-
It is a mass communication process: Every piece of advertising guarantees satisfaction of human wants and wants stem from needs and desires. Within a fraction of minute or a few seconds, a manufacturer can draw the attention of millions of people on a national net work programme.
-
It is informative in action: Each and every advertisement is a piece of information to the listeners or onlookers, readers, viewers etc. It announces the special and specific features of the product or services and their use. Ex: Use of PIN code for faster delivery, payment of tax etc.
-
It is a persuasive act: Persuasion is the power of advertising. In advertising there is a logical process of persuasion known as A – I – D – A formula.
-
It is a competitive act: In each line of activity, product or service there are many producers. It is natural that everybody tries to push their products or services to the maximum extent with profit to them and satisfaction to the consumer.
Hence, every piece of advertisement is a competition to the other advertisement of similar product or service.
Ex: Competition between Airtel and BSNL network.
-
It is not part of the product: Consumers do not consume advertisement but the product or service. Advertising is the total benefit that the consumer derives through the use of a product or service. While purchasing consumers pay for the product and certain portion for advertising for its useful communication service.
Ex: If it is a food product, list of content includes only the ingredients, though not indicated, the price includes cost of advertisement also.
-
It is paid for: Advertising involves cost. If no cost is involved, it is publicity, propaganda, rumour etc. However, a rupee spent on advertising generates rupees sixty leaving net gain of fifteen over what one spends.
-
It has an identified sponsor: Every advertisement is sponsored by manufacturer or dealer on behalf of manufacturers, which will be made known to the consumer through the brand name and logo. It is a matter of public relations.
Ex: Ag mark, ISI etc.
-
It is a non personal presentation: Advertising is impersonal attempt to present the message regarding a product or service or idea. The advertiser makes use of convenient and viable media and media vehicle to pass on an “ad” message. The manufacturers and consumers are not in direct or personal contact with one another. It is called as salesmanship in print, a substitute for the human salesman.
Ex: Message given by sport stars for Boost.
-
It is in any form: It can be in any form of presentation a sign, a symbol, an illustration, a message in magazine, T.V, newspaper, radio, folder,pamphlet etc.
Participants