LEARNING OBJECTIVES:

At the end of the discussion, a student must be able to:

•Understand advertising concept and identify its key elements;

•Determine how advertisements are measured and paid;

•Analyze elements of advertising triangle;

•Describe the different types of newspaper and magazine advertising;

•Analyze print advertisements and identify the parts used;

•Evaluate a print advertisement from their own perspective.

Mr. Diego Granizo
President & General Manager
The Coca-Cola Company

Source:
Diego Granizo - President & General Manager, Philippines The Coc
a-Cola Company|ExecLibrary
(www.google.com)
 Mr. Tony Tan Caktiong
Founder & Chairman
Jollibee Foods
Corporation

Source: Tony Tan Caktiong & family (forbes.com)

Source: PTAMA.net
 Just a handsome Juan
Matt Laurel
Real estate broker – Goldcentric Properties

Source: lifestyleasia.onemega.com - @mateolaurel

 television recorder
news expert computer friendly

reactor
editor the insane
Source: www.google.com
 Often confused /
misunderstood with

Is a form of non-personal communication of information about goods, services, ideas

or institutions using mass media of communications with the intention to sell a product.
 TIME AND SPACE
Basis of payment for print advertising. As a paid tools in marketing products, services and other intangible goods,
units of measurement are per column centimeter (per cl. cm.); per line; and per 30 seconds (secs.)

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

Source: Advertise | My INQUIRER
How is an advertisement made / created?

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

The Advertising Triangle

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

The Advertising Triangle
(explained)
Is called the client in account or sponsor.
The source of the advertisement.

Is an independent service organization which function is to

provide advertising, merchandising and other promotional These are the tools to visualize the ideas created by
related activities. the agency to promote the advertisers product.

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 The Advertising Triangle

The shape, process, and idea will

never be complete in the absence
of one side / element.

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

Newspaper
What to know about Newspaper Advertising?

Newspaper

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 Newspaper

• A common medium for small firms and retailers as well as some

corporations.

• With constant changes in marketing and advertising and

despite all options available, one channel that continues to be
a worthwhile investment is newspaper (Zolnikov, 2020).

• According to Zolnikov, 51% of the newspaper audience

read print only, and 6% read the paper on their mobile
devices.

Newspaper

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

Types of Newspaper Advertising
DISPLAY ADVERTISING
•Allowed to use any larger space desired
•Allowed to use color
•Display ads appear in all sections of the newspaper except the
editorial page, obituary page, and classified section

Source: google.com – The Manila Times

CLASSIFIED ADVERTISING
•Published under different heading
•Uniform width, measure in terms of space occupied
•Not allowed to use color and larger space and typeface

Source: google.com – Phil. Daily Inquirer

Types of Newspaper Advertising

CLASSIFIED DISPLAY ADVERTISING

•“Box Ads” about job vacancies
•Allowed to use larger space
•Allowed to use decorative border
lines and company logo
•Not allowed to use color

LEGAL ADVERTISING
•Advertisement by government offices.

Source: google.com – The Manila Bulletin

“Classifinder and Career Guide Page”
(The Philippine Star)
 Source: google.com
Types of Newspaper Advertising
AMUSEMENT ADVERTISING
•Advertisements of movies to be shown, concerts
and stage plays, and other activities schedule for
relaxation or pleasure.

“Allure, Travel and Lifestyle”

(The Philippine Star)

OTHERS
•Service termination notice
•Obituaries / death notice
•Anniversaries, birthday announcement and greetings

Source: google.com – The Manila Bulletin

COSMOPOLITAN
TIME FORBES

Magazine

LIWAYWAY
What to know about Magazine Advertising?

Newspaper

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 Magazine Advertising

• Contains stories, articles, and other featured items of

various writers that may interest the readers.

• Magazine – are the most permanent of all mass media, since they are
kept for a long time and advertising message are seen a number of times.

• It offers audience selectivity, in terms of reaching a

group of segment of interest to advertisers.

Magazine

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 SPACE CONTRACT
Basis of payment for magazine advertising. The advertiser should pay at the current rate, at specific
size; page number; date of insertion; position of the advertisements; and agency commission.

