Advertising A New Approach (RLE Advertising)

7

Appropriations

 

ADVERTISING is regarded by most advertisers as a cause of sales. It is true that there are also small classified advertisements which have other objects, such as the announcement of births and marriages, appeals by charities, and official announcements, and a growing volume of ‘prestige advertising’ which is concerned with influencing the public to look favourably upon particular institutions and business organizations, to invest in them or to work for them (though such advertising may itself be effective in selling goods to businessmen). The major form is the one which attempts to promote the sale of goods and services.

We have been mainly concerned in earlier chapters with those considerations which lead up to the very existence ...