(a) − is the process of spreading information to the customer about the availability of product, persuading them to buy. Advertising is both informative and persuasive.
(b) − This is the art of making goods and services to be known to the public.
TYPES OF ADVERTISING
I. Informative advertising
− This is mainly intended to inform the consumer about the availability of the product.This is aiming is to make announcement about old or new goods and services to make them known to the public.
e.g.
“Bread is sold here “
“Well sell motor vehicle spear parts”
“Buy your animal food from rajab and colt”
Employment opportunities.
Sporting activities.
− This is the type of advertising is designed for conveying information to the public about the available products in the market or informing the public in particular events.
II. Persuasive advertising /competitive advertising.
This form of advertising aims at persuading the public that a certain commodity or services is different from other or superior to the other
e.g.
“omo removes dirty and stains ordinary powder leave behind”
III. Competitive advertising.This is designed to provide information or sales one’s own product at the expense of that of its competitors. It also used a tendency to convince a potential market that product x is of a superior form or quality than product Y
FUNCTIONS OF ADVERTISING
The functions of advertising can be analyzed under the following heading
1.Conveying information. Giving information is an essential part of advertisement advertising enable the consumer to know the availability of goods and all the features of production. A person who wants to buy a product would certainly to get a much information as possible about the product before he buys. This information is usually made available through advertisement.
2.Persuading the consumers. Advertising aims at creating an inclination in the minds of the consumer towards particular product. The aim is usually to persuade the consumer to buy the goods (product ) so when manufacturers says a drink is most refreshing is convincing consumer that he will get his money worth if he buys the product.
3.Creating the public. Advertising may create a public image for the firm which may make it in the commercial relation ship and there by retain the market. The aim is not only create the market for a product but still use a lot of money for advertising. This is because if it shaped these is a possibility that other company may succeed on seizing it.
4. Bridging the gap. Advertising creates a link between the producer and the consumer . by advertisement the production establishes contact with his ultimate uses.
ADVANTAGES OF ADVERTISING
It make the consumer aware with the availability of goods and services to the market.
It quicken the turnover (increase sales ) advertisement increase the sales of a particular product advertised.
It ensure better quality of product
Every competitor seeks to advertise his product as one of the standard quality and hence at assure guarantee of quality.
Created goodwill
Advertising makes a good name of manufacturer and his product everywhere.
Its educative
Facts , figure , stories, tables etc used as illustration in advertisement increase the knowledge of customer.
It gives wide choice of customers
Advertisement of different varieties of product enable the consumer to make comparative assessment of various product and to select any variety that suit them.
DISADVANTAGES OF ADVERTISING
Advertising may increase the cost of production as such may increase the selling price.
If advertisement are deceptive and misleading consumer to buy the product of poor quality.
It increase the price of product due to high cost of advertising the product of advertising the product.
It ennglish-swahili/courage” target=”_blank”>courage impulse or irrational buying even of unnecessary product.
Advertising leads to monopoly.
It leads only few firms which can afford to incur heavy advertising expenses to remain in the field of competition such firms letter may exploit the consumer by fixing high price of the commodity.
WHY ADVERTISING ( reasons of advertising )
Objective of advertising are:
− Creation of demand of a new product.
− Creating a goodwill by ensuring guaranteed standard of the quality and providing quick and honest services to his customer.
− To educate the public in the use of the product.
− Retain of the market of the product already captured (maintaining to existence of market of product ).
− To extend / expand the market of the established product by repeated stress on its falling point.
− To inform and persuade the public to buy the product.
ADVANTAGES OF ADVERTISING TO CONSUMERS
1. It educates them by informing what is available and uses of a product.
2. It assists to get to know what to buy and where to buy.
3. It informs the price, quality and other features of the products.
4. It exposes the consumers to wide choice and variety of products.
5. It enables consumers to compare price and other features of the products.
ADVANTAGES OF ADVERTISING TO PRODUCERS
I. It creates awareness of the product to buyers.
II. It makes possible mass sales which lead to increase in profit of the firm.
III.It makes the quality of goods advertised improves because of competitions.
IV.It may results in frequently use of product.
V. It increases productions as sales volume are increased because of effective advertising.