Advertising

Advertising is a paid form of non personal presentation and communication about an organization and/or its goods and services, by an identified sponsor, that is transmitted to a target
audience through a mass medium .

Advertising is an integral element of an organization’s marketing communications. It may be planned and executed within an organization or handed over to specialists, i.e., advertising agencies. Advertising is an industry in its own right although it employs relatively few people, the major expenditures being for media time and space.
The major stages in the development of an organization’s advertising are: setting advertising objectives; deciding on the budget; planning messages; selecting the media; and evaluating advertising effectiveness .
There are following types of advertising:
- informative advertising aims to create brand awareness and knowledge of new products or
new features of existing products;
- persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service;
- reminder advertising aims to stimulate repeat purchase of products and services;
- reinforcement advertising aims to convince current purchasers that they made the right
choice .
Advertisement (ad, commercial) is the product of advertising process.

Sources:

⠀⠀ Lewis, B. R. (2005). Advertising. In D. Littler (Ed.). The Blackwell Encyclopedia of Management. Marketing (2nd ed., pp. 7-8). Blackwell Publishing (р. 7)