The Impact of Advertisement

Influencing Customer Satisfaction

 CHAPTER III

THE IMPACT OF ADVERTISEMENT INFLUENCING

CUSTOMERS SATISFACTION

3.1 INTRODUCTION

The word “advertising” originated from the Latin word "advertere” which meant
“to turn the mind towards". To understand the term better here are a few definitions
rendered by various authors: According to William J. Stanton, "Advertising consists of
all the activities involved in presenting to an audience a non-personal, sponsor-identified,
paid-for message about a product or organization." The American Marketing Association
defines it as "advertising is any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor". Advertisement is a tool used to
communicate business information to the present and prospective customers. It usually
provides information about the advertising firm, the product manufactured, the place of
availability of the products, etc. Advertisement is found of equal importance to both the
sellers and the buyers. However, it is more important for the sellers. The growth of
demand has forced in large scale production, now the producers cannot think of pushing
sale of their products without making an advertisement of them. Advertisement
supplements personal selling to a great extent. Advertising has acquired hugely important
place in the modern world bundled with competition in the market and rapid changes in
technology, the main reason being fashion and taste savor customers.

3.2 HISTORY OF ADVERTISING

The world of growth and changes has grabbed advertisement as an important

catch of our society as it owes a great extent to the growth and development of the
marketing field. This changes the lifestyle and reflects to the changes in our life style.
Advertisement was a concept practiced by the traders and others even during the early
days when not much emphasis of this was noticed. However it took a long time to be
established and thus undertook a long journey through the centuries before - it attained its
present form. Advertising directly being related to communication has spread messages
to attract both the sellers and those who purchase goods. The knowledge on advertising is

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fragmented right from the ancient times supported with strong archaeological evidences
as available in Greece and Rome, dating back to 3000 B. C. The Babylonian merchants
hired parking areas to hawk their wares and sell them to perspective customers. They also
placed signs over their doorways with various indications on their products, what they
sold, their make. The advertisements on products sold were found on walls of the streets
in the excavated Roman city of Pompeii. The papyrus is another piece of evidence on
advertisement that is preserved in the British Museum; this is one the most vital reference
to the earliest and direct reference of written advertisement. Among the many advertisements
noticed one of the most amusing advertisement was an Egyptian advertising, 3,000 years
ago asking the runaway slave to return home. Advertising was first found to be through
word of mouth among peers, oral advertisement or speaking in public. The use of hand
bills, posters and newspaper also were one the most common mode used to advertise
products which emerged after Gutenberg developed movable type of machines in the
15th century. The Philadelphia Gazette was established by Benjamin Franklin in 1729,
this soon became a favorite medium used by the favorite to advertise their materials to be
sold. As soon as the weekly Pennsylvania packet and General Advertiser became a daily
in 1784, it featured an entire front page of advertisement. In ancient India, some of the
typical seals used by the Mohanjodaro and Harrapan culture people were directly
connected with advertisements. The venture of advertisement in India draws in a long
history and this led to the development of the Indian Press for the next 200 years. It is an
accepted fact that advertising is the father of Journalism. The first Indian newspaper was
started by James August Hickey on January 29, 1780, and was called the "Bengal
Gazette" or "Calcutta General Advertiser". This daily was full of informative
advertisements on wide concepts. In 1785, the Bengal Journal published Government
advertisements on free of cost. The dawn of 19th century led to a changed pattern of
advertising and the power of advertising increased rapidly with the growth of trade and
commerce. With the venture of Industrial Revolution in our country, the number of
advertisements considerably rose from the British Business Houses. The Times of India
and The Statesman started their own facilities for layout and copy of the advertisement.

The demand for advertising agency grew with the development of Indian
industries manufacturing a wide range of products. The Swadeshi Movement between

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1907-1977 stressing on the purchase of Indian goods only, paved way to a great extent to
advertisement. The Calcutta Advertising Agency, Alliance Advertising Associates,
Publicity Society of India, Walter Thompson (Now Hindustan Thompson) were the most
sort advertising agencies in the country then.

