The document discusses the key elements of effective advertising, including strategy, creativity, and execution. It outlines the five players involved - advertisers, agencies, media, vendors, and target audiences. The evolution of advertising from print to modern integrated approaches is examined, as well as current issues like the promise and challenges of interactive advertising.

1. Introduction to Advertising CHAPTER 1

6. What Makes an Ad Effective ?

12. A Model of Key Effects

13. Message Effectiveness Factors SP; Personal Selling, DM SP; Personal Selling, DM SP; Personal Selling, DM Trial Purchase Repeat purchase, use more Behavior PR, Personal Selling, SP Adv, PR, Personal Selling Personal Selling, Direct Marketing Attitudes: Form or change Emotions and involvement Conviction: belief, commitment Persuasion PR, Personal Selling, DM, Adv Adv, PR, POP Understand Image and association brand links Learning Advertising Media; PR Adv; Sales Promotion Adv; SP; PR Adv; SP; PR Exposure Attention Interest Memory: recognition/recall Perception Communication Tools Surrogate Measures Message Effects