After completing this chapter you should be able to

• Define advertising in terms of its content, purpose, audience and transmission methods
• Understand the way in which advertisements target audience members’ needs, using product benefits and product characteristics to persuade customers to purchase goods and services
• Understand how to craft a solid three-step creative brief that will dictate how to approach an advertising campaign
• Create basic advertising copy based on the simple aspects associated with promotional copy
• Examine the elements necessary to determine if an advertisement or an advertising campaign was successful