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Features of advertising
The features of advertising are as follows:-
- It is a very popular type of communication method which is always a paid form of the same. Thus it is a commercial form of communication. It is mainly used by sellers to convince the consumers to avail their products/offerings and for which the seller has to invest certain amount of money.
- It is a non-personal method of communicating information from a seller to consumer. Thus it is always a one-way form of communication, where the communication is done by the seller to the consumer whereas the reverse procedure is not possible. Moreover, the consumer or seller cannot come in direct contact with each other through this type of marketing method.
- It is used to broadcast information to a crowd and not to an individual. Although certain advertising procedures may give the illusion of one-to-one communication, it is not true.
- It is a highly effective and fast way of communication. It can convince millions of people simultaneously.
- The scope of advertising is far-fetched and not restricted to physical goods alone. Services as well as ideas can also be sold through this.
- The sponsor of advertising is easily identifiable. It is usually the seller or manufacturer of the product. If for some reason, one cannot understand the sponsor then that form of marketing will not be called advertising but will be referred to as publicity or propaganda.
- The main objective of advertising is to inform consumers about the product and at the same time to convince the consumers in buying them.
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