According to Philip Kotler, "Advertising is any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor. It is a technique used for promoting the product.

The features of advertising are

a) It is a tool for market promotion which is very powerful but at the same time it is expensive also

b) It is a non-personal communication

c) It is paid form of presentation of ideas and opinions about a product, service or both

d) It is done by an identified sponsor.