Welcome to the course on Advertising in Marketing. This course delves into the critical role that advertising plays in the marketing mix of businesses. Advertising serves as a powerful tool for communicating with target audiences, influencing consumer behavior, and ultimately driving sales.

Throughout this course, we will explore the various objectives related to understanding, applying, and analyzing advertising strategies. One of the key goals is to help you comprehend the significance of advertising in the overall marketing strategy of a company. By the end of this course, you will be equipped to identify different advertising strategies and discern their suitability for various marketing scenarios.

Understanding the factors that influence advertising decisions is crucial in creating effective campaigns. We will delve into the process of designing and implementing advertising campaigns that resonate with the target market. By analyzing the impact of advertising on consumer behavior, you will gain insights into how advertising shapes perceptions and drives purchasing decisions.

As part of this course, you will have the opportunity to develop sample adverts for different products or services. This practical aspect will enhance your ability to apply theoretical concepts to real-world advertising scenarios. By constructing sample adverts, you will demonstrate proficiency in crafting compelling messaging that engages consumers and drives brand awareness.

Furthermore, we will discuss the various media channels available for advertising and examine their advantages and disadvantages. Understanding the different types of media and their effectiveness will enable you to make informed decisions when planning advertising campaigns. Additionally, we will explore the production of sample adverts and the elements that contribute to creating impactful visual and written content.

In sum, this course on Advertising in Marketing aims to equip you with the knowledge and skills necessary to excel in the dynamic world of advertising. By focusing on key objectives such as understanding advertising's role, identifying strategies, analyzing influencing factors, and creating effective campaigns, you will develop a comprehensive understanding of how advertising influences consumer behavior and drives business success.


  1. Identify various advertising strategies and their application in different scenarios
  2. Evaluate the impact of advertising on consumer behavior
  3. Explain the process of creating effective advertising campaigns
  4. Demonstrate the ability to develop sample adverts for different products or services
  5. Understand the role and importance of advertising in marketing
  6. Analyze the factors influencing advertising decisions

Lesson Note

Advertising is a crucial element of marketing used to communicate information about products, services, or brands to potential customers. It plays a significant role in shaping consumer perceptions and influencing their purchasing decisions. In this lesson, we will explore different advertising strategies, the impact of advertising on consumer behavior, the process of creating advertising campaigns, and how to develop sample adverts.

Lesson Evaluation

Congratulations on completing the lesson on Advertising. Now that youve explored the key concepts and ideas, its time to put your knowledge to the test. This section offers a variety of practice questions designed to reinforce your understanding and help you gauge your grasp of the material.

You will encounter a mix of question types, including multiple-choice questions, short answer questions, and essay questions. Each question is thoughtfully crafted to assess different aspects of your knowledge and critical thinking skills.

Use this evaluation section as an opportunity to reinforce your understanding of the topic and to identify any areas where you may need additional study. Don't be discouraged by any challenges you encounter; instead, view them as opportunities for growth and improvement.

  1. What is the main objective of advertising in marketing? A. To increase production costs B. To reduce brand awareness C. To communicate with customers and prospects D. To lower profit margins Answer: C. To communicate with customers and prospects
  2. Which of the following is NOT a common advertising strategy? A. Emotional appeal B. Rational appeal C. Fear appeal D. Procurement appeal Answer: D. Procurement appeal
  3. What factors should be considered when making advertising decisions? A. The cost of competitors' products B. The target audience and budget C. The weather forecast for the week D. The number of social media followers Answer: B. The target audience and budget
  4. What is a crucial step in creating effective advertising campaigns? A. Ignoring consumer feedback B. Using only one advertising channel C. Setting unrealistic goals D. Understanding the target audience Answer: D. Understanding the target audience
  5. How does advertising influence consumer behavior? A. By increasing prices B. By decreasing brand awareness C. By providing information and creating desires D. By limiting product availability Answer: C. By providing information and creating desires

Recommended Books

Past Questions

Wondering what past questions for this topic looks like? Here are a number of questions about Advertising from previous years

Question 1 Report

(a) Explain the following terms in marketing: (i) needs;  (ii) wants; (iii) exchange; (iv) demand  (v) transaction.

(b) Okon Enterprises Ltd sells electronic appliances at his retail
outlet at No. 4 Okeke Adamu Street, Lagos. Telephone No. 06012345678. He intends to offer 15% discount to encourage the sales of his newly introduced Blenders, Television and Radio sets. You are
required to design a sample of a handbill showing the products with the advertising message.

Practice a number of Advertising past questions