When Do You Consider a Message an Advertisement?

Based on William Stanton (2000) in his book, Fundamentals of Marketing,

advertising consists of all activities involved in presenting to a group a non-personal, oral
or visual, openly sponsored identified message regardinga product, service, or idea.
‘An advertisement is more than a message. It is a message that introduced a product
or service to a specific audience. There are five criteria to look for in an advertisement.
A person or company has a sponsor. A person or group paid for the creation of an
advertisement. There are some ads that are created for free or seemed to appear free but
behind it, is a sponsor who wants to influence others through the ads.
Second, advertisingis carried via media or word of mouth, Whether it is thru word
of mouth, print, electronics, or on-line media, an ad delivers a message to potential buyers.
Even if you bought your new shoes because your best friend told you it’s the best rubber
shoes in town or you had seen them from your favorite actress, you are influence by its
medium,

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‘Third, an ad is a form of complex communication. You are not just trying to tell
something to someone or to a large crown, you are trying to change the way other people
think.
Fourth, an ad came from an identifiable source. An ad creates a brand name. Once
the brand is established to the mind of the audience, the ad is not only successful but
became easier to recall.
Lastly, it is a form of persuasion. An ad is produce to inform you about something
that will likely change your behavior or create an emotion that will help you to recall or
relate something about the brand.
The Ad Before, Now, and in the Future
‘The most basic form of an ad is through “word of mouth”. By saying to other that you think
a certain product is good, you are already producing an ad. Before the internet became a
sensation, there is a traditional advertisement. Let's have a brief review of how ad became what it
is today. a
 Most historians said that advertising started when the ancient Egyptians carved public
notices in steels among the cave walls backed in 79 A.D. In China, the first ad is created around
11 century in a form of flute played to sell candies. Even before the invention of electronics, there
are ads
The first ad print ad is created in England by William Caxton in 1472 through a handbill
that sells prayer books. In 1704, the first newspaper ad is published in the US. In 1835, Jared Bell
creates circus posters that are larger than 50 square feet. This is considered as the first bill board
in US. In 18% century, ads became common in weekly newspaper in England. These ads promoted
books, newspaper, and medicine. False or quack advertisement became a problem.
Voney B, Palmer founded the first advertising agency in 1842. He handles ads in newspaper
and magazines. Francis Wayland Ayer established the commission model. Up to this date, this is
the basis of standard payment for an advertising project. In 1878, J. Walter Thomson reinvented
the advertising agency that has account executives, creative people, and media staff. This is similar
with the organizational chart of an advertising agency today.
In 1842, Sears, Roebuck & Co, tried the direct mail campaign by sending thousands of post
cards. The result is overwhelming since it triples their quota that year.
The first radio ad airs for 10 minutes in 1922. John Caples in 1926 became the leading
expert in copywriting. In 1930, Rosser Reeves proposed the pre-emptive theory by Claude
Hopkins, This makes an ad repetitive by nature. In 1935, George Gallup saw the need for market
research,
The first TV ad in America is in 1941. It is about Bulova clocks and watches that is aired in
the middle of the Brooklyn Dodgers and Philadelphia game. It is a game changer during that era,
There is an instant connection between the audience and the advertisement. The endorser became
an instant celebrity. One of the celebrated endorsers in the ad is Marlboro man, who is most loved
and hated during that time.
 Through the years, advertisers hired famous endorsers to star in ads from car to milk. Do
you remember the “Camay Beauty Soap” models? It usually features the most beautiful actresses
in the industry. It creates a perception that female soaps are different from male soaps. During
those times, the character of the endorser and the product goes hand in hand. The focus of this ad
is to use the celebrity to sell the product or service. Around 1950s, the slogan can change public's
perception.

Figure 1.1 Camay Beauty Soap Vintage Commercial

Many psychologists developed strategies to woo potential client through catchy ads. One of
the longest and most popular jingles in the ad history is by Mr. Clean. Everyone sings the jingle and
it boosts the sales of the said laundry soap.
In 1970, infomercial happened by selling homes in San Diego. It has an instant recall and
many local infomercials followed.
 Around 1990, the new form of media arrived. The internet has around 5 million users
which paved for the first spam on Usenet. It continues to rise and in 2000, the internet has 400
million users. Social ads and viral ads were born and ads became inexpensive but accessible.
Nowadays, the ad is focused on community service and brand awareness. It is not about the
product anymore but using it to solve something. Look at the latest advertisement of Jollibee and
Mc Donald. Instead of directly selling the product, their latest ads produced mini-stories that cater
to emotions. These stories deal about heartbreak, letting go, and starting all over again. Both fast
foods want to create an ambiance that everything is going to be okay as long as you eat their
famous spaghettis and hamburgers.
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 According to Deep Focus CEO Ian Schafer, the advertising in the future will be filled with
fewer and better ads. Consumers nowadays are harder to impress and the ad needs to be more
personalized and connect to them in deeper level. In the future, the advertisement is just not a
form of communication, but it also predicts and feels. It is not what you see in the ad but what you
feel about the ad.
Virtual Reality (VR) is the newest trend and it started to boom. It is not surprising if in the
near future, robots and hologram machines will be accessible and used by the advertisers to
create an ad that simulates unparallel experience for the target market.

