Observation

Many candidates attempted this question and the performance was very impressive.

The expected responses are

                                               
2.(a)     The reasons for advertising the fruit juice:

(i)         To create awareness for the fruit juice;
(ii)        To increase sales the fruit juice;
(iii)       To remind the customers of an existence of the fruit juice;
(iv)       To persuade prospects and customers to continue buying the fruit juice;
(v)        To complement personal selling effort;
(vi)       To inform potential buyers of availability of the fruit juice in the market;
(vii)      To encourage brand loyalty;
(viii)     To encourage marketing intermediaries to stock the fruit juice;
(ix)       To help consumers identify the juice at point of sales.

              (b)      The advantages of choosing television as a medium

                        (i)         It combines audio and visual impacts in its presentation.
(ii)        It demonstrates the use of the product.
(iii)       It has a wider coverage/reach.
(iv)       It has ability to reach both literates and illiterates audiences.
(v)        It has wilder impact on the audience as a result of the use of celebrates.
(vi)       It has high degree of believability because of its audio and visual
presentation.
(vii)      It has a long lasting memory in the audience because of the use of jingles.

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The disadvantages of using television medium

                        (i)         It is expensive because of its high cost of production.
(ii)        It has short life because of its low frequency.
(iii)       It has less audience selectivity.
(iv)       It has no immediate feedback.
(v)        Its effectiveness cannot be guaranteed because the target audience might be too busy to watch.
(vi)       Unstable power supply can affect the effectiveness of television advertisement.
(vii)      False information can be transmitted to consumers about a product.
(viii)     Some target audience might not have the means to purchase television set.