Advertising may be defined as a paid for of non-personal exchange of information related to products or thoughts, by a known promoter, by means of the mass media, in an attempt to convince or have an affect on behavior. In other words, advertising is a means of communicating a firm’s offer to customers by means of space or time in mass media and to cite H. G. Wells, advertising is ‘legalized lying’. Furthermore, advertising can also be defined as paid communication that is intended or designed to alter the perception and behavior of people. Many have argued as to whether advertising is a part of marketing mix or not. Essentially the marketing mix of any marketing campaign or a program consists of the 4ps and that are the product, price, promotion and place, and in case of services, one more aspect is added to it that is the service. However, one thing that is agreed upon is that advertising is a medium of expression that is used to cater in terms of different criteria pertinent to the nature of the selected audience. Advertising could be target audience based where it is intended for the consumers, that are the end users or for business enterprises, and advertising could be for a spe
Baron, Roger B. and Sissors, Jack Z. (2002) Advertising Media Planning. McGraw-Hill/Contemporary
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