CHAPTER ONE
1.1Â Â Â Â Â BACKGROUND OF THE STUDY
Every organization has the need to increase sales volume in order to yield maximum profit to the organization; at the same time to create awareness of the products of the organization and finally convince customers to make purchases commitment to the organizations brand of products.Advertising basically as an integral part of the marketing program, has long been recognized as a means of spreading information to the various sectors of the economy for accomplishing various marketing goals.It is a means by which an organization makes known to the public what it wants to sell or buy.  Advertising messages also enlighten the consumes on the usefulness of a product, services or idea and consequently create in the consumer a desire to procure such product or act favorably towards such services or idea.By itself, advertising is a vital marketing tool that helps to sell goods services, images and ideas through information and persuasion (Ebue, 1995:53) he also maintained that many firms allocate the largest share of the promotional budget to advertising as an indication of its vital role in the sale of products.  Basically, the aim of advertising is to stimulate the need awareness of a product, convince the customer and finally lead them to act, (making purchase) which consequently, increases the sales volume in an organization.  Therefore, advertising is a very powerful marketing communication tool for increasing sales in an organization thus, it becomes imperative that every profit or non profit oriented  organization needs to advertise in order to achieve the main bottom live of being in business.This study is an effort to determine the extent in which advertising has contributed to the awareness, persuasiveness of the firms products or brands and in tarn increase sales in John Holt Ventures Ltd Okpara avenue Enugu.
