Chapter 1

Introduction to
Advertising
Advertising and other forms of
promotion are an integral part
of the marketing process in most
organizations.
Advertising Principles: Marketing Communications Approach

Ruby F. Alminar-Mutya, DBA
BASIC TASK OF MARKETING
is to combine the elements of

promotional mix into a
comprehensive program that
facilitates exchange with a target
market.
INTEGRATED MARKETING
COMMUNICATIONS
coordinatingthe various marketing

and promotional elements to
achieve more efficient and effective
communication programs.

WHAT IS ADVERTISING?
A paid form of non-personal communication

of information about goods, services, ideas
or institutions using the mass media of
communication with the intention to sell or
secure favorable consideration.

ADVERTISING?
Never FREE, it is always

BASIS OF PAYMENT
TIME and SPACE
Broadcast Print
Advertising Advertising
UNITS OF MEASUREMENT
 Per column centimeter (print media,
magazines)
 Per agate line
(classified ads)
 Per thirty seconds (broadcast media)

PER COLUMN CENTIMETER

PER AGATE LINE
ADVERTISING IS NON-
PERSONAL, WHY?
 With the presence of mass media,
 Products can only be seen over a television monitor
 Heard over a radio program
 Seen over a page of newspaper or magazine or
poster
 A person will never have a face-to-face contact with
the product

ADVERTISEMENTS
 Are not just for tangible products but also for

 intangible goods in the form of SERVICES,
 Ideas in the form of TAGLINES, VISION OR VALUES
 Institutions’ or organizations’ image

ADVERTISEMENT AS A
MARKETING FUNCTION
 openly persuasive and

 convincing in order to sell or secure
favorable consideration

Advertising and Sales
Hexagon
MARKETING
 Is a total system of business activities

designed to plan, price, promote and
distribute want-satisfying goods and
services to present and potential
market.

SALES HEXAGON
Consists of elements where the

general goal is to promote
product or service saleability.

6 ELEMENTS OF THE SALES
HEXAGON
1. Advertising
2. Personal selling
3. Publicity
4. Public relations
5. Sales promotion
6. Merchandising
ADVERTISING
 Perform function of informing,

educating and persuading
prospective market or buyers.

PERSONAL SELLING
 Direct
 Face-to-face contact among buyer, seller
and product
 Intended to convince the buyer to
purchase the product offered for sale

PERSONAL SELLING
In-store Non-store

Buyer goes to
selling outlet
to purchase
needs
Buyer can be
Buyer has a assisted by a
defined need salesclerk or a
saleslady
IN-
STORE
SELLING

Salesmen need to
develop attention,
interest, desire and
action within them to
convince acceptance
of the product
The salesman visits
Prospect do not the prospect in his
have a defined place of business or
need residence for a
sales presentation
NON-
STORE
SELLING

PUBLICITY
 Non-paid
 Non-personal communication of
information about products and services
 Also uses mass media

PUBLIC RELATIONS
To create goodwill and build

good image

SALES PROMOTION
 Includes activities that will promote

increase in sales for the product or
service by planning for freebies or
samples, premiums, price-off and
contests.

MERCHANDISING
 planning for the right product or service

at the right time, for the right market
and price
 final element of the sales hexagon

CLASSIFICATIONS OF
ADVERTISING
 According to Source or Origin
 According to Media Used
 According to Objective
 According to Audience Targeted

ACCORDING TO SOURCE OR ORIGIN
 It is the party who requested for the preparation of the
advertisement
 or the party who wants the advertising project be done,
also known as the advertiser
 Can be producers or manufacturers; wholesalers and
retailers; service businesses; organizations or
institutions; governmental units; and private
individuals.

ACCORDING TO MEDIA USED
 Print media
 Broadcast media
 Outdoor media
 Transit media
 Field media
 Movie advertising
 Direct response media

PRINT MEDIA

BROADCAST
MEDIA

ACCORDING TO OBJECTIVE
 Promotional advertisements
 Institutional advertising

PROMOTIONAL ADVERTISEMENTS
 Advertisements identifying brand of

the item for patronage

PROMOTIONAL ADVERTISEMENTS
INSTITUTIONAL ADVERTISING
 Communicating message of public

interest or seeking to develop goodwill
and also mentioning the name of the
organization or business entity.

INSTITUTIONAL ADVERTISING
ACCORDING TO AUDIENCE
TARGETED
 Consumer advertising
 Industrial advertising
 Trade advertising
 Professional advertising

CONSUMER ADVERTISING
 Targets ultimate users of the product,

convincing them to purchase the item
for personal or household use.

