A Study on the Relationship between Advertising and Marketing Communication

Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or
manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take
some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. This type of work belongs to a category
called affective labor. General public is exposed to advertisements in media such as newspapers, television,
outdoor, cinema and cyber media. The advertisers, i.e., the manufacturers of products and the providers of
services try to communicate the superiority and advantages of their products or services through the
advertisements. In a highly competitive market scenario, the advertisers have to compete for the attention of the
public.