Department of Education

Region 9
Western Mindanao
Aurora Pioneers Memorial College
(CEBUANO BARRACKS INSTITUTE)
Aurora, Zamboanga del Sur
Tel. # (062) 945-0256 / Email: apmc2k7@yahoo.com

ADVERTISING
MODULE 1 – PRELIM
BSBA 3 – MARKETING MANAGEMENT
RYNN GRIFFINSTAR

INTRODUCTION

In today’s world, all of us are under the influence of ‘Advertisement’. Right from buying groceries
to children’s study materials, finding a holiday spot to watching a movie, selecting restaurant for dinner
to booking a banquet hall for special events, and searching educational institutions to hunting for a
company to find jobs, almost every act is guided and decided by advertisements.

DISCUSSION

WHAT IS ADVERTISING?
 Advertising is a marketing tactic involving paying for space to promote a product, service, or
cause. The actual promotional messages are called advertisements, or ads for short. The goal of
advertising is to reach people most likely to be willing to pay for a company’s products or services
and entice them to buy.

Advertising - is also a means of communication with the users of a product or service. Advertisements are
messages paid for by those who send them and are intended to inform or influence people who receive
them, as defined by the Advertising Association of the UK.

advertising, the techniques and practices used to bring products, services, opinions, or causes to public
notice for the purpose of persuading the public to respond in a certain way toward what is advertised.

Advertisement, is derived from the Latin word “Advertere” which literally means “to turn the minds of …
towards…”. Advertisement promotes and supplements selling of products, services, and ideas to a great
extent. The most interesting part of an advertisement is – it carries factual information with fascinating
emotional appeal. Hence, without a proper advertisement no business can prosper.
 WHAT IS A BUZZ?
The literal meaning of “Buzz” is – “a low, continuous
humming or murmuring sound.” In the advertising sense, it
is a technique of marketing. It is getting viral these days.
Buzz marketing technique relies upon the power of one-on-
one personal messages.
It is believed that word-of-mouth holds more weightage
with consumers. Buzz marketing is perceived as an impartial
form of marketing people trust the recommendations made
by their relatives and friends. Social media is the most
energetic vehicle of buzz marketing.

OBJECTIVES OF ADVERTISEMENTS

 The fundamental idea behind advertisement is to increase the business by selling goods/services.
Besides, there are many other objectives of advertisement, significant of them are −
 To promote newly launched products among the potential customers.
 To promote personal selling program.
 To create awareness among maximum people about your business in a short period of time.
 To enter national or even international market and motivate new group of customers.
 To enhance the goodwill and build credibility among the customers by promising to provide better
quality of products and services.
 The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries 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. A company that needs to advertise itself and/or its products hires an
advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values
behind it, the target segments and so on. The agencies convert the ideas and concepts to create
the visuals, text, layouts and themes to communicate with the user. After approval from the
client, the ads go on air, as per the bookings done by the agency's media buying unit.

ADVERTISEMENT PROCESS

The advertisements that we see in the newspapers, magazines, and roadside hoardings or watch
on television or on the internet involves a lot of work. An advertisement goes through different stages
from its initial planning stage to its execution. In addition, it also involves groups of people specialized in
different fields. For example, experts of management, copyediting, creative writing, photography,
videography, acting, etc.
Following are the fundamental stages to develop and execute an ad -Typical Workflow in an Ad Agency

Stage Work Performed

Idea briefing to an Ad Agency

Internal discussion
Market research relevant to ad (to find competitors, customers’ behaviors,
Beginning Stage
& target audiences)
Media selection (print, electronic, or outdoor)
Setting budget

Designing and creation of Ad (creative/copy writing, filming, etc.)

Internal review/editing
Presentation to client and taking his final approval
Development Stage Final production of ad
Pre-testing
Approval from the concerned authority
Fixing the time and place to release the ad

Media Scheduling and media booking

Execution Stage
Handing over to media to make it live

Media release monitoring

Judging the performance
Post Execution
Noting customer’s review
Market response
WHERE TO ADVERTISE

Traditional advertising outlets include newspapers, magazines, TV and radio stations. Today, however,
advertisements are placed nearly everywhere and anywhere, including:

 Roadside billboards
 Sides of buildings
 Websites
 Electronic newsletters
 Print newsletters
 Inside bills
 Product packaging
 Restaurant placemats
 Event bulletins
 Store windows
 The sides of cars and trucks
 Subway car walls
 Airport kiosks
 Sporting arenas
 YouTube videos

CREATING EFFECTIVE ADS

Advertising messages themselves are designed to persuade an individual to buy a company’s goods or
services. Even in business-to-business transactions, individuals have to first be convinced to choose one
product over another. To accomplish this, ads have five main components:

 HEADLINE - This is the key attention-getting message. “Got milk?” is a perfect headline. Or
Wendy’s old, “Where’s the beef?”