Glossary
Brand Recall: This is when the audience remembers the product or service came from a
specific brand. Sometimes, a brand name became very popular that it is used in lieu of a
common noun. Some people ask for Colgate when they need toothpaste or Kleenex if they
need a tissue.

6 online| ed Advertsing 5
Education: What is Advertisement Before, Now, and in the Future?

Endorser: This is the person with credibility who promotes the product. Usually, he is a
famous actor who is paid to say that he is using the product.
Infomercial: This is the kind of ad that is direct and objective. It is longer than a usual TV
commercial and it explains how the product should be utilized.
Jingle: This is a song that is developed specifically for an advertisement. It is often catchy
and repetitive. The product and brand name is often parts of the lyrics.
Media: This is the vehicle of the advertisement. It can be print, electronics, or no-line.
 Spam: This is a commercial advertising that is sent through e-mail. It is very cost-
effective but often ignore by the recipient.
Word of Mouth: This is when a person vied for a particular product because of his
personal experience.
Virtual Reality: This is a 3-dimensional, computer generated environment wherein the
audience can emulate an experience from the virtual world. It is predicted that the future
advertising will rely heavily in virtual reality experience.
Viral Ads: These are on-line ads that used different social media to promote a certain
product or idea. Sometimes, it is paid by the sponsor companies but most of the time; it
travels through word of mouth.
References and Supplementary Materials
Books and Journals
Arens, William & Weigold, Michael. (2013). Contemporary advertising and integrated
marketing communications (15% ed.) USA: Mc Graw Hill Education.
Biagi, Shirley. (2007). Media impact: An introduction to mass media. USA: Thomson
Learning Academic Resource Center.
Thorson, Esther & Duffy, Margareth. (2012). Advertising age, the principle of advertising
and marketing communication at work. USA. South-Western Cengage Learning.

Online Supplementary Reading Materials

The History and Evolution of Advertising by Lizzie Davey.
/https://www.tintup.com/blog/history-evolution-advertising-marketing
Retrieved June
2016.
The History of Advertising: A Timeline by Hubspot.
/nttps://offers.hubspot.com/history-advertising, Retrieved 2017.
Online Instructional Videos
The History of Advertising in 60 seconds by Lauren Drell.
Mashable.com/2014/10/03/advertising-history-60-seconds/#3193cnustgq§. Retrieved
October 4, 2014.
 Fast Fact ~ In the Philippines, all advertisements
Learning Icons are self-regulated by individual broadcasters.
The Association of Broadcasters of the
Philippines (ABP) limits advertising
to 18
minutes per hour. This is done to help promote
public interest.

Quick Tip - Since on-line is the new trend in advertising. It is a must that you
will be familiar with new ways to promote ads through social media. There
are 4 ways that you can promote ads through Facebook.
. (1) Interest Targeting - This is creating an ad based on
@- what the users said on his page. This is when FB
suggests something that you will probably like
because of your interest.
(2) Custom Audiences - This is looking for FB users that
Ay look like the product's target market. This is creating
Quick Tips a niche of your target market. It could be same age,
complexion, school, e.g.
(3) Partner Categories - This is looking through the FB
users’ habit. This allows the marketers to promote
something based on the user’s purchasing and
browsing histories. Ifyou recently bought a cat food,
then there might be some ads of popular cat food in
your FB page.
(4) Website Custom Audience - This is targeting an
audience who often visits a particular website. Did
you notice that when you often visit Lazada, it ads
popped up in your FB?
 What To Remember - The word
advertising is derived from the
Latin word, ad vertere which
means to turn toward.

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What To Follow - Based on the ad’s definition, the

following must be observed in creating a successful
advertisement:
Itmust sell the product or promote a service.
The erdorser must be credible.
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The jingle can help in brand recall.

The brand must be trusted.
The product should be able to solve a problem.
The ad should associate a certain feeling or emotion
to the audience.
The ad should provide an experience.
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What to follow?