In a newspaper advertisement for a new scooter, the maker’s name and logo are printed, so that readers know who is making the advertising effort. Which aspect of advertising does this show?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Identified sponsor
Option (1) Identified sponsor — Correct. An identified sponsor is the known person or company that makes the advertising effort and bears its cost. The maker’s name and logo tell readers who is behind the advertisement.
Option (2) Paid form — Incorrect. Paid form means the sponsor has to bear the cost of reaching the prospects. The question is about knowing who the sponsor is.
Option (3) Impersonality — Incorrect. Impersonality means there is no face-to-face contact between the advertiser and the prospect; advertising is a monologue. The name and logo do not change this; they only tell who the advertiser is.
Option (4) Expressiveness — Incorrect. Expressiveness is a merit of advertising: art, computer designs and graphics make even simple products look attractive. The name and logo show who the sponsor is.
NCERT (2026-27 Edition): “Advertising … Advertising is perhaps the most commonly used tool of promotion. It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service. The most common modes of advertising are ‘newspapers’, ‘magazines’, ‘television’, and ‘radio’. The important distinguishing features of advertising are as follows: |