Marketing is the process of making customers aware of the products and services of a company. It helps keep existing customers interested in a product or services. Advertisements play a potent role in projecting not only the credentials of a company but also helps in catering a product to the end users.

In other words, marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services in the marketplace. There are two major characteristics of marketing - expanding the existing customer base and the retention of existing customers.

The modalities of marketing depend on the audience the product or service is being targeted to. The budgets and use of marketing tools are made concurrent to the end users. Marketing depends on the theory of the Four Psproduct, price, promotion, and placement. Pricing is a process by which the price of a product is determined, while promotion refers to the various methods of promoting the product, brand, or company. Placement or distribution is a method that ensures that the product reaches the marketplace. Place refers to where a product or service is sold.

Advertising is the paid promotion of goods, services, and ideas by an identified sponsor. There are various methods by which a company can advertise their products; some of them include publicity, public relations, personal selling and sales promotion. Advertising is used to convey the availability of a ""product"" and to provide information regarding the product. There are three objectives of advertisements: communicate information about a particular product, persuade people to buy the product, and keep the organization in the public eye.

The major objectives of advertising include increasing short or long-term sales, market share, awareness, product trial, mind share, brand name recall, product use information, positioning or repositioning, and organizational image improvement.