The Advertising Industry
- "a system of communication through which goods and services are brought to the attention of the general public" (Johnston, 196).
○ Certain advertising is targeted at different target segments
○ General public changes
- See Johnston on history of advertising in Canada
- Macalister piece as well is helpful for advertising

Why Advertise?
- Form of market competition (To increase or at least maintain, sales and profits)
○ Which kind of markets are best to advertise in?
○ The most important in "oligopolistic" markets (where a few large producers dominating a particular market). Those few have a lot to gain and a lot to lose.
- Barriers to entry
○ Costs
○ Market Share
○ Economies of Scale
○ Big Corporations keep out little guys.
- Advertising more effective in persuading consumers to buy particular brands rather than particular products
○ Seeing car ads doesn’t make you buy a car. But if you were thinking of......

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Title: Advertising Interests
Approximate Word Count: 677
Approximate Pages: 3 (250 words per double-spaced page)

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