During the mid-17th Century, newspapers started appearing in Europe and

newspaper advertising was initiated in full swing. Large number of advertisers started to
frame advertisements to announce the publication of books, new beverages, travel plans
and matrimonial offers. But the early advertisements published or propagated were
basically only announcement. The "Pioneering advertisements" founded in England, were
known as the Coffee (1652), Chocolates (1657) and Tea (1658). The leap of Industrial
revolution and the discovery of the growth of transportation facilities supported the
advertising field. The advent of radio and television, evolution of printing technology,
discovery of the steam power in England and America were the keen players, that casted
an evident role in the development of advertising. After the Second World War and with
the Indian independence, many British advertising agencies were bought by Indian
businessman. During this period the print media’s support to advertising was used to raise
funds. By 1932 there were nearly 109 advertising agencies in India. Advertising had
become the main source of revenue of print media. In 1950 the advertisement for
cosmetics topped and the list of items advertised were reaching the right customers
making sales prominent. In 1960 consumer goods continued to dominate the field with
textile advertisement. The year 1970 was a remarkable one highlighting the growth of
advertising in India. The 'Vividh Bharati' and 'Doordarshan' played a great role in framing
the commercials and this was broadcasted and telecasted throughout the country. Now
radio commercials made a real dent on the rural audience and urban working class.
Besides these many periodicals like 'India Today', 'Bombay', New Delhi', ‘and Surya’ and
various film magazines accepted the invitation to publish advertisement. The role of
tabloids in English and the Indian languages were the very examples in the field of
advertising in India. The programs and plans of the government were also made available
to the public this also included TISCO, DUNCOP, Coltex, Philips, Godrej and Hindustan
Lever. The media gradually started emerging as a mutual competitor for advertising revenue
too. The beginning of 21st century marked the involvement of the advertisers who became

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more serious. Their approach became more sophisticated. The Print, Radio, Television
and Internet Commercials have created a deep impact on Indian advertising. Indian
advertisement has no doubt registered a rapid growth and has acquired certain amount of
professional character. In India advertising has played a vital role in the development
process by creating a demand for consumer goods and raising the living standard of
millions of people.

The government sector – the Indian railways also dominated the advertisement
field which was soon joined by the public sector. The massive government campaign for
family planning was a new attempt to penetrate into the conservative psyche and practice
of Indian massive. Mani Shankar Iyer has also won laurels for his unique campaign on
cancer prevention. The beginning of 20th century was bloomed with advertising field and
was in complete form. More emphasis was laid on advertisement copy. Art services and
advertisement production became more and more important.

3.3 ADVERTISING

The word ‘advertising’ has become a most common term today. It is revolving as a
part and parcel of our life. The term advertisement is related on anything big or small like the
aero plane or the match box, in the newspapers, on the trash containers, in the magazines, on
our mail, on the vehicles, on bill – boards, hear it on the radio, in the stores we visit and so
on. It is part of our daily life and everyone is conscious of it. Yet we have failed to trace the
exact meaning of the term ‘advertising’. It is learnt that the word advertisement has two
specific meanings. 1) It is a macro concept representing the entire advertising industry and is
an institution. 2) It is macro – managerial concept standing for the specific function managed
by any organization intending to send the information to other members of the society.

To remind again the term ‘advertising’ is derived from the Latin word ‘advertere’
which means ‘to turn’ the attention. Advertisement is a media that turns the attention of the
readers, the listeners, the viewers or the onlookers towards a product, a service or an idea. It is
therefore, said that anything that turns the attention to an article or a service or an idea might
well be called as advertising. It is the power – packed process pertaining to the dissemination of
information concerning an idea, service or a product to impel an action in line with the
intension of an advertiser. Advertising is a supporting tool to salesman enhancing the sales. It is

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the magnate that motivates the world of business. It is the mainstay of human civilization and
the corner – stone of culture. It is a tantalizing technique of popularizing a product. It is the
magic force which turns an instinct into acquisition, a desire into demand and a dream into
reality by influencing the consumption, directing the production, developing the distribution of
manufactured products and affecting the very course of exchange. Put in other words, it is a
sale message directed at a mass audience; that seeks through persuasion to sell goods, services
or ideas on behalf of the paying sponsor. The distinct characteristics of advertising related to
overall marketing activity are: It is a competitive Act. It is not part of the product. It is an act of
persuasion. It is the part of the total benefit that the consumer derives through use of product or
service. It is paid for and is done by an identified sponsor: In a nutshell, advertising is explained
as a mass communication process of persuading the prospects by convincing the buyers to buy
the products or services with increased satisfaction to the consumers and profits to the sponsors.
It is that instrument of marketing which acts towards effective multiple sales – person, reaching
good many people at one time, quickly, effectively, at relatively lower cost.

