Advertising is one of the important marketing tool of informing consumers about the new product being launched in the market.It creates an awareness about the product ,its features as well about its brand name among the consumers.It can also be defined as a creative art which helps a new product to demark itself from the rest of the similar existing products or its competitors present in the market.

Thus,advertising holds a very important place in marketing and buying behaviour of the consumers.It not only informs and makes  aware about product,its features,brand name but also about the various promotional schemes and its competitors.It makes consumers aware about  the various choices available in the market and this helps the consumers to make a comparative study of the product and finally in the decision making process.

Advertising is not only important for buyers/consumers but it is also important for sellers/organisations.Every organisations main objective is sales and profitability and advertising helps as a catalyst to achieve it.It also  helps to forecast the sales of the companies,help them to study about the existing products in the market and also provide them with all necessary information’s needed to launch their new products.As well as ,it helps to communicate to the consumers about the various changes made in the old existing products.

In this era of tough competition,organisations in order to achieve their goals ,have to promote their products and services to attract customers.And here,advertisements plays a consistent role in not only attracting consumers but also creating awareness amongst them.So, advertisements have become a part of business now.Big or small product/service advertisements have become compulsory now.Depending upon the market segment,budget products ,potential consumers and various others factors influencing buying behaviour  of customers,advertising media is selected.Which may be

1)print media — like news paper,magazines, journals, books.

2)electronic media – like  television, radio,Internet .

3)hoardings,billboards,neon signs,banners ,trade shows or events.

Depending on the organisation objectives and target consumers,  combination of more than one type of advertising media is selected.

Advertisements are used by organisations as a marketing tool to create maximum impact on consumers buying decisions and convert the potential buyers into loyal customers. So, advertisements are generally either —

1)informative — such advertisements creates awareness about the product,its features and the basic information.

2)persuasive –such advertisements tries to convince the customers to buy its product .

3)comparative –in such advertisements ,there is direct comparison between its product and its competitors product.

Thus,advertisements play a vital role in creating loyal and satisfied customers,which contribute to organisation’s success.