advertising

Advertising is a paid, non-personal form of communication by an identified sponsor that seeks to inform, persuade, or remind an audience about products, services, brands, or ideas. Its main aim is to influence consumer or public behavior and to support commercial or organizational objectives.

Historically, advertising emerged in early printing and grew with mass media such as radio, television, and magazines. The rise of the internet introduced digital advertising, enabling targeted and measurable campaigns through search, social media, display, and video formats. More recently, programmatic buying and influencer marketing have expanded use of data-driven and social channels.

Advertising strategies use audience segmentation, creative messaging, and media planning. Channels include traditional media (print, broadcast, outdoor) and digital media (web, mobile apps, streaming, social networks). Targeting can be demographic, geographic, behavioral, or contextual, and can employ personalization while considering privacy concerns.

Advertising is subject to regulation to ensure truthfulness and prevent deception. In many jurisdictions, regulatory bodies require substantiation of claims and clear disclosures for endorsements or sponsorships. Ethical considerations include privacy, data collection, and avoiding manipulation or harmful content.

Measurement of advertising effectiveness relies on metrics such as reach, exposure, engagement, and conversions, along with return on investment. Advertising finances many media ecosystems and supports free or subsidized content and services. Trends shaping the field include digital targeting, programmatic systems, video and mobile formats, and the increasing role of data privacy.