CHAPTER1
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
“The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.” (Derby Brown) The word “advertising” is derived from the Latin “adverto,” formed by two root words: “ad” meaning “toward” and “verto” signifying “to turn.” The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Advertising is the promotion of a company's products and services, carried out primarily to drive up its sales. It is also done to build a brand identity, communicate changes in old products, or introduce new product or services to the customers. According to MIRANDA (2000), “Advertising is salesmanship in print, and persuasion through sight, sound, and motion. To the businessman, advertising is simply one of the many tools he might employ to gain and hold costumers.”
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
“The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.” (Derby Brown) The word “advertising” is derived from the Latin “adverto,” formed by two root words: “ad” meaning “toward” and “verto” signifying “to turn.” The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Advertising is the promotion of a company's products and services, carried out primarily to drive up its sales. It is also done to build a brand identity, communicate changes in old products, or introduce new product or services to the customers. According to MIRANDA (2000), “Advertising is salesmanship in print, and persuasion through sight, sound, and motion. To the businessman, advertising is simply one of the many tools he might employ to gain and hold costumers.” Advertising is also the
INTRODUCTION
“The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.” (Derby Brown) The word “advertising” is derived from the Latin “adverto,” formed by two root words: “ad” meaning “toward” and “verto” signifying “to turn.” The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Advertising is the promotion of a company's products and services, carried out primarily to drive up its sales. It is also done to build a brand identity, communicate changes in old products, or introduce new product or services to the customers. According to MIRANDA (2000), “Advertising is salesmanship in print, and persuasion through sight, sound, and motion. To the businessman, advertising is simply one of the many tools he might employ to gain and hold costumers.”
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
“The business that considers itself immune to the necessity of advertising sooner or later finds itself immune to business.” (Derby Brown) The word “advertising” is derived from the Latin “adverto,” formed by two root words: “ad” meaning “toward” and “verto” signifying “to turn.” The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Advertising is the promotion of a company's products and services, carried out primarily to drive up its sales. It is also done to build a brand identity, communicate changes in old products, or introduce new product or services to the customers. According to MIRANDA (2000), “Advertising is salesmanship in print, and persuasion through sight, sound, and motion. To the businessman, advertising is simply one of the many tools he might employ to gain and hold costumers.” Advertising is also the