Marketing

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• Questions
• Summary

Advertising is the most commonly used tool of promotion. It is defined as any paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor.

The limitations of advertising are that it is:

1. Less forceful.
2. Lacks feedback.
3. Inflexibility.
4. Low Effectiveness.

The merits of advertising, as a medium of communication, include:

1. Mass reach.
2. Enhancing Customer Satisfaction.
3. Expressiveness.
4. Economical.

The most common Objections to Advertising are that it:

1. Adds to Costs: Advertising costs are passed on to the consumers in the form of high prices.
2. Some Advertisements are in bad taste.
3. Undermines social values.
4. Confuses the buyers.
5. Encourages the sale of inferior goods.