Observation

Many candidates attempted this question and performed very well. However, some candidates wrote the meaning of publicity in place of advertising in part (a) of the question. In part (c) of the question, some candidates explained the disadvantages of individual media instead of the general disadvantages of advertising as required in the question.

Expected responses are.

1. Meaning of advertising
   Advertising is any paid form of non-personal presentation and promotion of ideas, goods or service by an identified sponsor.
   OR
   It is the dissemination of messages through different media that are paid for in order to build brand preference and educate target audience.                                                                                                                                                 
   

2. 
   Media of Advertising
   1. Newspaper
   
   
   2. Magazine
   
   
   3. Journal
   
   
   4. Periodicals
   
   
   5. Television
   
   
   6. Radio
   
   
   7. Internet
   
   
   8. Fliers/leaflets
   
   
   9. Billboards
   
   
   10. Cinema
   
   
   11. Posters
   
   
   12. Neon sign
   
   
   13. Direct mail
   
   
   14. Catalogue
   
   
   15. Sign post  
   
   



3. Disadvantages of Advertising

   
   
   1. Encourages materialism – It makes people desire goods and services they cannot afford.
   
   
   2. Leads to higher prices – Consumers are made to bear the cost of advertisement by paying more for the advertised goods and services.
   
   
   3. Restriction of new entrants – Heavy advertisements by firms could restrict new entrants into the industry because of high advertising budget.
   
   
   4. Misleading – Advertisement sometimes misleads consumers in the choice of goods and services to purchase.
   
   
   5. Ethical issues – Ethical issues are sometimes breached by models and celebrities who are used in advertisement.
   
   
   6. It encourages impulse buying.
   
   
   7. It causes distraction.
   
   
   8. Cost of advertisement- This is too expensive and drains the funds of a company.