1. Three criteria must be met. – Must be paid for – Delivered to audience by mass media – Must persuade the audience to action Inform your customers about your product Persuade customers them to buy and create a demand. To remind customers of the company

2. Everyone is provided with information Ads help you to make wise decisions. Reduces search time to a product- familiar already – Provides us with knowledge – Provides us with lower prices – Spend less time shopping

3. History of Advertising http://www.melcarson.com/history- advertising-timeline-video.html

4. Current Advertising

7. Influences on Advertising

8. Environmental influences Business want to present themselves as good stewards of the environment. – Disposing of waste responsibly – Environmentally friendly products – Using sustainable energy sources http://www.youtube.com/watch?v=hoOfIR4Vk1o

9. Social and Political Influences Two goals of ads a.Selling a product b.Maintaining a good public image Social responsibility- a business should contribute to the welfare of society Political Ads – Is not regulated and influences consumer opinion http://www.youtube.com/watch?v=WL RudB3Plng http://www.youtube.com/watch?v=O0RN97e14hk

10. Trade Groups Industry trade groups- trade association – Responsible for public relations such ad advertising, education, political donation, lobbying and publishing Collaborate between companies to develop industry standards Improve the industry image Shape and opinion(domestic violence, smoking, drinking and driving) http://www.youtube.com/watch?v=miqGOGv7QPs http://www.youtube.com/watch?v=SDCPbUMRCXM

11. Consumer influences Consumer behavior – Everything that affects you as a person. – Each person has their own experience that shapes us. Functional – makes things easy to use. Benefits are the same to everyone Emotional- things that make you feel proud or satisfied

13. Functional or Emotional

14. Functional or emotional

16. Consumer Motivation How do we evaluate motivation behind purchases: Direction-( what they want) Intensity – (How much they want it)

17. Advertising Industry Product Advertising Uses rational argument to communicate why consumers need a specific product – highlighting the benefits & features

18. Corporate Advertising Institutional Advertising Enhance the company's reputation or build goodwill. Doesn’t promote a product but a positive attitude toward the company

19. Brand Advertising Brand - Combination of the comply, product or product line. (include name, logo, slogan) Build an image based on the set of values help by the company