ADVERTISING. Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature

Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.

Let’s take this definition apart and analyze its components. Advertising is directed to groups of people, rather than to individuals, and is therefore nonpersonal. The groups, for example, might be teenagers who enjoy rock music or older adults who attend cultural events. In either case, advertising to these groups is not personal or face-to-face communication.

Direct-mail advertising often attempts to personalize the message by in­serting the receiver's name one or more times in the letter. But direct mail is still nonpersonal; a computer inserted the name. And the signature on the direct-mail advertisement is produced electronically.

Most advertising is paid for by sponsors. General Motors, Kmart, Coca-Cola, and the local supermarket pay money to the media to carry the adver­tisements we read, hear, and see. But some ads are not paid for by their sponsors. The American Red Cross, United Way, and the American Cancer Society are only three of hundreds of organizations whose messages are customarily presented by the media at no charge as a public service.

Most advertising is intended to be persuasive— to win converts to a good, service, or idea. A company usually sponsors advertising to convince people its product will benefit them. Some ads, though, such as legal announcements, are intended merely to inform, not to persuade.

In addition to promoting tangible goods such as suits, soap, and soft drinks, advertising also helps sell the intangible services of bankers, beauticians, and bike repair shops. And increasingly, advertising is used to sell a wide variety of ideas —economic, political, religious, and social. It's important to note here that, for the sake of simplicity, in this text the term product refers to both goods and services.

For a message to be considered an advertisement, the sponsor must be identified. This seems obvious: Naturally, the sponsor usually wants to be identified—or else why pay to advertise? But a distinguishing characteristic between advertising and public relations is that certain public relations activities like publicity are normally not openly sponsored.

Advertising reaches us through various channels of communication re­ferred to as the media. In addition to the traditional mass media—radio, television, newspapers, magazines, and billboards—advertising also uses direct mail, shopping carts, and videocassettes.

Questions:

1.Sum up the text in 10 sentences and present your summary in.

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