(a) Give four arguments for and three arguments against advertising. (b) List six advertising media used by business organizations in West Africa.

Answer Details

(a) Four arguments FOR advertising

1. It informs consumers. Advertising creates awareness of new products, prices, uses and where goods can be bought, so buyers can make informed choices.
2. It increases sales and expands markets. By persuading more people to buy, advertising raises turnover, allowing firms to produce on a large scale and enjoy economies of scale.
3. It lowers unit costs. Large-scale production stimulated by advertising spreads fixed costs over more units, which can reduce prices to the consumer.
4. It creates employment. The advertising industry employs copywriters, artists, models and media staff, and higher sales create jobs in production and distribution.

(Other acceptable points: it improves product quality through competition; it educates the public on health and safety; it finances newspapers, radio and television.)

Three arguments AGAINST advertising

1. It increases the price of goods. The heavy cost of advertising is added to the selling price and ultimately borne by the consumer.
2. It can mislead and deceive. Exaggerated or false claims persuade people to buy inferior or harmful goods they do not really need.
3. It encourages wasteful spending. Persuasive advertising creates artificial wants, leading consumers to spend on non-essential items.

(a) (b) Six advertising media used in West Africa

1. Television
2. Radio
3. Newspapers and magazines
4. Posters, billboards and hoardings
5. Handbills, leaflets and catalogues
6. The internet and social media

(Also acceptable: cinema, town criers, mobile vans with loudspeakers.)