Advertising is one of the commercial actions that take place within the company and which allow communication between it and the market. But this commercial action is not exclusive to companies: any organization, public or private, can use this tool to publicize its product or service. Within companies, the department responsible for designing products and services that meet the needs of consumer groups and obtaining their own. acceptance on their part, is the marketing department. For Philip Kotler, marketing is a “set of human activities aimed at facilitating or carrying out exchanges”. Planning these activities involves a process of analyzing the information we need, establishing short, medium and long term goals, implementing them and monitoring the results of these actions. The success of a commercial advertising action depends on one big factor. part of the quality of our product, the price, the channels chosen to sell it, the associated service we offer and the marketing campaign we use to make it known. One of the activities that can be carried out to raise awareness of the product. it's advertising. The company will advertise when it needs to communicate who it is and what it offers to a sufficiently large group of people in whom the company is interested, either because they can buy its product, consume it, recommend it or just talk about it. For Luis Bassat, advertising professional, marketing and advertising respond to the idea of ​​offering “the right product, at the right time, to the right customer, with the right argument”. Any company should know this only.... .. middle of paper ......or which appears in a major newspaper with a large circulation, indicates that it is an important launch.- Proofreading possible : The message can be seen more than once, without the advertiser needing to do so. make an investment again. On the other hand, the reader decides how much time they want to spend watching or reading the ad, which is also positive. Disadvantages: - The viewing quality is lower: Due to the printing quality of newspapers (absence of color). .) . This problem has been improved with digital format editions of this type of media. - Relative segmentation of the public: Although general information newspapers are segmented ideologically, the same newspaper can be read by very different types of consumers, this which makes it difficult for the message to reach a specific group, if that is what we intend to achieve.