CHAPTER KEY POINTS 1. Define advertising and identify advertising’s key components. 2. Explain the roles and types of advertising within society and business. 3. Distinguish among the key players and their responsibilities in creating advertising. 4. Trace the evolution of advertising and the current developments that shape the practice of advertising. CHAPTER OVERVIEW This chapter begins with a definition of advertising, and how that definition has evolved throughout history. It continues with a discussion of the roles and types of advertising. The key players in advertising are then explained, with a look at the various types of jobs that students might encounter in the industry. The chapter concludes by reviewing the historical development of advertising, along with current developments in the industry. CHAPTER OUTLINE 1.0 WHAT IS ADVERTISING? Advertising is a complex form of communication that operates with objectives and strategies leading to various types of impact on consumer thoughts, feelings, and actions. Advertising is a type of marketing communication -- a broad term that refers to all the communication techniques marketers use to reach their customers and deliver their messages. Although advertising may appear to be complex, in a way, it is quite simple. Advertising is about creating a message and sending it to someone hoping they will react a certain way. Advertising is also about creativity. Effective advertising is about generating big, creative ideas with which people connect. Advertising is a huge industry that has been around for hundreds of years, growing more complex and refined through recent centuries.