University of Memphis Nature of Advertising Essay

What is Advertising?Instructions:
This course is designed to introduce students to the world of advertising.
The first case is an easy one. Write a 1500-2000 word essay that answers the
question: “What is advertising?”
Be sure to include a definition of advertising in your essay. The expectation is that, at
some point early on in your work, the phrase, “Advertising is . . .” will occur and will be
completed with a concise definition, either of your creation or from an attributed source.
Please point out how each of the following marketing activities is included in or
excluded from your definition:
1. An insurance agent sells you a comprehensive insurance policy for your
vehicle.
2. An ad agency copywriter writes a jingle (selling song) for a radio commercial.
3. Prentice Hall, the publisher of our textbook, has an exhibit at a trade show.
4. Dell Computer surveys its consumers to discover how they react to a new
product line.
Content:
1. The essay should be 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: You should read the book before you write.
2. The essay should reflect an understanding of the nature of advertising, and
should consider the distinction between advertising, public relations, personal
selling and marketing, if any given scenario.
Form:
Your essay will be typed, double-spaced. It should be between 1500-2000 words. Your
essay is due by the end of the module.
Style:
Grammar and spelling must meet generally accepted university standards. You must
cite your sources and you must include a bibliography page (not included in the word
count). You may use any appropriate academic style sheet (APA, MLA, Chicago, etc.).
You should reference Purdue Owl, if necessary.
textbook
Lane,W. Ronald; Whitehill King, Karen; and Russell, Thomas J. (2011) Kleppner’s
Advertising Procedure (18th ed.). Upper Saddle River, NJ: Prentice Hall.
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