General Advertising

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