CHAPTER 1
INTRODUCTION TO ADVERTISING
CHAPTER LEARNING OBJECTIVES
1.
2.
3.
4.
5.
Discuss the elements of great advertising.
Define advertising and identify nine types and four roles of advertising.
Identify the five players in the advertising world.
Explain how key figures and events in advertising history affect advertising today.
Summarize current advertising trends.
CHAPTER OVERVIEW
In advertising today, it is no longer sufficient to just have creative ads. Professionals
have learned that explicit objectives should drive the planning, creation, and execution of
each ad. This not only makes good sense but it is also cost effective. Following this
basic theme, this chapter introduces the wonderful world of advertising.
The first major subject discussed in the chapter is to examine the characteristics of great
ads. Good or great ads work on two levels. First, the ads should satisfy the consumer’s
objectives by engaging them and delivering a relevant message. At the same time, the
ads must achieve the sponsors objectives. Therefore, the advertiser is responsible for
meeting its own goals as well as those of the consumer. Several ideas for accomplishing
this objective are presented. In summary, three broad dimensions characterize great
advertising: strategy, creativity, and execution.
Exactly what is advertising? The chapter indicates that advertising is paid nonpersonal
communication from an identified sponsor using mass media to persuade or influence an
audience. This definition (though simple) has numerous complex parts. Each part is
explained in context with goals, objectives, and effective strategy formulation. All
advertising is not the same. In fact, nine different types are identified and discussed in
this chapter. As will be seen later, special attention needs to be paid each individual
form. No matter which type of advertising is present, four possible roles can be played
by advertising in business and society (marketing, communication, economic, and
societal). Each role is described with an example for the convenience of the reader.
Successful advertising is the result of the interaction of several players. Five (5) key
players are identified in the chapter. The advertiser is the individual or organization that
usually initiates the advertising process. This can be manufacturers, service providers,
resellers, individuals, or institutions. The advertising agency are independent
organizations that help to plan and implement part or all of the organization’s advertising
effort. The media are the channels of communication that carry the messages from the
advertiser to the audience. The fourth player in the world of advertising is the group of
service organizations that assist advertisers, advertising agencies, and the media--the
vendors. Lastly, the target audience is also part of the advertising process.
The introduction to the world of advertising would be incomplete without an examination
of the history of advertising. The chapter presents an excellent summary of the major
events that have impacted advertising over the years. As the story unfolds, the careful
reader will be able to observe the impact of pioneers on the advertising industry and how
successful promotion and communication techniques were developed.
The chapter concludes with a brief overview of several current advertising issues that will
impact the players and industry in the next several years. Chief among these issues are
interactive advertising, integrated marketing communication, globalization, niche
marketing, customer empowerment, relationship marketing, and mass customization.
The reader is encouraged to think about each of these issues as progress is made through
the remainder of the text.
CHAPTER OUTLINE
1. What Makes An Ad Great?
a. Thanks to new technology that makes advertising more cost-effective, advertising
is now available to marketers of all size instead of well-financed marketing giants.
b. Explicit objectives should drive the planning, creation, and execution of each ad.
1). An ad is great to the extent that it achieves is objectives, not because it wins
awards.
2). Creativity for its own sake does not always lead to great advertising.
*****Use Class Project #2 Here; Use Power Point #1-3 Here*****
Characteristics of Great Ads
c. Good or great ads work on two levels:
1). The ads should satisfy the consumers’ objectives by engaging them and
delivering a relevant message.
2). Ads must achieve the sponsor’s objectives.
*****Use Figure 1-1 Here; Use Power Point #1-4 and #1-5 Here*****
d. Advertisers and consumers have different goals relating to advertising.
1). The advertiser is responsible for meeting its own goals and those of the
consumer.
2). A consumer, for example, may be interested in watching an ad for its
entertainment value or to satisfy curiosity. The ad is probably remembered
because it was entertaining.
3). The advertiser, on the other hand, wants consumers to buy and keep buying
their goods and services. The advertiser must gain the consumer’s attention
and awareness.
*****Use Figure 1-1 Here; Use Power Point #1-5 Here*****
4). To forge a relationship, the advertiser must understand the consumer well
enough to provide the information the consumer wants when needed.
e. Three broad dimensions characterize great advertising:
1). Strategy.
2). Creativity.
3). Execution.
*****Use Practical Tips #1 Here; Use Learning Objective #1 Here; Use Power Point
#1-6 Here*****
Strategy
f. Every great ad implements a sound strategy. The advertiser:
1). Develops an ad to meet specific objectives.
