Question

Explain two features of the following:

Advertising

Answer 1

1. Paid Form: Advertising is a paid form of communication. That is, the sponsor has to bear the cost of communicating with the prospects.
2. Impersonality: There is no direct face-to-face contact between the prospect and the advertiser. It is therefore referred to as an impersonal method of promotion. Advertising creates a monologue and not a dialogue.
3. Identified Sponsor: Advertising is undertaken by some identified individual or company, who makes the advertising efforts and also bears the cost of it.