Advertising is a tactic in which campaign operators pay for promotional content—often in the form of paid search results, classified ads, press releases, or celebrity/influencer endorsements. While advertising is most often used to market products or services, it can also be used to advocate for a cause, promote a political party, and/or frame issues in a particular light. It is a noun and verb as well as a process and result. Advertising can be purchased on websites, on social media platforms and in print and broadcast media. Examples include banner ads, pop-ups, advertorials, billboards, native advertising, sponsored content, EINPresswise, PR newswire, Google ads, and ads on YouTube, Facebook, Twitter, or Instagram.
Advertising is a Casebook value under the "Tactics" variable in the code book.