What is advertising?

The purpose and importance of advertising.

There are many definitions of “advertising”, of which most are technical. For example, Wikipedia defines it as:
“Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.”

In fact advertising is both art and science; it demands from those who work in the profession intelligence, creativity, professionalism and innovation, which makes it the world’s most exciting and stimulating career.

Contrary to the “other oldest profession”, advertising is indeed the world’s oldest profession. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome.

Fast-forward to the present: marketing through the Internet and mobi platforms have opened up new frontiers for advertisers,  creating new jobs and demand for a whole new set of skills. The shifting landscape is reflected in the comparative charts below:

Global advertising spend topped $500 billion in 2013 and is expected to grow by 5-6% in 2014. This is a vibrant, massive economic sector that is constantly in search of talented people.

If you have a passion to be in the advertising profession we suggest you read "Is advertising for you?"