2). Carefully directs it to a certain audience.
3). Creates its message to speak to that audience’s most important concerns.
4). Runs it in media that will reach its audience most effectively.
Creativity
g. The creative concept is a central idea that grabs attention and sticks in your
memory.
1). A concern for creative thinking drives the entire field of advertising.
*****Use Key Term creative concept Here; Use Power Point #1-6 Here*****
Execution
h. Every great ad is well executed; the craftsmanship is impressive.
1). Good advertisers know that how you say it is just as important as what you say.
2). What you say comes from strategy, whereas how you say it is a product of
creativity and execution.
i. The ultimate test for the greatness of an ad is whether it achieved its goals.
*****Use Practical Tips #2 Here; Use Learning Objective #1 Here; Use Discussion
Question #1 Here; Use Hands-On Case Here; Use Power Point #1-6 and #1-7
Here*****
3. The World of Advertising
Defining Advertising
a. Advertising is paid nonpersonal communication from an identified sponsor using
mass media to persuade or influence an audience.
1). Although advertising delivered through interactive technology might be
considered personal rather than mass communication, it is still a far cry from
personal selling.
2). The costs for time in broadcast media, for space in print media, and for time
and space in interactive and support media are spread over the tremendous
number of people that these media reach.
*****Use Key Term advertising Here; Use Learning Objective #2 Here; Use Power
Point #1-8 Here*****
Types of Advertising
b. There are nine (9) major types of advertising:
1). Brand Advertising (national consumer advertising)--focuses on the
development of a long-term brand identity and image.
2). Retail or Local advertising--focuses on the store where a variety of products
can be purchased or where a service is offered. The message:
a). Announces products that are available.
b). Stimulates store traffic.
c). Tries to create a distinctive image for the store.
3). Political Advertising--using advertising to persuade people to vote for
politicians.
4). Directory Advertising--people refer to it to find out how to buy a product or
service (such as Yellow Pages advertising).
5). Direct-Response Advertising--can use any medium (such as direct mail); it tries
to stimulate a direct sale.
6). Business-to-Business Advertising--messages directed at retailers, wholesalers,
and distributors, as well as industrial purchasers and professionals (such as
lawyers).
7). Institutional Advertising (corporate advertising)--messages focus on
establishing a corporate identity or on winning the public to the organization’s
point of view.
8). Public Service Advertising--PSAs communicate a message on behalf of some
good cause (such as stop drunk driving).
9). Interactive Advertising--delivered to individual consumers who have access
to a computer and the Internet. Advertisements are delivered via Web pages,
banner ads, and so forth.
*****Use Key Terms Institutional Advertising and Interactive Advertising Here; Use
A Matter Of Effectiveness Box Here; Use Learning Objective #2 Here; Use
Power Point #1-9 Here*****
*****STATION BREAK #1--Have students learn more about Interactive Advertising
by having them go to the Burton Snowboards Web site at www.burton.com. This
intriguing site offers many examples of what is now “modern” advertising.
Have the students critique the Web site as to the features, the amount of
interactivity, and interest building ads. Does it make you want to try the
new sport? Use Power Point #1-10 Here*****
Roles of Advertising
c. Advertising can be explained in terms of the four roles it plays in business and in
society:
1). The Marketing Role-a). Marketing is the process a business uses to satisfy consumer needs and
wants through goods and services.
b). A target market is the particular set of consumers that the company
chooses to direct its marketing effort towards.
c). Marketing communication--a method for communicating or promoting.
d). The marketing mix (4 Ps) consists of product, price, promotion, and place.
2). The Communication Role--advertising as a form of mass communication
transmits different types of market information to match buyers and sellers in
the marketplace. Advertising informs and transforms.
3). The Economic Role-a). The market power model considers advertising to be a means of persuasion
that increases product differentiation and decreases consumers’ willingness
to substitute competing alternatives.
b). The model based on the economics of information theory assumes that
price
elasticity is a function of consumer awareness and of qualitative knowledge
about close brand substitutes. Advertising is information under this model.
4). The Societal Role-a). Informs us about new and improved products.
b). Teaches us how to use these innovations.
c). Helps us to compare products and features and make informed decisions.
d). It mirrors fashion and design trends and adds to our aesthetic sense.
e). Can advertising manipulate people? The argument can be made either way.
