INTRODUCTION

to

ADVERTISING
1

WHAT MAKES AN ADVERTISEMENT

GREAT ?
Gets the attention of its target customers.
Creates a positive impression for a brand.
Separates the brand from the competition.
Influences people to respond in the desired
way.
Explicit objectives should drive the planning,
creation, and execution of each ad.
An ad is great to the extent that it achieves
its objectives, not because it wins awards.
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DEFINING MODERN
ADVERTISING

A complex form of communication

using objectives and strategies to
impact
consumer
thoughts,
feelings, and actions.
A
form
of
marketing
communication
(all
the
techniques marketers use to reach
their customers and deliver their
messages).
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DEFINING MODERN
ADVERTISING

5 Basic Factors of Advertising

1. Paid communication
2. Sponsor is identified

3. Tries to inform or persuade

4. Reaches a large audience
5. Message conveyed through

different kinds of largely non-

CHARACTERISTICS OF
GREAT ADS
Good or Great Ads Work on Two Levels

Satisfy
Satisfy the
the Customers
Customers
Objectives
Objectives by
by Engaging
Engaging
Them
Them && Delivering
Delivering aa
Relevant
Relevant Message
Message

Achieve
Achieve the
the Sponsors
Sponsors
Objectives
Objectives
5

DUAL PROCESS OF GREAT

ADVERTISING:
REACHING
OBJECTIVES
Advertising Objectives
Consumers Objectives
Advertising Objectives

Consumers Objectives

Attention/
Attention/Awareness
Awareness

Satisfy
SatisfyCuriosity/Memory/
Curiosity/Memory/
Entertainment
Entertainment

Interest
Interest

Identify
IdentifyPersonal
PersonalNeeds
Needs

Knowledge
Knowledge

Gather
GatherRelevant
RelevantInformation
Information

Attitude
AttitudeChange
Change

Support
SupportRisk
RiskAssociated
Associated
With
WithAttitude
AttitudeChange
Change

Behavioral
BehavioralChange/
Change/Trial
Trial

Enhance
EnhanceNeed
NeedReduction
Reduction

Repurchase/Commitment/
Repurchase/Commitment/
Reminder
Reminder

Reinforce
ReinforceTrial
Trialand
and
Need
Reduction
Need Reduction

FOUR COMPONENTS OF
ADVERTISING

FOUR COMPONENTS OF
ADVERTISING

1. Advertising

Strategy

The strategy is the logic and planning

behind the ad that gives it direction.
Advertisers develop ads to meet
objectives.
Advertisers direct ads to identified
audiences.
Advertisers create a message that
speaks to the audiences concerns.
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FOUR COMPONENTS OF
ADVERTISING
1. Advertising

Strategy

FOUR COMPONENTS OF
ADVERTISING

2. Creative

Idea

The creative concept is the central

idea that grabs the consumers
attention and sticks in the memory.
Planning strategy requires creative
problem solving.
Research involves creativity.
Buying and placing ads require
creative thinking.

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FOUR COMPONENTS OF
ADVERTISING
2.

Creative
Idea

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FOUR COMPONENTS OF
ADVERTISING
3. Creative

Execution

Effective ads are well-executed,

reflecting the highest production
values in the industry.
Clients demand the best
production the budget allows.
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FOUR COMPONENTS OF
ADVERTISING

4. Media

Planning/Buying

Television, Internet, magazines,

and other media are used to
reach a broader audience.
Deciding how to deliver the
message requires creativity.

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PRACTICAL TIP # 1:
MEASURING AN ADS SUCCESS
Consider one item as the measure
of an ads success: How well does it
achieve its goals? Some typical
goals include the following:
Increased sales
Attitude
change
among
consumers
Heightened brand awareness
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FOUR ROLES OF
ADVERTISING

Marketing
Marketing Role
Role

Communication
Communication Role
Role

Economic
Economic Role
Role

Societal
Societal Role
Role

Marketing is the process a

business uses to satisfy consumer
needs and wants through goods
and services.

Advertising is a form of
mass communication.
Two main views about advertising,
either the market power model or the
economics of information theory.

