(a) Outline six functions of advertising
(b) Explain seven factors to be considered in choosing an advertising medium
Explanation
(a) Functions of advertising:
(i) The provision of information about the products and services.
(ii) Stimulation of demand for goods and services.
(iii) Differentiation of products of different manufacturers thereby assist customers to make choices
(iv) Maintenance of quality of product since the goods must match the standard claimed by the advertisement.
(v) introduction of new product or services.
(vi) It can be used to achieve monopoly
(vii) It is used to maintain the market share of a product
(vii) It is used to persuade customers to buy a particular product
(ix) It is used to educate the consumers on the use of the product.
(b) Factors to be considered in choosing an advertising medium:
(i) Target audience: whether male or female affects the type of media.
(ii) The age group: goods for the youths are best advertised in the sports magazine or during sporting events.
(iii) The cost of using a particular medium determines the medium to use.
(iv) The geographical area covered, determines the medium to be used.
(v) The number of people reached by a particular medium will influence the choice of the media.
(vi) The media used by competitors.
(vii) The size and extent of market-national or international will affect the choice.
(viii) The type of product involved: Some products are more suited for certain media than others.
(ix) Government regulations or policies can restrict the use of a particular medium.
(x) The purchasing power of the target audience. Luxurious goods will be advertised in expensive media.