The American Marketing Association defines advertising as “any paid form of non-personal
presentation and promotion of ideas, goods and services by an identified sponsor.” Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc. of any product or service.
Thus, we can say, advertising consists of all activities involved in presenting a sponsored message regarding a product, service or an idea.
presentation and promotion of ideas, goods and services by an identified sponsor.” Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc. of any product or service.
Thus, we can say, advertising consists of all activities involved in presenting a sponsored message regarding a product, service or an idea.
Features of Advertising:
By looking into the meaning and definition of advertising we can sum up the following features of
advertising.
(i)Non-personal presentation of message – In advertising there is no face-to-face or direct
contact with the customers. It is directed to the prospective buyers in general.
(ii)Paid form of communication-In advertising the manufacturer communicates with prospective
customers through different media like, newspapers, hoardings, magazines, radio, television,
etc. He has to pay certain amount for using some space or time in those media.
(iii) Promotion of product, service or idea –Advertisement contains any message regarding
any particular product, service or even an idea. It makes people aware about the product
and induces them to buy it.
(iv) Sponsor is always identified –The identity of the manufacturer, the trader or the service
provider who issues advertisement is always disclosed.
By looking into the meaning and definition of advertising we can sum up the following features of
advertising.
(i)Non-personal presentation of message – In advertising there is no face-to-face or direct
contact with the customers. It is directed to the prospective buyers in general.
(ii)Paid form of communication-In advertising the manufacturer communicates with prospective
customers through different media like, newspapers, hoardings, magazines, radio, television,
etc. He has to pay certain amount for using some space or time in those media.
(iii) Promotion of product, service or idea –Advertisement contains any message regarding
any particular product, service or even an idea. It makes people aware about the product
and induces them to buy it.
(iv) Sponsor is always identified –The identity of the manufacturer, the trader or the service
provider who issues advertisement is always disclosed.
(v)Communicated through some media- Advertisements are always communicated through
use of certain media. It is not necessary that there will be just one medium. All the media
may also be used.
use of certain media. It is not necessary that there will be just one medium. All the media
may also be used.
0 Comments:
Post a Comment