Research Paper on:
Communications and Economics

Unformatted Sample Text from the Research Paper:
The term media can refer to any type of medium that is used to advertise a product to the general or specific public with the explicit purpose of encouraging a  sale or purchase of the product or service. The use of subliminal is only one of the techniques used by the media over the last fifty years, and with the  advent of Internet, the possibilities have increased ten folds. With all the possibilities and potentialities for good, there are equal and insipid possibilities for bad. The task will fall to  the new consumer and those who are involved with the media industry, to identify and possibly alert the unwary to the ways in which they are encouraged to buy a  product. An interesting question arises when considering advertising and the media. Does the media benefit from the advertising done? Or is it more clutter than information? The obvious benefit,  of course, is that it seems to generate revenue for the media. However, if that advertising becomes too effusive, then it become apparent that it can become a deterrent, driving  away customers who are tired of seeing the adds. A recent study conducted by Advertising Age and The Roper Organization showed that it might depend on the specific media  that is involved. Magazines, for example, 96% of marketing professionals think consumers accept magazine advertising, only 60% of consumers indicate that they accept it(Ha 1997, 31, see also Schrage  2000). It is well known that magazine advertising is the third largest advertising medium in the United States, grossing nearly five billion dollars in one year alone(Ha 1997). This would  seem to indicate, then, that magazines spend nearly half of their annual revenue on advertising, alone, though it does seem to be declining. Perhaps the executives are taking the consumers