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Promotion mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals
(i) Geographical coverage of method: A firm should choose promotion method that is most accessible to its customers.
(ii) Target market: A firm should choose a promotion method that addresses specific age or gender.
(iii) Cost of advertising: The promoter should consider if the chosen method of promotion is within his/her financial ability.
(iv) Nature of product: For products that require demonstration of how they have used choice of appropriate promotion method is necessary.
(i) It Promotes the Image of the firm: Advertising builds a corporate image for a company.
(ii) To Introduce New Product: One of the roles of advertising is to inform customers about the existence of new products in the market. i.e., creation of awareness
(iii) To Educate the People on the Uses of a Product: It educates consumers on the usage of product and the benefits to be derived.
(iv) Development of Large Markets: Advertising creates large market segment which leads to the development of larger markets.
Advantages of radio advertising:
(i) It is a very cheap means of advertisement, it is cheaper than television
(ii) It offers good target market selectivity; it is possible to select the required target market by sponsoring a suitable programme.
(iii) It has widest reception and is widely available.
(iv) It has relatively low cost, when compared with other media like the press and television.
Disadvantages of radio advertising
(i) In radio advertising, pictures of the product cannot be seen.
(ii) It gives short message which may be too brief to have to have any effect on the consumer.
(iii) Radio advertising has only audio effect as it appeals to the ears only
(iv) There is inadequate data on listening habits which can affect targeting negatively.
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