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General advertising
Any paid form of nonpersonal communications about an organization, product, service, or idea by an identified sponsor
Paid form of persuasive communication
A form of advertising that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers
Inform/educate
The purpose of advertising to provide information about availability, features, pricing, and comparison
Position in the consumers' minds
The purpose of advertising to differentiate one product from another and identify a market segment
Persuade/sell
The purpose of advertising to encourage purchase, support, or donation
U.S. spending on advertising in 1946
Slightly more than $3 billion
Total advertising expenditure for 2022
Over $300 billion in North America
Predominant media
TV, online, newspaper, radio, out-of-home, on-site, magazine, video, and more
Business-to-Consumer (B2C)
Advertising from an organization to a household user
Business-to-Business (B2B)
Advertising from a business to another business in an effort to promote a product/service for their own use or for another business or household consumer
Brand advertising
Promoting a product, service, person, or idea
Retail advertising
Advertising for national or local retail establishments (stores, restaurants, hotels, more)
Institutional advertising
Advertising that focuses on establishing a corporate identity or winning the public over to the organization's point of view
Non-profit advertising
Advertising used by non-profits to create awareness or solicit funds
Public Service advertising
Advertising that provides a message for a cause and can only be used by non-profits
Pros of advertising
Informs, builds the U.S. economy, provides jobs, and entertains
Cons of advertising
Makes products/services more expensive, builds a greed mentality, encourages overspending, intrudes on media programming, and wastes time
Copy
The words in an advertisement, including headlines, body, captions, and more
Visuals
Videos, photographs, illustrations, graphs, or other visual elements in an advertisement
Media selection
Choosing where to place the advertisement based on the marketer, budget, target audience, and purpose