The wordly meaning of advertising is to give specific information. At present the meaning of advertising is not limited to give only information but the new customers are created by it and the old customers are made permanent. Under advertising goods and service by various mediums and maximum sale by goods is done by attracting the public towards purchase. In brief advertising is meant to give information of its products and services to the proposed customers and to inspire them for purchasing. According to Wheeler,” Adverting is impersonal presentations of thought, goods and services with the objective of inspiring the people to purchases.” 

According to the Sheldon,” Adverting is such a commercial power under which sale is increased by printed words, goodwill is formed and credit increases.” Characteristics of adverting:- 

(i) Adverting is always impersonal.

(ii) The message is made to reach the general public publically by adverting.

(iii) Advertiser paid for it.

(iv) The massage of adverting can be written or oral.

(v) The objective of adverting is to inspire the customers to purchase the advertised material.