Slide 2 of 18
Notes:
Advertising is one of the most prevalent and misunderstood elements in a modern
society. We are bombarded with messages daily, all intended to change a
consumer's awareness about a product and ultimately lead to purchase of an item.
As the barriers between advertising and ancillary elements--like brand contacts--
blur, the consumer sees very little difference between them.
The key differentiating elements which define advertising are: (1) it is a paid
message, and (2) the message is controlled by the advertiser. When you see
advertising take special note of the essence of the message and whether the
creative elements in the ad complement that essence. You may be surprised at how
subtle some of the nuances can be.