填空题

Advertising is a collective term for public announcements designed to (36) the sale of specific commodities or services. Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is (37) impossible, or simply inefficient. It is to be (38) from other activities intended to persuade the public, such as (39) , publicity, and public relations. Advertising techniques range in (40) from the publishing of simple, (41) notices in papers to the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single advertising campaign. From its (42) beginnings in ancient times, advertising has become a worldwide industry. Advertising falls into two main Categories: consumer advertising, directed to the ultimate purchaser, and trade advertising, in which the appeal is made to dealers through trade (43) and other media. (44) . A relatively minor, but important, form of advertising is institutional advertising, which is designed solely to build prestige and public respect for particular business concerns. (45) National advertisers occasionally share the same space in magazine advertising. Advertising may be local, national, or international in scope. (46) :varying rates are set also by newspapers for amusement, legal, political, financial, religious, and charitable advertisements.