Advertising is an economic promoter with the attribute of persuasiveness. In formativeness has an important contribution to make in terms of increasing sales or demand for the services they rendered and hence increase profitability and also helps customers in making decisions or choice of demand or spend their income wisely. The researcher will have to analyze the impact of advertising on patronage with special attention on service industry. The researcher identify the effect which advertising have as regards to generating revenue for the service industry. This research work take into consideration the various advertising channels such as Television, Radio, Posters, Newspaper etc. and the ways in which consumers respond to them. In this research, personal interviews, questionnaire and documentary methods were used to gather the necessary information’s, which were analyzed. A mean statistic was used to analyze the data collection, convenient analyses and tabulation. A total no of 20 respondents was used, also about for (20) questionnaires were given to staff of union bank for answers to be supplied by them. The researcher therefore try to put forward some suggestion that may be revealed and helpful to the industry after all the respondent and questionnaire were analyzed and recommendations were made as to know how advertisement can really increase patronage and better sales volume can be achieved in the service industry.
Kotler (1990:450) “Advertising is undertaking to increase campaign on sales, and this can be done only if the public have full knowledge of the product or service is aimed at customers”
Advertising can also be any paid form of non-personnel presentation and promotion of ideas, good and services by an identified sponsor or an art of creating awareness of a specific goods and services available in the market (economy). One of the major objectives of advertisement is to facilitate the work of the salesman by stimulating the demand for the project or services.
Advertisement is carried out through Radio, Television, Magazines, Journals, Directory, Newspapers, Poster, Film show etc. whatever from the advertising takes, the fundamental principle is to deliver the message to the right audience at the right time and at the lowest possible cost, so as to achieve positive result (goals).
In early stage of industrialization the general public has no real sense of discrimination. The deciding factor in the purchase of an item or the others was containing price and not quality and the function of the goods or services, its ability, durability and suitability it was whatever cash they ever had in their pockets. The reason for this lack of discrimination was lack of the right kind of education. Producers also find it difficult to make their known; they only display it in shops or by showing it in the market place. People don’t really know that service is a form of product even though it is not tangible, that is it is not something that they can touch.
Advertising plays very important roles in the services industry because with proper advertisement it increase its patronage, it create on awareness that something is going on somewhere.
Advertising did not just start at this technological age, it started long time ago, it is an aci0ent practice that reflect back to the very beginning of recorded history where the Romans pointed walls to announce forth coming gladiatorial contest and the Phoenician morals as prominent rocks along trade routes extolling the wishes they said, predecessor or modern day outdoor advertising in pomp, were a well organized group of youth were praising politician and asking people to vote in his favour.
Another early form of advertising was the use of town crier. In Greek during the Golden age, town crier were paid to circulate information (forms of advertisement) throughout the street of Athens announcing to the citizen the sales of slave, cattle and other goods.
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