Advertising is a form of mass communication in which the sponsor pays for using mass medium to reach his target audience.
In a more technical form, advertising is any non-personal presentation and promotion of ideas, goods and services by an identified sponsor. It is also a paid non-personal communication through various media by business firms, non-profit organizations and individuals who are in some way identified in the advertising message and hope to inform, remind or persuade members of the particular audience.
From the foregoing definitions and / or descriptions, a number of observations can be made about advertising:
1. It must be paid for;
2. It is non-personal i.e. it must involve a mass communication medium;
3. The sponsor must be identified in the advertising message;
4. The content, timing and duration of the advertisement are controlled by the advertiser (sponsor);
5. The objective of an advertising message may be a good or object service, an idea or person, a personality, place or an organization.
There are number of objectives which advertising may seek to achieve. They include:
(a) Aiding the introduction of a new product to a specific target market;
(b) Assisting in the expansion and maintenance of a market share;
(c) Helping to obtain desirable dealer outlets
(d) Preparing ways for salesmen by presenting the company's name as well as the merits of the product;
(e) Selling the company's brand image.