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Chapter 1
Introduction to Advertising
1. Key Concepts
Changes and trends in the advertising industry
Form groups of five or six students. Have a spokesperson contact one or two advertising
agencies. Question one or more key people about the changes that have taken place in
their agencies and the industry during the last five years. (Prepare a list of questions
ahead of time). What kinds of changes do they expect in the next five years? Meet to
write a three- to five-page report.
2. Key Concepts
Ethics
Accountability
Consult the Website of any advertising agency. Does the agency in any way make a claim
about accountability or effectiveness for the work it produces for its clients?
3. Key Concepts
Advertising effectiveness
Find three articles discussing advertising effectiveness. Compile a chart listing the
various requirements of effectiveness. Write a report comparing and contrasting the
requirements listed in each article.
4. Key Concepts
Seven major types of advertisements
Find an example of each of the seven major types of advertising. Create a portfolio of the
ads and caption each ad with a description of why the ad meets the requirements for the
specific type.
5. Key Concepts
Ethics in advertising
Manipulation in advertising
Critics charge that advertising seeks to manipulate its audience, whereas advertising’s
supporters claim that it merely seeks to persuade. Which interpretation do you agree
with? Why?
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6. Key Concepts
Campaign effectiveness
Value of campaigns
Beginning in 1990, drama was brewing for Taster’s Choice coffee, as one of the most
memorable advertising campaigns was unveiled. A sexy duo was introduced in soapopera fashion, selling coffee in a novel new way. Many Websites exist that discuss the
series, which lasted through the late ’90s. One site in particular provides a thorough
discussion of the ongoing ad content. Visit this site and learn more about the campaign
(http://www.betsyda.com/ash/items/ahgoldblend.html). Conduct Internet research to find
out how effective the campaign was and write a report describing the value to Taster’s
Choice.
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