Meaning,Features and Qualities of Advertising

 Meaning of Advertising-

Advertising i is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering.

In Latin, ad vertere means "to turn the mind toward." The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media, including media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail, or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers.

Features of Advertising-

1. It should be of interest to the readers/audience.

2. The audience should interpret the message in the intended manner.

3. It should influence the audience.

Qualities which should be possessed by a good advertisement:

1. Attention Value

2. Memorizing value

3. Suggestive Value

4. Educational Value

5. Sentimental Value

6. Conviction Value

7. Instinctive Appeal Value.