1- Advertising uses techniques and practices to bring products, services, opinions, even causes to public notice for the purpose of persuading the public to respond in certain ways.
2- Advertising is late-Capitalism's most important source of income for the media (e.g., newspapers, magazines, or television stations).
3- The most basic media for advertising are: (a) Newspapers (offers large circulations, a readership located close to the advertiser's place of business, and the opportunity to alter content on a frequent and regular basis), (b) Magazines (of general interest, aimed at specific audiences), (c) TV and radio. For advertisers the most important facts about a TV or radio program are the size and composition of its audience (size determines the amount of money the broadcaster can charge; composition determines the advertiser's choice as to when a certain message should be run).
4- Advertising will be effective if its production -and placement- is based on a knowledge of its target, plus a skilled use of the media. The marketing side of advertising employs publicity to achieve its aim.
5- There's no question that advertising is a powerful way to inform consumers. In a free-market economy effective advertising is essential to a company’s survival, for unless consumers know about a company's product they are unlikely to buy it.
6- It has been argued that the cost of major advertising campaigns is so high that it stimulates oligopolies.
7- Then, comes the counter/advertising issues:
a) undue influence,
b) false advertising,
c) deceptive techniques such as concealment of facts, exaggeration, etc.