(a) Define advertising
(b) Explain four demerits of advertising
(c) Explain five different ways producers can create awareness for their goods and services
Explanation
a. Advertising It is a paid form of non-personal means of bringing the existence of goods and services to the knowledge of members of the public and to persuade them to buy and use the goods and services.
b. Demerits of Advertising
(i) It encourages adulteration of fast moving products.
(ii) At times it interrupts interesting programmes i.e. football matches/drama series/ topical discussion being viewed by audience.
(iii) It is instrumental to higher cost of products in the market, thereby making some products unaffordable.
(iv) Successful advertising leads to monopoly in the production and supply of some goods as it enables the bigger firms to drive away the smaller ones out of production and business.
(v) Some advertising through persuasion, mislead consumers to buy goods that they do not need
(vi) Some advertising is unethical as a result it corrupts the minds of young people.
(vii) Advertising leads to higher cost of production which may lead to liquidation
c. Ways in which producers can create awareness for their products
(i) This is done through the print media e.g. newspapers. magazines journals and catalogue which have state, national and international coverage.
(ii) The electronic media such as radio, television and cinema where products are displayed. and their uses demonstrated.
(iii) Personal selling: This involves engagement of salesmen who move from one place to another explaining the features benefits and uses of the products to members of the public.
(iv) Sales promotion: This involves giving out free gifts like T-shirts, openers, bags, caps and stickers that have the products' name or logo to attract buyers
(v) Through organized Trade Fairs and Exhibitions at well-known locations/centres to explain/educate their audience on the usage and benefits of the goods.
(vi) Use of Bill boards/ Hoardings mounted on top of buildings and other well designed structures at strategic locations with display of such products for the attention of passers-by.
(vii) Window display - This is used by sellers to display their goods in peculiar ways or unique design to attract passers-by.
(viii) Handbills/fliers/posters - Manufacturers engage the services of young school leavers who move about distributing these handbills/fliers to people.
(ix) Public address system/or ringing of belts to herald their presence before bringing the product to the knowledge of the people gathered around.
(x) Internet/Telephone - companies send unsolicited short message service (SMS) emails to prospective customers to create awareness.