Methods of Advertising – JSS3 Agricultural Science Lesson Note (First Term)

Advertising is the way a business makes people aware of its products or services so that they buy them. There are two methods of advertising: direct advertisement and indirect advertisement.

Behavioural objectives

By the end of the lesson, students should be able to:

1. name the two methods of advertisement;
2. explain direct advertisement and give examples of the media it uses;
3. explain indirect advertisement and give examples;
4. state the difference between direct and indirect advertisement;
5. give examples of how a farmer can advertise farm produce.

What is advertising?

Advertising is any paid or planned message that tells people about a product or service and encourages them to buy it.

• Product: a farm item for sale, such as eggs, yam, maize, fish or broilers.
• Service: work done for a fee, such as tractor hire, veterinary care or farm training.
• Customer: a person or business that buys the product or service.
• Medium: the channel that carries the advert, such as radio, newspaper or text message.

Why do farmers advertise their produce?

Farmers advertise to let buyers know what they sell, where to find it and at what price.

• Awareness: buyers learn that the produce exists.
• More sales: more people who know the product means more buyers.
• New customers: adverts reach people in other towns and markets.
• Competition: a farm that advertises is more likely to be chosen over one that does not.
• Trust: a known name makes customers more willing to buy again.

What are the methods of advertisement?

There are two methods of advertisement: direct advertisement and indirect advertisement.

1. Direct advertisement: speaks straight to customers and tells them to buy a specific product.
2. Indirect advertisement: makes people aware of a product through sponsorship or product placement, without asking them to buy it.

What is direct advertisement?

Direct advertisement is a form of advertising that allows businesses and nonprofit organisations to communicate directly with customers.

• It names the product and asks the customer to buy it.
• It often gives the price, the place of sale or a phone number.
• It can be aimed at a chosen group of buyers.

What media are used for direct advertisement?

Direct advertisement uses many media, listed below.

• Cell phone text messaging: a poultry farm sends a message to regular buyers about new stock.
• Email: a farm sends price lists to hotels and shops.
• Websites: a farm shows its products and contact details online.
• Online adverts: paid adverts shown on websites and social media.
• Database marketing: the business keeps a list of customers and contacts them directly.
• Fliers: printed sheets handed out in markets and along roads.
• Catalogue distribution: booklets that show products and prices, such as seed or equipment catalogues.
• Promotional letters: letters sent to chosen customers about a product or offer.
• Targeted television, newspaper and magazine advertisements: adverts placed where the right buyers will see them.
• Outdoor advertising: billboards and signboards by the roadside or at the farm gate.

What are the advantages and disadvantages of direct advertisement?

What is indirect advertisement?

Indirect advertisement is a way of making people aware of a product or service without openly asking them to buy it.

• It does not directly promote a product or service.
• It makes people aware of the product indirectly, through sponsorship or product placement.
• It occurs when a business chooses not to promote a product openly but works to build a relationship with the people who read, hear and see the advertising.
• It is the opposite of direct advertising, which tells potential consumers to buy a specific product.

What are the forms of indirect advertisement?

• Sponsorship: a business pays for an event or programme, and its name is shown or mentioned. An example is a feed company sponsoring a farmers’ fair or a radio farming programme.
• Product placement: a product appears in a film, programme or video as part of the scene. An example is a brand of cooking oil seen in a TV kitchen.

What is the difference between direct and indirect advertisement?

Direct advertisement openly asks people to buy a product, while indirect advertisement only makes them aware of it.

What makes a good advertisement?

A good advertisement is truthful, clear and suited to the customers it is meant for.

• Truthful: it does not make false claims about the product.
• Clear: it states the product, price and where to buy.
• Short: it is easy to read or hear and remember.
• Well targeted: it is placed where the right buyers will see it.

Evaluation

1. Name the two methods of advertisement.
2. What is direct advertisement?
3. List four media used for direct advertisement.
4. How does indirect advertisement make people aware of a product?
5. State one difference between direct and indirect advertisement.

Assignment

In your own words, explain the difference between direct and indirect advertisement, and give one farm-produce example of each.