Types of Ads

Awareness: Telling customers, "FYI, product X exists. Here's how it works. It's available if you need it."

Persuasion: "4/5 doctors prefer Camels" or "Verizon: America's largest 4G LTE network"

Promises: promises can be explicit, like a guarantee or warrantee, but more often implicit, in the form of a brand image. Disney makes a name for itself as a purveyor of "family-friendly entertainment," customers come to rely on Disney to provide exactly that

Signaling: an ad conveys valuable information simply by existing. "We're willing to spend a lot of money on this product. We're committed to it."