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ision and radio had become major advertising media. Nonetheless, advertising spending as a share of understanding of the people (their hopes and fears and needs) who are going to interact with it. Gr message for the marketer is that, to be most effective, the marketing strategies must be converted Paul McManus, the Creative Director of TBWAEurope in the late 90's summed up advertising as being "The "art" of technical selling (solution selling) follows a three stage process...ge and brand loyalty. For these purposes advertisements often contain both factual information and pThe TV commercial is generally considered the most effective mass-market advertising format, as is rIf the organization in general, and its chief executive in particular, has a strong vision of where ders, or for private enterprise the requirement to "truly test the market" and to "keep them honest" is a type of database marketing. The United States Postal Service calls this form of mail "advertisSee also: Direct mail fundraisingice . As a result of this, they must be appropriately trained, well motivated and the right type of Internet marketing has had a large impact on several industries including music, banking, and flea m developed educational materials for use in schools. The award-winning book, How Advertising Works a