Advertising2.1 Overview of topicsFirst of all it is important to understand what advertising is and the other concepts that compose it. Advertising is defined as a form of paid, non-personal communication broadcast through mass media, in order to reach a diverse audience (Dibb, Simkin, Pride & Ferrell 2006, p. 538). Furthermore, advertising can also be defined as any paid form of non-personal promotion conveyed through a mass medium, meaning that the audience is much more likely to be interested in the subject matter of advertising conveyed by the chosen medium, and is described as part of the marketing mix within promotional tools (Brassington & Pettitt 1997, p. 604; Wilmshurst & Mackay 2000, pp. 72-73). This discussion is further explained by Blythe (2006, p. 479) that advertising was defined as the paid insertion of a message into a medium. Advertising should be seen as part of an integrated communications strategy and can create awareness and bring people closer to purchasing: it can help position brands and can help inform people about product features (Kotler, Bowens & Makens 2006, p. 565).2.2 Advertising Industry Advertising was first invented as early as the 1st century. Historical evidence dates back centuries to the excavations of Pompeii which had shown the first signs of publicity even before the 20th century. Subsequently, advertising has changed along with the development of technological progress, as humans are becoming more creative and well-educated (Wilmshurst & Mackay 2000, p.1-2). Throughout the eighteenth century, the printing of advertisements such as newspapers and later in magazines and posters as a technological advance was the most common use of advertising (Wilmshurst & Mackay 2000, pp. 4-5). Blythe (cited by Ehrenberg 1992, p. 480) also mentioned that there are two theories about advertising: the strong theory suggests that advertising is an influential force that can change attitudes and make a significant contribution to people's knowledge and understanding , and the weak theory of advertising suggests that advertising can only 'push' men in the direction in which they are already moving, in other words it reinforces rather than persuades. On the other hand, advertising is no longer limited to print as a means of communication sending information mainly due to advanced technology nowadays. As mentioned by Dibb, Simkin, Pride, and Ferrell (2006, p. 538), there are four different