Question 2
- State four objectives of advertising.
- State four advantages of radio as a medium of advertising.
Observation
Candidates’ performances was above average in question 2.
(a) Objectives of advertising
- Advertising is to inform/create awareness about goods to the target markets.
- To stimulate demand for goods.
- To improve relationship with customers/consumers.
- To reach customers that are inaccessible to the sales force.
- To expand the company’s sales.
- To counter negative impression of consumers about goods.
- To build goodwill for the company.
- To remind consumers about availability of goods.
- To introduce a new product.
- To attract brand switchers.
- To differentiate a product from rivals.
- To increase a company’s profit
- To promote a brand image
(b) Advantages of radio as a medium of advertising:
- Radio has a wider reach.
- It offers opportunity for the use of local languages.
- It is relatively cost effective.
- It allows repetition of advertisements.
- It gives flexibility to advertisers to change their messages.
- It offers avenue for good target market selectivity.
- It is readily affordable and available in different sizes.
- It provides avenue for audio (voice) advertisements.