Advertising is broader than easy marketing or promotion in that it consists of researching the market to be taught what customers want after which getting down to meet their wants with the appropriate product, price, and distribution method.

Advertising additionally covers all of the activities involved in transferring products and services from the supply to the top user including making clients aware of services, attracting new customers to a product or service, protecting existing prospects thinking about a services or products, and building and sustaining a customer base for a product or service.