publicity, and public relations. Advertising techniques range in complexity from the publishing of simple, straightforward notices in the classified-advertising columns of newspapers to the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single advertising campaign. From its unsophisticated beginnings in ancient times, advertising has burgeoned into a worldwide industry. In the U.S. alone in the late 1980s, approximately $120 billion was spent in a single year on advertising to influence the purchase of commodities and services.Modern advertising is an integral segment of urban industrial civilization, mirroring contemporary life in its best and worst aspects. Having proven its force in the movement of economic goods and services, advertising since the early 1960s has been directed in increasing quantity toward matters of social concern. The continuing cancer and anti drug abuse campaigns are only two examples of the use of the advertising industry as a means to promote public welfare.Advertising falls into two main categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade journals and other media. Both consumer and trade advertising employ many specialized types of commercial persuasion. A relatively minor, but important, form of advertising is institutional advertising, which is designed solely to build prestige and public respect for particular business concerns as important American institutions. Each year millions of dollars are spent on institutional advertising, which usually mentions products or services for sale only incidentally.Another minor, but increasingly popular, form of advertising is cooperative advertising, in which the manufacturer shares the expense of local radio or newspaper advertising with the retailer who signs the advertisement. National advertisers o...
