Guess the

Product/Company
“Langhap-Sarap”
“Langhap-Sarap”
“Jollibee”
“Hari ng Padala”
“Hari ng Padala”
“LBC”
“Ito ang Tama”
“Ito ang Tama”
“Red Horse”
“Sarap ng Filling mo”
“Sarap ng Filling mo”
“Rebisco”
“We’ve got it all for you”
“We’ve got it all for you”
“SM”
“Just Do It”
“Just Do it”
“Nike”
“We find ways”
“We find ways”
“BDO”
“Babangon Tayo”
“Babangon Tayo”
“Necafe”
“Isang Patak Isang Katutak”
“Isang Patak Isang Katutak”
“Joy”
“May liwanag and buhay.”
“May liwanag and buhay.”
“Meralco”
 Agenda
At the end of this chapter, you are

A
expected to:

• Realize the importance of advertising for all the mass

media.
• Understand the role of advertising in fueling the nation’s
economy.
• Appreciate the beauty of being able to promote products,
brands, and companies and at the same time tell people
about what those can do to make their lives better.
• Trace the history of advertising and be interested in how
it grew to be a lucrative business in contemporary times.

23
What Is Advertising?
 What is Advertising?
• Advertising is a means of communication with
the users of a product or service.
• It is a paid persuasive communication.
• It uses non-personal mass media to reach
broad audiences to connect an identified
sponsor with target audiences.

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 What is Advertising?
• The word Advertising is derived from two latin words
“Ad” and “Verto”.
• AD – means Towards
• Verto – means I turn
Literally means to turn the peoples attention to specific
thing.

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 What is Advertising?
• Advertisements are messages paid by those who send them
and are intended to inform or influence people who receive
them.
• The advertising industry is made of companies that advertise,
agencies that create the advertisements, media that carry the
ads, and a host of people like copy editors, visualizers, brand
managers, researchers, creative heads and designers who take
it the last mile to the customer or receiver.

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 What is Advertising?
• A company that needs to
advertise itself and/or it's
products hires an advertising
agency.

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 Five Basic Component of Advertising
• Paid Communication
• Sponsor is identified
• Tried to persuade or influence
• Reaches a large Audience
• Convey through impersonal mass media

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“ What are the Key Concepts of
Advertising?

”
 Key Concepts of Advertising

Strategy Creative Idea Execution Media

The central Idea that Effective ads adhere to

The Logic and grabs the consumers the highest production Communication channel
planning attention values in industry that reach broad
audiences.
Advertisers develop Creativity drives the Clients demand the best
ads to meet objectives entire field of production and budget
advertising allows How to deliver the
Direct Ads to identified message is just as
audiences important coming up with
Create a message that the creative idea of the
speaks to audience message
concerns
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“ What are the Roles of Advertising?

”
 Marketing
• The process a business uses to satisfy consumer
needs by providing goods and services.
• Product Category
• Target Market
• Marketing Mix (People, Place, Price, Product, Promotion)
• Brand

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 Communication
• Can reach a mass audience
• Introduce products
• Explains important changes
• Reminds and reinforces
• Persuades

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 Economic
• Moves from being informational to creating demand
• Advertising is an objective means for providing
price value information, thereby creating a more
rational economy.

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 Societal
• Informs consumers about innovations and issues
• Mirrors fashion and design trends
• Teaches consumers about new products
• Helps shape consumer self image
• Perpetuates self expression

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“ The Function of Advertising

”
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“ The Key Players of Advertising

”
 • Advertiser
• Agency
• Media
• Supplier
• Audience

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“ TYPES OF ADVERTISING

”
Presentation title 45
Presentation title 46
Presentation title 47
 CELEBRITY ADVERTISING
• Use of Public Figures
• Selling products or services
• Give preference to a certain product

Presentation title 48
Thank you