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Chapter 4 Contemporary Advertising Contents 4.1 Types of Advertising 4.1.1. Advertising Age 4.1.2 Product Advertisements 4.1.3 Institutional Advertisements 4.1.4 Direct-response versus Delayed-response Advertising 4.2 Advertising Planning 4.2.1 Recognizing Your Problems 4.2.2 Calculating Your Ad Budget 4.2.3 Strategy Operation 4.2.4 Advertising media 4.3 Criticisms of Advertising 4.1.1. Advertising Age We live in a time that has defined itself as “The Age of Information”-When communications has become instantaneous and global. Nowadays, we can see various a