| Advertising is a form of selling. For
thousands of years there have been individuals who have tried to {{U}}(56)
{{/U}} others to buy the food they have produced or the goods they have made
or the services they can {{U}}(57) {{/U}}. But in the 19th century the mass production of goods {{U}}(58) {{/U}} the Industrial Revolution made person-to-person selling inefficient. The mass distribution of goods that {{U}}(59) {{/U}} the development of the railway and highway made person-to-person selling too slow and expensive. At the same time, mass communication, first newspapers and magazines, then radio and television, made mass selling through {{U}}(60) {{/U}} possible. The objective of any advertisement is to convince people that it is in their best {{U}}(61) {{/U}} to take the action the advertiser is recommending. The action {{U}}(62) {{/U}} be to purchase a product, use a service, vote for a political candidate, or even to join the Army. Advertising as a {{U}}(63) {{/U}} developed first and most rapidly in the United States, the country that uses it to the greatest {{U}}(64) {{/U}}. In 1980 advertising expenditure in the U.S. exceeded 55 billion dollars, or {{U}}(65) {{/U}} 2 percent of the gross national product. Canada spent about 1.2 percent of its gross national product {{U}}(66) {{/U}} advertising. {{U}} (67) {{/U}} advertising brings the economics of mass selling to the manufacturer, it produces benefits for the consumer {{U}}(68) {{/U}}. Some of those economies are passed along to the purchaser so that the cost of a product sold primarily through advertising is usually far {{U}}(69) {{/U}} than one sold through personal salespeople. Advertising brings people immediate news about products that have just come on the market. Finally, advertising {{U}}(70) {{/U}} for the programs on commercial television and radio and for about two thirds of the cost of publishing magazines and newspapers. |