• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

The Business of Advertising
The business of advertising

you saw on television, a Hallmark commercial that brought a tear to your eye, or some obnoxious used-car dealer yelling at you until you turned off the television just to get him to be quiet. Advertising surrounds us everyday, all day. Some of it we like, some we like so much we actually seek it out on YouTube or elsewhere on the Internet. Much of it we may try (usually unsuccessfully) to avoid. But all advertising has one thing in common. The advertiser wants you to do something that will improve his or her business. That's because advertising is a business. Ultimately, the only reason anyone spends money on advertising is to sell you something.

In this chapter, we ...

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