*****Use Key Terms marketing, target market, marketing communication, and
marketing mix (4 Ps) Here; Use A Matter of Principle Box Here; Use
Learning Objective #2 Here; Use Discussion Question #1 Here; Use Power Point
#1-11 Here*****
Functions of Advertising
d. Advertising performs three basic functions:
1). Product and Brand Information--this is the main function of
advertising.
2). Incentive to Take Action--provides consumers with reasons to switch brands
by presenting reasons through copy or graphics.
3). Reminder and Reinforcement--advertising must be constantly reminding the
consumer about the name of the brand or its benefits.
*****Use Table 1-1 Here; Use Power Point #1-12 Here*****
4. The Five Players of Advertising
a. There are five key players in the advertising world:
1).
2).
3).
4).
5).
The advertiser.
The advertising agency.
The media.
The vendor.
The audience.
*****Use Learning Objective #3 Here*****
The Advertiser
b. The advertiser is the individual or organization that usually initiates the advertising
process. The advertiser makes the final decision about:
1). The target audience.
2). The media that will carry the advertising.
3). The size of the advertising budget.
4). The length of the campaign.
*****Use Key Term advertiser Here; Use Power Point #1-13 Here*****
The Advertising Agency
c. Advertisers hire independent agencies to plan and implement part or all of their
advertising effort.
1). An advertiser uses an outside agency because it believes the agency will be
more efficient in creating an individual commercial or a complete campaign.
2). Large advertisers are involved through:
a). The Advertising Department--most large businesses have one of these.
b). The In-House Agency--performs most, if not all, of the functions of an
outside advertising agency.
*****Use Key Term In-House Agency Here; Use Figure 1-2 Here; Use Discussion
Questions #3 and #4 Here; Use Suggested Class Project #1 Here; Use Power
Point #1-13 Here*****
The Media
d. The media are the channels of communication that carry the messages from the
advertiser to the audience. Media organizations are organized to do the following:
1). Sell space in print media.
2). Sell time in broadcast media.
3). Sell space and time in electronic and other support media.
4). Assist in media selection and analysis.
5). Help with ad production.
*****Use Key Term media Here; Use Power Point #1-13 Here*****
Vendors
e. Vendors assist advertisers, advertising agencies, and the media with tasks of
putting
together an ad (such as artists, song writers, or musicians).
*****Use Key Term vendors Here; Use Power Point #1-14 Here*****
The Target Audience
f. The target audience has a direct bearing on the overall advertising strategy.
Especially the creative strategy and the media strategy.
*****Use Figure 1-1 Here (previously used); Use Learning Objective #3 Here; Use
Power Point #1-14 Here*****
5. The Evolution of Advertising
a. The history of advertising has been both dynamic and unpredictable.
*****Use Figure 1-3 Here; Use Power Point #1-15 Here*****
The Age of Print
b. Johannes Gutenberg’s printing press moved society toward a new level of
communication--mass communication.
1). Printed materials became more accessible to more people.
2). Literacy levels increased.
3). More businesses began to advertise.
The Industrial Revolution and Emergence of Consumer Society
c. The mid-1800s marked the beginning of the U.S. advertising industry.
1). The purpose of modern advertising was to devise an effective, efficient
communication system that could sell products to a widely dispersed
marketplace.
2). Early advertising experts (such as Volney Palmer--the first adman) functioned
as media brokers--they bought a large amount of advertising space at a
discount and then sold it to advertisers at a higher rate.
3). Agencies developed the role of convincing manufacturers to advertise their
products.
4). Most ads of this period were in magazines and newspapers.
5). Magazines became more popular because:
a). E.C. Allen introduced the People’s Literary Companion that appealed to
a large general audience.
b). The government lowered postal rates for periodicals.
*****Use Key Term media broker Here; Use Power Point #1-15 Here*****
Modern Advertising: Agencies, Social Responsibility, Science, and Creativity
d. The beginning of the Twentieth Century saw advertising increase to $500 million.
*****Use The Inside Story Here*****
1). The Age of Science--advertising specialists began to apply the scientific method
to advertising. They attempted to blend science and art.
a). Claude Hopkins applied the scientific method to direct mail.
b). John Caples tested the pulling power of headlines.
c). Daniel Starch, A.C. Nielsen, and George Gallup founded research
organizations that are still part of today’s advertising industry.
d). Radio and television greatly affected the advertising industry.
1]. New personnel had to be found and trained to write copy for new
electronic media forms.
