Q.Define advertising? What are its main features? Explain.
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Start your 14-day free trial to unlock the full solution →Advertising is an impersonal form of communication, paid for by the marketers (sponsors), to promote some goods or service. This CBSE Class 12 Business Studies chapter gives it exactly three distinguishing features: (i) Paid Form, (ii) Impersonality, and (iii) Identified Sponsor.
Definition. Advertising is perhaps the most commonly used tool of promotion. The chapter defines it as an impersonal form of communication which is paid for by the marketers (sponsors) to promote some goods or service. The most common modes of advertising are newspapers, magazines, television, and radio.
Main (distinguishing) features. The chapter lists three distinguishing features of advertising:
- Paid Form. Advertising is a paid form of communication -- the sponsor has to bear the cost of communicating with the prospects.
- Impersonality. There is no direct, face-to-face contact between the prospect and the advertiser, so it is an impersonal method of promotion. Advertising creates a monologue, not a dialogue.
- Identified Sponsor. Advertising is undertaken by some identified individual or company, who makes the advertising effort and also bears its cost. This clearly distinguishes advertising from publicity, where there is no identified sponsor. …
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