Characteristics of Advertisements

These are some of the main characteristics of advertising:

1.       Paid form of communication

Advertising is a paid form of communication. An advertiser or sponsor pays mass media like TV, the Internet, Radio, Newspapers, Magazines, Hoarding, etc. for successful communication of an advertisement. Advertiser fully controls such a paid communication.

2.      Non-personal communication

Advertising is a non-personal communication of information. It doesn’t focus only an individual in the society. It targets all potential customers or the mass audience at once. Advertising overcomes the limitations of selling product though person to person communication. It is an effective non-personal sales tool.

3.      Creative process

Advertising is a creative process that involves imagination and innovative ideas for bringing out original ideas. Creative ideas can attract the customers. If such ideas are effectively utilized for a promotional purpose, it can persuade the potential buyers to purchase products. Thus, it helps in achieving the desired goal of an advertiser.

4.      Marketing tool

Advertising is presentation and promotion of ideas, products, services, events, etc. in the market. So it is an effective marketing tool.

5.      Identified Sponsor

In advertising, a sponsor or advertiser gets easily identified. An advertisement mentions the brand names and trademarks of goods and services. It also includes the name, contact details and related information of a sponsoring entity, which give additional information about its source.