Advertising:

Has been defined as any paid form of non personal presentation by an identifiable sponsor. Advertising is used to communicate persuasive information about a product to the target group through use of spoken or written word and by visual materials.

Advertising has certain distinctive qualities:

i. Public presentation: Advertising is a highly public mode of communication, which suggests a standardised offering to customers.

ii. Pervasiveness: Advertising is pervasive as it permits the seller to repeat a message many times.

iii. Amplified Expressiveness: Advertising provides opportunities for dramatising the company and its products through the artful use of print, sound and colour.

iv. Impersonality: In developing an advertising program marketing managers must make five major decisions:

                                    •           what are the advertising objectives? (mission)

                                    •           How much will be spent? (budget)

                                    •           What is to be communicated? (message)

                                    •           What channel will be used? (media)

                                    •           How should the results be measured? (effectiveness)