Money must be paid by the advertiser to the medium for carrying the message. The message must be directed at more than one person, preferably a large number of potential customers. Advertising must sell the consumer. Ads emphasize the distinctive qualities of the product and reflect the overall cultural values of the society. Advertising creates markets.
Ads suggest new uses for old products and new products to solve old problems.
Competition has created new technologies and made better products available in the marketplace. Advertising lowers costs to consumers. Ads increase sales, and per unit production costs decrease because of this. The per unit savings far exceed the costs of the advertising, which the consumer eventually pays. Advertising spurs continual product improvement.