Advertising is simply a paid form of communication in which businesses publicize themselves though the various forms of media available in the market. However, given the variety of advertising channels available to businesses, there are many different types of advertising. Print, radio, television, product placement, external advertising, and direct advertising are some of the most prominent 'offline' mediums. There are numerous options for paid online advertising, including videos, search engine ads, display ads, social ads, email marketing, and so on.

The platforms that a company should use are clearly affected by its goals. A media plan is one of the most important strategic stages in developing an advertising campaign. This, along with measurement, is critical in making the best decisions about how to promote an image, raise brand awareness, or increase company sales.