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Business Studies for Secondary Schools
(b) Money refers to advertising costs. It target audience to recall the message
involves decisions about expenses and hence, influence their behaviours.
relating to the advertisement and its Advertising is also a good method of
overall budget. However, the choice introducing new products. Moreover,
businesses
reach
inaccessible
can
of media depends on available customers through advertisements. This
funds for the purpose since each promotional method is cost-efficient
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medium poses different potentials because it can reach a vast number of
cost for the business (television is people at a low cost per person. Further,
very expensive, while newspaper the visibility that a business gains from
advertising is less expensive); advertising is important for enhancing its
(c) Media refers to the channels in image. Similarly, advertised products or
businesses have a chance to be perceived
which the advertisement will be by customers as prestigious.
placed. It involves the type of media
to be used, such as print, broadcast, Disadvantages of advertisement
outdoor, digital, or a combination. Despite the stated advantages, advertising
Decisions regarding the media to has several disadvantages. One of the
be used are normally based on the objectives behind advertising is to persuade
targeted audience, media habits, and customers. However, advertising is less
persuasive compared to personal selling.
nature of the products. Moreover, Moreover, advertisement messages may
media types have different potential not be within the organisation’s target
for demonstration, visualisation, market and, thus, may be an inefficient
explanation, believability, and use of promotional funds. The cost per
colour; person may be low, but expenses related to
(d) Message refers to what should be such advertisement may be high. Moreover,
communicated in the advertisement advertisement rarely provides immediate
and other decisions involving the feedback. As such, it may not stimulate
creation of its contents; and immediate demand for the advertised
(e) Measurement refers to the evaluation products.
of the effect of advertisement on the Personal selling
business, such as its effect on the Personal selling is the process of
desired objective like the number informing customers and persuading
of targeted audience receiving the them to purchase the products. This
message. form of promotion involves personal
contact between business representatives
Advantages of advertisement and those who have a role in purchase
There are some advantages associated decisions in the targeted customers/
with advertisements in businesses. organisations. For example, if a vendor at
Among others, advertisements enable the market explains the different types of
a single message to be repeated several spices and their uses in local dishes and
times. This increases the chance for the even offers you a taste, that is personal
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