Advertising is the paid, nonpersonal communication by a seller or producer to inform, persuade, or remind potential buyers about a product or service.

In agriculture, advertising is the activity of promoting farm produce, farm services, or agribusiness products to encourage people to buy or to create interest in the product.

The main objectives of advertising in agriculture are:

1. To create awareness about farm products and their availability.


2. To inform consumers about the qualities, uses, and prices of products.


3. To persuade customers to choose a particular product or brand.


4. To increase sales and enlarge market share for the farmer or marketer.


5. To build and maintain a good reputation for the farmer, cooperative, or brand.


6. To stimulate demand during off seasons.


7. To introduce new products or improved varieties to the market.

1. Advertising creates awareness about farm produce and services. It helps to improve consumers knowledge about availability, quality, and price.


2. Advertising encourages consumers to try new varieties, processed products, or value added goods. It helps to improve product uptake.


3. Good advertising increases sales and income for farmers and agribusinesses. It helps to improve farmer livelihood.


4. Advertising builds brand loyalty so customers buy the same product repeatedly. It helps to improve market stability.


5. Advertising helps to educate consumers on safe handling, storage, and cooking of agricultural products. It helps to improve public health and food safety.

1. Clear message: The message must be simple and easy to understand.


2. Truthfulness: Claims about quality, weight, or benefits must be true.


3. Relevance: The message must address the needs and interests of the target audience.


4. Attractiveness: Use pictures, short slogans, or demonstrations to attract attention.


5. Consistency: Keep the message consistent across different media and over time.


6. Legal and ethical: Observe market and advertising laws; avoid misleading claims.


7. Affordability: The cost of advertising should be reasonable compared with expected benefits.

1. Print advertising: Posters, flyers, brochures, newspaper adverts.


2. Broadcast advertising: Radio announcements, jingles, and television adverts.


3. Outdoor advertising: Billboards, banners, market stall signs.


4. Point of sale advertising: Labels, price tags, display boards at markets.


5. Digital advertising: Social media posts, WhatsApp messages, mobile phone alerts.


6. Demonstration and field day advertising: Farm visits, demonstrations, open days.


7. Word of mouth and testimonial advertising: Recommendations by satisfied customers.


8. Exhibition and trade fair advertising: Stalls at agricultural shows and local fairs.

1. Short and clear headline that states the main benefit.


2. A simple description of the product and its advantages.


3. Price or where to buy, plus contact information.


4. Attractive picture or local name that buyers recognise.


5. A call to action: “Buy today”, “Visit our stall”, “Call this number”.


6. Use of local language when appropriate for better understanding.


7. Evidence or guarantee where possible: “100 percent dry, well graded”.

1. Consider the target audience: smallholder farmers, urban consumers, schools, or institutions.


2. Consider cost and reach: radio is inexpensive and reaches many people; posters work well in markets.


3. Consider timing and season: advertise planting seed before the season; advertise fresh produce at harvest.


4. Consider literacy levels: use pictures and radio where literacy is low.


5. Combine media for greater effect: for example, radio plus market posters.

1. Set clear objectives: state what you want to achieve (awareness, sales, trial).


2. Identify the target audience: who will buy or use the product.


3. Decide the message: what you want the audience to know or do.


4. Choose the media: radio, poster, social media, demonstration, etc.


5. Prepare materials: write scripts, design posters, prepare samples.


6. Set a budget: how much money is available.


7. Schedule and run the adverts: choose dates and times.


8. Monitor and evaluate: record sales and feedback.

1. Correct choice of message and media.


2. Quality and attractiveness of the advert.


3. Timing of the advert relative to season and demand.


4. Trust in the advertiser or brand.


5. Adequacy of budget and frequency.


6. Competition from other sellers and their advertising.


7. Access to market and ability to supply advertised quantity.

1. High cost of some media such as television.


2. Low literacy among rural buyers affecting print adverts.


3. False or exaggerated claims creating distrust.


4. Poor distribution leading to unmet demand.


5. Limited access to digital channels for some farmers.

1. Use low cost media like radio, posters, and community announcements.


2. Use pictures and local languages to overcome literacy problems.


3. Ensure honesty in claims and provide samples or demonstrations.


4. Coordinate advertising with supply and storage.


5. Train farmers and cooperatives in basic advertising skills.

1. It raises awareness and attracts customers.


2. It increases sales and potential profit.


3. It helps to introduce new products and technologies.


4. It builds reputation and customer loyalty.


5. It educates the public about safe use and storage.

1. It can be costly for small farmers.


2. Poor adverts can mislead customers and harm reputation.


3. Overreliance without quality supply reduces long term sales.


4. Some media may not reach remote rural buyers.

1. Use short radio adverts in local language for wide reach.


2. Put clear signs at farm gate or market stall with price and contact.


3. Use samples and demonstrations to show quality.


4. Use cooperative funds to share advertising cost.


5. Keep adverts honest and simple for repeat customers.

1. Create a poster for a vegetable you grow.


2. Write a 30 second radio advert for cassava flour.


3. Role play as advertiser and customers.


4. Do a budget exercise for a poster campaign.


5. Organise a mini field day for a new seed variety.


6. Survey classmates on preferred advertising media.


7. Critique real adverts from markets or radio.


8. Create a WhatsApp or Facebook advert post.


9. Compose and present a jingle.


10. Run an advert for one week and record responses.

1. Fresh tomatoes today! Well graded and dry. Buy Naira 3,500 per crate. Visit Stall B, Main Market.


2. New yam chips now in stock — clean, packed, and ready to fry. Call 0800 123 4567.


3. Improved maize seed available. Plant now for early harvest. Demonstration plot on Saturday.


4. Cooperative bulk fish sale — discount for schools and hotels. Ask at Cooperative Office.

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Summary

Advertising is the paid and planned communication used to inform, persuade, and remind people about farm products and services. Good advertising is truthful, clear, and targeted to the right audience. When done well, advertising increases awareness, sales, and farmer income. Small farmers will get the most benefit by choosing low cost, high reach media, using local language and demonstrations, and coordinating adverts with actual supply.