Commercial ads often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual.:661,672 Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail and new media such as search results, blogs, social media, websites or text messages. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message.
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