effectiveness of advertisement
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or instrument employed by one or both of these.
Advertising can be very simple — a local, even? Neighborhood,’ phenomenon — or it can be very complex, involving sophisticated research and multimedia campaigns that span the globe. It differs according to its intended audience, so that, for example, advertising aimed at children raises some technical and moral issues significantly different from those raised by advertising aimed at competent adults.
Not only are many different media and techniques employed in advertising; advertising itself is of several different kinds: commercial advertising for products and services;
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public service advertising on behalf of various institutions, programs, and causes; and — a phenomenon of growing importance today — political advertising in the interests of parties and candidates. Making
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