ABSTRACT
Advertising is a nonpersonal, paid form of one-way communication that uses persuasion to sell, entice, educate, remind, and/or entertain the target audience about one specific brand. Traditional mass media uses print (newspaper and magazine) and broadcast media (radio and television) to reach an undefined mass audience. While traditional advertising is not the best choice for building a relationship with the target, it is great for creating brand awareness and building or maintaining brand image. Because of its immense reach, it is often used to launch a new or reinvented product or as a reminder for commonly used products such as condiments, milk, soda, toilet tissue, aspirin, cold medicines, and the like. The fact that the message can be repeated helps position the brand in the mind of the consumer, build brand loyalty, and over time gain brand equity.
