What is Advertising ?

Any paid form of non-personal presentation and promotion of goods and services by an identified sponsor is known as Advertising. It is one of the most common tools of promotion. Information regarding benefits, price, features, etc., of products and services, is provided with the help of advertising. It is an impersonal method of promotion because there is no direct contact between the customer and the advertiser. It targets a large number of people at a time.

• Paid Form: It is a paid form of communication, as the sponsor has to bear the cost of advertising. So it is commercial in nature, involves a huge cost, and is never free of cost.
• Impersonality: As there is no face-to-face contact between the customer and the advertiser, it is considered to be an impersonal method. Since it is a one-sided communication, a monologue is created, not a dialogue.
• Identified Sponsor: It is always undertaken by an identified sponsor, who bears the cost. The name or the identity of the advertiser is disclosed in the advertisement.

Advertising and Public Relations are essential components of a comprehensive marketing strategy, but they differ in terms of nature, control, cost, credibility, objectives, timing, audience reach, and measurement.