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...... Advertising expenditures for 2002 are estimated at 466.1 billion U. S. dollars (U. S. D.; Coen, 2002). The U. S. portion of that figure is just more than one half at 239.2 billion U. S. D. These 2001 figures are slightly lower than 2000 due to the sharp declines of 2001 caused by the severe economic drop worldwide. The drop in U. S. advertising in 2001 was the first time ad dollars had declined since World War II. The year 2002 is estimated to have a 2.4 % growth in the United States and a 2% growth overall in world markets (..
There are two basic audiences for advertising. The first is the consumer audience that is exposed to the advertising through many types of media vehicles. The second are the manufacturing and service organizations who use advertising to make contact with the audience of present and potential consumers of their goods and services. (Alexander, Owers, Carveth, Hollifield, & Greco, 2004, p. 249)

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The process to evaluate shows, Snedeker (2007) notes is confusing in the short-run, promising in the long-run. To determine how effective a program in, an individual needs to look at

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