According to American Marketing Association, advertising is defined as "Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor."

To market any product or service, marketers need to master the art of selling. Making your product visible and communicating the right message to the target customers is the most challenging job in today's competitive world of business. Persuading potential customers to buy product/service through an effective channel is what needs to be focused on. Howsoever good your product may be if it has not been effectively brought to the notice of your target audiences, survival of your business will be at stake.

Advertising, being one of the most essential tools of marketing, is a paid, non-personal communication that is both persuasive and informational so as to influence the purchase behavior of the audience. It acts as a bridge between the buyer and the seller with the help of various channels like newspapers, television, radios, mobiles, etc. Communicating about the brand and the benefits it can provide is the essence of any advertising campaign. When we talk about an impact that can actually drive a company's sale the one word that can do wonders is advertising your product/service in such a manner that it gets positioned in the mind's of the potential and existing customers. Advertising industry has been transformed itself towards a more creative world of thinking so as to add that differentiation which can not only create a strong impact but can help in driving the sales figures to a greater extent. Innovative and cost-effective ideas can do wonders for the brand image. Take the example of Sandoz ad, which has actually shown how bones can be made strong by placing the ad on one of the pillars of a fly over. This is the power of any advertisement.

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