A company that manufactures fruit juice has decided to advertise the product on television. (a) Outline four reasons for the advertisement. (b) State three ...

(a) Four reasons for the advertisement

1. To create awareness: To inform the public that the fruit juice exists and where it can be bought.
2. To increase sales and demand: To persuade more people to buy the juice and raise the company's sales volume.
3. To compete with rival brands: To win customers away from competing fruit-juice producers.
4. To build brand image and loyalty: To create a favourable impression of the product so that customers keep buying it.

Other acceptable reason: to introduce a new flavour or remind existing customers about the product.

(b) Three advantages and three disadvantages of choosing television as the advertising medium

Advantages of television

1. Wide coverage: It reaches a very large audience across many locations at the same time.
2. Combines sight and sound: Motion, colour, picture and sound make the message lively and convincing, and can show the juice being enjoyed.
3. High impact and memorability: The audio-visual message attracts attention and is easily remembered.

Disadvantages of television

1. Very expensive: Producing and airing television adverts costs a lot, which small firms may not afford.
2. Short-lived message: The advert lasts only a few seconds and cannot be kept and re-read like print.
3. Wasted coverage: It reaches many viewers who are not potential buyers, so part of the cost is wasted, and viewers may switch channels or leave during adverts.