Which of the following is a merit of 'Advertising', as a medium of communication?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Satisfies prospective buyers by assuring about the product quality.
Option (1) It is a medium through which only a small number of people can be reached. — Incorrect. The merit is the opposite. Mass reach means an advertisement reaches a very large number of people over a wide area.
Option (2) Advertising is a very expensive mode of communication to reach people. — Incorrect. The total cost of an advertisement is high. But it is spread over lakhs of people, so the cost per person reached is low. That low cost is counted as a merit.
Option (3) Satisfies prospective buyers by assuring about the product quality. — Correct. This is the merit of enhancing customer satisfaction and confidence. A buyer feels more comfortable and sure about a product the firm advertises openly, because the firm puts its name behind the quality.
Option (4) Makes simple products and messages look very unattractive. — Incorrect. Advertising does the reverse. With art, colour, print and sound it makes even a simple product look attractive. This merit is called expressiveness.
NCERT (2026-27 Edition): “Merits of advertising … (i) Mass Reach: Advertising is a medium through which a large number of people can be reached over a vast geographical area. For example, an advertisement message placed in a national daily reaches lakhs of its subscribers.” “(ii) Enhancing Customer Satisfaction and Confidence: Advertising creates confidence amongst prospective buyers as they feel more comfortable and assured about the product quality and hence feel more satisfied.” “…With the developments in art, computer designs, and graphics, advertising has developed into one of the most forceful medium of communication. With the special effects that can be created, even simple products and messages can look very attractive.” |