L 15 - Advertising Flashcards
What is meant by advertising? State its features.
Advertising can be defined as “ any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor. “
The features of advertising are-
I) Non-personal presentation of message - In advertising there is no
face-to-face or direct contact with the customers. It is directed to the prospective buyers in general.
(ii) Paid form of communication-In advertising the manufacturer communicates with prospective customers through different media like, newspapers, hoardings, magazines, radio, television etc. He has to pay certain amount for using some space or time in those media.
(iii) Promotion of product, service or idea –Advertisement contains any message regarding any particular product, service or even an idea. It makes people aware about the product and induces them to buy it.
(iv) Sponsor is always identified –The identity of the manufacturer, the trader or the service provider who issues advertisement is always disclosed.
(v) Communicated through some media- Advertisements are always communicated through use of certain media. It is not necessary that there will be just one medium. All the media may also be used.
Which medium of advertising has the audio-visual impact?
Electronic media in the form of Television advertising has
the audio visual impact i.e. it
appeals to both eye and the ear. it has the most effective impact.
Products can be shown, their uses
can be demonstrated and their
utilities can be told over television.
Which medium of advertising will be preferred by the blind?
Electronic media in the form of Radio advertising will be preferred by the blind because it has an audio impact and the other forms of advertising would not have any utility because of the fact that they cannot see them.
