Salient objectives of advertising?

Highlight the Salient objectives of advertising

Salient objectives of advertising?
Definition of Advertising


The American Marketing Association defines advertising as “any paid form of non-personal


presentation and promotion of ideas, goods and services by an identified sponsor.” Advertising


is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the


manufacturer or producer is identified as his name and address is always contained in an


advertisement and he also bears all the cost involved in the process. Thirdly, the producer can


also promote an idea regarding quality, design, packing and pricing, etc. of any product or service.


Thus, we can say, advertising consists of all activities involved in presenting a sponsored message


regarding a product, service or an idea.


Features of Advertising


By looking into the meaning and definition of advertising we can sum up the following features of


advertising.


(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.