ADVERTISING ( ˈædvəˌtaɪzɪŋ ) in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor . In Latin, ad vertere means "to turn toward". [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media ; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail ; or new media s...