| Summary: | Advertising is an audio or visual form of marketing communication that employs an
openly sponsored, non-personal message to promote or sell a product, service or idea (Stanton,
1984). Sponsors of advertising are often businesses who wish to promote their products or
services. Advertising is differentiated from public relations in that an advertiser usually pays
for and has control over the message. It is differentiated from personal selling in that the
message is non-personal, as in: not directed to a particular individual. Advertising is
communicated through various mass media (Bovee & Arens, 1992), including old media such
as newspapers, magazines, television, radio, outdoor advertising or direct mail; or new media
such as search engine results, social media, websites or text messages. The actual presentation
of the message in a medium is referred to as an advertisement or "ad".
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