1 What is Advertising? As a part of a settlement between the tobacco industry and the attorneys general in 46 states, The Truth campaign is dedicated to distributing facts about the harmful effects of tobacco use, especially among young people. Run by the nonprofit American Legacy Foundation, the campaign gets its message out through TV, radio, magazines, and the Internet in the hopes of preventing the spread of tobacco use among its target audience while encouraging higher ethical standards for tobacco advertisers. Truth: http://www.thetruth.com 1. Browse around the Truth Web site and describe its features. What audience category does the Truth campaign appear to be targeting? The Web site has regular and special features. Mostly the site has information designed to expose the lies and hidden practices of the tobacco industry. The target audience appears to be young people. 2. What criteria need to be met for the Truth campaign to be considered advertising? Based on these criteria, should this campaign be classified as advertising? The criteria for advertising are that it is paid, mass-mediated communication designed to persuade. The Truth campaign is an attempt to persuade, and is delivered to an audience via mass media. The question is who pays for the Truth’s media space. If they pay, it is advertising. If the media time is free, it is not. 3. Do you think the Truth campaign as it is presented on the Web site is effective? Explain your position. Answers will vary, but the online component of this popular anti-smoking campaign uses rich interactive features to create a street-level, online community that delivers on the brand’s tone. The site motivates kids to reject tobacco use in an entertaining and informative way without preaching. 2 Advertising as a Business Process The wireless revolution is bringing about a completely new communications network based on computing devices that keep people connected to their work and lifestyle