This edition: Advertising
Advertising’s ability to reach and influence large audiences makes contemporary mass media possible. This lesson focuses on approaches to advertising, beginning with the major historical milestones that have evolved into the advertising industry today. Advertising strategies depend on the nature of the product or service, the target audience, the medium, the budget, and other variables. These variables are examined, both individually and in terms of how they interact to drive the behind-the-scenes practices ad agencies follow. This lesson also examines the regulatory structure of advertising and the tests applied to determine when commercial speech has First Amendment protection.