(a) Explain five functions of advertising.
(b) Explain three merits and two demerits of newspaper advertising.
(a) The Functions of Advertising:
(i) Makes consumers aware of the existence of products, services or ideas.
(ii) Informs people where to obtain goods and services.
(iii) Helps in bringing buyers and sellers together.
(iv) Educates people on how to make use of the products or services.
(v) Helps people to choose from variety of goods in the market.
(vi) Persuades people to patronize a specific product.
(vii) Creates and sustain demand for new products.
(b) (i) Merits of Newspaper Advertising.
(i) The information on advertisement can be stored by keeping the newspaper.
(ii) People see the picture of what they are called upon to buy.
(iii) They can read and copy down the uses of such product.
(iv) People can read and know where the products are obtainable.
(v) It can be presented in local languages.
(b)(ii) Demerits of Newspaper Advertising.
(i) Only those who are literate can read printed advertisement in the papers.
(ii) The picture may distort or hide the actual nature of the product, for example, the colour may not be projected.
(iii) It has limited coverage as it cannot reach some areas.
(iv) It is an expensive form of advertisement.
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