Advertising is a medium of information. It is any paid-for communication overtly intended to inform and influence its audience.
Typically, advertising recognises a problem that a product, service or business overcomes, identifies consumers who are likely to be interested in a solution, and creates a distinctive and disruptive way to communicate this message to as many suspects as possible. Advertising media include TV, cinema, radio, press and outdoor. Outdoor advertising includes roadside (phone kiosks and billboards), transport (railway and underground systems, buses, airports and taxis) and retail/PoS/leisure (e.g. shopping malls, supermarkets, petrol stations, health clubs and leisure centres).
Although advertising is perceived as being a less attractive marketing solution these days by many organisations, for understandable reasons, this does not mean that it can never work. If sales targets and marketing budgets permit, advertising still has an important role to play in the marketing mix.