Advertising is a paid form of non-personal communication of goods and services. It is done through a channel and always has an identified sponsor. Advertising is the bridge between product manufacturers and consumers.
Advertising media exist in two major categories – above-the-line media and below-the-line media.
The above-the-line media are the major media of advertising which include the print media – newspapers, magazines, books; electronic media – radio, television, the Internet; out-of-home media – outdoor media (bill boards, posters, spectaculars), and transit media (taxis, buses).
Below-the-line/specialty media are ‘minor’ media of advertising, often containing not more than three elements basically used to complement the major media of advertising. They include Key holders, openers, polythene bags, wrist watches, T-shirts, towels etc.