PAPER Topics

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ADVERTISING a collective term for public announcements designed to promote the sale of specific products or services. Advertising is a form of mass selling employed when the use of direct, person-to-person selling is impractical, impossible, or ....

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... a worldwide industry. In the U.S. alone in the early 1990s, about $138 billion was spent in a single year on advertising to influence the purchase of products and services. Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade (or business-to-business) advertising, in which the appeal is made to business users through trade journals and other media. Both consumer and trade advertising employ many specialised types of commercial persuasion. A relatively minor, but important, form of advertising is institutional (or image) advertising, designed solely to build prestige and public resp ...