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Advertising - Mass Communication

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Advertising helps to create demand, promote marketing system and boost economic growth. Thus advertising forms the basis of marketing.

Today, new eras are emerging within advertising like event management, image management, internet marketing, telemarketing etc.

Most advertising agencies recruit candidates having a formal management or advertising/mass communication qualification. There is a wide range of interesting careers. The job in this field is generally categorized into two, executive and creative.

Job positions and earnings in an agency vary with its size and turnover. Accredited agency has a large set up.