Advertising A New Approach (RLE Advertising)

3

Information

 

THE statement that it is the function of advertising to convey information is one which commands common assent. Indeed it is often asserted not merely that that statement is the truth, but that it is the whole truth, that the provision of information is the only proper function of advertising. Such an assertion is of such great practical importance that it is necessary to examine it with some care. Not only does it appear to condemn, as improper or undesirable or wasteful, much of present expenditure on advertising, but it also raises a subsidiary question concerning the relative merits of advertising and other methods of imparting information within the field of business, so that, if other methods are superior, all advertising, ...