Advertising is definitely posed as a powerful communication force and a vital tool

in the field of marketing that helps to sell the goods produced services, images, and ideas
through channel of information and persuasion. It is highly visible force in the society.
In our day today life all of us receive many advertising messages daily. Now
advertisement has become an essential aspect to the success of any type of business and
industry. Furthermore, advertising strategies are employed more and more by non-
business organization such as government, college and universities, public service groups
and characteristics. It is one of the parts of marketing and communicating process.
Advertisements convince people to buy products. All advertisements contain both
information and persuasion. Today we can say that advertising is a communication,
marketing, public-relation, information and persuasion process. Advertisement reaches us
through a channel of communication referred to as a medium. It is usually aimed at a
particular segment of the population and the target audiences are the consumers.
Basically it is a medium of dissemination of information and persuasion. It always creates
a glamorous area. No doubt today advertising empowers almost every area of the thought
process and action of society. It is considered to be a highly sophisticated force that

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serves as an powerful marketing tool. In other words we can say that it is a complete
psychological treatment of the consumer and a very creative and glamorous area also.

3.4 DEFINITIONS OF ADVERTISING

According to Webstar, “Advertising is to give public notice or to announce publicity”.

According to Gardner, “Advertising is the means of mass selling that has grown
up parallel with and has been made necessary to mass production”.

The word advertising came from the Latin word' advertere' means "to turn the
mind toward".

The American Marketing Association (AMA) recommends the definition,

"Advertising is any paid form of non-personal presentation and promotion of ideas, goods
and services by an identified sponsor".

The AMA points out that advertising is a tool of marketing along with the product and
its packaging, price, distribution and personnel selling. Definitely advertising is openly and
overtly subsidized information and persuasion, and its task is to present and promote for more
merchandise. According to this definition promotion is 'non-personal'. It is directed "to whom it
may concern". If advertising is effective, it is because the audience is receptive to it.

Paid form: When product or services are mentioned favorably in the media- newspaper,
magazines and radio or television, the item appears because it is presumed to provide
information or entertainment to the audience. But this is publicity, and no payment is made
by the benefited organization. Advertising on the other hand, is published or broadcasted
because the advertiser has purchased time or space to tell the story of a certain product or
service.

Non-personal presentation: Personal selling takes place when a personal face-to-face

presentation is made. Although advertising complements or may submit for, personal
selling is done in a non-personal manner through intermediaries - or media.

Idea, goods and services: From this point advertising is concerned with much more than
the promotion of tangible goods. Most of the advertising is designed to help sell goods
and services. It is being used increasingly to further public interest group.

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An Identified Sponsor: Advertising discloses or identifies the sources of the opinion and
ideas. According to an identified sponsor, this point distinguishes advertising from
propaganda. Propaganda attempts to present opinions and ideas in order to influence attitudes
and actions. Advertising on the other hand, disclose or identifies the source of the opinions
and ideas it presents.

3.5 ADVERTISING GOALS/OBJECTIVES

Advertising must be goal oriented but for every advertisement three elements are
important

Figure 1.
Innovation
.

Planning Action
Who's involved?

Advertising can be thought of as a five – part business.

Advertisers

Who sometimes use

Advertising agencies

And are sometimes assisted by

Support organizations

Send their messages through

Media (generally mass)

To potential

Consumers
Of the product, service, or idea promoted.

Let’s take a tentative look at the pieces.

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3.6 COMPONENTS OF ADVERTISING
Figure 2.

Research

Consumer Research Product analysis Market analysis

Strategic planning

Objectives Appropriation Creative strategy Media strategy

Tactical decisions

Budgeting and
Media selection Scheduling
control

Advertisement construction

Copy writing Art and layout Production

Finished advertisement

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3.7 CONCEPT OF ADVERTISING

Advertising is the composed of non personal communication of information,

usually paid for and usually persuasive in nature about products, goods, services and by
ideas identified sponsors through various media (Arens, 1999, p7). The following, distinguish
advertising from other forms of marketing communications. It is structured to fill a
predetermined space and time which may be controlled by the sponsor. It is non-personal and
directed to a mass audience rather than an individual. It is persuasive and must of the time,
paid for.

