Written - Effective advertising - Gerard J. Tellis notes

• Page 3. Advertising is pervasive. Today, advertisers bombard consumers with appeals or reminders from the moment they wake up till the moment they fall asleep
• pg3. Estimates of the number of ad messages that reach consumers vary from 100 to more than 1,000 a day. Thus, ads greatly impinge on consumers' awareness and have the potential of greatly affecting their thoughts, attitudes, feelings and decisions. 
• page 4. Advertising is a huge industry. Total expenditures on all media advertising (excluding mail and telephone), in 2002, were more than $236 billon. The industry involves more than 21,000 firms and employed 302,000 people in 2000. 
• Page 5. Ad agencies that plan, evaluate, and implement ad campaigns need to know how advertising works in order to be more efficient stewards of their clients' resources. 
• Page 5. Consumers may buy a product for a variety of reasons. These reasons include seeing an ad for the brand, satisfaction with the product from past purchases, word-of-mouth recommendations from other consumers, change of taste, prestige attached to the product, an attractive package, a store display, a sales promotion, or an attractive price. Advertising is only one of the many causes that prompt a user to buy a brand. 
• pg 9 Advertising is any paid message that a firm delivers to consumers n order to make its offer more attractive to them. 
• Pg 11 Many people believe that most or all advertising is a powerful force that shapes competition in markets today. This belief probably aristes from the pervasiveness of advertising and the huge sums that firms spend on advertising. It seems reasonable to conclude that firms would not spend all that money if advertising were not very effective.
• Page 12 Advertising creates consumer needs. Many consumers desire or even crave products that are also heavily advertised. Examples are appealing dinners at expensive restaurants, fancy holiday cruises, luxurious sports cars, or stylish clothes.  
• pg 12  Even if advertising does not work now, repetition will ensure ultimate success. Consumers need to see an ad several times, think about it, and discuss it with friends before being persuaded by it. 
• pg 14 Sex sells. Ads based on sex appeal generally draw the attention of audiences. Some ads are so provocative as to trigger severe criticism in the press and outrage among some segments of the population. For example, in the 2003 Super Bowl, Miller Lite aired a commercial showing two scantily clad women in a catfight about the taste and lightness of the beer. 
• page 17 The effects of advertising are fragile. The researcher has to analyse data carefully with appropriate methods to observe the correct effect of advertising.
• pg 23 emotion may be the most effective ad appeal
• page 111 the route by which an ad persuades consumers depends on how much they think about the ad's message. When people have both the motivation and the ability to evaluate a message, their likelihood of thinking about it will be high. They will look for and respond to strong arguments in favour of the message and counter what they think are weak reasons. 
• (There are different 'routes' for consumers, those that are passive and those that are motivated to evaluate the message. This determines the type of advertisement they are persuaded by).
• 122 Repetition is the exposure of an ad (or some other stimulus) to a subject two or more times in a succession. Repetition is a major factor in advertising today. It is studied extensively in the fields of psychology, marketing, advertising and consumer behaviour. 
• CELEB ENDORSE : page 180 some ads may even use celebrities as a voiceover without identification because they are so well known. Most celebrity endorsers come from the entertainment world.
• Avoiding stereotypes. 190. An important consideration in the selection and portrayal of endorsers is avoidance of stereotypes. Actually, this may be the most important ethical issuein the area of endorsements. Over the past two decades, major events as well as efforts by various groups have heightened the public's sensitivity to stereotyping. Such sensitivity also spills over into advertising. Two common stereotypes that are prevalent are gender and age.
• 191. EFFECTS ON AUDIENCE Such ads can have unfavorable effects that the advertiser may not have intended. One effect may be that the male audiences are so attracted to the female models that they ignore some or all of the message. A second effect may be that the female audiences disbelieve the portrayal of the models and reject the message.... A third effect is that some segments of consumers may be offended by the stereotyping and may publicly criticize the ad or organise movemenets against the advertiser. A fourth effect is that some segments may compare the models to their own self, leading to feeling of inadequacy and self-destructive behaviour.