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Cost
Effective
Paid
Features of Mass
Communica
advertising mediated
tion
Persuasion
FEATURES OF ADVERTISING
• Advertising is a paid communication: It is a paid
communication by a company or organisation
that wants its information dissemmated.
• Advertising is a mass mediated: This means it is
delivered through a communication medium
designed to reach more than one person,
typically a large number of mass people.
• Persuasion: To put it bluntly advertising are
communications designed to get someone to do
something.
• No immediate feedback: The non-personal
nature of advertising results in no opportunities
for immediate feedback from the messages
recipient.
• Amplified Expressiveness: It provides
opportunities for dramatizing the company and
its products with the artful use of print, sound
and colour.
• Cost effective: Advertising is considered as a
very cost effective method for communicating
with a large audience one message in the
national network, prime time between
television reaches across to across of people.
• Advertisement creates awareness, interest
and desire for products.
• Advertisement is cost-efficient.
• Advertisement can add value to the product.
• Advertising helps in boosting the sales of the
company.
• Advertising helps in changing the customer’s
perception of a product.
• Identifying the target audience
• Specifying advertising objectives
• Setting the advertising budget
• Developing the advertising message
• Selecting the right media
• Scheduling the advertisement and
• Measuring advertising effectiveness.