Observation

Most candidates who attempted the question could not relate the part (a) of the  question to advantages of television as a medium of advertising.  They were able to provide proper responses to part (b) of the question.

The expected responses to the question include:

(a) Reasons for lifting the ban on television advertising

1. It is the best form of advertising for demonstrative purposes.
2. It enables the audience to see products and hear explanations about them.
3. It enables viewers to understand the message of the advertisement faster.
4. It enables businesses to market their products locally and internationally.
5. It enables television stations to generate more revenue thereby enabling them to pay workers and taxes.
6. It creates employment.

(b) Explanation of the following marketing terms:

1. Marketing concept refers to the philosophy that the satisfaction of consumers’ needs and wants is the main reason for the existence and survival of a business.
2. Marketing mix is the combination of variables offered to the market to influence the behaviour of consumers at a particular time. 
3. Market segmentation is the division of a market into identifiable submarkets for the purpose of reaching each submarket.
4. Consumer sovereignty is a concept that recognises buyers’ needs, tastes and expectations and emphasises that  production of goods and services are geared towards consumers’ satisfaction.
5. Product differentiation is a practice of offering a company’s product in assorted brands to make the product look different from similar products offered by other companies.