Definitions of Advertising

Definitions of Advertising

In this study guide, we will explore various formal definitions of the concept of advertising as presented by several authoritative sources. The definitions are categorized by author and include the source of each definition.

Definition by Philip Kotler & Gary Armstrong

According to Philip Kotler and Gary Armstrong, in "Fundamentals of Marketing," the definition of advertising is as follows:
"La publicidad es cualquier forma pagada de presentación y promoción no personal de ideas, bienes o servicios por un patrocinador identificado."
Source: Kotler, P. & Armstrong, G., Fundamentos de Marketing.

Definition by American Marketing Association (AMA)

The American Marketing Association provides a similar definition, emphasizing the paid nature of advertising. Their definition states:
"La publicidad es cualquier forma pagada de presentación y promoción no personal de ideas, bienes o servicios por un patrocinador identificado."
Source: American Marketing Association (AMA), professional marketing organization, LinkedIn.

Definition by O'Guinn, Allen & Semenik

O'Guinn, Allen, and Semenik describe advertising as:
"La publicidad es un esfuerzo pagado, transmitido por medios masivos de información con el objetivo de persuadir."
Source: O'Guinn, I. C. & Semenik, R., Publicidad 20a, webnode.com.co.

Definition by William F. Arens

William F. Arens offers the following definition in his text:
"La publicidad es la comunicación pagada, no personal, realizada por un patrocinador identificado y transmitida a través de medios masivos para informar y persuadir a una audiencia."
Source: Arens, W. F., Publicidad, McGraw-Hill.