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The process of developing and communicating promotional messages to an identified consumer base is referred to as advertising. Involves using a variety of different channels of media to raise people’s awareness of a product or service. Advertising, which can be done through either traditional channels or digital channels, typically focuses on highlighting the value and benefits of a particular good or service being promoted.

Radio and television are examples of traditional channels, whereas digital channels include social media, search engines, online trading terminals, and display advertising.

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