Learning library
Unit 1 · Advertising Fundamentals · Module 1 of 40
Definition, Nature and Scope of Advertising
Learning objective
Define advertising precisely and map its boundaries against other paid communication.
Concept summary
Advertising is paid, non-personal, identified-sponsor communication designed to inform, persuade or remind a defined audience. Its nature is intentional and repeatable; its scope spans product, institutional, public-service and idea advertising across owned, earned and paid surfaces.
Application task
Write a 60-word definition of advertising for your own venture or employer, then list three activities it excludes.