should have. 10 fundamental characteristics of advertising We are going to know the essential characteristics of general advertising and in the digital environment. THE 10 FEATURES 1) It has a promotional purpose Advertising is a type of communication that aims to publicize a product or service and encourage sales of it. It is very common to call advertising "propaganda", but in reality these are two concepts that should be well distinguished. Propaganda seeks to influence the ideology and ways of thinking of the population; a very clear example would be the propaganda of different political parties at election time.
In contrast, advertising does not focus on influencing ideologies but buying habits. 2) Its main function is to persuade To achieve its primary goal (increasing sales of a particular product or service), advertising must convince consumers that the product or service is better raster to vector conversion than the competition, that it will solve a consumer need, or that it will improve their lives in some way. . To do this, advertising uses a variety of resources: appealing to consumers' emotions, gaining their trust with arguments of authority or using logical reasons to justify the purchase of the product. Secondarily, advertising can also have the
objective of informing about the existence of a new product or reminding one of an existing one. 3) It is located within the company's marketing strategy The most visible side of advertising is undoubtedly that of creativity, but behind a campaign there is also a lot of strategy. Advertising always responds to a specific business objective, aligned with the global interests of the brand or company. Thus, the advertising strategy should be framed within the general marketing plan and respond to the same planning (for example, annual or quarterly). 4) It addresses a certain target audience Traditionally, advertising has made use of mass