What is Advertising 

Reading

Advertising is the difficult business of bringing mation to a large number of people. The purpose of an avertisment is to make people respond-to make them react sa an idea, such as helping to prevent frest fires, or to affent their attitudes towards a certain product or service

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At the beginning of the 20 cristury, advertising was described as salmanship in prot. If this delai were expanded to include television and radis, it would will stand today. The most effective way to sell something is through person to person contact. But the cost of pers to-person selling is high. Because it takes a great deal of time, it increases the cost of the product or service Advertising distributes the selling message to many people at one time

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The Media

To bring their messages to the public, advertisers must use carriers, such as television, radio, magazines and newspapers, and direct mail. The carrier of a message is called a medium of communication, or simply a medium. The five media just mentioned are the ones most commonly used. Other media include billboards, posters, printed bulletins, and especially in Europe, films. Unusual methods that have been used to attract attention include skywriting and messages painted on the sails of boats or trailed from high-flying kites.

When advertisers select a medium or a group of media to carry a message, they must think of the kind of product they are selling and the kind of people who are most likely to buy a They must figure out how to reach the largest possible number of these people at the lowest possible cost. The cost of reaching a thousand people the vost per thousand-is die in each medium. In print media such as newspapers and magazines, advertisers by aper (pages or parts of pages) in which to display their messages. In the broadcast media-rad and television-they buy time in which to present them

Radio and Television

Nothing has had more effect on advertising than the development of the broadcast media Radio took words off the printed page and gave them a voice and a sound of urgency Radio lacks the advantages of a visual image, but it reaches places that other medis do not because i is portabile Radioes can be lirund in automobiles or can be carried with you wherever you go Television is the most stramatic of the media. Because it combines sight, sound, and motion it gives advertisers many ways of catching customers attention

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Radio and television use every dramatic device possible to get advertisers messages across Communication may be presented as short plays that tell how a new detergent can make doing the laundry pleasant or how a headache remedy can transform someone who is grouchy and ill-tempered into a cheerful, lovable person. Jingles help plant the name of the advertiser's product in the listener's mind. In radio, tones of voice and sound effecta-like breaking glass or slamming doors-attract the listener's attention. In addition to the devices used by radio, television uses elaborate sets, picturesque costumes, and cartoons or other types of animation to help put the message across. Filming commercials has become a business in itself.

To attract listeners on a nationwide or regional basis, an advertiser or a group of advertisers sometimes sponsors a programme-that is, pays for the time and the costs of producing the programme. An advertiser may purchase spot announcements between or during programmes Today a minute's time on television may cost advertisers several hundred, or even as much as a million dollars.

Radio and television advertisements can be bought in a number of ways. Commercials can

be shown across the entire nation, in certain regions of the country only, or even in just ent

city.