INTRODUCTION TO ADVERTISING

Write an essay that answers this question to the best of your ability: !
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What is advertising? !
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Be sure to include a definition of advertising in your essay. A definition is “an explanation of the
meaning or meanings of a word.”1 As such, it is not a list of attributes or a set of examples. It
should begin with the phrase, “Advertising is . . . .” !
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Please point out how each of the following marketing activities is included in or excluded from
your definition: !
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a. A salesman at a Abercrombie & Fitch™ store sells you a shirt. !
b. A friend tells you to buy a Toyota™ Prius because he had a great price from the dealer –
and it gets 50 MPG! !
c. Nike™ throws a party for its biggest retail dealers. !
d. Your Internet company surveys consumers to discover how they feel about your service. !
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1. FORM AND DEADLINES: It is expected that your essay will be typed. It should not be
longer than one typed page (@200 words). Typed work should be printable as double-spaced on !
8-1/2″ x 11″ paper with reasonable margins. Legibility is a matter of the instructor’s judgment
and is not subject to debate. You’ll be applying for a job soon; impress me with your
professionalism. E-mail submissions will be accepted only from Distance Learning students. !
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2. STYLE: Grammar and spelling should meet generally accepted University standards. For
questions of form, the AP Style Book should be used as a reference. !
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3. CONTENT: !
a. The essay should provide the reader with your best analysis of the question, supported by
reference to the text or other generally acceptable bibliographic references on the subject. Your
unsupported opinion, while charming, is of little interest. In sum: it is not only “OK” to read the
text before you write; it might be a better way of accomplishing the objective. !
b. The essay should reflect an understanding of the nature of advertising, and may consider
the distinction between advertising, public relations, personal sales and marketing, if any. !

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