[originaltext] Advertising is made up of the techniques and practices used t

Advertising is made up of the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way towards what is advertised. Most advertising involves promoting the goods that are for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates. In many countries advertising is the most important source of income for the media, through which it is conducted. In the ancient and medieval world such advertising was conducted by word of mouth. The first step toward modem advertising came with the development of printing in the 15th and 16th centuries. In the 17th century, weekly newspapers in London began to carry advertisements, and by the 18th century, such advertising was flourishing.
    There are eight principal media for advertising. Perhaps the most basic medium is the newspaper, which offers advertisers a large circulation. Magazines, the other chief print medium, may be of general interest or they may be aimed at specific audiences, such as people interested in outdoor sports, computers or literature. In Western industrial nations the most pervasive media are television and radio because of the size and composition of the audience. The other advertising media include direct mail, which can make a highly detailed and personalized appeal; outdoor billboards and posters; transit advertising, which can reach the millions of users; and miscellaneous media, including dealer displays and promotional items.