The Impact Of Advertising As A Form Of Communication

Introduction

Advertising is a form of communication which is used to persuade a specific group of people to take some new action. Advertising is considered as a major and important element for the economic growth of the marketers and different companies in competition (Ryans, 1996). Advertising is usually a paid form of publicity by some sponsor and reached through various traditional media such as television, commercial radio advertisement, outdoor advertising, newspaper, magazine mail or modern media such as blogs, websites and text messages. Furthermore the developments and technological advancements have turned advertising to a more pervasive and powerful in its impact and affect (Leiss et al., 1986). Early advertisers assumed that advertising is very powerful what is said “gets through and strongly achieves the intended and persuasive objectives as “ the early bullet or “hypodermic needle” models of communication which has given rise to the earliest concept of communication effects, “who says what to whom through what medium with what effect” ( Bryant and Zeeman 1944).

Advertising was introduced by Egyptians who used Papyrus for sales messages and wall posters, billboards, signboards and outdoor advertising as the most ancient form of advertising. The tradition of wall painting and wall chocking is found in the ancient culture of Greece and Romans and as well in India, which could be now seen in many, parts of the world as well (Kotler & Armstrong,