INDUSTRIAL ADVERTISING
 Targets businessmen, convincing

them to purchase the product
advertising for use in their
operations.

TRADE ADVERTISING
 Also targets businessmen,

convincing them to buy the
product advertised for resell.

PROFESSIONAL ADVERTISING
 targets physicians, educators and other groups for them

to prescribe or recommend product advertised.
 this ads should be supplemented by personal selling,
presence of sales representatives to provide more
information about the offering; sales promotion, with the
presence of samples, complementary copies or trial sizes
of the products promoted.

STAGES IN THE ADVERTISING
CYCLE
 Introductory Stage
 Competitive Stage
 Retentive Stage

INTRODUCTORY STAGE
 Used in launching publicity a product or

service which is entirely new or
unknown to the market.

OBJECTIVES OF INTRODUCTORY
STAGE
 First – to develop consumer awareness for an
entirely new product
 Second- to advertise an established product
with a new feature
 Latter- informing the public about product
innovations

COMPETITIVE STAGE
 Seeks to urge the consumers to prefer the

advertiser’s product or service over other competing
brands.
 The advertiser emphasizes a selling point unique to
the product or service presented.
 Highlight features which makes the brand better
than other brands.

RETENTIVE STAGE
 Attempts to develop or establish consumer loyalty by

keeping the buying public reminded of the name or
brand of the item.
 Suitable for products who have gained sufficient
market share, but aims to hold on their consumer
loyal group by periodically repeating, but not
intensively, the advertisement.

THE ADVERTISING TRIANGLE
ADVERTISER
ADVERTISEMENT
ADVERTISING AGENCY ADVERTISING MEDIA

THE ADVERTISER
 the client, an account or a sponsor

 can be the producer, manufacturer, service business,
institution, governmental unit or individual, desiring
for the creation of an advertising project.
 Is a client upon application for an advertising project
in an agency.

THE ADVERTISER IS CALLED AN
ACCOUNT
 Upon agreement on the budget, deadline and agency
commission
 The agency evaluates whether the budget of the
advertiser will be enough to complete the requirements
for the project;
 Whether the project be done on the date needed;
 And if the commission be reasonable enough for the
agency.

THE ADVERTISER IS CALLED A
SPONSOR
 Upon completion of the advertising project and
ready for media schedules on the air and on the
space.
 Because it is a fact that broadcast programs get
their support from advertisers for production
subsidies.

THE ADVERTISING AGENCY
 An independent service organization whose function

is to provide advertising, merchandising and other
promotional activities related to the selling of the
client’s products, services or ideas
 It is totally a separate business from the advertiser,
a different entity

 A service company since it renders intangible function

of creating ideas not just for advertising but also for
merchandising in terms of product planning and
development concepts; and other promotional
activities of assisting clients in public relations
programs, sales promotions planning, store layouting
and personal selling strategies.

THE ADVERTISING MEDIA
 Include the mass media of communication in

broadcast, print, outdoor, transit, field and movie.
 These are the tools to visualize the ideas created by
the agency, to promote saleability of the
advertiser’s products, services or ideas.

THE ADVERTISING DEPARTMENT- A
CLIENT
 This is a dependent service organization

 A functional division within the client or
advertiser’s company
 A part of the structure of the client company
 Should not be confused with an advertising agency.

FUNCTIONS OF THE ADVERTISING
DEPARTMENT
1. Management of the advertising and sales promotion

activities of the company.
2. Responsible for some public relations programs.
3. Supervision of marketing researches, including
market, product, consumer and advertising
researches.

FUNCTIONS OF THE ADVERTISING
DEPARTMENT
4. Shares responsibility with higher management

on agency selection.
5. Approval of advertisements done by outside
advertising agencies.
6. Determination of advertising budget.

 An independent service organization

operating outside the control of the
advertiser or client.
INTERNAL DIVISIONS OF THE
ADVERTISING AGENCY
1. Account Management Department
2. Research Department
3. Copy Department
4. Art Department
5. Media Department
6. Production Department
7. Traffic Department

ACCOUNT MANAGEMENT DEPARTMENT
 Headed by the Account Executive

 This is where the advertiser or client, or the representative
of the client’s advertising department, communicates their
requirements to the agency, for an advertising project
 Where the client negotiates, submit requirements, enters
into agreement on budget, deadline and agency commission

RESEARCH DEPARTMENT
 Responsible for gathering additional information,

under cases where data given by the client may be
insufficient, to start the project
 May conduct survey on areas of market, consumer,
product and advertising, on a small scale basis

COPY DEPARTMENT
 Prepares the text or words of the advertisement.

