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B2AdvertisingAdvertisingisonlypartofthetotalsaleseffort,butitisthepartthatattractsthemostattention.Thisisnaturalenoughbecauseadvertisingisdesignedforjustthatpurpose.Innewspapers,inmagazines,inthemail,onradioandtelevision,weconstantlyseeandhearthemessagesforhundredsofdifferentproductsandservices.Forthemostpart,theyarethekindsofthingsthatwecanbepersuadedtobuy—foodanddrinks,carsandtelevisionsets,furnitureandclothing,travelandleisuretimeactivities.Thesimplestkindofadvertisingistheclassifiedad.Everydaythenewspaperscarryafewpagesoftheseads;inthelargeSundayeditionstheremaybeseveralsectionsofthem.Aclassifiedadisusuallyonlyafewlineslong.Itisreallyanoticeorannouncementthatsomethingisavailable.Newspapersalsocarryalargeamountofdisplayadvertising.Mostofitisforstoresorforvariousformsofentertainment.Newspapersgenerallyreachanaudienceonlyinalimitedarea.Tobringtheirmessagetoalargeaudience,manywhowanttoputouttheiradsusenationalmagazines.Manyofthetechniquesofmodernadvertisingweredevelopedinmagazinesads.Theuseofbrightcolors,attractivepictures,andshortmessagesisallcharacteristicofmagazineads.Themostimportantpurposeistocatchtheeye.Themessageitselfisusuallyshort,oftennomorethanasloganwhichthepublicidentifieswiththeproduct.Thesametechniqueshavebeencarriedoverintotelevisionadvertising.Voicesandmusichavebeenaddedtocolorandpicturestocatchtheearaswellastheeye.Televisionadsareshort—usuallyonly15,30,or60seconds,buttheyarerepeatedoverandoveragainsothattheaudienceseesandhearsthemmanytimes.Commercialtelevisionhasmixedentertainmentandadvertising.Ifyouwanttheentertainment,youhavetoputupwiththeadvertising—andmillionsofpeoplewanttheentertainment.Themenandwomeninthesalesdepartmentareresponsibleforthecompany’sadvertising.Theymustdecideontheaudiencetheywanttoreach.Theymustalsodecideonthebestwaytogettheirmessagetotheirparticularaudience.Theyalsomakeanestimateofthecostsbeforemanagementapprovestheplan.Inmostlargecompaniesmanagementisdirectlyinvolvedinplanningtheadvertising.