Professional Documents
Culture Documents
History of Advertising in The Philippines
History of Advertising in The Philippines
History of Philippine
Advertising
CRUDE BEGINNINGS:
The early forms of advertising:
WORD OF MOUTH
o Town criers or street calling
PRINTED SIGNS
o Ethnographic material evidences and prototypes of Philippine Scripts
(14th-15th century TANAGA markings on excavated jars from Batangas
and Mindoro.
The trademark of artisans
The evolution of advertising may therefore be tied to the development of a
system of writing or Philippine syllabary.
EARLY TIMELINE:
o The GALLEON TRADE in Manila
The first market in the Orient
o 1637: NEWSPAPERS ARE BORN
The invention of Johann Gutenberg propelled news publication around the
world.
Succesos Felices: first Philippine newsletter
o 19th century:
Del Superior Govierno:
first newspaper in the country .
stopped circulation after 15 issues.
Registro Mercantil de Manila
1st publication with a consumers guide format
First periodical to use English although employed by the Spanish
Soon more other publications followed suit
American Colonization
Manila and the Philippines Americanized
Americans brought ads with them unsuitable to the local market
Local Department Stores American made goods that cater only to native elites
and international clienteles (American, Spanish and Chinese mestizos)
PACIFIC COMMERCIAL COMPANY one of the biggest American firms in the 1920s
- put up its own publicity department (1916)
- their advertisements were cited for their social contributions
- forced to pull out by the late thirties, in the face of Japanese expansion and Filipino
nationalism
OUTDOOR ADVERTISING
PRE-WAR ADVERTISING
Radio Rise
James Black is one of the pioneers in radio advertising whose work at Procter and
Gamble, Philippines then Philippine Manufacturing Company is remarkable for its
contributions to Philippine advertising. He started as a studio technician in P&G.
Radio Advertising was done either live on the spot during broadcast or pre-recorded
at the station on disc.
When there is no proper recording studio around, work on radio commercials began
at past midnight since the crew had to wait for the stations to go off the air and use
their facilities after sign off time a one minute commercial.
Tapes enable editing and pre-recording in sessions and mix instead of having the
whole 60-second thing done in one sitting.
P&G built a recording studio in San Luis (now T. M. Kalaw) Street, that supplies
sound trucks.
Black managed to produce and provide provincial stations with pre-programmed
soap operas, as well as, the commercials for film, for both soundtrack and
broadcasting.
P&G employed genuine dialect talents to identify with consumers in the provinces.
Its crew had to go to universities, looking for students or new arrivals from the
provinces who can speak Bicolano, Ilonggo, Waray and so forth to make the
commercials sound right. Among the talents are Ester Chavez, Luz Fernandez and
Nena Ledesma.
Sound effects had a primitive system. Two to three pieces of equipment and a
microphone was need. Such sound effects are echo, rain and thunder.
1970s: P&G was no longer producing soap operas so the firm closed down the Field
Advertising Operation.
Tawag was founded by Dominic Domeng Salustiano, a resident pianist-musical
director counselor of potential music talents. When the first radio station was born,
he felt that radio had the power as a broadcast medium to make and break popular
communication.
Radio Stars Jamboree was one of the early radio music programs. At that time, radio
was free of advertising and RSJ was supported by the station. When radio solicited
advertising, programs sponsored by Coca-Cola, Royal Tru-Orange and San Miguel
Brewery were played.
Radios popularity was remarkable. Almost everyone had his ears glued to the radio
for news and entertainment with the introduction of transistorized radio sets which
widened advertising markets down the fringes of remote towns not benefitted by
electrification program.
Salustianos musical ability extends to composing jingles, arranging music and
accompanying singers with whom he has formed deep attachments in all those 45
years he has been at it.
PMC grabbed this opportunity by sponsoring amateur singing programs and soap
operas.
Tawag Tanghalan served as a haven of Filipino singers.
Dolphy and Panchito were Tawags first emcees, succeeded by Patsy and Lopito.
Gulong ng Palad
Principe Amante
Dr. Selga
Ilaw ng Tahanan
Aklat ng Pag-ibig
Tony Narra
Sa Paghawi ng Tabang
Camay Theater of the Air
PMC Perla Family
These programs brought about a tremendous upsurge in sales for all PMC
productsfrom cooking oil to toilet soap to laundry bar to margarine to detergent.
1953: Development of local products; Improvement of existing products
1957: Laundry products experienced a breakthrough since the countrys first synthetic
detergent Tide went on sale.
1959: Dari-crme, the first refrigerated margarine was launched.
Other manufacturing companies had to keep alive in competition so that they, too
offered new products or re-introduced products.
PMC Camay is the countrys first quality toilet soap manufactured locally. Its first
advertisement in 1950 was promoted by local screen stars and gorgeous celebrities
namely, Gloria Romero, Delia Razon, Paquita Roces, Rosa Mia, Tita Duran, Rosa
Rosal, Rita Amor, Anita Linda and Myrna Delgado.
The companys products were introduced to remote barrios by the use of sound trucks
that would parade around each town, play music and announce the movie to be
shown that night. While the crowd was entertained, the housewives and mothers had
the opportunity as well to do their marketing.
Field advertising afforded the townfolks entertainment and product information.
During the 1970s, the Advertising industry needed one national body to promote
its development in harmony with the Nations Goals
May 3, 1974: the PBA or the Philippine Board of Advertising was founded
Purpose:
To oversee the practice of self-regulation of the advertising industry
To screen all advertising advertisements
To secure agencies compliance with the industrys Code of Ethics
To hear consumer on matters that affect the general public
To maintain and coordinate working relationships with concerned
government offices
The PBA is composed of the following organizations:
PANA Philippine association of National organizations
4As-P Association of Accredited Advertising Agencies Philippines
PRIMO Print Media Organization
KBP Kapisanan ng mga Broadkasters sa Pilipinas
OAAP Outdoor Advertising Association of the Philippines
CAAP Cinema Advertising Association of the Philippines
ASAP Advertising Suppliers Association of the Philippines
MORES Marketing and Opinion Research Society of the Philippines
Projects:
Advertising Content and Regulation Committee (ACRC) interprets and
implements provisions of the Code of Ethics the relate to advertising
content
Facebook
Three-tiered system
Facebook Pages- you can make pages for your business similar to a
users profile page. You can use the page to highlight the points of your
business and the products you are selling/offering
Beacon- took information about Users through their Facebook profile and
inputs. Users complained about this, seeing the Beacon as a violation of
privacy
Social Ads- similar to Googles AdWords, those ads are given by
Facebook through recommendation. Unlike AdWords, Social Ads is
focused on actions, not clicks
Sources:
Movers and Shakers in the History of Philippine Advertising
X PERFECT 10: A DECADE OF CREATIVITY IN PHILIPPINE ADVERTISING
Adobo Magazine January 2011 issue