book is not an attempt to exhaustively discuss all relevant themes under the basic principles and concepts of advertising. The First Edition of this book had fifteen (15) chapters covering the history of advertising, traditional and modern advertising in Nigeria.