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Definition
The American Marketing Association has defined Advertising as “any paid form of non-personal presentations and promotion of goods, services or ideas by an identined sponsor”.






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This definition requires some elaboration.

Firstly, advertising is paid for, and hence it is a commercial transaction. This is exactly the element with which the term publicity is distinguished from advertising. The publicity is defined as any form of commercially significant news about a product, an institution, a service, or a person published in space or radio that is not paid for by the sponsor. In short, Advertising is a paid form of publicity. Publicity is not a commercial future.

Secondly, Advertising is non-personal. Whatever be the form of advertisements (visual, spoken or written) they are directed at a mass audience, and not directed at the individual as in the case in personal selling.

Finally, advertisements are identifiable with their sponsor or originator, which is not always the case with publicity or propaganda.

Advertisement is a salesmanship in print. The word advertising as been derived from the Latin word 'advertere' which means tuning the valuable attention towards the product. It may be defined as “selling in print or presenting a commodity in print to the people in such a way that they may be induced to buy it”. In simple words, it is a technique of popularizing a product or a service. The basic task of advertising is to communicate information efficiently to groups of individuals that could number in the hundreds or millions.

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