ADVERTISING

Advertising is the business of making know to the public anything that

is for sale, and encouraging members of the public to buy the
advertised items. Advertising can be done by means of pictures or
messages in magazines, on billboards, in newspapers and on television,
radio and the Internet.

Types of advertising
Advertising can take various forms. We shall consider a few of the
common forms of advertising.

Informative advertising
Informative advertising is designed to inform prospective buyers about
the strengths and features of goods or services, rather than trying to
convince customers to buy a product using emotion.
Persuasive advertising
Persuasive advertising appeals to consumers to patronize a particular
product. It is the use of emotion in advertising to convince customers to
buy the featured product.

Competitive advertising
Competitive advertising is an effort by at least one company to create a
contrast between its product and similar products offered by its
competitors. It is aimed at persuading consumers to buy a particular
brand of product rather than that of its competitors.
Educative advertising
This type of advertising teaches the public on the use of
products on sale, like the advert on smoking and taking alcohol
by advising that: “cigarette smoking is dangerous to health” and
“Drink responsibly”.
Mass advertising
This type of advertising is one in which manufacturers of similar
products or some commodity come together to jointly
advertise their product to the consuming public. Here,
emphasis is not laid on any product. E.g textiles, tea,
electronics, and other made in Nigeria goods.

Methods of Advertising
Direct advertising
Direct advertising involves engaging with leads or customers directly.
For example, sending a customer an email that contains a promotional
offer.

Indirect advertising
Advertising that does not directly promote a product or service but
makes people aware of it by indirect means such as sponsorship or
product placement.

As the name implies, indirect advertising is not directed at any group of

people.

Role of advertising in business

Effective advertising plays an important role in business. We shall
outline the major roles of advertising to include the following:

1. Providing information on the availability of a product, or a group

of products.
2. Enlightening members of the public on the usefulness of a
product.
 3. Creating awareness about the quality of a product.
4. Helping consumers to compare prices of competing products.
5. Helping to increase sales.
6. Helping in introducing a new product to the market.
7. Helping in publicizing brand names.
8. Boosting a product’s share of the market.
9. Enhancing the public image of an organization.
10. It is a gentle way of reminding consumers about a product.

Common advertising media

There are several advertising media. Individuals and companies can use
any of the media to reach the target consumers. The type of medium
used depends on the type of product and the target consumers. We
shall consider a few well known advertising media, under the following
headings:

1. The print media

2. The electronic media
3. Signals

The print media

These are means of informing the public about the availability of goods
and services through printed material such as newspapers, journals and
magazines, posters and leaflets, and billboards.

Newspapers
Newspapers constitute the cheapest and perhaps most popular
medium of advertisement. In Nigeria, national and local newspapers
can be used as advertising outlets. The Guardian and The Punch are
examples of some of the national newspapers. The influence of a
newspaper is very important. The front page and back page of
newspaper are considered strategic for placing advertisements.

Journals and magazines

These are other media of print advertisement. They are published
periodically i.e. weekly, monthly, quarterly, etc. to cater for different
groups of readers. Some journals are meant for certain professions.
Their readership is not as widespread as that of newspapers, and they
advertise fewer goods compared with newspapers. This may be partly
due to their relatively higher cost. Examples are The News, News
watch, and Tell magazines.

Posters and leaflets

They are useful media for advertisement These are single leaf papers
which are used to describe and introduce goods and services to the
general public. They can also be called outdoor display.

. Posters and handbills can be used to advertise schools when they are
pasted at strategic places in towns and villages and when distributed to
passersby. Handbills can also be distributed at social gatherings,
markets, and from house to house.

Billboards
Billboards are a major form of outdoor advertising. They are means of
advertisement placed in conspicuous places along major roads. They
are used to advertise products, services and religious programs, etc.
Nowadays, we also have electronic billboards that carry motion
pictures.
Electronic Media
These include:

The Internet

The internet is a computer system that makes it possible for computer

users around the world to exchange information. Numerous
manufacturers and providers of services advertise their goods and
services on the net for global patronage.

Television

Television allows customers see the image of what is advertised on the

screen. Advertisement on television is repeated several times for
effectiveness. However, it is expensive to advertise on television and
the audience is limited to those who own or have access to television
sets.

Cinemas

Some firms place advertisements on cinemas. The adverts are usually

screened before the film show commences or at intervals during the
film show. Cinema advertisements are restricted to those who
patronize cinema houses.

Loudspeakers

In this case, the loudspeaker is mounted on a motor vehicle which is

then driven from place to place advertising some products.

Neon Lights
Neon lights are placed at strategic points in cities, and are used by
various organizations to make simple but brief statements about their
products and services.

Shopping Bags

Individual shops also produce shopping bags to advertise the name of

their shops and certain products.

Advertising Ethics
The following are some ethics of advertising

1. Advertisements should not mislead people to buy goods

2. Government rules and regulations should be obeyed by
advertisers
3. False names should not be used by advertisers to sell their
products.
4. Offensive statements should not be used to advertise goods

Advertising Jingles
These are structured programs meant to promote a particular product
or service so that more customers will be attracted to it. The jingles are
intended to drive intending messages into the heart of listeners and
prospective customers. E.g ‘peak, its in you’, ‘Asha, a creative thinking
school’.

Advantages of advertising

1. It helps to increase sales and profits

2. It encourages mass production due to increase in demand
 3. It creates awareness for new products
4. Advertising agencies provide jobs for people
5. It helps consumers to make a choice from available products

Disadvantages of advertising

1. Advertising may be expensive and wasteful

2. Consumers pay higher prices because of the cost of advertising is
usually built into the overall cost of the product
3. Advertising may create confusion in the minds of the consumers
4. Advertising can be misleading to get individuals into bad
behaviors. E.g. cigarettes and alcohol adverts

Advertising Agents
Advertising agents help individuals and organizations to design and
place advertisements in newspapers, on radio and television. An
advertising agent could be an individual or an organization. It is easier
to go through an advertising agent than to go directly to an advertising
medium.

Functions of advertising agents

1. They design and create advertisements

2. They liaise with newspaper houses, television and radio stations
on behalf of their clients
3. They advise clients on the best medium for advertising a
particular product