Introduction to Advertising. Part 1: Foundations Chapter 1. Chapter Outline. Chapter Key Points What is Advertising? Roles and Functions of Advertising The Key Players Types of Advertising What Makes an Ad Effective? The Evolution of Advertising The Current Advertising Scene.
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Part 1: Foundations
Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience
Five basic components:
Sponsor is identified
Tries to persuade or influence
Reaches a large audience
Conveyed through impersonal mass mediaDefining Modern Advertising
EFFIES, AME, IPA
CLIOS, One Show, Cannes
Judge creative ideas
Not all award-wining ads are effectiveWhat Makes an Ad Effective?