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What is advertising?

The standart definition of advertising includes six elements:

- It is a paid form of communication
- The sponsor is identified
- It tries to persuade or influence the consumer to do something
- The message is conveyed through many different kinds of mass media,
- reaching a large audience of potential consumers.
- It is nonpersonal.

So: Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience.

(Advertising Principles and Practice. Wells, Burnett, Moriarty. Fouth edition. 1998.)

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