INSTRUCTIONS Read the complete article about the history of advertising, then complete the following items
1. In a complete paragraph of approximately 7 to 10 sentences, write an objective summary of the article
2. Based on what you have read, what can you infer about the relationship between advertising and the price you pay for a product and/or service?
. Please include a direct quote, using proper parenthetical citation from the article to support your inference
Answer the question in 2 to 3 sentences. Need more information about parenthetical citation?
ADVERTISING
I
In the 21st century, with an intensely competitive consumer market, advertisers increasingly used digital technology to call greater attention to products. In 2009. for
example, the world's first video advertisements to be embedded in a print publication appeared in Entertainment Weekly magazine. The thin battery powered screen
implanted in the page could store up to 40 minutes of video via chip technology and automatically began to play when the reader opened the page
For an advertisement to be effective, its production and placement must be based on a knowledge of the public and a skilled use of the media Advertising agencies
serve to orchestrate complex campaigns whose strategies of media use are based on research into consumer behavior and demographic analysis of the market
area. A strategy will combine creativity in the production of the advertising messages with canny scheduling and placement, so that the messages are seen by, and
will have an effect on the people the advertiser most wants to address. Given a fixed budget, advertisers face a basic choice they can have their message soon or
heard by many people fewer times, or by fewer people many times. This and other strategic decisions are made in light of tests of the effectiveness of advertising
campaigns
There is no dispute over the power of advertising to inform consumers of what products are available. In a free-market economy effective advertising is essential to a
company's survival, for unless consumers know about a company's product they are unlikely to buy it. In criticism of advertising it has been argued that the consumer
must pay for the cost of advertising in the form of higher prices for goods against this point it is argued that advertising enables goods to be mass marketed thereby
bringing prices down. It has been argued that the cost of major advertising campaigns is such that few firms can afford them, thus helping these firms to dominate the
market, on the other hand, whereas smaller firms may not be able to compete with larger ones at a national level, advertising at the local level or online enables them
to hold their own