MEANING

Advertising is a marketing communication that employs an openly

sponsored, non-personal message to promote or sell a product, service or
idea.[1]:465 Sponsors of advertising are typically businesses wishing to
promote their products or services. Advertising is differentiated from public
relations in that an advertiser pays for and has control over the message. It
differs from personal selling in that[1]:661,672
the message is non-personal, i.e., not
directed to a particular individual.  Advertising is communicated
through various mass media,[2] including traditional media such as
newspapers, magazines, television, radio, outdoor advertising or direct
mail; and new media such as search results, blogs, social media, websites or
text messages. The actual presentation of the message in a medium is
referred to as an advertisement, or "ad" or advert for short.
In many countries advertising is the most important source of income for
the media (e.g., newspapers, magazines, or television stations) through
which it is conducted. In the noncommunist world advertising has become
a large and important service industry.
EFFECTIVENESS
For an advertisement to be effective, its production and placement must be
based on a knowledge of the public and a skilled use of the media.
Advertising agencies serve to orchestrate complex campaigns whose
strategies of media use are based on research into consumer behaviour
and demographic analysis of the market area. A strategy will combine
creativity in the production of the advertising messages with canny
scheduling and placement, so that the messages are seen by, and will have
an effect on, the people the advertiser most wants to address. Given a fixed
budget, advertisers face a basic choice: they can have their message seen or
heard by many people fewer times, or by fewer people many times. This
and other strategic decisions are made in light of tests of the effectiveness
of advertising campaigns.
IMPORTANCE
Some of the importance of advertising are:-

A: Benefits to Producers and Manufacturers –

1. Successful Introduction of New Product

2. Creation of Regular Demand

3. Impressing New Uses of a Product

4. Enjoy Economics of Scale

5. Confidence in Facing of Competition

6. Creation of Corporate Image

B: Benefits to Customers –

1. Enhanced Knowledge

2. Planning before Shopping

3. Reasonable Prices

C: Benefits to Salesman –

1. Less Time

2. Easy Convincing

3. More Coverage

4. Ready to Receive

TYPES
1. Display Ads
2. Social Media Ads
3. Newspapers and Magazines

4. Outdoor Advertising
5. Radio and Podcasts
6. Direct Mail and Personal Sales
7. Video Ads
8. Product Placement
9. Event Marketing
10. Email Marketing
IMPACT
Advertising has brought in an advanced manner of building awareness about any product or a
service in the society. It has enabled the consumers to have knowledge about the service or the
product before making any purchase. Advertising has grown on the levels of creativity and
innovation. The types of ads being produced these days have shown great influence on the
minds of people by persuading them through attractive advertising tactics. The impact of
advertising on society has brought in a great change. It has made people think beyond their
compact world of stability. It has made society to change their way of living. The marketers try to
influence or persuade consumers to buy the particular product. It is also a medium serving
many businesses.