Theory question 107
AdvertisingThe marketing manager of a shoe factory was in a senior management meeting to convince the board to accept his proposal of using television to advertise the company's products.
(a) State four benefits the company would derive from using television to advertise its products.
(b) List and explain four other promotional means the company could adopt.
Show the model answer
(a) Any four: reaches a very large audience at once; combines sound, sight, colour and movement, so it attracts attention; can demonstrate how the shoes look and are worn; adverts can be timed for programmes the target customers watch; builds brand image and goodwill; increases sales.
(b) Any four, explained: personal selling (sales staff persuade buyers face to face); sales promotion (discounts, free gifts, coupons, competitions); public relations/sponsorship (events, sports, charity to build the firm's image); direct marketing (letters, SMS, e-mail to chosen customers); internet and social media advertising; trade fairs and exhibitions; window display; newspapers, magazines, radio, billboards.
In (b) name promotional methods other than television.