Observation

(a)Objectives of advertising

1. Advertising is to inform/create awareness about goods to the target markets.
2. To stimulate demand for goods.
3. To improve relationship with customers/consumers.
4. To reach customers that are inaccessible to the sales force.
5. To expand the company’s sales.
6. To counter negative impression of consumers about goods.
7. To build goodwill for the company.
8. To remind consumers about availability of goods.
9. To introduce a new product.
10. To attract brand switchers.
11. To differentiate a product from rivals.
12. To increase a company’s profit
13. To promote a brand image

(b)Advantages of radio as a medium of advertising:

1. Radio has a wider reach.
2. It offers opportunity for the use of local languages.
3. It is relatively cost effective.
4. It allows repetition of advertisements.
5. It gives flexibility to advertisers to change their messages.
6. It offers avenue for good target market selectivity.
7. It is readily affordable and available in different sizes.
8. It provides avenue for audio (voice) advertisements.

            Comments
Question 2a and b were attempted by most of the candidates and they scored well.