Theory question 107
AdvertisingCommerce 2 (answer five questions)
(a) Explain five roles of advertising.
(b) Give three advantages and two disadvantages of using television as a medium of advertising.
Show the model answer
(a) Any five, explained: informs consumers about new products, prices, uses and where to buy them; persuades people to buy and increases sales; creates and maintains demand, which allows mass production and lower unit cost; helps a firm meet competition and keep customers loyal (brand loyalty); educates consumers on how to use products; builds the image/goodwill of the firm; reminds customers of existing products; creates employment in the media and advertising agencies; provides revenue for the mass media.
(b) Advantages (any three): combines sight, sound, colour and movement, so it is very attractive; reaches a large audience at once, including illiterates; products can be demonstrated; high impact and easily remembered; can target audiences by programme and time.
Disadvantages (any two): very expensive to produce and air; message is short and quickly forgotten; reaches only people with sets and electricity; viewers may switch channels during adverts; cannot be kept for later reference.
Explain each role; keep advantages and disadvantages of television separate.