Chapter 1 Introduction to Advertising CHAPTER CONTENT CHAPTER KEY POINTS 1. Define advertising and explain its key components. 2. Discuss the roles and functions of advertising within society and business. 3. Identify the key players and their roles in creating advertising. 4. Explain the different types of advertising. 5. Summarize the characteristics of effective advertising and explain why it is always goal directed. 6. Analyze the changes affecting the advertising industry. CHAPTER OVERVIEW This chapter starts with a definition of advertising and an explanation of some of advertising’s most basic concepts. Then it provides basic information about the roles and functions of advertising, the key players in advertising, and the various types of advertising. The chapter concludes with a review of advertising as a dynamic profession identifying changes today and tomorrow that may affect the way advertising is defined in the future. 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 about creating a message and sending it to someone hoping they will react a certain way. Advertising becomes controversial when questions arise