A sole proprietor has been advised to advertise her business in order to increase sales. (a) i. List four advertising media she could use. ii. State four fa...

(a) i. Four advertising media she could use

1. Radio
2. Television
3. Newspapers/magazines (print)
4. Posters/handbills (or the internet/social media)

(a) ii. Four factors she would consider in choosing a medium

1. Cost of the medium: she must choose a medium she can afford relative to her budget.
2. Nature of the product: some goods are better shown by demonstration (television), others by description (radio or print).
3. The target audience: the medium chosen must reach the class, location and literacy level of her intended customers.
4. Coverage/reach of the medium: she considers how wide an area and how many people the medium can reach.

(b) Four advantages of advertising to her business

1. It increases sales: advertising attracts more customers and raises the volume of goods sold.
2. It creates awareness: it informs people about her business and the goods she offers.
3. It builds goodwill and customer loyalty: steady advertising creates a good image and keeps customers returning.
4. It helps her compete: advertising enables her small business to hold its own against rival sellers and to introduce new products.