2]. Increased costs increased financial problems for advertisers.
*****STATION BREAK #2--Have half of the students go to the Gallup organization’s
Web page at www.gallup.com and learn about how Gallup polls are done.
Report these findings to the class. Have the second half of the students go to
CNN’s Web page at www.cnn.com and participate in any of the news
organization’s numerous online polls. Have the two student groups compare the
two forms of polls and comment on the differences and similarities. What form
of polls would be of most value to advertisers? Additional information about
polls can be found at www.pollingreport.com where the viewer will find polls on
just about anything.*****
2). The Rise of Agencies
a). J. Walter Thompson rose to prominence largely due to its innovative copy
and management style.
3). Advertising Between the Great World Wars
a). Advertising diminished during wartime.
b). Raymond Rubicam (with help of research from George Gallup) emerged
as an advertising power with fresh, original ideas.
4). Reintroducing Consumers to Marketing: The 1950s
a). The period following World War II has been described as a “seller’s
market.
b). This was the age of image advertising.
c). Rosser Reeves became known as the adman that cut through all of the
clutter of the era with his unique selling proposition (where the benefit
offered to the consumer was what was most important--no other
competitor has it.)
*****Use Key Term unique selling proposition Here; Use Power Point #1-15
Here*****
5). The Creative Era: 1960s-1970s
a). The 1960s saw a resurgence of art, inspiration, and intuition in advertising.
1]. Leo Burnett believed in the “inherent drama” in every product.
2]. The Burnett agency emphasized American values in their advertising.
b). David Ogilvy believed in research and mail-order copy testing. His
strength
was a gift for imagery and story appeal.
c). William Bernbach touched people with advertising that focused on feelings
and emotions.
*****Use Practical Tips #2 Here; Use Discussion Questions #5, #6, and #7 Here; Use
Power Point #1-16 Here*****
7). Accountability Era: The 1970s-1990s
a). In this era, clients wanted results, and agencies hired MBAs who
understood strategic planning and the elements of marketing.
b). Companies began to shift their budgets more toward sales promotion,
which uses such strategies as coupons, rebates, and sweepstakes to
generate short-term sales gains.
c). The global environment was recognized as an important factor in planning.
d). Budgets were slashed.
e). Brand switching was occurring among consumers.
f). Accountability was both expected and verifiable.
6. Current Advertising Issues
Interactive Advertising
a. Some experts believe that technology, especially interactive technology, will
change the face of advertising completely.
b. Today, this technology has as a primary purpose the ability to gather and
evaluate information, not to advertise.
Integrated Marketing Communication
c. Integrated marketing communication is the practice of unifying all marketing
communication tools so they send a consistent, persuasive message to target
audiences that promotes company goals. Tools include:
1). Advertising.
2). Sales promotion.
3). Direct marketing.
4). Public relations.
5). Packaging.
6). Personal selling.
d. Don E. Schultz maintains that marketers are now shifting from inside-out to
outside-in planning.
1). Inside-out planning means marketers plan advertising messages based on what
they believe is important.
2). Outside-in planning means marketers start with data about consumers and
prospects to plan the advertising message.
e. The biggest stumbling block is the turf battles that occur. Some recommend a
“general contractor” approach to overcome turf battles.
*****Use Key Term integrated marketing communication Here*****
Globalization
f. With trade barriers coming down, advertisers are moving into new global markets.
Huge multinational agencies are beginning to get more and more international
accounts.
1). Advertisers must consider whether to standardize or customize ads as they
spread to other cultures.
Niche Marketing
g. Advertisers are moving toward smaller and smaller markets (niches). Selective
media is being used to reach these groups.
1). This trend is often called fragmentation.
Consumer Power, Relationship Marketing, and Customization
h. Three trends are important:
1). Consumers have more information to give them more muscle in the marketplace.
2). Relationship marketing refers to a strategy that takes advantage of
computer databases to provide targeted services and product offerings based on
customers’ history of transactions with the company.
3). Mass customization takes advantage of flexible manufacturing to make
individualized products.
4). Adaptive marketing means continually revising the product offering, on an
individual basis, to satisfy customer demands.
*****Use Key Terms relationship marketing, mass customization, and adaptive
marketing Here; Use Learning Objective #5 Here; Use Discussion Question
#7 Here; Use Power Point #1-17 Here*****
DISCUSSION QUESTIONS
1.
