Adversiting is any paid form of non-personal presentation and promotion ofgoods, services or ideas by an identified sponsor.Advantages of advertising:
- The
attraction of a large and geographically-dispersed market.
- A pass
along rate for print media that supplements circulation.
- Low costs
per viewer or listener.
- The large
number of media available.
- Sponsor
control over message content, graphics, timing, and the audience targeted.
- A uniform
message delivered to all members of the audience.
- Editorial
content that often surrounds an advertisement.
- The easing
of the way for personal selling and self-service retailing.
- Advertising
messages are inflexible and not responsive to consumer questions.
- It is
difficult to satisfy diverse audience needs.
- A large
portion of viewers or readers may be wasted.
- Some types
of advertising require high total expenditures.
- Messages
are usually brief, with limited information.
- Feedback
is hard to obtain.
- Low
attention is given to advertising by some people, who may even “zap”
commercials on television.