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A product or service’s benefits may be advertised in many ways — through TV / radio commercials, ads in magazines and papers, websites, posters / billboards, PR, direct mail, celebrity endorsement etc. This unit looks at the importance of targeting an audience effectively. It highlights the fact that the current growth in the internet and other new media is the cause of big changes in the advertising industry. Companies continually need to find new and innovative ways of advertising and many are turning to forms such as in-store displays, product placements and demonstrations to communicate their product’s benefits.

Advertising is a means of communication between an organisation and its target audience using space or time purchased in the media (TV, radio,magazines,newspapers, websites,billboards etc). Businesses generally use the services of advertising agencies to create advertising campaigns that use combinations of commercials,posters, print adverts or internet pop-ups and banners in order to publicise their products or services and persuade consumers to buy. Increasingly,advertisers are using other forms of promotion such as in-store displays, product placements and product demonstrations to draw attention to what they want to sell.