ISSN: 1007-1172

Impact Factor: 6.2


Journal of Shanghai Jiaotong University

International Peer Reviewed | Open Access | A Monthly Publishing Journal

"Advertising – a powerful communication tool of marketing"


Anu Nair & Dr.Deepmala Gupta, Scholar Professor
Department of Journalism & Mass Communication, Research wing, Renaissance University, Indore.


Advertising plays a vital role in the development of any brand in existing market. For a product to receive maximum exposure; advertising is essential to establish contact with the target audience. This research is done to identify the importance of advertising as a communication tool and how important is it for marketers to establish themselves as a brand in the market. This research paper is based on secondary data where intensive study is done on several researches in the past to identify the importance of advertising, the link between advertising and marketing. Is advertising actually capable of influencing and persuading the customers? How essential is advertising for a brand to survive in the market?