There is a set of ingredients that have to be blended in order to accomplish marketing objectives. Advertising is one of the several forces contributing to awareness, comprehension, conviction and action. Other factors will vary, depending on whether it is a consumer or industrial product. Advertising decisions have to be taken with a particular type of consumer in mind. This has led to the development of the concept of market segmentation. How advertising actually influences the consumer and moves him closer to a purchase is explained with the help of exhibits.