From "Advertising." Encyclopedia Britannica. Encyclopedia Britannica Online School Edition. Encyclopedia Britannica, Inc., 2013. Web. 9 Jan. 2013.
Which sentence is a claim for the need for advertising?

In a free-market economy effective advertising is essential to a company's survival, for unless consumers know about a company's product they are unlikely to buy it.
In criticism of advertising it has been argued that the consumer must pay for the cost of advertising in the form of higher prices for goods;
against this point it is argued that advertising enables goods to be mass marketed, thereby bringing prices down.
It has been argued that the cost of major advertising campaigns is such that few firms can afford them, thus helping these firms to dominate the market;