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large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal
selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in
technology, we find fashion and taste in the customers.
2.1.4.2 The Objectives of Advertisement
Institute Distance and Open Learning 2011 states the fundamental
purpose of advertising is to sell something a product, a service or an idea. In addition to this general objective, advertising is also used by the modern
business enterprises for certain specific objectives which are listed below:
1. To introduce a new product by creating interest for it among the
prospective customers.
2. To support personal selling program. Advertising maybe used to open
customers doors for salesman.
3.
To reach people inaccessible to salesman.
4.
To enter a new market or attract a new group of customers.
5.
To light competition in the market and to increase the sales.
6. To enhance the goodwill of the enterprise by promising better quality
products and services.
7. To improve dealer relations. Advertising supports the dealers in selling
the products. Dealers are attracted towards a product which is
advertised effectively.
8.
To warn the public against imitation of an enterprises products.
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2.1.4.3 How an Advertisement Get Attention
Schwab 1962:1 gives five fundamentals in the writing of a good advertisement, there are; get attention, show the people an advantage, prove
it, persuade people to Grasp this advantage, and then ask for the action. An advertisement cannot stimulate sales if it is not read; it cannot be read if it
is not seen; and it will not be seen unless it cannot get attention. Nobody in the world is waiting for an advertisement appearance.
Everybody in the world would much rather read the news, comics, stories, articles, editorials or even the obituaries. Advertisement is an uninvited
guess, because no reader asked it, or paid it, to join the party which it is having with the publication it has bought. An advertisement paid to get it.
Schwab adds, one survey indicates that the average person reads only four advertisements in the average magazine. And, to capture that
attention, an advertisement has got to earn it, either with headline or with layout, and preferably with both.
A headline purpose: to induce people to start reading the body matter the copy of the advertisement. Another headline can work almost
like magic in enticing readers by the thousands into an advertisement whose copy moves people to action and thus moves products off the
shelves. Headlines contain specific words or phrases that make the advertisement promise to tell consumers or readers: How, Here’s, These,
Which, Which of These, Who, Who Else, Where, When, What, Why. Also note how frequently exact amounts are used: number of days, evening,
hours, minutes, dollars, ways, types of. This attraction of the specific is worth special attention, not only relating to words and phrases but also
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concerning headline ideas themselves. For example, compare the appeal of “We’ll Help You Make More Money” with “We’ll Help You Pay the
Rent.” The principal purpose of a layout is not to win admiration for its
own aesthetic beauty but to help to get and hold attention – and thus help an advertisement win the chance to do a selling job. How to get attention by
layout? Schwab 1962:34 saysa layout must be so powerful, so unusual, or dynamically dominating that it captures the eyes despite the competition of
other advertisements less unique or less positive in their impact and so uncommonly simple, sedate, or “nonprofessional” that’s very restraint
captures attention. To get and hold attention a layout should have two qualities there
are, should be interesting to look at, and should not be static, but should convey the feeling of movement and action. The pictures in advertising
increase attention value. People are more interested in words combined with pictures than in words alone; more in active – situation pictures than in
static, posed ones nothing interesting is happening. When an advertisement deliver picture of the product, it will get more attention by showing it in
use: doing something, accomplishing something for the reader. 2.1.4.4 Media of Advertisement
The media strategy must be designed to supplement and support the overall marketing and communications objective. According to Craven
1987:36 media of advertisements are divided into two; print media and
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broadcast media. Print media, such as magazines, newspapers, direct mail, and outdoor advertisements. Broadcast media, such as television and radio.
2.1.4.5 Magazines Advertisement
