Imagine a day in the life of an average urban Indian male living in an apartment by himself. He wakes up early in the morning to the sound of a hi \u2013 tech alarm (which he has recently bought, thanks to the ad of an alarm clock he seen on TV). He jumps out of bed and switches on the radio (to hear some good music on FM punctuated with some news headline). The TV is then switched on (to the channel on Aerobics while he woks out with those slim women who promise a sexy physique in just a couple of months). With a brush in his mouth (of course with \u2018Close \u2013 Up\u2019 toothpaste \u2018for greater confidence\u2019 and so that beautiful girls may say \u2018Talk to me\u2019), he scans the news paper for a quick update while he prepares some breakfast (the fast and highly nutritious \u2018Kellogs\u2019 which once again he purchased because of the attractive ad). After a warm bath (with \u2018Dettol\u2019 soap - for greater skin protection and \u2018Head and Shoulders\u2019 Shampoo so that he is never embarrassed because of dandruff), and a cool shave (with the very cool \u2018Gilette Shaving foam\u2019 as shaving cream is out and shaving foam is in, and the \u2018Mac3\u2019 - for the closest shave), he bathes his cheeks with an after shave (\u2018Old Spice\u2019 \u2013 for that macho feeling). He dashes off to work (whizzing past posters, billboards, hoardings \u2013 all bombarding him with different messages, schemes, offers etc.). His bus and train journey are never boring as he always carries the latest \u2018India Today\u2019 to keep him abreast of the latest happenings. He is on the field working when he feels thirsty (but he cannot make up his mind whether to have a \u2018Thums \u2013 up\u2019 \u2013 as he is grown up, or to have a \u2018Pepsi\u2019 \u2013 because he wants to live young forever; any way he decides to play safe and have a \u2018Bisleri\u2019). His mobile suddenly buzzes. It\u2019s a programmed call, reminding of his date. He realises he is late. At the shopping center close by he buys his date a card (an \u2018Archies \u2013 I\u2019m sorry Card\u2019 of course, because no one can say it better than Archies). Obviously his date reacts as she is expected to by giving him a hug (just like the ad). After the great date they return home. After some TV snacking, he sets the mood

with some soft music, spruces himself (any guesses with what? \u2013 yes with the sexiest, irresistible, \u2018AXE\u2019 deo spray). And the lights go out. (Hey wait a second, I forgot to mention the extra soft\u2026. \u2018Kurlon\u2019 mattress he had recently purchased thanks to the special Diwali offer). That was Media and Advertising\u2019s influence for you.

The wordadvertising originates from a Latin word advertise which means to turn to. The dictionary meaning of the term is \u201cto give public notice or to announce publicity\u201d. Advertising as a term is used by many to cover almost any topic in the promotional area of marketing. Advertising is a marketing vehicle that is designed for the masses.

The American Marketing Association defines advertising as \u201cany paid form of non personal presentation and promotion of Ideas, goods or services by an identified sponsor.\u201d

Back in 1950s, it was said that doing business without advertising is like winking at a girl in the dark; you know you what you are doing, but nobody else does. The message was: 'Come on, turn on the light, it pays to advertise'. Today, in this complex world amidst heavy rush or everything, having a densely crowded scenario of multiple ads even winking in broad daylight goes unnoticed. Since everyone is advertising, the idea is to do it with innovation.

Advertising is of immense utility both to large and small business. There can be no doubt that advertising efforts would result in creation of additional sales. All forms of promotion of sale of goods is in one way or the other, supported by extensive advertising campaign. It is not possible to imagine survival of any business, which is in the business of "make and sell" in the absence of advertising efforts. Advertising has extended its coverage to include non-business enterprises also e.g.. Public Water Works

advertises the need to preserve precious water and to cultivate the habit of drinking clean water free from any form of pollution. Countless illustrations can be provided wherein non-business enterprises have recognised the importance of advertising and their use it as a tool to promote ideas and services.

Advertising is an economic activity and it generates employment. Thousands of men and women are directly or indirectly, employed in professional advertising. Advertising is an economic proposition. People who invest their money in advertising anticipate positive results. Hence, advertising must be result-oriented. Every newspaper or magazine survives on the advertisements that it receives. Advertisements are definite source of revenue to the publishers. Because of the advertisements inserted in newspapers and magazines, they are sold at lower price, which can be afforded by the public. Advertising is of paramount importance because it creates better-informed public by making available innumerable publications at an affordable

that advertisements generate, it can be stated that "advertising does not cost too much".

In older to cut down production cost per unit there is a need to increase the total sales turnover. When overall sales increase, production cost per unit is automatically slashed and more people buy the goods. Apart from towering production costs, advertising also pays for entertainment and education through use of media like radio and TV.

Consumer is the king in the market. He cannot be compelled to buy anything. At the most, he can be persuaded to patronise a certain brand. It is here that advertising plays a prominent role.

There is no standard format to be followed to make advertising liked by every person. Advertising is a creative field. Individual likes and dislikes determine success of