Define advertising. What are its main features? Explain.
Answers
SOLUTION :
Advertising :
Advertising is a non personal form of communication. It is presented through attractive graphics, audio, video which influences the customers and company's product get known to a wide range of customers. It creates a link between manufacturer and customer.
Features of advertising ;
(a) PAID FORM :
Advertisement is always in the paid form of communication which is borne and sponsored by an identified marketer.
(b) IMPERSONALITY :
There is no one to one communication between sponsor and prospects. There is a information about the availability of products. Advertising is a monologue but not dialogue because of one way communication.
(c)IDENTIFIED SPONSOR :
Advertisement is always borne and sponsored by an identified advertiser or marketer. Such person may be an individual or a company.
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Answer:
The important distinguishing features of advertising are as follows: (i) Paid Form: Advertising is a paid form of communication. That is, the sponsor has to bear the cost of communicating with the prospects. (ii) Impersonal: There is no direct face-to-face contact between the prospect and the advertiser.