Theory Application Paper

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 …

…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.