1.) Paid Form
2.) Impersonal Presentation
3.) Speedy and Mass Communication
4.) Target oriented
1.) Paid Form
Only that attempt of the seller on which he/she has spent some money to communicate information to the consumer is called advertising. Whatever may be the media each medium and media vehicle cost the advertiser.
For example :- If an editor of some magazine, on his own, publishes news about a particular product, it will convey to the consumers necessary information regarding that product but no expenditure has been incurred by the seller for this publication.
As such, it cannot be called advertising. It may be called propaganda or publicity. Thus, any information about a product communicated free of cost cannot be termed as advertising.
2.) Impersonal Presentation
Advertising is non-personal presentation of information. In other words, it is not for an individual. Advertising cover mass population.
3.) Speedy and Mass Communication
Advertising is a speedy medium of communication. Besides being speedy, its operational area is extremely vast. In other words, it reaches many people simultaneously.
4.) Target oriented
Advertisements focused upon the needs and want of target customers and markets. Advertisements depict target customers and markets
For example - protein health drinks like Horlicks, Complain, etc., are targeted towards children, focusing upon parent's emotions, pointing towards excelling in studies, sports, and beating the competition.
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