Theory Application Paper
Date Submitted: 04/20/2004 06:57:55
Category: / Social Sciences / Communication Studies
Length: 14 pages (3818 words)
Category: / Social Sciences / Communication Studies
Length: 14 pages (3818 words)
I.<Tab/>INTRODUCTION
Advertising is mass communication an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser ("The History of Advertising").
In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has …
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…Julita R. and Lilia B. Arante. Advertising. Mandaluyong, Philippines: National Book Store, 1986.
"The History of Advertising". http://www.wissen-erleben.de/advertising/index.htm.
Littlejohn, Stephen. Theories of Mass Communication 7th Ed. Albuquerque, New Mexico: Wadsworth Group, 2002.
"Maslow's Hierarchy of Needs". http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html.
McQuail, Dennis. Communication Models for the Study of Mass Communications. New York: Longman Inc., 1981.
Miranda, Gregorio S. Advertising 3rd Ed. Mandaluyong, Philippines: National Book Store, 2000.
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