premise: Advertising is used to sell a way of doing things.
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 . It is differentiated from personal selling in that the message is nonpersonal , i.e. , not directed to a particular individual . Commercial ads often seek to generate increased consumption of their products or services through `` branding , '' which associates a product name or image with certain qualities in the minds of consumers . On the other hand , ads that intend to elicit an immediate sale are known as direct response advertising .