The world’s economy is generally recognized to have started from the stage where a
person or community produces that entire need. The Robinson Crusoe’s economy. With time
the world became densely populated and human settlement became scattered (Ekiran, 1999;
1-3).The Industrial Revolution led to upsurge in the production of goods and services and the
producers needed to reach out to the consumers. One of the means or the role of advertising
in the promotional plan is an important one. Advertising whether it is on an international,
national, local or direct basis is important as it can influence audience by informing or
reminding them of the existing brand or alternatively by persuading or helping they
differentiate a product or organization from others in the market. Advertising can reach huge
audience with simple messages that present opportunities to allow receivers to understand
what a product is, what its primary function is and how it relates to the other similar product.
The main role of advertising is to communicate with specific audience, bill awareness induce
and engage/ (re)position brands by changing either perception or attitude. The regular use of
advertising in co-operation can be important to create and maintain the brand personality.
Indeed advertising has a significant role to play in the development of competitive advantage
and up hold consumer market.

3.8 TYPES OF ADVERTISING

I. Indoor Advertising

1. Press media 2. Radio

3. Newspaper 4. Magazine

5. Television 6. Film

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II. Outdoor Advertising

1. Mural (posters) 2. Advertising board

3. Vehicular 4. Painted display

5. Travelling display 6. Electric display

7. Sky advertising 8.Sandwich – man

9. Handbills (leaflets)

III. Direct Advertising

1. Sales letters 2. Circular letters

3. Book lets and catalogues 4. Folders

5. Package inserts 6. Store publications

IV. Promotional Advertising

1. Window display 2. Interior display

3. Show – room 4. Exhibitions

I. Indoor Advertising

When advertising made through newspapers, Magazines, radio, T.V. programmes

or cinema programme in Video etc., so that people can get the message at home, it is
known as indoor advertisement. People read or listen to the advertisement when they are
indoor. People can be benefited by indoor advertising as they can read the newspapers or
see television programme when they are having leisure time.

II. Outdoor Advertising

Outdoor advertising passes the message to those people who are moving
audience. Generally, almost all the people go out on some purpose or other – office,
walk, sight – seeing, journey, park visit etc. This outdoor advertising has the best effects
of advertising.

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III. Directing Advertising

The object of direct advertising is to create a direct contact with the customers.
The advertiser can keep a close touch with the customers or the public, who are supposed
to have interest in his product. He contacts them and keeps a close touch with them
through mail advertising. It is a common method. It is also known as direct mail
advertising.

IV. Promotional Advertising

The object of promotional advertising is to increase the sales. These are also
known as ‘display advertising’. By this, we mean that the products are systematically
kept in a place so as to attract the attention and notice of the lookers. It demonstrates the
products.

3.9 MEASURING THE EFFECTIVENESS OF ADVERTISING

For an advert to be effective and yield positive results, the organization must
clearly define its aim and objectives of advertising which means spelling out what the
organization tends to achieve through advertising. In determining the effectiveness of an
advert, it will be a matter of how well the advertiser communicates his plans to the
intended audience. This indicates that an organization should gain a better knowledge of
its target audience and should also know the appropriate media to use in executing their
plans. Belch and Blech (2001) points out that method of evaluating the effects of a
particular sales promotion or advertising. The first is the awareness tracking studies
which counts the number of inquiries and demands got during the promotion or
advertising, while the second is the market source system which calculates a break even
rate by dividing the sampling investment by the profits. The evaluation of adverts is
necessary to an organization in determining how effective the advertising was and to
know if they should change the advert pattern or continue with it. Baron (2004)
recognized the following techniques for measuring the effectiveness of advert; Copy
testing involves measuring the effectiveness of adverts by showing them to the sample or
a collection of people considered being representatives of the target market. Forced
exposure is the second technique, this type is mostly used for television adverts where
advertisers bring consumers to the theater where they watch a television program and at

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the end of the show or programme a new advert will be shown. Recognition test, this
technique is used after releasing the advert to the general public. Here people who have
seen the adverts are asked in person or by phone whether they remember seeing that
specific advert. Finally, recall test where consumers are asked again in person or by
phone the advert they most easily remember. This technique is an effective one. But all
these research techniques lacked the ability to demonstrate the influence advert messages
on consumer patronage to know whether the advert has helped promote the sales and
services of the products or not. So evaluating advertising effectiveness can easily be done
by measuring the sales especially when the advert is intended to arouse immediate
interest on a product or service and this is exactly what this research work is all about.

