question_answer 18)

Define advertising, what are its main features? Explain.

Answer:

Advertising is defined as the impersonal form of communication which is paid form by the marketer to promote some goods or services. It is commonly use as the promotional tool of the company. The important features of advertising are as follows (i) Paid Form Advertising is a paid form of communication which means the sponsor has to bear the cost of communication with the prospects. (ii) Impersonality There is no direct face to face contact between the prospect and advertiser. It is therefore, referred as the impersonal method of promotion. (iii) Identified Sponsor Advertising is undertaken by some identified individual or company, who makes the advertising efforts and also bears the cost of it.