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Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners. Sometimes a specific group of people.) tocontinue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideologicaladvertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages areusually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdooradvertising or direct mail; or new media such as blogs and websites and text messages.

Commercial advertisers often seek to generate increased consumption of their productsor 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 ofconsumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religiousorganizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Promoting a product involves developinga “Unique Selling Proposition”: the Features and Benefit which make it unlike any of the competing products.

There are four stages in promoting a products.

1.Attract the ATTENTION of potencial customers

2. Arouse INTEREST in the product

3. Create a DESIRE for its benefits

4. Encourage customers to take prompt ACTION