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If you were to create a self-cleaning textile, the world may want to beat a path to your door to buy some from you, but first of all they will have to know that the fabric exists, that it is available for purchase, and they have to be aware of where your door is. This means advertising.

There are two classifications of advertising: institutional and product. Institutional advertising markets the name of your company in general and product advertising markets a product or range of products or services. The type of advertising that a business needs, depends on the products or services that it allows.

Moreover, some kinds of advertising lend themselves better to institutional advertising rather than product advertising. For example, a shop sign, a sign-written van or a promotional calendar are better suited to institutional advertising, while a newspaper or magazine advert would be better for advertising the latest special offer.

There are few facts and figures available that reveal the astonishing growth of the mass consumption society as well as those dealing with the expansion of the advertising industry. For instance, prior to the Second World War, US average annual expenditure on advertising per year had been about $2 billion for decades.

In 1950, as the post-war economy began to recover , American businesses spent $5.7 billion to advertise its goods and services. By 1960, that amount had doubled to $12 billion. By 1970, American business was spending $20.

Between 1970 and 1990, as the children Baby Boomers became adults and began earning and spending, advertising expenditure went through the roof, so that by 1986, it had reached $100 billion.

That extraordinary rate of increase could not be sustained, but by 1999, total expenditure on all forms of advertising exceeded $215 billion . The latest available figures are for 2007 and they stand at $280 billion.

In 1999, nearly 60% of all advertising dollars were spent on adverts in newspapers, magazines, on the radio and on TV. By 2007, that figure had fallen to about 54% as the Internet started to have an effect on advertising trends. These trends are expected to continue as every firm is expected to have its own website these days.

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