Advertising History, Media, and Theory

Definition and aims of advertising

Advertising is the practice and techniques used to bring attention to a product or service. Its aims are to present offerings in terms of their utility, advantages, and qualities that matter to consumers, typically to promote goods or services and encourage increased consumption. Advertising may also be used by non-commercial groups such as political parties, interest groups, religious organizations, and government agencies, and can support reassurance to employees or shareholders about a company’s viability. A core commercial goal is to influence consumer perceptions through branding—associating a product name or image with desirable qualities in consumers’ minds. Advertising can be designed for immediate action (direct-response advertising) or for longer-term effects such as building recognition and loyalty. Common campaign purposes include brand awareness (increasing recognition and recall), customer retention (supporting loyalty and personalized offers), lead generation (collecting contact information to convert prospects later), and sales promotions (using incentives like discounts, samples, contests, and coupons to stimulate action and jump-start sales).

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Commercial versus non-commercial advertising

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