‘Advertisers: the paymasters’ examines advertising from the perspective of the advertisers. To advertise or not is an business decision. Large companies do not always have to advertise, some companies do not advertise at all as they have no need to. What constitutes a successful advertisement? What forms the basis of the decision to advertise? Advertising companies have to find out whether predicted sales will cover the cost and produce a profit. They advertise to realise a profit quickly and to make continuing profits in the future. How can this be measured? How does brand advertising differ from other forms of advertising?