Page 21 - Bisiness Studies_Form_3

Business Studies for Secondary Schools

Advertising (d) Outdoor advertisements are
Advertising is the process or technique placed on objects like banners,
of bringing knowledge and information billboards, and flags. Figure 1.2
about a product to the general public. It shows an example of an outdoor
comprises personal and non-personal advertisement.
forms of communication conducted
FOR ONLINE READING ONLY
through paid media by an identified
sponsor. The public knows who is behind
the advertising because the sponsor is
openly identified in the advertisement.
Moreover, the sponsor pays the media
that advertises the products. The
media commonly used for advertising
purposes include newspapers, television,
magazines, direct mail, radio, e-mail,
billboards, and digital platforms such as
social media.
Types of advertisements
Advertisements can be classified Figure 1.2: Outdoor advertisement
according to the advertising medium. An
advertising medium refers to the means Factors to consider when choosing
by which an advertisement message is advertising media
delivered. There are four common types When choosing advertising media,
of advertisements, namely broadcast, businesses need to take into consideration
digital, print, and outdoor, which are several factors. Some of the factors to
explained as follows: be considered include mission, money,
(a) Broadcast advertisement involves media, message, and measurement. These
advertisements aired on television factors are commonly known as 5Ms
and radio. since each factor begins with an ‘M’.

(b) Digital advertisement involves These 5Ms are explained as follows:
advertisements placed on online (a) Mission refers to the advertising
platforms such as e-mails, websites, objective. Among other things,
search engines, and social media. advertisement objectives may seek to
inform customers about the product,
(c) Print advertisement involves influence customers to buy business
advertisements that are in printed products, or remind customers about
form, such as newspapers, brochures, the product;
and magazines.

13 Student’s Book Form Three