The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a "target group"respond in a way to the advertiser's desires.The information may be transmitted by means of the print media,or over the air. When advertisers choose a medium or a group of media to deliver their message,they must consider the kind of product they plan to sell,and the kind of people who are most likely to buy it.They must figure out how to reach the maximum number of people at the lowest possible cost.The cost of reaching a thousand people,for instance,is different in each medium.In the print media,such as newspapers and magazines,advertisers buy space in which to display their messages.In the broadcast media -radio and television- they buy time in which to present them. In most cases,manufacturers and other advertisers do not produce their own advertising.Instead,they rely on advertising agencies that bring together many people with specialized talents in various fields.The advertising agency is no other than a service company.It is appointed by a client to perform certain functions,including planning, creating,researching,producing,and placing printed advertisements and broadcast commercials for the client.Large agencies employ a great variety of specialists,among whom are writers,artists,photographers,film-production specialists,musicians,actors, producers,and directors.Experts in economics,law,accounting,marketing,media, management,and research are also involved in the advertising business. 22 The Role of Advertising Advertising is the growing business of bringing information to a large number of people for the purpose of simply to make a “target group” respond in a way to the advertiser’s desires. The information may be transmitted by means of the print media, or over the air. When advertisers choose a medium or a group of media to deliver their message, they must consider the kind of product they plan to sell, and the kind of people who are most likely to buy it. They must figure out how to reach the maximum number of people at the lowest possible cost. The cost of reaching a thousand people, for instance, is different in each medium. In the print media, such as newspapers and magazines, advertisers buy space in which to display their messages. In the broadcast media –radio and television￾they buy time in which to present them. In most cases, manufacturers and other advertisers do not produce their own advertising. Instead, they rely on advertising agencies that bring together many people with specialized talents in various fields. The advertising agency is no other than a service company. It is appointed by a client to perform certain functions, including planning, creating, researching, producing, and placing printed advertisements and broadcast commercials for the client. Large agencies employ a great variety of specialists, among whom are writers, artists, photographers, film-production specialists, musicians, actors, producers, and directors. Experts in economics, law, accounting, marketing, media, management, and research are also involved in the advertising business