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INTRODUCTION BASICS OF ADVERTISING: Advertising activity is a branch of marketing activity because advertising is oneof the functions of marketing. Advertising plays an important role in themarketing process and aims at achieving the marketing objectives. Therefore,marketing objective cannot be established without considering the organisationalobjectives of the business, i.e., maximisation of profits. These two importantobjectives should be achieved side by side. Advertising activity focuses on theanalysis, planning, control and decision making activities of the core institution(i.e. advertiser) in achieving the marketing and organisational objectives. For this purpose, the advertiser directs and supports the development of advertising andmedia space and time. Many other institutions are also involved in the processsuch as, facilitating and control institutions-agency, research suppliers, themedia, Government and the competition. The management controls and directsall these activities