Accounting technicians scheme west africa
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- C.8.1 Advertising
| C.8 Promotion Promotion as mentioned already refers to any technique used by producers/sellers to communicate favourable information about their products to potential customers. Promotion covers the following activities (a) Advertising (b) Public relations (c) Sales promotion and (d) Personal selling. a) Advertising refers to the non-personal form of persuasive communication about ideas, goods and services that is paid for by an identified sponsor. 248 bi Public Relations/Publicity refers to the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. c) Sales promotion is any marketing activity aimed at stimulating immediate consumer and dealer demand. d) Personal selling is the face-to-face contact that a seller makes with a prospective customer for the purpose of making sales. C.8.1 Advertising The basic objective of advertising is to create awareness, arouse interest in the product and persuade people to buy. The most popular media of advertising in West Africa areas follows a) Newspapers and Magazines Newspapers and magazines carry the bulk of advertising in this country. The popularity of these media stems from their ability to carry detailed coverage of items being advertised. Furthermore, it is relatively cheap and can be used to reach a large section of the target market, especially in the urban areas. bi Radio Advertising Radio carries a large number of adverts in this country. Adverts on the radio reach virtually every part of the country. c) Outdoor Advertising Outdoor advertising is found mostly on signboards and large billboards. They are located mostly at major road junctions, places of high vehicular and human traffic such as lorry parks, highways, bus stops, road junctions and roundabouts. d) Transport/Transit Advertising This refers to advertising on buses, cars and other vehicles. e) Specialities: Specialities as used here include items like key holders, calendars, ashtrays, mugs, pens, T shirts, diaries, plates, etc. Some organisations advertise on these items. Advertising helps organisations to interact with members of the public effectively and create goodwill towards the organisation. It is effective in educating customers about a product’s features, which could help customers to recognise it on the shelves. It also helps to pave the way for salespersons by educating potential customers about the product. The more effective an advertising campaign is, the less effort the salesperson has to make to convince the prospective customer to buy the product. Download 3.37 Mb. Share with your friends:
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