This scientific article broadly covers the essence of the concept of advertising, its role in society, and its importance in economic and social processes. The study analyzes the historical formation of advertising, its main functions, features, and its place in the modern information space. It also reveals the impact of advertising on consumer behavior, its role in brand formation, and the specific aspects of digital advertising. The research used analytical, comparative, observational, content analysis, and systematic approaches. The results obtained confirm that advertising is an important communication tool that, along with increasing economic efficiency, has a strong impact on the consciousness of society.

Advertising, marketing activities, communication process, consumer behavior, advertising features, advertising functions, brand.

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