Learning Objectives

After studying this chapter, you will be able to:

  • Describe two major reasons why advertising grew dramatically in importance during the nineteenth century.
  • Define what “advertising” is using examples of six different types of advertisements.
  • Describe the four major groups in the advertising business and the key characteristics of each.
  • Explain how advertisers use demographics and psychographics to target their audience.
  • Name four common misconceptions about the advertising industry.
  • Discuss the controversies surrounding advertising directed at children.
  • Discuss how companies are using integrated marketing communication (IMC) to promote their brands.