12.  Cost of using a medium should be
considered in relation to the budget or the
amount of funds available.
 The relative benefits with the relative
costs also should be weighed.
 If the advertiser has a small amount to
spend on advertising nation wide, then
television will have to be ruled out and
instead the newspaper should be
considered.

13. 



15. 

16. Appeals contd…


17. Appeals contd…
The advertisement shows a successful
person using the product and implies that
the consumer will be successful if he too
uses it. E.g.:- if a customer buys a
particular brand of clothes, he could get a
better job.

18. Appeals contd…
 Social acceptance:

19.  Work Simplification:

21. Advantages of Advertising to
Advertiser:
 Advertising increases sales by
increasing the demand for the products.
 Advertising increases profits and
therefore the producer can lower the
price of his goods.
 Advertising helps in launching new
products.
 Advertising provides employment
opportunities.

22. Disadvantages of advertising
to advertiser:
 Advertising is very expensive. The
producers have to spend large
resources on advertising.
 Many of the talented people employed in
drafting and making advertisements
might make a better contribution if they
worked in other occupations.
 Consumers feel that if there were less
advertising, there would be more
competition over prices.

23. Advantages of advertising to
consumer:
 Advertising helps in providing
information to the customer of a
particular product.
 Advertising helps to introduce new
products, thus improving the standard of
living.
 It is believed that advertised goods are
of better quality than other goods.
 Advertising maintains the price of
newspapers at a reasonable level.

24. Disadvantages of advertising
to consumer:
 Advertising expenses lead to higher
prices.
 Advertising persuades people to buy
unnecessary goods, which they cannot
even afford.
 Advertising leads to people buying
goods on credit.
 Advertising exploits people to believe
their advertisements are true.

25. Reasons why consumers need protection against
some forms of advertising
 Advertisements may be misleading.
 Advertisements may contain false
information.
 Goods may be incorrectly labeled.
 Some advertisements may be dirty and
unsuitable.
 Some adult advertisements may be
shown at inappropriate timings.

26. Reasons why consumers need protection against
some forms of advertising
 SALES PROMOTIONS:
 Free samples: This is the best way of introducing a product. It
is very expensive as samples are given to every household.
 Price reduction: Customers often expect household articles to
be offered at reduced prices. Some producers distribute
coupons to customers. The customer can use these coupons
for part payments.
 Competition: Sometimes competitions are held. Customers
have to purchase several packets of the producer’s goods to
enter the competition.
 Free gifts: Gifts such as glasses, caps or cups may be given to
customers if they buy the producer’s goods.