Informs us about new and

improved products, teaches us
how to use these innovations, etc.
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4 ROLES OF ADVERTISING
1.The Marketing Role
Marketing is satisfying customer wants
and needs by providing products
(goods, services, and ideas).
The
marketing
department
is
responsible for selling the product
using the 4 Ps (product, price,
place/distribution, and promotion) and
brand development.
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4 ROLES OF ADVERTISING
2.

The Communication Role

Advertising is a message to a
consumer about a product, designed
to create a response.
It is also a form
communication.

of

marketing

Advertising uses mass communication

to transmit product information to
connect buyers and sellers in them
marketplace.
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4 ROLES OF ADVERTISING
3. The Economic Role
Because it reaches large groups of
people, advertising makes marketing
more cost-efficient and lowers prices
for consumers.
Advertising creates a demand for a
brand
by
using
hard
selling
(persuading) and soft selling (image
building) techniques.
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4 ROLES OF ADVERTISING
The Economic Role
By focusing on images and emotional
responses, advertising encourages
consumers to make decisions based
on non-price benefits.
Advertising is a means to objectively
provide price-value information,
creating a more rational economy.

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4 ROLES OF ADVERTISING
4.

The Societal Role

Informs consumers about innovations and

issues
Helps us compare products and features
Mirrors fashion and design trends
Teaches consumers about new products
and how to use them
Helps shape consumer self-image
Facilitates
purchases

self-expression

through
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4 ROLES OF ADVERTISING

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Types of Advertising
Interactive
Interactive
Advertising
Advertising

Brand
Brand
Advertising
Advertising

Public
PublicService
Service
Advertising
Advertising

Retail
Retailor
orLocal
Local
Advertising
Advertising

Institutional
Institutional
Advertising
Advertising
Business-toBusiness-toBusiness
Business
Advertising
Advertising

Political
Political
Advertising
Advertising

Direct-Response
Direct-Response
Advertising
Advertising

Directory
Directory
Advertising
Advertising
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TYPES OF ADVERTISING
Brand Advertising
Focused on long-term brand
identity and image

Retail or Local Advertising

Focused on selling merchandise in
a geographical area

Direct Response Advertising

Tries to stimulate a sale directly

Business-to-Business
Sent from one business to another

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TYPES OF ADVERTISING
Institutional Advertising
Focused on establishing a
corporate identity or winning the
public over to the organizations
point of view

Non-profit Advertising
Used by non-profits like charities,
associations, hospitals, orchestras,
museums,
and
churches
for
customer, members, volunteers,
and donors
Public Service Advertising

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TYPES OF ADVERTISING

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FUNCTIONS OF ADVERTISING
Provide
Provide Product
Product &&
Brand
Brand Information
Information

Provide
Provide Incentives
Incentives
To
ToTake
Take Action
Action

Advertising
Advertising
Performs
Performs 33 Basic
Basic
Functions
Functions

Provide
Provide Reminders
Reminders
and
and
Reinforcement
Reinforcement
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Five Key Players of

Advertising
The

1.
Advertiser

Could either be an individual or an

organization
Wants to send out a message about its
business
Initiates effort by identifying a problem
that advertising can solve
Selects the target audience, sets the
budget, and approves the ad plan
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Five Key Players of

Advertising
2. The Advertising Agency
Agencies have the strategic and
creative expertise, media knowledge,
talent, and negotiating abilities to
operate more efficiently than the
advertiser.
Some large advertisers have in-house
departments.
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Five Key Players of

Advertising

2. The Advertising Agency

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Five Key Players of

Advertising
3. The Media
Media
are
channels
communication that carry
message to the audience

of
the

Theyre vehicles, but also large

media conglomerates like ABSCBN and GMA-7
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Five Key Players of

Advertising
4. The Suppliers / Vendors
Group of service organizations that
assist advertisers, agencies, and the
media in creating and placing ads by
providing specialized services
Artists, writers, photographers,
directors, producers, printers,
freelancers, and consultants
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Five Key Players of

