(二) Advertisement can be thought of “as the means of making known in order to buy or sell goods orservices”. Advertisement aims to increase people’s awareness and arouse interest. It tries to inform and topersuade. The media are all used to spread the message. The press offers a fairly cheap method, andmagazines are used to reach special sections of the market. The cinema and commercial radio are useful forlocal market. Television, although more expensive, can be very effective. Public notices are fairly cheap andmore permanent in their power of attraction. Other ways of increasing consumer interest are throughexhibitions and trade fairs as well as direct mail advertisement.       There can be no doubt that the growth in advertisement is one of the most striking features of thewestern world in this century. Many businesses such as those handling frozen foods, liquor, tobacco andmedicines have been built up largely by advertisement.       We might ask whether the cost of advertisement is paid for by the producer or by the customer. Sinceadvertisement forms part of the cost of production, which has to be covered by the selling price, it is clearthat it is the customer who pays for advertisement. However, if large scale advertisement leads to increaseddemand, production costs are reduced, and the customer pays less.      It is difficult to measure exactly the influence of advertisement on sales. When the market is growing,advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a biggerfall in sales than would occur without its support. What is clear is that businesses would not pay large sumsfor advertisement if they were not convinced of its value to them.
46. Advertisement is mainly paid for by ___________.
(A) the producer 
(B) the customer 
(C) increased sales 
(D) reduced prices