Characteristics of Advertising:-

Advertising is a paid form of mass communication that consist of the special message sent by the specific person  for the specific group of people for specific period of time in specific manner to achieve the specific goal.

MOST IMPORTANT FEATURES\ CHARACTERISTICS OF ADVERTISING:-

1. Sub-element of marketing mix

2. Element of promotion mix

3. Toll for marketing promotion

4. Art,science and profession

5. Identified Sponsor

6. Non Personal

7. Paid form

8. Wide applicability

9. Persuasion

10. Provides Information

1. Sub-element of marketing mix : We know that there are four element of marketing mix -product,price, place and promotion. Among all promotion is very important element of marketing mix and advertising is also one of the important element of promotion mix. So we can say that advertising is the sub-element of marketing mix.

2. Element of promotion mix:  There are mainly four element of promotion mix.These are personal selling, sales promotion, publicity and advertising. Advertising has been considered as the most effective element of promotion; because it creates demand,stimulates sales and reaches customer quickly and effectively.

3. Tool for marketing promotion:  There are a different tool, technique, method every manager uses to promote his\her product or services. Advertising is one of the most important tool for market promotion.

4.  Art, Science and profession:  Advertising is an art because it is full of creativity,skills,experience, message creation and also required a good deal of knowledge. So we can say that advertising is an art.Advertising is a science because it has a body of organised knowledge. It is profession  means now it is treated as a profession with its professional bodies and code of conduct for members.

5. Identified Sponsor :  A sponsor  may be an individual or any company,firm who pays for the advertisement and also may be a producer or a seller of any product or services which he wants to advertise. 

6. Non Personal:  Advertising is a type of non-personal or mass communication with the target audience. It is not meant for anyone individual but for all . There is absence of personal apple in advertising.

7. Paid-Form:  Advertising is undertaken by advertising agencies which are professional organizations and charge a price for advertising space, time, language, etc., are sold by advertising agencies.

8. Wide-Applicability:   It is not for individual .It is applicable for everywhere. So we can say that it has wide -applicability.

9. Persuasion:  An advertising message is persuasive and informative enough to motivate potential customers. The advertiser provides information to the prospects who are willing to purchase his goods and services. Advertising is the most efficient means of reaching the people. It has been pointed out that success in business depends on persuasion. 

10. Provides Information:  The main purpose of advertising  is to provide information about products or services to prospective buyers. The detail of products or services such as features, uses, prices, benefits and so on.

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