After studying this chapter, you will be able to:

1. Describe two major reasons why advertising grew dramatically in importance during the nineteenth century.

2. Define what advertising is using examples of six different types of advertisements.

3. Describe the four major groups in the advertising business and the key characteristics of each.

4. Explain how advertisers us demographics and psychographics to target their audience.

5. Name four common misconceptions about the advertising industry.

6. Discuss the controversies surrounding advertising directed at children.

7. Discuss how companies are using integrated marketing communication (IMC) to promote their brands.