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 |  Dynamics of Mass Communication: Media in the Digital Age, 7/e Joseph R. Dominick
The Structure of the Advertising Industry
Chapter Outline
Defining Advertising
Functions of Advertising
Types of Advertising
A Brief History of Advertising
Organization of the Consumer Advertising Industry
Advertisers
Agencies
Media
Advertising Online
Categories of Internet Advertising
Producing Advertising
Departments and Staff
The Advertising Campaign
Advertising Research
Economics
Advertising Volume in Various Media
Agency Compensation
Business-to-Business Advertising
Consumer Versus Business-to-Business Advertising
Media
Appeals
Career Outlook: Advertising
Entry Level Positions
Upward Mobility
Main Points
Questions for Review
Questions for Critical Thinking
Key Terms
Suggestions for Further Reading
Surfing the Internet
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2002 McGraw-Hill Higher Education