Advertising is a paid, non-personal message communicated to a select audience through

a mass medium. Selective advertising promotes a particular brand of product. Institutional advertising is image-building advertising for a firm. Primary-demand advertising promotes the products of an entire industry rather than a single brand. The major advertising media are newspapers, magazines, direct mail, outdoor advertising, television, and radio. Newspapers account for the greatest part of advertising expenditures, with television running a fairly close second. Magazine advertising is perhaps the most prestigious, and direct mail is certainly the most selective medium. Radio and magazine advertising can also be quite selective, and radio is relatively inexpensive.