Advertising is the process of creating and delivering messages intended to inform, persuade or remind a target audience of a product, service or brand. The primary goal of advertising is to influence consumer behavior, whether that means increasing sales, increasing brand awareness, or shaping public perception. It is a key component of the marketing mix, working together with other elements such as public relations, sales promotion and direct marketing to achieve the company's overall objectives.
The advertising process begins with understanding your target audience. Advertisers conduct research to determine who their ideal customers are, including their demographics, psychographics, needs and behaviors. This research helps in designing messages that resonate with audiences and choosing the right channels to reach them effectively.