ABSTRACT
Advertising is a form of marketing communication. It is described by Bove´e and Arens (1986) as ‘‘the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media.’’ The fact that advertising is paid for and persuasive (i.e., the seller controls the content and message) separates it from other forms of mass mediated communication such as publicity, news and features. Advertisements are usually directed toward a particular market segment, and that dictates which media and which vehicles are chosen to present the message. A medium refers to a class of communication carriers such as television, newspapers, magazines, outdoor, and so forth. A vehicle is a particular carrier within the group, such as Rolling Stone magazine or MTV network. Advertisers determine where to place their advertising budget based on the likelihood that the advertisements will create enough of an increase in sales to justify their expense. Advertisers must be familiar with their market and consumers’ media consumption habits in order to be successful in reaching their customers as effectively as possible.