3.10 TELEVISION

Television was introduced on experimental basis in India on September 15, 1959.

The range of the transmitter was forty kilometers only. The equipment was gifted by
UNESCO. In August 1965, entertainment and information programmes were introduced
and daily transmission was started in Delhi. The Federal Republic of Germany helped in
the settlement of a TV production centre. In the beginning of 1970, four major cities had
TV station which was Jullundar, Lucknow, Bombay, Calcutta and Madras.
"KrishiDarshan" programmes started in January 1967. Actually it was an era of Black
and white television. The numbers of TV sets approximately 22,000 were imported,
though Indian TV sets were available in the market. The Bombay station was started in
1972 and the same year other few TV centres were started in Sri Nagar, Amritsar, and
Pune. But these were only relay centre. In 1975, Calcutta, Madras and Lucknow had their
own TV centre. In the year 1975, The American Apple Satellite was used for national TV
service in the collaboration with ISRO. 1 January, 1976 was a remarkable day when
"Commercials" were telecasted at all the centres. Advertising on television was
introduced in 1976. It covered 3% of total transmission time in 1991-92 and earned
revenue of Rs. 300 crores. Another significant development must be mentioned during
same year, which was separation of television from All India Radio. It became an
independent media unit with new name "Doordarshan". In 1977, the territorial
transmitters were also begun. The year of 1980 was a "boom year" for television and
1982 was a memorable year in the history of television in India when on 15 August 1982

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colour television was able to reach among the country's population. It was the eve of the
Asian games (ASIAD, 1982). National Programmes and regional transmission was
started using the INSA T. Introduction of Metro channel in 1993 was done witha new
form to the views and advertisers and started five satellite channels of entertainment,
music, sports, current affairs and business also. In February 1994, Doordarshan gave its
new shape in the form of DD-1, DD-2, DD-3 and the regional channels of DD-4, DD-5
and DD-6. It started its own movie channel on 7th April 1995.

3.10.1 Cable Television

During the 1990s, the cable TV became an attractive entertainment and media
option. Though transmission through cable entered the country in 1983, The Hong Kong
based company Hutch-Vision followed CNN (Cable News Network) with a programme
mix of news and entertainment and STAR channel also started same year. Asia
Television Network (ATN) started operating commercials in June 1993. It was first private
broadcasting organization which launched Hindi channel with transcontinental reach. But
it was noticed that when the cable TV viewership started picking up Doordarshan fell
sharply. Advertisement viewership trend changed in a fast pace. Ad watching in fact was
much higher on cable TV in comparison to all other media. Advertising industries have
welcomed the growth of television as a popular and best effective medium. The
advertising revenue on television has grown to Rs. 3,000 crores in year 2,000. New
television has been the single biggest factor in opening a broad rural market for consumer
product and has created a high level of awareness among middle class family.

3.11 TELEVISION TELECAST ADVERTISING

Radio reigned as a powerful medium over a period of 50 years from 1920s to

1970s. Its supremacy was slashed by the arrival of the greatest and latest rival namely;
television by 1950s in America and its impact was so deep that within a decade it was
spread over to European countries, Canada, Australia and Japan. It is the gift of the
current century. In India, television was first commissioned in 1959 and commercial
telecasting started only in 1976. It is 29 years old. It is the youngest, glamorous and
highly specialized as it provides scientific synchronization of sound, light, motion, colour
and immediacy that no other medium does except film. Colour transmission stared in

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1982 on the eve of ASIAD – 82. It is state owned and controlled and is known as
‘Doordarshan’.The telecasting system based on coverage are of two types Namely,
V.H.F. and U.H.F., V.H.F. means Very High Frequency band spectrum. U.H.F. implies
Ultra High Frequency band spectrum. The latest one is C.A.T.V. which means
Community Antenna Television system. Now it is better know as Cable Television.

In order to face and contain the challenges of satellite TV companies of

multinationals like CNN, ATN,STAR and national companies like ZEE, ‘V’, ‘U’, the
Doordarshan has started regional programmes of variety and versatility through INSAT
ID and INSAT II A.