Critics charge that advertising seeks to manipulate its audience, whereas its supporters
claim that it merely seeks to persuade. Which interpretation do you agree with? Why?
I support the claim that advertising seeks to persuade the audience rather than manipulate it
because advertisers are interested in establishing long term relationships with their
consumers and if a consumer needs to be manipulated to try a product, chances for repeat
buying are slim. Consumers today are "smart shoppers" and they are not easily
manipulated. (Answers will vary mainly due to the students' definitions of persuasion and
manipulation.)
2.
I'll tell you what great advertising means," Bill Slater said during a heated dorm
discussion. "Greatness is the ability of advertising to capture the imagination of the
public - the stuff that sticks in the memory - like Dancing Raisins, or Levi's jeans
commercials, or that rabbit with the
drum - that's what great is," he says. "Bill,
you missed the point," says Phil Graham, a marketing major. "Advertising is a
promotional weapon. Greatness means commanding attention and persuading
people to buy something. It’s what David Leisure did for Isuzu. No frills, no
cuteness -- great advertising has to sell the public and keep them sold," he adds.
How would you enter this argument? What is your interpretation of "great
advertising?"
Advertising is one promotional tool, used in conjunction with other promotional tools such
as personal selling and sales promotion to communicate a product, service or idea to the
public and to persuade the audience. Promotion is just one element of the marketing mix
used to sell the public and keep them sold.
The ability of advertising to capture the imagination of the public is helpful but not always
necessary. Some campaigns are able to attract attention and create memorability without
the development of "inherent drama." An example would be when a demonstration is used.
3.
Walt Jameson has just joined the faculty in the advertising department after a long
professional career. In an informal talk with the campus advertising club, Jameson is put on
the spot about career choices. The students want to know which is the best place to start in
the 1990s - with an advertiser (a company) or with an advertising agency. How should
Jameson respond? Should he base his thoughts on the current situation or on the future?
All career choices have a certain element of risk due to the uncertainty of the future.
Students should choose the path which gives them the best training and experiential
opportunities. Advertising agencies that are large will also be highly specialized.
Experiential opportunities will be narrow but at the same time, deep. An in-house choice
will be more broad-scoped but chances are, the highly specialized work will be farmed-out
to an agency. Students must decide what environment fits them best.
4.
A strong debate continued at Telcom, a supplier of telephone communication systems for
business. The issue is whether or not the company will do a better communication job with
its budget of $15 million by using an in-house advertising agency, or assigning the business
to an independent advertising agency. What are the major issues that Telcom should
consider?
The major issues that Telcom should consider are:
1) the expertise of its staff
2) the time frame of the campaign
3) the amount of control that is desired
4) the need to make fast-breaking local deadlines
5.
The chapter discussed a number of creative approaches that are honored in the history of
advertising. When you think of Reeves, Burnett, Ogilvy, and Bernback, do any of these
styles seem suited to the 1990s? Do the years ahead seem to need hard-sell or soft-sell
advertising strategies? Explain your reasons.
All four of the above mentioned individuals contributed a unique style to the industry. In
general, one could say that all four focused on the soft-sell strategy of advertising.
Utilization of the USP, inherent drama, focus -on feelings and emotions and the use of
research all seem to be suited to the l990s. The l990s will be a challenging decade for
advertising. Budgets will be tight, competition will be fierce, and clients will be
demanding. Without proper research, the identification of a unique selling proposition, or
attention grabbing drama, advertising will not be able to achieve the advertisers'
demanding objectives. Hard-sell advertising does not fit the marketing concept and will
no longer be tolerated by the "smart consumer."
6.
Identify five major figures in the history of advertising and explain their contributions to
the field.
Five of the major figures in the history of advertising are:
1) John Wanamaker revolutionized retailing and developed the concept of advertising
daily prices and offerings.
2) Earnest Elmo Calkens created a style of advertising that resembled original art.
3) John E. Kennedy developed the concept that "advertising is salesmanship in print."
4) John Caplew introduced research into the field of advertising.
5) Rosser Reeves proposed that an effective ad had to offer a "unique selling
proposition."
(These are five of the earlier figures in advertising history. There are many more which
could be selected.)
VIDEO CASE
INTRODUCTION TO MAD DOGS & ENGLISHMEN VIDEO CASES
What actually goes on in an advertising agency? As Chapter 1 explains,
advertising agencies are one of the five primary players in the advertising world
(the other four players are the advertiser, the media, the vendor, and the
audience). By viewing the six video segments and reading the five video cases in
this text, students can go behind the scenes at Mad Dogs & Englishmen, a fastgrowing full-service advertising agency in New York City. This young, hip
agency has already won more than 150 awards for its ingenious, often hilarious
advertisements, earning a well-deserved reputation for its extraordinary focus on
the customer, its creativity, and its brand-building ability.
