Product Promotion 3

f) Radio

This is a channel that allows for the advertised messages to be conveyed through sound to the listeners, with some background music accompanying the message.

Advantages of Radio

• Different languages may be used to reach different people.

• It is accessible even to the remote areas that is not covered by other media.

• One can choose the time to advertise to reach the targeted group.

• Able to serve many people at the same time.

• It can be used for both literate and illiterate members of the group.

• The advertisement can be repeated over and over again according to the advertisers needs.

• The music accompaniment may attract many people to listen to the information.

• Can reach even the blind as they are able to hear.

• The message can be conveyed in different languages.

Disadvantages of Radio

Their advertisement does not have any reference

It may be more expensive than the print media

Poor timing may make the message no to reach the targeted group

It may interrupt some programmes to the annoyance of the listener

It short and brief advertisement may be missed by the listeners

It is difficult for the listener to visualize the product.

g) Television (T.V) and Cinema

Television is a form of media advertisement where the written words are combined with motion pictures and sound to pass the information.

Cinema is where the advertised messaged is conveyed during film shows in the cinema halls. It may be before or after the movie.

Advantages of Television (T.V) and Cinema

It appeals to most people as it is entertaining

It makes it possible for the demonstration of the use of the product

It is able to reach both the literate and illiterate viewers

The advertisement can be aired over and over again to meet the targetet group

The advertisement may be modified when need arise

It has wide appeal to many people

The message can be conveyed in different languages.

Disadvantages of Television (T.V) and Cinema

The cost of advertising through this media is high

The television sets are expensive to acquire, hence many people may not have them

Their uses are limited to places with electricity

The advertisement may not last longer

The time for airing the information may not suit the targeted audience
h) Neon Signs

This is a form of advertisement where the message is passed to the public through the use of electrical signals transmitted through neon lights.

They are usually common in the banks, airlines, jewel shops, etc.

Advantages of Neon Signs

The use of different colours makes them very attractive and catch attention of different people

They can be put strategically making them to be visible to many people

Can be used both at night and day

They direct the customer on where the goods are to be found
Disadvantages of Neon Signs

Can only be used where there is electricity

They are expensive to buy and maintain

The message may not easily reach the illiterate

Advertising Agencies

These are businesses that specialize in advertising work and are hired to carry out the functions for other businesses.

They are paid a commission for this.

Functions of Advertising Agencies

iii. They help the organizations in designing their trademarks, logos and advertising materials.

iv. They book space and airtime for their clients in various media.

v. They offer advisory services to their client on selling techniques.

vi. They advertise on behalf of their clients.

vii. They choose on behalf of their clients the appropriate media to be used.

iii. Publicity

This is the mentioning of the product or the organization in the mass media to make it be known to many people.

There two types of publicity, that is free
publicity (where the payment is not required) and Special featured publicity (where there is payment, for example sponsoring an event in the public).

Advantages of Publicity

It saves the organization money incase of free publicity

It is likely to cover a wider region as the publicity is in the media

The organization may earn credibility due to positive publicity

The information may be received positively by the customers as the message is likely to be more objective

It may improve the competitiveness of the firm.

Disadvantages of Publicity

Unfavourable information about the organization may reach the public especially in free publicity

It is irregular and short lived

Might require special occasion or event in order to attract the mass media

The firm does not have control on how the information will

appear in the media and the extend of the coverage.

iv. Public relations

A process of passing information with an intention of creating, promoting, or maintaining good will and a favourable image of the organization in the public.

It involves informing the public about the firm’s achievement and how it is contributing to the community welfare and development, to get more approval of the public.

Advantages of public relations

• May be used to correct the dented image of the firm

• It informs the public about the activities of the firm

• Assist in upholding the good image of the firm

• It improves the relationship between the firm and its customers.

Disadvantages of public relations

It is costly in terms of time and finance involved

The customer may make premature buying arising from the picture created by the firm

Effects may take long before they are actually realized

It may be difficult to evaluate the impact of the message, since the customers are not obliged to respond to it.

v. Point of purchase (Window) display

This is where the items are arranged in the shops strategically, allowing the customers to see them easily.

The arrangement is meant to attract the
customer’s attention and induce them to buy goods as they pass close to the shop.

Advantages of Point of purchase display

May induce the customer to buy the product due to their arrangement

As the customers get in to the shop, they are likely to buy including the other goods that were not being displayed

The customers are able to determine the features of the product with ease

It is relatively a cheaper method of promotion.

Disadvantages of point of purchase

The method only work well with the potential customers who are near the shop and not far away

They may also attract thieves especially if the product displayed is of high value

In case the arrangement does not appeal so much to the customers, they may not get into the shop

It may be expensive setting up the display area.

vi. Direct mail Advertisement

A form of advertisement which is sent to the potential customers directly in the form of a mail, for example the pricelist being sent to the potential customers.

Advantages of direct mail advertisement

It is able to reach the targeted group as they are sent to the potential customer directly

The message may be made to suit the requirement of the specific customer to be

There may be an immediate respond on the message

The potential customers incurs no cost to acquire the information.

Disadvantages of direct mail advertisement

Some mails may not get to the intended customers in time

The prospective customer may ignore the advertisement

May not be effective where the customer needs to examine the product

This method may be expensive especially in terms of material and money

It may only appeal to the literate group only
vii. Catalogue

A booklet that gives information about the product that the organization deals in.

It gives the description about the product, the picture as well as the prices of the product.

Advantages of catalogue

It may be used to advertise all the products in the organization

The owner/organization has the total control over the catalogue

It gives detailed information about the product

Its colourful nature makes it an attractive promotion tool.

Disadvantages of catalogue

It is expensive to produce increasing the cost of production

Change in price may affect the whole catalogue.

viii. Guarantee (warranty issue)

An assurance given to the customer that the product will serve as expected if used according to the instructions given by the manufacturer.

For the guaranteed period the seller will be willing to maintain repair or replace the
product for the customer.

Advantages Guarantee

The confidence built in the customer by the guarantee to the customers makes them to buy more products.

It may create the customers loyalty to the product of the firm

The fact that the product can be replaced if it gets spoilt within the period is an advantage to the customer.

Disadvantages of guarantee

Repairing or replacing the product may be very costly to the organization

The method may only be suitable for the durable goods

The customer may be tempted to mishandle the good during this period

ix. Discount

This is a reduction in price of the commodity, allowing the buyer to pay less
than what he would have paid the goods.

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