ADVERTISING
1. Meaning and Definition of Advertising
Advertising is a form of paid, non-personal communication used by firms to inform, persuade,
and remind consumers about goods, services, or ideas through various media.
It is one of the major tools of promotion used to create awareness and stimulate demand for
products.
Definitions
● Advertising is the paid presentation of goods and services by an identified sponsor.
● It is any paid form of communication designed to influence people’s buying decisions.
2. Nature and Characteristics of Advertising
Advertising has the following characteristics:
1. Paid form of communication
The advertiser pays for space or time.
2. Non-personal
It is directed at a large audience, not individuals.
3. Identified sponsor
The advertiser is clearly known.
4. Mass communication
It reaches many people at the same time.
5. Persuasive in nature
It aims to influence buying behaviour.
3. Objectives of Advertising
The objectives of advertising include:
1. To create awareness of products
2. To introduce new products
3. To increase sales
4. To educate consumers
5. To face competition
6. To improve company image
7. To remind consumers of existing products
4. Importance of Advertising
Importance to Producers
● Increases demand and sales
● Helps introduce new products
● Builds brand loyalty
● Expands market share
Importance to Consumers
● Provides information about products
● Helps in making wise buying decisions
● Improves standard of living
Importance to the Economy
● Encourages production
● Creates employment
● Promotes competition
5. Types of Advertising
A. Product Advertising
Advertising aimed at promoting a specific product.
B. Institutional Advertising
Promotes the image of a company rather than a product.
C. Persuasive Advertising
Encourages consumers to buy a product.
D. Informative Advertising
Provides information about product features and uses.
E. Reminder Advertising
Reminds consumers about existing products.
6. Media of Advertising
Advertising media are the channels used to deliver messages to consumers.
A. Print Media
● Newspapers
● Magazines
● Journals
B. Electronic Media
● Radio
● Television
C. Outdoor Media
● Billboards
● Posters
● Signboards
D. Online/Digital Media
● Social media
● Websites
● Email advertising
7. Factors Affecting Choice of Advertising Media
1. Nature of the product
2. Cost of advertising
3. Target audience
4. Size of the business
5. Nature of the market
6. Coverage of the medium
8. Advantages of Advertising
1. Creates awareness
2. Increases sales
3. Reaches large audience
4. Educates consumers
5. Encourages competition
6. Promotes brand loyalty
9. Disadvantages of Advertising
1. Very costly
2. Can be misleading
3. Encourages wasteful spending
4. Increases cost of products
5. Not suitable for all products
10. Differences Between Advertising and Personal
Selling
Advertising Personal
Selling
Non-personal Personal
Mass One-on-one
communication
No immediate Immediate
feedback feedback
Cheaper per More expensive
contact
Less flexible More flexible
11. Advertising and Consumer Behaviour
Advertising influences consumer behaviour by:
● Creating awareness
● Changing attitudes
● Stimulating desire
● Encouraging trial and repeat purchase
12. Advertising in Nigeria
Common forms of advertising in Nigeria include:
● Radio jingles
● TV commercials
● Roadside billboards
● Social media adverts
13. Problems of Advertising in Nigeria
1. High cost of advertising
2. Poor electricity supply
3. Illiteracy
4. Misleading advertisements
5. Limited media coverage
14. Control of Advertising
Advertising can be controlled through:
● Government regulations
● Advertising Practitioners Council of Nigeria (APCON)
● Consumer protection agencies
15. Examination Questions (NAPTEB Style)
1. Define advertising.
2. State five objectives of advertising.
3. Explain types of advertising.
4. List advantages and disadvantages of advertising.
5. Differentiate between advertising and personal selling.
16. Summary
Advertising is a vital promotional tool used by businesses to inform, persuade, and remind
consumers about goods and services. Although it is costly and sometimes misleading, when
properly controlled, advertising contributes greatly to business success and economic
development.
✅ NAPTEB Exam Tip
Always:
● Start with a clear definition
● Use headings
● List points clearly
● Avoid unnecessary stories