The story of Mad Dogs & Englishmen starts with this introductory segment, in
which founder Nick Cohen explains the agency's history and students meet all
the partners in the agency. The segment captures the frenetic energy of an
agency, showing staff members at work on client projects and hearing them talk
about their role in the advertising process. This introductory segment sets the
stage for the five video segments that correspond to the cases located at the end
of each of the five parts in the text.
Preparing Students for the Introductory Segment
Before you show the introductory segment, you can prepare students by asking:


Which of the characteristics of great ads are discussed in this video?
Which of the current advertising issues come into play in this video?
INTERNET PROJECT (Case)
The advertising agency is one of the five primary players in the world of advertising. As
the Internet continues to grow in popularity as an advertising medium, more agencies are
being established to help all kinds of advertisers (manufacturers, service providers,
resellers, individuals, and institutions) create ads specifically for the Internet.
Modem Media, a Connecticut-based advertising agency founded in 1987, focuses
exclusively on Web-based advertising for a diverse group of clients, including AT&T,
Citibank, J.C. Penney, and the nonprofit Hole in the Wall Gang. Visit this agency's Web
site (http://www.modemmedia.com/). Click on the buttons at the bottom of the home
page to see the agency's work, a description of its services, and general background
information.
 Referring to Figure 1.2, how would you classify Modem Media? Explain your
answer.
Answer: Modem Media is an external advertising agency, as shown in Figure 1.2 B,
because it handles advertising assignments on behalf of the advertising department of an
advertising organization. However, since it focuses exclusively on interactive marketing,
it is considered a specialized agency rather than a full-service agency.
 Why do you think a client would hire Modem Media rather than using an in-house
agency or a full-service agency for its Internet advertising?
Answer: The Internet is still a relatively new medium, with specialized requirements and
evolving practices. A client seeking an agency with extensive experience in online
advertising might prefer to hire Modem Media because it has proven its knowledge of
that medium by successfully creating campaigns for other online advertisers. The client
would also be aware that Modem Media's focus on the Internet allows it to stay abreast of
the latest trends and regulations, whereas an in-house agency or full-service external
agency might not have a similar depth of knowledge and experience.
ADDITIONAL ACTIVE LEARNING PROJECTS
1. Divide the class into small groups of 3-5 students each. Have the groups go to the
library (or use an online search engine) and find examples of print advertisements of (a)
cars; (b) cooking or food products; (c) clothing or fashion; and (d) over-the-counter
medicines from the 1950s, 1960s, 1970s, 1980s, and 1990s. These examples should be
photocopied (or downloaded) and then critiqued as to similarities and differences. What
can one learn about lifestyles, advertising techniques, and values from these ads? Which
decade seems to be most in-tune with target markets? What do you think ads from the
2000s will look like? Each student group should report their findings to the class.
2. Have each student go to Newsweek magazine’s Web site at
www.newsweek.com/survey and participate in the weekly poll that is conducted at this
site. How could advertisers use poll information to gain better knowledge about
consumers? How would be the best way for advertisers to collect information from
consumers in an unobtrusive way? Share your comments with the class.
3. This chapter introduces the student to the world of advertising, its basic forms, and its
history. To learn more about the foundations of advertising go to the Advertising Age
Web site at www.adage.com, find a topic that is of interest to you and prepare a brief
report on that topic. Be sure to pick a topic that has enough information for a report.
Suggestions are to look for: (a) classical ads; (b) pioneers in advertising; (c) award
winning commercials; or (d) the effect of the Internet on advertising.
4. Collect at least two (2) examples of political advertisements from a recent election.
Review the ads as to content and appeal. Comment on your findings. Which of the ads
did you like best? Why? Did the candidate win?
1. Take out a copy of your local newspaper and the Yellow Pages. Find a product or
service that is advertised in both (such as car dealerships, furniture stores, et cetera).
Comment on the differences between the two forms of advertising. Look for
differences and similarities. Next, see if the company has a Web page, go to it, and
see the differences and similarities between the organization’s interactive advertising
and the other forms mentioned above. Comment on your findings. Do the
advertisements support one another? If so, how?