For the American Albert David Lasker business main task in life has always been a gamble – gambling, dynamic and often unpredictable. Lasker because all his life advertising business. And according to many, became the founder of modern advertising industry. Love the printed word.At the beginning of XX century, advertising has existed, but powerful business “involved” in its production, in fact, was not. There were, of course, individual agencies, create, and print advertising (other then simply did not exist) on the orders of their clients, but the adjusted, built around the advertising industry has created the Albert Lasker. Prior to his advertising has largely replaced the dry information about a product or service – what, how much and where you can buy. Lasker seems to be one of the first clearly recognized the fundamental difference between advertising and information.And today, a century later, many people mistakenly believe that they are one and the same. Meanwhile, the difference is obvious. Figuratively speaking, the information wanted by the consumer who wants to buy a particular product at the best price. But advertising itself is looking for consumers, making it by all means buy a particular product. Therefore, unlike the dry, concrete information, advertising inevitably is the product of an emotionally charged and creativity.It was Lasker business first formulated the principles of active attacks on a potential buyer “on all fronts, offering advertisers not to wait for” mercy from the consumer “- when all he will think about buying, and start collecting interest to him information about a product … get consumers to buy it right now, simultaneously convincing – If possible, intelligibly, clearly and concisely – that the goods better than any other, and without it the consumer generally is not life – that is, in essence, is the task of advertising.