Why do companies advertise? Because they have a message that will help them reach new customers build brand image and increase marketshare. Advertising is extremely expensive, so companies usually only run a campaign when they enter a new market or launch a new product. Many campaigns follow the AIDA First, they raise Awareness, that make sure that more consumers know the product and what it does,Then advertisers try to build interest, to persuade consumers to learn more about the product. The next step is to create Desire to use the consumer's emotions to make them want to own the product. The final step is to take Action to go to the store or place an order companies buy space in press ads, on billboards in the street, on TV, in fact, anywhere they think customers will see their message. But everyone agrees the best form of advertising is word of mouth, More and more advertisers are developing strategies to obtain personal recommendations via social media.