Everyday we are bombarded by messages in visual or audio form, coaxing us to buy a particular product or service. Whether it is a brand of soap, a computer, the latest model of a car, or a service that transports you to exotic locations, the message always is that of persuasion. This is advertising.

Advertising is used to persuade people to buy a particular product or service, to create a positive image of a company or organisation and to inform people or create awareness on issues of public interest and concern.

There are many creative ways by which advertising achieves these ends — mainly through the print media-newspapers and magazines; audio-visual media — radio spots; film and television commercials, computer websites and CD-roms; and displays — like hoardings; exhibitions, market stalls, sponsorship of events and so on.

Advertising messages are handled by advertising agencies that vary in size and scope. However, the main department in all agencies include client servicing; creative; media planning and production.