ABSTRACT
In the previous two chapters we have seen how advertising has developed from modest and almost accidental beginnings to a highly complex and organised mechanism. It has passed through many phases and has been forced many times to adapt itself in order to satisfy the changing needs of the industry it serves; it has also at times stimulated modifications and revisions of attitudes within industry itself, and is thus now to some degree duplicating the functions of its client companies, largely in the areas of marketing analysis and planning.
