Question

In the context of advertising, what does the 'paid form' feature imply?

Options

• The customers pay a fee to receive advertising messages

• The media houses pay the manufacturers to carry their messages

• The government bears the cost of all promotional communication

• The sponsor bears the cost of communication

Answer 1

One of the key features of advertising is that it is a paid form of communication, meaning the sponsor (the marketer or company) bears the cost of the communication. The sponsor pays for space in newspapers or magazines, or for time on television or radio.