EFFECTIVE ADVERTISING: A COMMUNICATING PERSPECTIVE

Advertising is a form of communication intended to convince an audience to purchase or take some action upon products, information or services etc. Advertising has been used for many years to influence the buying behavior of the consumers. It is helpful in creating the awareness and perception among the customers. This paper is an attempt to study the evolution of advertising and learn and learn about technological advances that have been fueled the growth of advertising. It is a powerful marketing tool of mass communication. A product must study about the excellence of advertising so that he can extend his market share, increase the number of potential customers and to satisfy them and can achieve all the objectives of his business unit.