Advertising is an impersonal communication of messages regarding ideas, products and services from manufacturers, wholesalers and retailers (called sponsors) to a targeted group of existing and potential customers, with a view to educate and influence them to act in a manner desired by the sponsor of the message.
Characteristics of Advertising
The characteristics of advertising may be stated as follows
1. Impersonal Advertising is an impersonal communication of message. It involves sending messages through one or more media such as television, radio, newspapers and magazines, etc. It is called impersonal because the message is conveyed through some media rather than a person.
2. The idea is to promote goods or services Advertising is done with a specific objective of promoting a product or service and increase their sale. The message generally, contains information regarding products characteristics, prices, uses and important needs that may be satisfied by use of the product.
3. Sponsorship The message is sent by manufacturers, wholesalers and retailers who are called sponsors of the advertisement.
4. Paid form of communication Advertisements appearing in the newspapers, television, cinema halls etc, are duly paid for. The sponsors pay huge amounts for use of space in newspaper or time slot in television and radio etc.