The practise of offering goods or services to the public through paid announcements in the media; which act of mercantile sponsorship supports the commercial publishing of periodicals and other broadcasts. Advertising revenue constitutes less than half the income for the average periodical. To be effective, ads must be noticed , which makes them inherently irritating. Advertising dicta opts for "more" and "sooner", rather than "just right" and "later". Ads are formulated to: attract Attention, build Interest, create Desire, compel Action (AIDA). Advertising effectiveness is often expressed as a sexual metaphor: "It's not size, but frequency and location that matters most."! References include: "Standard Directory of Advertisers", "Standard Directory of Advertising Agencies" (The Red Book), "Business Publication Advertising Source", "Standard Rate and Data Directory" (SRDS), "Newspaper Advertising Source". The American Association of Advertising Agencies (AAAA) is a membership organisation with voluntary conformity to a code of rules and procedures. See echo effect, word of mouth, card, fractional ad, tombstone, island ad, RDA, column inch, double spread, centre spread, cover positions, double pyramid, rollout, bill, broadside, poster, one sheet, fly sheet, handbill, collateral, audit, tear sheet, ballyhoo, puffery, make good, reader profile, CPM, jingle, PSA, ad diction, propaganda, disinformation, advertorial, infomercial, pop-up, adware, colophon.