Advertising is the most commonly used tool of promotion. It is an impersonal form of communication, which is paid for by sponsors to promote some goods or service.
Merits of Advertising:
1. Mass Reach: Advertising is a medium through which a large number of people can be reached over vast geographical area.
2. Enhancing customer satisfaction and confidence: Advertising creates confidence amongst prospective buyers as they feel more comfortable and assured about the product quality and hence feel more satisfied.
Limitations of advertising:
1. Less Forceful: Advertising is an impersonal form of communication. It is less forceful than personal selling as there is no compulsion on the prospects to pay attention to the message.
2. Lack of feedback: The evaluation of the effectiveness of the advertising message is very difficult as there is no immediate feedback mechanism of the message that is delivered.