The marketing manager of a shoe factory was in a senior management meeting to convince the board to accept his proposal using television to advertise the company's products. (a) State four benefits the company would derive from using television to advertise its products. (b) List and explain four other promotional means the company could adopt.
(a) Benefits the Company would Derive from Using Television in Advertising: (i) Television advertisements combine sight, sound and colour which could entice customers to buy more of the company's products. (ii) Television advertisements could be used to educate consumers on how to use the company's products (iii) Television advertisements are effective for companies in capturing the attention of viewers during their favourite programmes. (iv) The Company could choose to sponsor popular programmes and continue to flash its adverts instead of paying for slots at a higher cost. (v) The company could advertise effectively in indigenous languages on localized programmes. (vi) Television has a wider coverage thereby raising awareness faster. (vii) The company could conveniently target different classes of viewers who watch TV at various times. (viii) Viewers could be targeted as adverts could be directed to different classes of viewers who watch TV at various times
(b) Other Promotional Means the Company could Adopt: (i) Personal Selling: This happens when a sales representative meets with a potential buyer for the purpose of making a sale. At their meeting, efforts are made to present the price to a would-be buyer in an effective way. (ii) Direct marketing: This promotion involves selling products direct to the public by mail order or telephone selling. This could be through promotional letters, phones, text messaging and coupons. (iii) Public relations: This involves the company managing a good relationship between it and its public by sponsoring programmes that will give the company image prominence. (iv) Sales promotion: This is the process of persuading a potential consumer to buy the company's product in short term to boost sales. (v) Internet: The internet could be used to send messages on pages opened online to attract customers.
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