Q.Discuss the role of advertising in today's world.

In the modern world advertising has become almost a necessity, serving business, the consumer, the media and society, and changing rapidly with digital media.

In the modern world advertising has grown from a mere aid to selling into a powerful force touching business, the consumer, the media and society. Markets are vast and scattered and products many, so the buyer must be reached quickly and repeatedly — conditions in which advertising has become almost a necessity.

For business:

• It makes mass marketing possible, carrying the seller's message to millions who could never be met in person.
• It supports mass production by assuring the large, steady demand on which low-cost manufacture depends.
• It launches new products rapidly and builds strong brands commanding loyalty.
• It strengthens competition, letting new and small firms announce themselves.

For the consumer:

• It informs and educates, helping buyers know, compare and choose.
• It raises the standard of living by spreading knowledge of new and better products.
• Through digital media it offers two-way communication — the buyer can respond and interact.

For the media and society:

• Advertising revenue sustains newspapers, magazines, television and free internet services, often keeping their price low.
• Public-service advertising spreads socially useful messages on health, literacy, the environment and safety. …

Students often describe only the benefits to business and ignore the consumer, the media and society, and the rise of digital media. Cover all four sides and mention the modern di …