TABLE 1
STATEMENT CIVING DETAILS OF T.V. NETWORK GROWTH
Very Low
Production High Power Low Power Total
Year Power Transponders
Centers Transmitters Transmitter Transmitters
Transmitters
1980 17 44 135 - - 179

1990 18 55 374 72 18 519

1994 30 85 386 96 30 597

2001 150 110 456 101 50 717

2005 245 155 550 150 80 935

Source: Annual Door Darshan Reports 1994 and 2005.

TABLE 2
STATEMENT SHOWING POPULATION CONVERGES
T.V. Sets in Millions
Population Area
Year Black & Black & One set per
Coverage Coverage Colour
White White 100 Persons
1986 66.70% 43.50% 1,560 20% 80% 5,00
1990 76.30% 54.50% 2,133 25% 75% 3.75
1994 90.10% 76.60% 3,965 40% 60% 2.50
2001 91.75% 78.70% 4,780 50% 50% 5.25
2005 92.80% 79.60% 8,997 65% 35% 9.00

Source: Annual Door Darshan Reports 1994 and 2005.

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3.12 IMPACT OF THE ADVERTISING

Apart from general advantage, the advertisements are influencing the society in so
many ways. The impact is both positive and negative.

3.12.1 Positive Impact of Advertisement on society

Advertisement has a strong impact on society. It can be said that advertisement is

a social a process. Every day people come across a number of advertisements seeking to
influence the buying decisions of people. People are exposed to hundreds of
advertisements through the daily newspapers of national status, widely popular
magazines, radio, commercial, and several advertisement slides in cinemas, besides a
large number of advertising commercial on the television.

Advertisement of the products and brand manufactured by competing firms give a

choice to consumers. They give them product information as well. But for advertising the
consuming public can not know the features of the various products available in the
market. In fact, advertising helps in creating completive environment. It is essential to the
improvement of the quality of the products to be made available at fair prices.
Competitive advertisement is useful for society to supply product at reasonable prices.

Advertisement equips the consumer with the facts that is needed to make an
intelligent choice. It impels consumers to aspire a better standard of living. It tells the
consumer where they can obtain the goods the one requires and when goods are
available. In a way it is a kind of social service. It has the educative value. Advertisement
is also equally important for manufactures and retailers. Today advertisement is enabling
in launching new products and technologies. It has been accepted that advertisement has
an essential input in the industrialization and development of our society.

3.12.2 Negative Impact of Advertisement on society

Advertisement compels society to buy things they do not need. Advertising

creates the desire to posses the material which is not very essential for oneself for
example instead of plain milk; people like to have milk with Bourn vita or Nutramul.
Instead of retiring to bed by having a glass of water, they need a good night cup of
Cadbury’s Drinking chocolate. These things are actually not necessary. Because of

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advertisement, people are being attracted. Most of the products, which they use in the
present world, did not exist in the past or several centuries earlier. Advertising multiplies
their needs by playing upon their sentiments and weaknesses. It makes people to spend
beyond their means. Advertising escalates the prices of goods. The advertiser spends a
huge sum to promote the sales of his products. In this way, the cost of advertisement is
born by the consumers. Sometimes advertising is misleading the society. Many claim that
the advertiser’s messages are unbelievable. In this regard, people can cite a number of
advertisements. For instance, it is rare to find a baby which stops crying on receiving a
spoonful of particular brand of gripe water. Another example is advertisement of beauty
cream. It is so simple to become a model overnight by applying certain cream, which
promises a fair and lovely complexion. In advertisements, Hema malini is using
particular toilet soap. These types of advertisements definitely have psychological and
emotional appeals and are cleverly used to mislead the public.

Advertisement creates bad culture in the society. Recently, Women have strongly
objected to the way their body is exploited to promote products. These types of
advertisements spoil the culture of the country. Indian culture is far different from the
western culture. Advertisement tends to develop monopolies. It creates a brand image.
The brand image is like a protective wall around the product. It is difficult for other
brands to penetrate toils wall. It is difficult to compete with established brand, which
have distinct image. This image has been created by heavy advertising over a period of
time. Advertisement has given a tremendous coverage to established market leaders,
enabling them to almost monopoly the market. For example, how difficult it is to enter
the market against Colgate tooth paste or against the lever. Advertisement transfers
business from one corner to another corner. In a poor country, advertising amounts to
waste of national resources.

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