There are different formats for ads – know what they are and what their strengths are for reaching consumers and informing them How might advertisements enhance a public relations effort?
What appeals are utilized by advertisers to touch a demographic? What is frequency?
What is reach? What approaches might be used by a media planner to design an ad schedule? Why are specific media used within a plan, that is, why use newspapers or billboards or electronic media? Know the advantages and disadvantages of each major medium, including social and internet use.