8/16/22, 1:37 PM Advertising Class 12 Notes - Benefits, Limitations, Objections - Business Studies

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Advertising Class 12 Notes – Benefits, Limitations, Objections

MCQs for Class 12 

CBSE Notes for Class 12 

Table of Content

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Category NCERT Business Studies Class 12 Notes

Subject Business Studies

Chapter Chapter 11 – Marketing
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Topic Advertising Class 12 Notes 

Advertising
Promotion means communicating the information about the products and services and
their uses to the target customers and then persuading them to buy or use the product or
service. A promotion mix is the combination of various tools that are used for promotion
such as advertising, personal selling, sales promotion, etc.

There are various factors that help in determining what kind of promotion should be
selected by the firm based on the budget, objectives of the firm, type of the product, etc.

Advertising is one such tool for promotion in the promotion mix. It is the most common
tool in the market. It means it is an impersonal form of communication which means it
does not involve the conversion of the marketer and the consumer but is only a monologue
of the marketer i.e. advertiser.

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It can be written advertisement such as in newspapers, hoardings, bulletin, etc. or it can be

oral such as radio, television, etc. it is a paid form of promotion where the marketer who is
also known as a sponsor during Advertising, is the one who bears the cost of the
advertisement or any outsider can be selected for paying for the advertisement in the
market will make the advertisement efforts.
MCQs for Class 12 
Benefits of advertisement
CBSE Notes for Class 12 
There are several advantages of this method of promotion. Such as:

Mass reach

Advertisement is a method through which the advertiser or the marketer can reach out to
the potential consumer who is spread over a vast geographical area. For example
advertisements in newspapers and televisions.

Enhancing customer satisfaction

Satisfaction of customers is very important to gain more customers and to retain existing
customers and this satisfaction and confidence over products will come when the
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customers rest assured for the products as it will appear over a public platform.
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Expressiveness 
Expression is very important for persuasion. This expressiveness has improved in these 
few years due to development in technology and art while helping in creating a better

advertisement using animations, doodles, graphics, designs, etc, making the message even
more attractive.

Economy

When large numbers of people are to be reached who are spread over the wide
geographical area then it is an economical plan to go for.

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Limitations of advertising
Advertisement does not come without limitations and they are as under:

Less forceful

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We cannot judge the advertisement’s effectiveness because it is not forceful and we can
never know how much impact it is creating on the potential customers because it does not
involve any immediate feedback and it is not a compulsion for the viewer to focus on the
advertisement.

Lack of feedback
MCQs for Class 12 
Feedback is also not possible due to lack of feedback mechanism it becomes difficult to
CBSEthe
judge Notes for Class 12
impact. 

Inflexibility

There are various potential customers in the potential markets and they belong to different
categories that would be convinced or persuaded by different kinds of advertisement. But
an advertisement will be standardized and cannot be made according to different
categories of customers and thus becomes a less flexible tool of promotion.

Less effectiveness

Due to the bulk of advertisements in the market, it is becoming difficult for the viewers to

grasp the message as they start ignoring these advertisements and an advertisement
loses its effectiveness because it is not forceful enough. 
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

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Objections to advertisement
There are proponents of advertisement and they would argue that advertisement is very
useful and it helps the marketer to reach vast geographical areas. On the other hand,
opponents of advertisement have several criticisms of advertisement as a source of
promotion. These criticisms are as under:

Adds to the cost

Some people believe that advertisement unnecessarily adds to the cost of the product due
to its high price. Advertisement especially on television and radio runs for a few seconds
and the charge is really high. This advertisement cost is ultimately paid by the consumer in
the form of the price of the product.

While the proponents would argue that it does add to the cost but is the source of the high
demand for the product and is the only method to reach the vast geographical area as it is

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not possible to reach these areas individually. This persuasion helps in increasing the
demand for the product and will lead to economies of scale.

Undermines social values

Advertisements are always looked down on for promoting materialism. While proponents
MCQs
would foragainst
argue Class 12  as they believe that advertisements are the source of
this criticism
information for the new changes and new products which ultimately improve the living
CBSE Notes
standard for Class
of people  changes. Along with that, the advertisement is just
12 lifestyle
and bring
information and not a forceful activity and consumer can choose for themselves whether
he or she wants to buy the product or not.

Confuses the buyer

Buyers often get confused because of so many advertisements running I the market and
the consumers are not sure which advertisement is making false claims and they get
trapped into this and buy the products.

This criticism is not accepted by the proponents as they think a rational buyer would not
make a purchase decision only based on the advertisement and would look for other 
qualities of the product too. Such as shape, size, brand, price, etc are also important 
factors to look for.

Encourages sale of inferior products 
A good advertisement with the use of good designs, animations, art, graphics, etc. will not 
let the buyer know about the quality of the product i.e. whether it is superior or inferior.
Although, it is not right to make false and inappropriate claims for the quality of the
products, and thus it is a punishable offense.

They are in bad taste

Not all but some advertisements are in bad taste as they show things that are
inappropriate according to the standard social norms. Such as the use of women as a tool
to drive more people towards the product as in the case of perfume advertisements. These
advertisements are offensive.

BST Chapter 11 – Marketing

1. Marketing Management
2. Marketing Management Philosophies
3. Functions of marketing
4. Marketing mix
5. Products – Classification of Products
6. Branding
7. Packaging – Levels , Functions & Importance
8. Labelling
9. Pricing – Factors affecting Price of a Product or Service
10. Components of Physical Distribution
11. Channels of Distribution
12. Advertising – Benefits, Limitations, Objections
13. Personal selling

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14. Sales promotion

15. Publicity – Characteristics and Objectives

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