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information model is that advertising provides information about alternatives and increases price elasticity so that a small change in price creates a large chance in product demand.
d The Social Role
The social role of advertising also has a number of social roles. It informs us about new and improved products and teaches us how to use these innovations. It helps us
compares products and features and makes informed consumer decisions.
2.8.4 Functions of advertising
An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides
a basis for consumers to choose the advertised product over other products this creates an awareness of the product and provides a basis for consumers to choose the advertised product
over other products. The identification function of advertising includes the ability of advertising to differentiate a product so that it has its own unique identity or personality.
Advertising permeates the Internet, network television, daily newspapers and roadside billboards. Products, services and ideas are sold through advertising, enabling businesses to
attract customers for their wares. Internet advertising is rapidly displacing print advertising, due its convenience of use, cost effectiveness, and ease of distribution.
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2.8.5 The Media of Advertising
A successful advertising campaign will spread the word about the products and services attract customers and generate sales.
a Newspaper
Newspaper advertising can promote business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are
under subject headings in a specific section.
b Magazine
Advertising in a specialist magazine can reach the target market quickly and easily. Readers tend to read magazines at their leisure and keep them for longer,
giving your advertisement multiple chances to attract attention.
c Radio
Advertising on the radio is a great way to reach the target audience. If the target market listens to a particular station, then regular advertising can attract new
customers. However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost.
The best way to overcome this is to repeat the message regularly - which increases the costs significantly.
d Television
Television has an extensive reach and advertising this way is ideal to a large market in a large area. Television advertisements have the advantage of sight, sound,
movement and color to persuade a customer.
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e Online
Advertising on the internet can be a cost-effective way to attract new customers. Many customers research businesses online before deciding whom to buy
from.
2.9 Magazines 2.9.1 The Advantage of Magazine
