Whаt is defined аs the tоtаlity оf learned, sоcially transmitted customs and behaviors of a group?
The drinking wаter in New Yоrk City _______________ frоm the mоuntаins more thаn a hundred miles away.
INSTRUCTIONS: Reаd the essаy аnd answer the questiоns that fоllоw. Advertising Before the Internet People log into their social media account or simply go online and what do they see? They are hit with a visual mess of advertisements—ads for items ranging from furniture and clothing to vacations and tax services. This is the modern face of advertising, but what did companies do before the digital age, that is, before the Internet? Where did they place ads for their products and services? Before the Internet, there were three main forms of advertising: direct, print, and broadcast advertising, all of which are still widely used today. The oldest form of advertising is the direct ad. Direct ads go as far back as the ancient Egyptians, who put ads on pieces of stone! The use of direct ads became even more commonplace when modern postal services were created. Companies sent ads through the mail, hoping that customers would either come into their stores to make purchases or order products through the mail. This is still an important way for companies to communicate with prospective buyers. Some companies also use the phone to deliver their direct ads. This type of ad is called direct advertising because one ad goes directly to one potential customer. For this reason, it is not a very efficient choice. However, it can be effective at getting customers to buy a product. Another major form of advertising is print advertising, which are ads that appear in print form. These include ads on signs, but they mostly involve ads in newspapers and magazines. Many companies choose to advertise in newspapers because the process is quick and not very expensive. They can place their ad one day and see it in the newspaper the next. Unlike direct ads, print ads reach a wide range of prospective buyers all at one time. One problem with newspapers, however, is that the number of readers has fallen in recent years because so many people now get their news online. Advertising in magazines is more complicated than advertising in newspapers. Most magazines come out only once a month, so companies need to plan ahead for this type of ad. Magazine ads are also more expensive than those in newspapers. However, one benefit of magazines is that companies can advertise to specific groups of readers, such as young women or people who play golf, depending on the type of readers a certain magazine attracts. For this reason, magazine advertising can be very efficient. For many companies and many products, print ads can be a smart choice. Finally, broadcast advertising had its birth with the invention of new technology in the twentieth century. Broadcast ads, or “commercials” as they are more commonly referred to, are ads that appear on radio and television. In the early twentieth century, huge numbers of people listened to the radio, and companies soon began advertising alongside radio programs. Then in the second half of the century, as television became the main form of entertainment, TV ads became increasingly popular. Broadcast advertising reaches a massive audience. A commercial during a popular football game, for example, can reach more than 100 million people. Similar to magazine advertising, companies can also choose to advertise to specific audiences by placing a commercial during a program that is popular with specific groups, such as teenagers, young parents, or the elderly. Broadcast advertising is expensive compared to other types of advertising, but it is a very powerful and effective way to advertise a business. Although our world is becoming increasingly digital, many companies still rely heavily on the non-digital forms of direct, print, and broadcast adverting. These forms of advertising have a long history and continue to be used by companies both big and small. While it is possible that all ads in the future will be delivered digitally, for now, direct, print, and broadcast ads are still valuable and widely used business tools.