SS2 Second Term Commerce Lesson Note – Advertising

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WEEK 2

TOPIC: Advertising

CONTENT:

1. Meaning and role of advertising.
2. Types of advertising: (i) Informative (ii) Persuasive (iii)Competitive (iv)Mass and (v) specific
3. Methods of advertising: Direct and Indirect

 Sub-Topic 1: Meaning and roles of advertising.

Meaning of advertising.

Advertising means calling the attention of members of the public (audience) to a product, service or an idea in order to induce them to buy. Advertising can also be defined as any paid from of non-personal communication of ideas, goods or services conveyed through media channels. It is non-personal because it is targeted to a group of individuals and not at a named individual.

Roles of advertising

The aims, roles, objectives or purpose of advertising are outlined below.

1. Advertising makes potential consumers to be aware of the existence of a new product, service or idea and the continued existence of older ones.
2. Advertising compels producers to improve the quality of their goods and services in order to hold their grounds in a stiff, competitive market.
3. It educates the public on the benefits derivable from the use of a particular product.
4. It creates and increases the demand for goods and services: advertising stimulates demand by constantly reminding potential consumers about the availability of the product in the market.
5. It influences wholesalers and retailers to stock the advertised goods.
6. It increases the Firm’s turnover: advertising facilitates sales for a firm, and as a result the turnover and profit of a business may be enhanced.
7. Development of large Market: advertising creates large market segment which leads to the development of larger markets.
8. Provision of technical information about a product: advertising provides information that is needed by the consumers. Such information as quality, price, changes and special offers are provided by advertising.
9. It helps to improve the quality of goods: research can be embarked upon to improve quality of products in order to outplay competitors.
10. It creates brand Loyalty: the demand of the customers can be maintained by constantly arousing their interest on a particular product and this will no doubt create brand loyalty.

Sub-Topic 2: Types of advertising: (i) Informative (ii) Persuasive (iii) Competitive (iv) Mass and (v) specific

There are five types of advertising. They are:

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