1.5 Summary

As part of the marketing process and promotional mix, advertising is used when marketers are ready to communicate with potential customers. Starting with the creation of Volney Palmer’s advertising agency and the creative success of Bill Bernbach, advertising has become a multi-billion-dollar industry. Advertising has evolved into a fast paced and ever-changing industry that uses all of the different forms of media and wide variety of message formats to communicate with all of the unique and diverse audience members. To be a successful advertiser, a person must learn how to develop an effective strategy and create ads that are exciting, memorable and move people to make a purchase. The purpose of this book is to not only introduce you to advertising but to give you the skills necessary to gather insights, develop a strategy, and make creative ads that will move your target market to take an action.