Advertising involves presenting the message, usually ______________ the mass media. 5. The cost of reaching a thousand people _______________ your target audience is usually far less than the cost of reaching one prospect through personal selling. 6. For example, to make a personal sales call ____________ every football fan who watches the World Cup in order to sell each a bottle of Coke would be unbelievably expensive. 7. However, you could buy a 30-second television commercial _____________ the World Cup and tell those 200 million people about Coca-Cola.