Definitions of advertising: a state of literature review

Advertising has an important role to play in an organization. Various authors have defined this word in a different way. That does not give a concrete idea about its nature. These definitions reflect its many constituents but also some challenges. The present study is based on some definitions selected from advertising and marketing books. The main objective of the study is to find out the solutions of the challenges reflected from these definitions. The present study is conceptual and focuses on how these challenges can become constituents so that nature of advertising could become more specific and understandable.