INTRODUCTION Advertising, a part of the promotion mix, could be defined non- personal, paid form of communication which is developed

with the main purpose of creating awareness, knowledge and preference for a product or service offered by an organization and ultimately lead to its sale. The role of advertising does not end with mere selling of the product. In fact, with the evolution of various marketing concepts, the role of advertising has further evolved. The present era of advertising seeks to create a bond between the customer and the product in form of brand loyalty. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering. The various definitions of advertising could be mentioned as follows: The element of the marketing communication mix that is non personal paid for an identified sponsor, & disseminated through channels of mass communication to promote the adoption of goods, services, person or ideas. Impersonal; one way communication about a product or organization that is paid by a marketer. Any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.