Television Advertising

• Mass Audience
• Visual medium – creative storytelling
• Leading medium

• Aging viewers
• High cost
• Ad-skipping
Things to consider:
• The Copy Platform
• Know your client and your consumer
• Whom does the firm want to reach?
• What geographic area does it want to cover?
• What are the product’s main selling points?
• Who are the principal competitors
• What approaches do they use?
Choosing the approach
• The Problem–Solution Approach - lets you depict a realistic problem and show someone
solving it with the product
• The Demonstration Approach - lets you show the benefits of the product in action.
• The Situation Approach - tells a story that establishes a reason for the presence of the
product.
• The Spokesperson Approach - uses either a well-known person to endorse a product or
an unknown person who claims to have used the product and delivers a testimonial for
it.
• The Product-as-Star Approach - seeks to display the product prominently and make it
appear irresistible.
• The Direct-Response Approach - persuades the viewer to order something directly from
the advertiser. In this type of spot, the visuals must be very strong.
• An institutional approach is designed to enhance the client’s image and build goodwill.
What you need to know

Radio Advertising
• Production value and voiceover talent. • Use of sound elements to enhance the
• Distinctiveness of the offering. message.
• Effective use of the interplay between • Authenticity.
emotion and logic. • The offer.
• Articulation. • The opening attention grabber.
• Simplicity. • Benefit orientation.
Events Marketing
Integrated Marketing Communications
Why include EVENTS in your
Marketing Mix?
The modern consumer wants
more than a pitch when Branding and Generating
evaluating solutions or making Awareness Leads
a purchasing decision. Events
offer a unique opportunity for
them to interact with solution Engage your
providers to get a firsthand Educate
customers
sense of a company’s focus,
perspective, and personality.

http://www.ufsa.ufl.edu/uploads/mcda/Marketo-Definitive-Guide-to-Event-Marketing.pdf
 Why do events?

Branding &
Awareness
• Key purpose is to establish
the brand
• People like the experience.
They remember it.
 Why do events?

Lead
Generation
The key is to invite those you know will be interested in the chosen theme and topic of the
event. In other words, to generate quality leads from your event, you need to determine your
target audience.
http://www.ufsa.ufl.edu/uploads/mcda/Marketo-Definitive-Guide-to-Event-Marketing.pdf
 Why do events?

Customer Engagement

• Events offer an opportunity for a positive personal interaction.

• You can use events to introduce a new product or service.
Why do events?

Education
• It is important to impart
knowledge useful to your
market.
• Share unique insights by inviting
high-profile speakers
bayanDSLwifi
Case Study
Where are we?
• Background
• Market size for bayanDSL – estimated at 150k households in QC, Manila,
Valenzuela and Malabon. It continues to increase annually at 15-20%.
• Competitors – PLDT, Globe, Smart
• Competitors continue to expand and develop their product offering – LTE
connection
• bayanDSL has a healthy market share in QC
• Buying Patterns
• Consumers look for a reliable and affordable internet connections.
• Target Market – head of households (parents) who works hard to provide for
their family. They ensure that the children have everything they need –
reliable internet connection.
• Influencers – the high school and college students (children of providers)
• Knows the kind of service the competitors are providing
Where are we?
• Using patterns - heavy on mobile connections
• Millennials – use for social media and school work
• Gen X – social media and browsing
• Consumers want easy and fast subscription.
Where are we?
• The Competition
• PLDT – biggest market share (coverage)
• Globe
• SmartBro
• BayanDSL has competitive pricing vs PLDT
• Based on consumer research, subscribers prefer bayanDSL
when it comes to customer service.
• Weakness – development of faster internet connections and
expansion of coverage
Why are we here?
• Competitors have been aggressive in expansion and marketing.
• PLDT – LTE connection
• Tri-media campaign to advertise new products
• Booth setup in popular malls
• There were only improvement of pricing for bayanDSL – faster
internet connection at the same price they are paying.
• Lola Techie – as an icon helped the brand to sustain image in the
minds of the consumers
• Limited budget for mass media campaign
Where could we be?

•Position in the market –

preferred DSL provider in QC,
Manila, Malabon and Valenzuela
How could we get there?
• Promote bayanBundle – bayandsl + landline
• Better profit
• Increases customer loyalty
• Integrated Marketing Communication campaign
• Use creative storytelling with Lola Techie as main character
• Integrate current trends in brand story
Campaign Teaser – Facebook post
Campaign Teaser – Facebook post
Are we getting there?
• Exceeded sales target
• Increased subscriber base at 10%
Case Study
Case Study
Guide Questions
• What are your thoughts about the ads?
• How do you think the ad promoted the brand?
• Did you like the ad? Why or why not?

• E-Mail – aconsumido@gmail.com
• Not too long / not too short. Expound.