Advertising is a method of using persuasive techniques to convince consumers to use your products. Advertising can be done in all types of media including newspapers, magazines, radio, television, and on the internet.  Advertising is an important marketing tool for any business.  In order for a business to succeed, they must have consumers who are willing to purchase their products and receive satisfaction from their experience.

Newspaper and magazines dedicate several pages to advertising.  It is through these paid advertisements, that revenues for the newspapers and magazines are generated.  Business advertising in newspapers will select the appropriate section for their ad to appear.  For example, a golf course will most likely advertise their business in the sports section of the newspaper.  Insurance and investment companies will advertise in the business section of the newspaper.  Advertisements in magazines are also specific to the reading audience.  For example, a company that sells acne medication will advertise in teen magazines.  An auto parts store will advertise in a magazine that specializes in cars.   Newspaper and magazine advertisements rely on the color, presentation, and layout of the product in the picture.  The visual effect of the advertisement is what will interest the consumer. Business owners know that the importance of successfully advertising within the market they are trying to reach.  Newspaper and magazine advertisements are a perfect example of this type of marketing technique. 

Radio advertising is also specific to the age and interest of the audience.  For example, you will hear radio advertisements for the local rodeo on a country station.  Advertisements for lazar hair removal and physical fitness will be found on stations that play top forty music.  The difference with radio advertising is that it involves catchy tunes, jingles, and a unique voice in order to sell the product.  Radio advertisement takes out the visual aspect of the product.  They generally rely on people who have used the product with successful results to compel the audience that they can have a similar experience by using the product.  The radio is perhaps the most difficult place to advertise a product.  Most people listen to the radio expecting to hear music, news, weather, or traffic reports.  When a radio advertisement comes on a station, they generally change stations to avoid listening to the commercial.

Television is the most expensive and effective form of advertising.  Television combines the visual and auditory senses and appeal to the audience.  Like newspapers, magazines, and the radio, television commercials are strategically placed according to the type of programming currently airing.  Children’s television programming is especially subjected to advertising for toys, games, breakfast cereals, and entertainment.  When a child watches cartoons on Saturday morning, they will see lively commercials advertising the most popular items on the market for their age group.  These can include pizza parlors, water parks, flavored drinks, and specialized crafts.  Children are particularly swayed by animated advertising.  They are often impulsive consumers who want what they see.  Television advertising has a strong impact on consumers because of the effectiveness of the visual and auditory pictures it portrays.