Advertising defined- ANSWER Paid, not personal, present & promote (ideas, goods, services)

History of Advertising-ANSWER Agency Beginnings: Post civil war - Took ads to newspaper, collect circulation, copywrite services (Tell us what you want to do and we'll write it + post it)

Brands began in the late 1800s 1890s: creation of slogans

History of Consumer Skepticism - fair, evidential information) ANSWER Not truthful -> skepticism -> FTC in 1914 (for

Creative Brief: Advertising Objective- ANSWER (quantifiable) What is the problem that needs to be solved?

Short (1-2 sentences)

le: increase # of followers by 20% at the end of Q1

Creative Brief: Target ANSWER Who is the consumer and what is their needs state?

Caricaturize your audience into one person, give detail

Ie: Charles is a BYU freshman who lives in Helaman...he wants to eat healthier but is always running late to class, etc.

Creative Brief: Insight-ANSWER What is in the mind of the consumer? How would they say it?

One sentence, first person, conversational

le: Cannon - I want more variety in my breakfast but I don't want to spend so much money on buying groceries all the time.

Creative Brief: Promise - ANSWER How can we solve the problem?

What must show up in the advertising, your positioning statement