Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company's products or services and entice them to buy. Basic Concepts of Advertising are Advertising, Direct Marketing, Public Relations/Publicity, Sales Promotion and Personal Selling. The purpose of advertising is to inform the consumers about their product and convince customers that a company's services or products are the best. It enhances the image of the company, points out and create a need for products or services, demonstrate new uses for established products, announces new products and programs.