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Chapter 12: Advertising

Chapter Summary:

In this chapter we present the first of a two-part examination of advertising with a discussion of advertising basics. We begin by covering several fundamental issues in advertising including examining what advertising is and why it is important to the marketing organization. We also look at managing the advertising effort by comparing in-house management to that offered by advertising professionals, such as advertising agencies. Finally, we identify different types of advertising and address trends facing the advertising industry.

Key Issues:

  • What is Advertising?
  • Objectives of Advertising
  • Managing Advertising Decisions
  • Types of Advertising
  • Trends in Advertising

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. ZenithOptimedia Press Release, March 31, 2008. http://www.zenithoptimedia.com/gff/pdf/Adspend%20forecasts%20March%202008.pdf
  2. Johnson, C.Y., "Microsoft Acquires Interactive TV Firm," Boston Globe, June 18, 2008. http://www.boston.com/business/technology/articles/2008/06/18/microsoft_acquires_interactive_tv_firm/
  3. "Ad Agencies' Most Wanted: Integrated-Marketing Pros," Wall Street Journal, January 22, 2008. http://online.wsj.com/article/C50330NEEDLEMAN.html
  4. Paul, R., "Xerox Softens Image in Brand Overhaul," Reuters, January 7, 2008. http://www.reuters.com/article/businessNews/idUSN0644943720080107
  5. Story, L. "Nielsen Adds to Cellphone Tracking," New York Times, June 28, 2007. http://www.nytimes.com/2007/06/28/business/media/28adco.html
  6. Kang, S., "Why DVR Viewers Recall Some TV Spots," Wall Street Journal, February 26, 2008.http://online.wsj.com/article/SB120398730105292237.html
  7. Gaudiosi, J. "Games Advertisers Love Most," Business 2.0, July 10 2007. http://money.cnn.com/magazines/business2/business2_archive/2007/07/01/100117054/index.htm
  8. Stetler, B., "Whichever Screen, People Are Watching," New York Times, July 8, 2008. http://www.nytimes.com/2008/07/08/business/media/08adco.html 
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