Five minutes of reading this article could present
switch
you with preamble
a bright career...opportunity
From
ancient times down to the present, advertising
has played an important role in society. It is indispensable
in our modern society, simply because it helps to inform the public of
the basic goods and services that are available in today's marketplace.
Advertising
can be defined as any form of paid communication
that is intended to motivate a reader or viewer to purchase a product or
a service, to influence public opinion, to win political support, to sell
an idea or a cause, or to act or to think and perhaps influence others
in a manner desired by the advertiser. As one can see, there are many purposes
for advertising,
but the main goal is to motivate or persuade people to buy a particular
product or service. Advertisers use such media as radio, television, newspapers,
magazines, direct mail, billboards, posters, catalogs and brochures to
persuade the public to buy products, to vote for people, to believe in
a particular cause, or to accept a certain idea. Whether
they are promoting a product or
an idea, advertisers are in the business of selling.
Unlike
other forms of communication, such as editorial and news reporting, features
articles in magazines, news,
and entertainment on radio and television, advertising
is
paid for by the advertiser, who,
in turn, has control of what the public hears or sees, subject
only to conditions set forth by the media carrying the message. The advertiser
knows that the message will appear
exactly as intended. On the other hand, advertisers generally
take care to be sure that their advertising
is truthful and does not mislead
the public.
The
advertiser and the advertising
agency decide the form of an advertisement and what medium is best to promote
the product or service. Most media depend on advertising
for all or the major portion of their revenue. The majority of television
and radio programs are funded by advertising
revenue and a large number of newspapers and
magazines depend on advertising
to absorb their costs and to generate a profit.
Without
advertising,
there is little need for billboards, posters and most catalogs.
Advertising's
importance to the communications industry is immeasurable. In fact, most
of the media that we take for granted
would be extremely expensive to the reader or viewer
or would be out of business without the revenue produced by advertising.
Advertising
can be a rewarding and challenging profession. Those considering a career
in the field of advertising should be encouraged by
the continued growth the industry has experienced
in recent years and by the constant need for fresh, young talent like you
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