Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

What is advertising?

Definitions of advertising

What is advertising? 

In its simplest terms, advertising:

1. Identifies a current problem / opportunity for a product, service or corporate brand
2. Identifies the consumers who can best solve / create that problem / opportunity
3. Creates the most relevant and distinctive way of communicating to them in creative & media terms

Here is what some people have said when asked to explain it simply:

“Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.”
Jeremy Bullmore, Director, WPP


“I do not regard advertising as entertainment or an art form, but as a medium of information.”
David Ogilvy

Increasingly, though, definitions of advertising have had to take on board new communications opportunities.  The explosion of media channel opportunities, including social, have made the advertising environment much more complex.

Different media channels and different communications opportunities require different approaches.

Now agencies use a variety of different models of communication:

- persuasion
- engagement
- participation
- facilitation
- conversation

With the constant evolution of digital media channels and the rise of social media, these models will be developing rapidly, making advertising an exciting field to be a part of. Further details of these models and both the current and future communications landscape can be found in the IPA publications : 

The Future of Advertising and Agencies: A 10-year perspective and

Social Media Futures: The future of advertising and agencies in a networked society.



Last updated 15/12/2015

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.