premise: Advertising is a type of message.
hypothesis: Advertising is an audio or visual form of marketing communication that employs an openly sponsored , nonpersonal message to promote or sell a product , service or idea . Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message . It is differentiated from personal selling in that the message is nonpersonal , i.e. , not directed to a particular individual . Advertising is communicated through various mass media , including old media such as newspapers , magazines , Television , Radio , outdoor advertising or direct mail ; or new media such as search results , blogs , websites or text messages . The actual presentation of the message in a medium is referred to as an advertisement or `` ad '' .