This may include the story board for television
commercial, or the script for radio and the layout for
print.
 Text may include the features, advantages or benefits
of the product or service to be advertised

ART DEPARTMENT
 Translates the words into pictures

 Responsible for preparing the visual presentation
of the advertisement
 Pictures shall be created for the words constructed
by the copy group
 These pictures are called the illustrations of the
advertisement

MEDIA DEPARTMENT
 Prepares the detailed media schedule, the list of media

selected for the delivery of the advertising message
 May consists of two sections: the space buying section-
for print media; and the time buying section- for
broadcast media
 Headed by Media Director responsible for media planning
for print, broadcast, outdoor, transit and other mass
communication tools.

PRODUCTION DEPARTMENT
 Responsible for handling the mechanical

requirements of the advertisement including
preparing several copies of the mastertape,
blueprint for distribution to media, typefacing
and color reproduction

TRAFFIC DEPARTMENT
 Sees to it that the advertisements are shown or

published according to schedule
 Shall deliver the advertisement blueprint or
mastertape to the media desired and supervises
the advertisements as scheduled

THE ADVERTISING THEME
ADVERTISING APPEAL
 The central buying incentive featured in an

advertising message is the frame of reference,
serving as stimulus to an expected response
from the audience
 This stimulus is called the advertising appeal
and it may be positive or negative

ADVERTISING APPEAL
 POSITIVE ADVERTISING APPEAL

 Build around the concept that the consumer can obtain
something beneficial from the use of the advertised product
or service
 NEGATIVE ADVERTISING APPEAL
 Features fear motive, forcing consumers to buy the item
advertised
 Focused on an unpleasant, unfavorable situation for not
using the product or service
ATTENTION-GETTING FACTORS
 INVOLUNTARY ATTENTION-GETTING FACTORS

 Hold that mental processes are directed toward something
else, and not focused on looking, listening or watching an
advertisement
 Requiring techniques to capture portion of the consumers
attention to give few seconds or minutes to an
advertisement
 More colors, glossy page, full pages, full-bleed
advertisements may be considered

ATTENTION-GETTING FACTORS
 VOLUNTARY ATTENTION-GETTING FACTORS

 Can be beneficial to the advertiser since the mental processes
of the consumer is really intended towards checking, looking
or reading an advertisement
 Can be advertisements on ‘buy and sell’ magazine issue
 People buy an issue purposely to look for advertisements of
items or services they intend to purchase or patronize.

Thank you and God bless!!! 
Prepared by:
Ms. Romarie C. Galvez
Instructor I

Chapter 1

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Chapter 1

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Introduction to

Advertising Principles: Marketing Communications Approach

is to combine the elements of

coordinatingthe various marketing

Advertising Principles: Marketing Communications Approach

A paid form of non-personal communication

Advertising Principles: Marketing Communications Approach

Never FREE, it is always

Advertising Principles: Marketing Communications Approach

TIME and SPACE

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

 Are not just for tangible products but also for

Advertising Principles: Marketing Communications Approach

 openly persuasive and

Advertising Principles: Marketing Communications Approach

 Is a total system of business activities

Advertising Principles: Marketing Communications Approach

Consists of elements where the

Advertising Principles: Marketing Communications Approach

 Perform function of informing,

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

To create goodwill and build

Advertising Principles: Marketing Communications Approach

 Includes activities that will promote

Advertising Principles: Marketing Communications Approach

 planning for the right product or service

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

 Advertisements identifying brand of

Advertising Principles: Marketing Communications Approach

 Communicating message of public

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

 Targets ultimate users of the product,

Advertising Principles: Marketing Communications Approach

 Targets businessmen, convincing

Advertising Principles: Marketing Communications Approach

 Also targets businessmen,

Advertising Principles: Marketing Communications Approach

 targets physicians, educators and other groups for them

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

 Used in launching publicity a product or

Advertising Principles: Marketing Communications Approach

Advertising Principles: Marketing Communications Approach

 Seeks to urge the consumers to prefer the

Advertising Principles: Marketing Communications Approach

 Attempts to develop or establish consumer loyalty by

Advertising Principles: Marketing Communications Approach

ADVERTISING AGENCY ADVERTISING MEDIA

Advertising Principles: Marketing Communications Approach