Advertising is non-personal as it is not directed to any single individual. Secondly, the sponsor i.e. the manufacturer or producer is identified as his name and address is always contained in an advertisement and he also bears all the cost involved in the process. Thirdly, the producer can also promote an idea regarding quality, design, packing and pricing, etc.

The following features of Advertising: 

(i) Non-personal presentation of message: In advertising there is no face-to-face or direct contact with the customers. It is directed to prospective buyers in general.

(ii) Paid form of communication: In advertising the manufacturer communicates with prospective customers through different media like newspapers, hoardings, magazines, radio, television etc. He has to pay a certain amount for using some space or time in those media. 

(iii) Promotion of product, service or idea: Advertisement contains any message regarding any particular product, service or even an idea. It makes people aware about the product and induces them to buy it. 

(iv) Sponsor is always identified: The identity of the manufacturer, the trader or the service provider who issues advertisements is always disclosed. 

(v) Communicated through some media: Advertisements are always communicated through use of certain media. It is not necessary that there will be just one medium. All the media may also be used.