CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Advertising power goes beyond the selling of goods, it promotes a consumer life style, a global culture that centers on material things. According to the Encyclopedia, American (204) Advertising began around 3200 BC when the Egyptian stenciled insertion the names of kings on temple being built. Later they wrote run way slave enouncement on Papyrus sign boards were placed outside doors in Greece and Egypt around 1500 BC perhaps the most important event in history of advertising was the printing of the Gutenberg Bible about 1450 to 1455. The first time that western man used the principle of moveable type in about 1477 in London, the first printed advertisement in English announced a prayer book sale the first newspaper advertisement appeared on the back paper of in London newspaper in 1625.Advertising has since then been seen to help in economic development in ways of creating jobs sponsoring sports, and the art helps to provide affordable media which encourages competition improves product keep price low and enable people to make informed buying choices Eluwa (2005: 44).In radio advertising, radio agencies or stations receive advertisements from their clients before bilaterally deciding on the structure and modalities of the advertisements, including the financial rates. They will also decide on the radio commercial scripts that will be appropriate for the advertisements, so the ads will be more appealing to the intended audiences. The advertising agency then delegates the advertising job to a voice actor and a producer for the final production of the advertisement. To capture the listeners’ attention, the advertisements may incorporate the use of music, funny voices, character voices, or even celebrity voices. While radio faces a lot of competition for other traditional advertising channels such as television and print, not to mention new media like the Internet and mobile ads, radio remains a stronghold as you’ll see in the market.Radio commercials hold a marginal share among the main media categories, for example newspaper and television. However, it is still regarded as an important and useful medium in marketing and advertising in large cities and metropolitans. The broadcast of commercials on radio needs real feel orientation and voice is the single major determinant that draws the attention of listeners. Programs on sales and market news are the principal preferences of urban commuters for large metro radio stations (Parker, 1993). The majority of short and informative advertisements for consumer products in an urban setting use radio advertising with communication appeal related to the efficacy of products and psychosocial enhancement of consumers at retail outlets. Promotional efforts by manufacturing and retailing companies appear to focus on positive emotional appeal to influence consumers through radio advertisements (Yusuff and Yusuf, 2009). Though the print and television media has taken the major share of revenue from commercials, advertisements on radio still hold audience of large cities. However, little research has been published on the impact of commercial broadcast by AM or FM radio on urban consumers. Most studies did not consider radio and outdoor advertising as principal research agenda, despite their importance in business communication, consumer behavior and towards sale stimulation for retailers (Mulhern, 1997;Volle, 2001).This paper aims todiscourse the study on radio advertisements ( a case study of royal fmillori). The study attempts to determine the role of radio advertising supported by outdoor advertising by retailing firms on situational variables on re-dissemination of information, the store choice and buying preferences based on empirical investigation in illori. It on this view the researcher wants to investigate the discourse study on radio advertisement (a case study of royal fmillori).