Advertising--

is an impersonal message, paid for and controlled by a sponsor and dispersed to people.

Advertising is facing a critical turning point because of four factors.

-- great increase in the number of products and brands available

-- regulation

-- electronic scanners

-- large number of media choices

Advertising strategies are the broad actions advertisers take to accomplish their objectives, and advertising tactics are the execution of the strategies.

Two schools of advertising:

hard sell

image advertising

Institutional or corporate advertising--

is used to improve attitudes toward a company or organization or to urge action on social issues.

Retail advertisers--

are local stores or businesses that sell directly to consumers.

Co-op advertisers--

is a special arrangement that sometimes links general and retail advertisers together.

Functions of an advertising agency

account management

creative work

media planning and buying

Media planners--

select appropriate media types and media vehicles for the advertiser.

often supervise creative specialists such as copywriters, art directors, and television producers.

The basis of an agency's compensation is the 15 percent media commission.

Agencies that monitor advertising:

food and drug administration

federal trade commission

ftc