Magazine

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 Magazine Elements

FOURTH FIRST COVER

COVER PAGE PAGE

• The back cover

• The front cover
of the magazine.
of the magazine.
• Page 50 of the
• Page 1 of the
issue.
issue.

SECOND
THIRD COVER Source: stock.adobe.com
COVER PAGE
PAGE
• The inside of the • The inside front
back cover of the cover of the
magazine. magazine.
• Page 2 of the issue.
• Page 49 of the issue.
 Magazine Elements
Various ways of using magazine space

Source:
stock.adobe.com

FULL-BLEED PARTIAL BLEED AD

AD• When the magazine advertisements • When the magazine advertisements
run all the way to the four edges of run all the way to the four edges of
the page, leaving no white space the page, leaving no white space
margin margin
 Magazine Elements
Various ways of using magazine space

Source: gatefold20opening20action20resize.jpg (1000×667) (printninja.com)

GATEFOLD CENTERFOLD
• An advertisement positioned on • Also called “multiple unit ad”, is
the second cover page where extra positioned on the two middlemost
pages spread outs when opening the pages of the magazine issue.
page that gives a big spread.
 Magazine Elements
Various ways of using magazine space

½ page vertical ½ page horizontal island position

Image space
Text

Magazine

½ page double spread 2 outside ½ pages

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)
Do you have a date which you remember most?

Magazine

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

A Date to Remember

Cover Date On-sale Date Closing Date

• date appearing on the cover.

On-sale Date

• the date on which the magazine is issued, where in

this is usually a week advance from the cover date;
or a month advance for monthly issues.

Closing Date
• the deadline on which the blueprint or negative must
be submitted to the publisher’s hand in order to print
the particular issue. Magazine

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

What are the components / ideas needed in creating this
advertisement?

Reference: Fundamentals of Advertising – An OBE Approach (RUBY F. ALMINAR-MUTYA, DBA)

 Parts of Print Advertising HEADLINE
• Commonly presented at
the upper portion of the
space.

Ex: Testimonial Headline

COPY
• Are the words of the
ILLUSTRATION advertisement. This
explains the features,
• You can use the actual benefits and advantage of
picture of the product or the item.
talent.
• Supports the claim of
• Is the visual part of the desirability of the product.
advertisement. This put It must start with a lead
words into pictures. compelling the reader to
read the rest of the copy.

Source: google.com – Blackwater

 Parts of Print Advertising HEADLINE
• Commonly presented at
the upper portion of the
space.

Ex: Testimonial Headline

LAYOUT
• Integrates the first three
parts into whole print
advertisement.
COPY
• Are the words of the
ILLUSTRATION
• All parts must be so arranged to
advertisement. This
motivate the reader, thus
explains the features,
• You can usedifferent
considering the actual
principles. benefits and advantage of
picture of the product or the item.
talent.
• Supports the claim of
• Is the visual part of the desirability of the product.
advertisement. This put It must start with a lead
words into pictures. compelling the reader to
read the rest of the copy.

Source: google.com – Blackwater

 Mr. Diego Granizo
President & General Manager
The Coca-Cola Company

Investopedia Team (2019)

$4.24 billion / year

spending on advertising.

Source: Diego Granizo - President & General Manager,

Philippines The Coca-Cola Company|ExecLibrary
(www.google.com)
 Mr. Tony Tan Caktiong
Founder & Chairman
Jollibee Foods
Corporation

Source: Tony Tan Caktiong & family (forbes.com)

Roderick Abad (2016) – Business Mirror

P1.72 billion (2nd Quarter)

spending on television advertising.

Source: PTAMA.net
Group / Google Classroom Discussion

Activity Title:

Evaluating Advertising
Messages
In this activity, evaluate the following ads and determines
whether the messaging is clear and effective.
Group / Google Classroom Discussion

Discussion Questions:

1. Do you think that these ads would have a

good "cut-through" and get attention?
Why/why not?
2. Do you find them humorous?
3. Who is the likely target market in terms of
the age group and lifestyle?
4. Thinking about the target markets, how do
you think that they would react to (or feel
about) the ad?
5. As a result of your response to question 4,
do you think that these ads would have
been successful in attracting first-time and
repeat customers?