Advertising

5. The Target Audience

People to whom an ad is directedtheir

responses determine if advertising is
effective.
They may be the purchaser or the
actual consumer or both
Targeting is the process of identifying
the people in the desired audience.
Interactive technology allows ads to be
customized to the target audiences
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Practical Tip # 2:
David Ogilvys Advertising
Tenets

Here are some his advertising rules:

Never write an advertisement you
wouldnt want your own family to read.
The most important decision is how to
position your product.
If nobody reads or looks at the ads, it
doesnt do much good to have the right
positioning.
Big ideas are usually simple ideas.
Every word in the copy must count.
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CLASSIFICATION OF
ADVERTISING
By Target
Audience
Consumer

By
Geographic
Area
Local
(retail)

Business

By
Medium
Print

By
Purpose
Product
Nonproduct

Broadcast
Regional
National

Internationa
l

Commercial

(electronic)

Radio
Noncommercial
TV
Out-ofHome

Action
Awareness

Direct-Mail
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CURRENT ADVERTISING
ISSUES
Interactive
Interactive Advertising
Advertising
Integrated
Integrated Marketing
Marketing Communication
Communication

Globalization
Globalization
Niche
Niche Marketing
Marketing
Consumer
Consumer Power,
Power, Relationship
Relationship Marketing
Marketing
and
and Customization
Customization
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CURRENT ADVERTISING
ISSUES
Interactive
Interactive Advertising
Advertising

Buzz is getting people to talk about

the event, idea, or brand.

People contact companies by

phone, the Internet, and through
friends.
Advertising must change to also
become more interactive.
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CURRENT ADVERTISING
ISSUES

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CURRENT ADVERTISING
ISSUES
Integrated
Integrated Marketing
Marketing Communication
Communication

IMC means unifying all marketing

communication messages and tools to
send a consistent, persuasive message
promoting the brands goals.
Stakeholders are also important in IMC.
Synergy means messages have more
impact working jointly than on their
own.

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CURRENT ADVERTISING
ISSUES
Globalization
Globalization
The elimination of trade barriers in
the 1990s opened huge international
markets.
Agencies are forming multi-national
operations to address these markets.
Should advertisers practice local or
global advertising?
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CURRENT ADVERTISING
ISSUES

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CURRENT ADVERTISING
ISSUES
Niche
Niche Marketing
Marketing

Aniche marketis the specific segment of

themarketon which a specific product is
focused.
Concentrating all marketing efforts on a
small but specific and well-defined segment
of the population.
Niches do not 'exist' but are 'created' by
identifying needs, wants, and requirements
that are being addressed poorly or not at all
by other firms, and developing and
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delivering goods or services to satisfy them.

CURRENT ADVERTISING
ISSUES

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CURRENT ADVERTISING
ISSUES
Consumer
Consumer Purchasing
Purchasing Power,
Power,
Relationship
Relationship Marketing,
Marketing, and
and Customization
Customization

ConsumerPurchasingPowerrefer
s to the capacity of an individual
customer or a specific market to buy
certain quantities of goods and
services.
Highconsumerbuyingpowermean
s customers have high incomes and
purchasingpowerrelative
to
the
supply and prices of goods available.
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CURRENT ADVERTISING
ISSUES
Consumer
Consumer Purchasing
Purchasing Power,
Power,
Relationship
Relationship Marketing,
Marketing, and
and Customization
Customization

Relationship
Marketing
is
a
component of customerrelationship
management (CRM) that focuses on
customer
loyalty
and
long-term
customer engagement rather than
short-term
goals
like
customer
acquisition and individual sales.
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CURRENT ADVERTISING
ISSUES
Consumer
Consumer Purchasing
Purchasing Power,
Power,
Relationship
Relationship Marketing,
Marketing, and
and Customization
Customization

Customizationis a marketing and

manufacturing
technique
that
combines
the
flexibility
and
personalization of custom-made
products with the low unit costs
associated with mass production
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CURRENT ADVERTISING
ISSUES

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CURRENT ADVERTISING
ISSUES

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CURRENT ADVERTISING
ISSUES

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