The function of advertising is to market products and services to potential buyers in an effective and persuasive manner. The goal of advertising is to develop awareness and recall of a product or service, and/or to build a distinctive corporate image for an advertiser. The seller determines what is to be advertised. The media (electronic, print, outdoor or other) carry the message about the product or service to the attention of potential buyers. The link between the seller and the media is the advertising services industry.