Advertising is a façade about a business. It notifies people and essentially communicates about an organization to the masses. Advertising is an intricate form of communication. Its intent is to essentially persuade large factions about the services or deliverables offered by a company (Sivulka, 2011). Basically, it is a paid form of communication, where the sponsor is clearly identified. It reaches out to large sections of society through many forms. Effective advertisements should meet its primary objective of convincing the audience about the product. There should be systemic analysis of the audience and characteristic features about the product should be conveyed to the audience. Some of the fundamental challenges are ensuring that there is amicability between the marketing company and the original sponsoring companies. Ethos between the two companies should remain the same. Ideologically, it is imperative for the companies to ensure that companies are bounded by certain similar ideologies. Advertising companies should maintain verisimilitude about the sponsoring companies. Owing to technological advancements, notions of advertising have changed. There are new challenges that have been observed in the field of advertising. These challenges are involved in the new technological mediums and globalizations. Kennedy stated that advertising is essentially “Salesmanship in print” (Cruikshank and Schultz 2010), but there has been a growth of new technological media. Growth of electronic media is posing new challenges for the advertising company. Apart from this, there is rise in competition in the industry. Owing to globalization, there has been an increase in the number of countries that are competing for the same consumer base. This has given rise to higher rates of competition (Foster, 2001). In spite of these inherent challenges, many of the fundamental philosophies proposed by the advertising gurus are still relevant in the modern times.