Following are the characteristics of advertising
1) Tool for Promotion: Through different mediums, an ad reaches many people creating a sense of buying among potential customers and achieving its primary business goal. 2) Paid: Advertising needs the advertiser (also called the sponsor) to pay to develop an advertising message, to acquire advertising media slots, including supervising advertising endeavours. 3) One-way communication: Advertising is a one-way communication where different brands converse with customers for all the process through a specific medium. 4) Personal and Non-Personal: Advertising can be personal when it comes to social media platforms and other cookie-based ads, while non-personal when there is television, newspaper advertisements or radio.Types of advertising
- Traditional advertising: Above the line advertising consists of broadly non-targeted and has a large reach. It is also called above the line of advertising and is prominent among the masses—examples: TV, radio, newspaper advertisements.
- Below the line advertising: This comprises activities emphasised towards a particular target group—examples: sponsorships, billboards, in-store advertising and others.
- Digital advertising: It focuses on demonstrating products online, such as on display, PPC (pay-per-click), and on social media platforms (through popularity focusing on locations, interests, and clicks). The study by Nielsen in 2018 stated that the average adult spends over 11 hours per day chatting with media in some form or the other. If a business's primary goal is to inform, engage, and educate consumers, one needs to connect with them digitally.
- Through the line advertising: It revolves around activities that use both ATL & BTL strategies at the same time. These are emphasised towards setting up brands and conversions and benefit from personalised advertising strategies: digital marketing strategies, cookie-based advertising, and others.
