ABSTRACT

After the Second World War, advertising expanded rapidly alongside the media of mass communication. New methods of persuasion emerged and the field extended to embrace more market and motivational research, organized publicity of all kinds, various applications of computer software and hardware and a variety of non-media techniques of promotion. It has been estimated that by the end of the 1980s, advertising’s total world billings could exceed 300 billion dollars. And in a special feature in the Financial Times (15 October 1980), one advertiser declared that for the most part, face-to-face selling has disappeared.