Distribution

Distribution 

Distribution refers to the process of storing and moving products to customers, often through intermediaries such as wholesalers and retailers. 

Advertising 

It refers to publishing a product in order to create, maintain or expand its market. It is a written or visual presentation of the product. 

Purpose of Advertising 

The main purpose of advertising is to increase demand for the advertised product. It also helps the firm to; 

1. give information to customers 
2. create a goodwill 
3. encourage and help intermediaries 

Advantages of Advertising 

• It increases sales 
• It stimulates production 
• It increases employment opportunities 
• It helps consumers 
• It ensures better quality of goods 
• It creates goodwill 

Types of Advertisement 

1.Persuasive Advertisement 

It encourages people to purchase a particular brand of products. It is aimed at capturing the market of its substitute products. Most advertisements are of this nature. Examples; Coca Cola, Dhiraagu, Anchor Milk etc. 

2.Informative Advertisement 

It is designed to give information which is of benefit to the firm, consumers or the government. Examples; Availability of Sugar from a shop, Changes in income tax rates, the danger of smoking cigarettes etc. 

Media of Advertisement 

1. Television 

• It is the most effective media of advertising 
• It shows both message and pictures 
• It reaches several million people 
• It is very expensive 

2. Radio 

• It entertain people through music, dialogue, songs and interviews 
• It reaches most homes in the country 
• It is less expensive 
• It gives only sound 

3. News papers and Magazines 

• It is less expensive 
• Advertisement can be kept by the reader for future reference 
• It is not suitable for timely advertisements 

4. Posters, painted displays and electric signs 

• It is very effective when located in a suitable place 
• It is relatively cheap 
• It is powerful enough to stimulate immediate action 

5. Circulars 

• It is a document which circulates the advertisement 
• It reaches several hands 
• It can be kept for future reference 

6. Exhibition 

• It brings immediate effect 
• It is relatively cheap 

7. Own fleet displays 

• It is a free advertisement 
• It moves and reaches several customers