In the overview lesson on promotions, we looked at the various elements that form the promotional mix of a marketing plan. In this lesson, we focus on advertising. Advertising is a very visible element of the promotional strategy for both brands and products. We are constantly exposed to advertisements in multiple mediums — television, Internet, print, billboards, banners, etc. In this lesson we analyze the objectives and effects of advertising from a marketing perspective. The effect of brand advertising on product advertising is also examined. While doing this, it seems fitting to also scrutinize the ethical concerns involved in “embellishments”. Furthermore, the impact of advertising is linked to customer segmentation, social identification and the entire marketing process.