(a) Outline six functions of advertising (b) Explain seven factors to be considered in choosing an advertising medium

Answer Details

(a) Six functions of advertising

1. To inform: It gives information to the public about the existence, features, uses and prices of goods and services.
2. To persuade: It influences and convinces potential buyers to prefer and purchase a particular product.
3. To remind: It keeps existing products in the memory of consumers so that they continue to buy them.
4. To create and increase demand: It stimulates new wants and expands the market for a product, thereby increasing sales.
5. To introduce new products: It launches new goods and services into the market and educates consumers on how to use them.
6. To build goodwill/brand image: It creates a favourable image and reputation for the firm and its brand, which helps to retain customers.

(Other valid functions: to counter the advertising of competitors; to support and motivate salesmen and middlemen.)

(b) Seven factors to be considered in choosing an advertising medium

1. Cost of the medium: The advertiser must choose a medium whose cost is within the advertising budget and gives good value for money.
2. Nature of the product: Technical or visual goods may need television or magazines, while simple consumer goods may be well served by radio or posters.
3. The target audience: The medium must reach the particular group of people (by age, income, sex or occupation) at whom the product is aimed.
4. Coverage/circulation of the medium: A medium that reaches a large number of the intended customers is preferred so that the message spreads widely.
5. Geographical area to be covered: For a local market, local media are chosen; for a national or international market, media with wider reach are used.
6. Level of literacy of the audience: For literate audiences, print media (newspapers, magazines) are suitable, while radio and television suit both literate and illiterate audiences.
7. Frequency and life-span of the message: Where repeated exposure is needed, media that allow frequent insertion or a lasting message (magazines, billboards) are preferred over short-lived ones.

(Other valid factors: the habits of the audience, availability of the medium, and the strategy of competitors.)