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Article: Advertising
- Article from:
- Dictionary of American History
- Author:
CopyrightCOPYRIGHT 2003 The Gale Group Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ADVERTISING
ADVERTISING.
Whether trying to alter spending patterns or simply alert buyers to a firm's existence, business has for centuries turned to advertising. As the type of media has changed, so too has advertising's form. But aside from a fundamental post
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World War I shift in the perception of advertising's power, its function is the same today as it was in 1700: Advertising aims to boost sales.
Buyers purchase a product presumably because they perceive a need or desire for it. They decide from whom and what brand to purchase. Awareness of their choices and an evaluation of which option is "best" influences their decisions. Until the twentieth century, advertising sought ...