In the present day marketing, advertising has become a communication tool for all type of business enterprises including large and small. Even non-business enterprises have recognized the importance of advertising. Advertising is a non-personal tool of stimulating the goals and services. It has acquired the distinction of being the most pervasive channels of marketing communications.

In our daily life, we perceive, listen and experience numerous products at home, in a shop, while traveling in the bus or train etc, and many talk about their individuality. It is, therefore, anything which turns person’s attention towards it is termed as 'advertising' and the way through which the advertiser makes people aware, is communication. In this wat advertising and communication are related to each other.

The first requirement is that the advertisement captures the attention of its audience after communicating the message to them. In other words, the advertisement has to go through the attention filter of the target audience. Advertising communication gives new information, or it may attempt to alter existing views or beliefs of the entire audiences. It is vital that the advertisement communication should appeal to them and influence their attitude, thought process and purchase behavior in favor of the advertised brand.

The major objective of advertising communication is to boost up sale figures as to maximize the profits. It is one of the most important tools of modern marketing. The main objects of advertising communication are given below:

- To eliminate or conquer competition.
- To inform people about the use of products.
- To produce demand for new product.
- To amplify sales.
- To lessen costs and make goodwill, build brand loyalty and product differentiation.