Advertising is the placement of announcements and messages in time or space by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience regarding their goods, services, organizations or ideas.

An advertisement— ad for short—is any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization.

The term advertiser refers to the company, organization, or individual who pays for advertising space or time to present an announcement or persuasive message to the public.

An advertising objective is a statement prepared by the advertiser (often in association with an advertising agency) to set forth specific goals to be accomplished and the time period in which they are to be accomplished. Objectives can be stated in such terms as products to be sold, number of trial purchases, number of repeat purchases, audience members reached, the frequency with which audience members are reached, and percentages of the audience made aware of the advertising or the product.

An advertising ideaconcept, or theme serves as the organizing thought for an advertisement. Ideas are used to dramatize the product-related information conveyed in advertising.

An advertising claim is a statement made in advertising about the benefits, characteristics, and/or performance of a product designed to persuade the customer to make a purchase.

Advertising media are the various mass media that can be employed to carry advertising messages to potential audiences or target markets for goods, services, organizations or ideas. These include digital media, newspapers, magazines, direct mail advertising, radio, broadcast television, cable television, outdoor advertising, transit advertising, and specialty advertising.

Advertising clutter refers to the extent to which multiple advertising messages compete for the consumer’s (limited) attention. It often is used to indicate multiple competing messages in a given time frame and medium (such as television).

See Also

Advertising budget
Advertising impression
Advertising manager
Advertising strategy
Advertising wearout


  1. ^ American Marketing Association, AMA Dictionary.

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