Advertising And Public Relations (ferguson Career Launcher)

Career Launcher Advertising and Public Relations CL_Advertising_F.indd i 5/21/10 4:02:23 PM Career Launcher series Advertising and Public Relations Computers and Programming Education Energy Fashion Film Finance Food Services Health Care Management Health Care Providers Hospitality Internet Law Law Enforcement and Public Safety Manufacturing Nonprofit Organizations Performing Arts Professional Sports Organizations Real Estate Recording Industry Television Video Games CL_Advertising_F.indd ii 5/21/10 4:02:24 PM Career Launcher Advertising and Public Relations Stan Tymorek CL_Advertising_F.indd iii 5/21/10 4:02:24 PM Career Launcher: Advertising and Public Relations Copyright © 2010 by Infobase Publishing, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval systems, without permission in writing from the publisher. For information contact: Ferguson An imprint of Infobase Publishing 132 West 31st Street New York NY 10001 Library of Congress Cataloging-in-Publication Data Tymorek, Stan. Advertising and public relations / by Stan Tymorek. p. cm. — (Career launcher) Includes bibliographical references and index. ISBN-13: 978-0-8160-7961-2 (hardcover : alk. paper) ISBN-10: 0-8160-7961-7 (hardcover : alk. paper) ISBN: 978-1-4381-3204-4 (e-book) 1. Advertising—Vocationa l guidance. 2. Public relations—Vocational guidance. I. Title. HF5828.4.T96 2009 659.023—dc22 2009024196 Ferguson books are available at special discounts when purchased in bulk quantities for businesses, associations, institutions, or sales promotions. Please call our Special Sales Department in New York at (212) 967-8800 or (800) 322-8755. You can find Ferguson on the World Wide Web at http://www.fergpubco.com Produced by Print Matters, Inc. Text design by A Good Thing, Inc. Cover design by Takeshi Takahashi Cover printed by Art Print Company, Taylor, PA Book printed and bound by Maple Press, York, PA Date printed: May 2010 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 This book is printed on acid-free paper. Contents Foreword / vii Acknowledgments / xi Introduction / xiii 1 Industry History / 1 2 State of the Industry / 28 3 On the Job / 57 4 Tips for Success / 85 5 Talk Like a Pro / 109 6 Resources / 134 Index / 151 v CL_Advertising_F.indd v 5/21/10 4:02:24 PM CL_Advertising_F.indd vi 5/21/10 4:02:24 PM Foreword Why does advertising matter? Advertising matters for any number of reasons. For one thing, it helps keep our economy moving forward by fueling consumption. This “fueling of consumption” is also what makes advertising controversial, too. Many believe that advertising causes us to buy more “stuff” than we need. That may be true, but I tend to believe we’d buy a lot of that stuff anyway—what advertising does is point us toward certain brands and types of products. We were probably going to buy a car whether we saw advertising or not (what’s the alternative, hitchhiking?). But the ads influence our choice of one car over another. They help us make sense of all the consumer choices before us— and not necessarily in a purely logical way. Ads can help to create