Advertising and Sales Promotion Quiz

Explain the different objectives/ purpose of advertising;

• Create Awareness: Letting people know about a product or service.

• Increase Sales: Encouraging people to buy more of the product.

• Build Brand Loyalty: Making customers feel connected to the brand.

• Educate Consumers: Explaining how the product works and its benefits.

• Remind Customers: Keeping the product top of mind to maintain its market presence.

Explain the different media of advertising

• Press Advertisement: Advertising in newspapers, magazines, or journals.

• Direct Mail: Sending promotional materials like brochures, postcards, or catalogs directly to potential customers.

• Outdoor Advertisement: Billboards, posters, banners placed in public places like roadsides or bus stops.

• Audio-Visual Advertisement: Television, radio, or online video advertisements.

Explain forms/ kinds of advertisement

• Persuasive Advertising: This aims to convince the audience to choose a specific product or service.

• Informative Advertising: This type of advertisement provides information about a product, its features, or a service.

• Collective Advertising: Involves multiple companies promoting their products under a single campaign to create awareness.

• Competitive Advertising: This type is used to differentiate a brand from its competitors and show why it is superior.

Describe merits and demerits of advertising;

• Educates Customers: It informs potential buyers about the features and benefits of a product.

• Costly: High costs, especially for TV and outdoor advertisements.

• Builds Brand Image: Repeated exposure helps create a lasting impression on customers.

• Not Always Targeted: Traditional ads may not reach the intended audience effectively.

• Increases Sales: Advertising can reach a large audience and drive sales.

Recommend a suitable marketing strategy and mode of advertisement that will be adopted by a producer for selling a particular product considering the following steps:

• Select Marketing Strategy: For a new smartphone, for example, a product differentiation strategy would work well.

• Identify the Mode of Advertisement: Television ads, Social media ads, Billboards in urban areas.

Define the term ‘sales promotion’;

Discuss methods of promotion, e.g. point of sale (POS), offers, sponsorship;

• Point of Sale (POS): Promotions at the point where the customer makes a purchase.

• Offers: Temporary discounts, buy-one-get-one-free (BOGO) deals, or flash sales.

• Sponsorship: Brands sponsor events or shows to increase visibility and create a positive association.

Discuss modern trends in advertising e.g. digital billboards, internet;

• Digital Billboards: Digital, changeable displays placed in high-traffic areas.

• Internet Advertising: Ads placed on websites, social media platforms, or through search engines.

Differentiate between advertising and sales promotion.

• Advertising: A long-term strategy aimed at building brand image and awareness.

• Sales Promotion: Short-term incentives to increase sales or encourage product trials.