 SUBHEAD - Some ad headlines need clarification, much like a book’s subtitle.

 BODY COPY - The meat of the advertising message occurs in the main section where the product
or service’s features and benefits are highlighted.

 IMAGE - Unless you’re advertising on the radio, including a product photo, or image illustrating a
key benefit is critical.

 CALL-TO-ACTION - At the end of the ad you want to invite the consumer to take a step towards
doing business with you, such as calling a toll-free number, visiting a website, texting a certain
number, or pulling into the drive-thru window.

While advertising is the only way to guarantee that your message will be seen or heard, it is expensive by
comparison to other marketing methods. For that reason, it is more popular with large corporations and
brands than small businesses.

SEGMENTS OF ADVERTISEMENT

Following are the three major sectors of Advertisements –

 Advertiser − Business organization or any other individual, who wishes to advertise their
products, services, or ideas.

 Ad Agency − A service-based firm that creates innovative ideas and develops an attractive and
meaningful ad.

 Media − A communication platform that offers substantial and effective medium to advertise.
MEDIUM OF ADVERTISEMENT
While planning to advertise your business/product/idea, you also need to decide which medium
would be the best suited to execute your ad. You can choose from multiple mediums from the list given
below –

 PRINT MEDIA
It is one of the oldest, but still popular
medium of advertisement. It includes,
newspapers, brochures, magazines, and
fliers. It is the low budget medium of
advertisement, but the rate varies to a great
extent depending upon the −
Geographic location (city, town, etc.)
Brand (of newspaper & magazine), and
Space (how much & which part of the page
you are booking).

BROADCAST/ELECTRONIC MEDIA
It is the most advanced and fastest media, which reaches
the remotest regions of the world in a fraction of a
minute.

It includes radio, television, and the Internet. Since, on

television and internet, both video and audio can be run;
therefore, it is the most popular and effective medium.

 OUTDOOR − It is the cheapest, but effective medium. It includes hoardings, flags, banners,
billboards, motor vehicles, building/fence wraps, events, etc. Outdoor advertisement is used in
various ways to increase brand awareness and for the promotion of products/services.

The great expansion of business in the 19TH CENTURY

was accompanied by the growth of an advertising
industry; it was that century, primarily in the United
States, that saw the establishment of advertising
agencies. The first agencies were, in ESSENCE,
BROKERS FOR SPACE IN NEWSPAPERS. But by the early
20th century agencies became involved in producing
the advertising message itself, including copy and
artwork, and by the 1920s agencies had come into
being that could plan and execute complete advertising
campaigns, from initial research to copy preparation to placement in various media.

ADVERTISING developed in a variety of media. Perhaps the most basic was the newspaper, offering
advertisers large circulations, a readership located close to the advertiser’s place of business, and the
opportunity to alter their advertisements on a frequent and regular basis. Magazines, the other chief print
medium, may be of general interest or they may be aimed at specific audiences (such as people interested
in outdoor sports or computers or literature) and offer the manufacturers of products of particular
interest to such people the chance to make contact with their most likely customers. Many national
magazines publish regional editions, permitting a more selective targeting of advertisements.

In Western industrial nations television and radio became the most pervasive media. Although in some
countries radio and television are state-run and accept no advertising, in others advertisers are able to
buy short “spots” of time, usually a minute or less in duration. Advertising spots are broadcast between
or during regular programs, at moments sometimes specified by the advertiser and sometimes left up to
the broadcaster. For advertisers the most important facts about a given television or radio program are
the size and composition of its audience.

The size of the audience determines the amount of money the broadcaster can charge an advertiser, and
the composition of the audience determines the advertiser’s choice as to when a certain message,
directed at a certain segment of the public, should be run. The other advertising media include direct mail,
which can make a highly detailed and personalized appeal; outdoor billboards and posters; transit
advertising, which can reach the millions of users of mass-transit systems; and miscellaneous media,
including dealer displays and promotional items such as matchbooks or calendars.

For an advertisement to be effective, its production and placement must be based on a knowledge of the
public and a skilled use of the media. Advertising agencies serve to orchestrate complex campaigns whose
strategies of media use are based on research into consumer behavior and demographic analysis of the
market area.

BILLBOARD

billboard, advertising structure composed of wood, metal,

paper, or a variety of other durable materials, situated
outdoors along roads, on buildings, and in public places. In the
19th century, billboards largely replaced bills posted on walls
and fences when the competition for space forced advertisers
to construct their own structures for displays. With the
invention of the automobile and improvement of highway
systems, the billboard increased in popularity as an
advertising implement with high-volume exposure.
Billboards, owned and leased by outdoor advertising
companies, have a fairly standardized poster panel area: 12 feet (3.7 metres) high by 25 feet (7.6 metres)
wide. Mounted and centred on the billboard is the advertisement, which is printed in 10 to 14 segments.
To capture the fleeting attention of the motorist, advertising messages on billboards are necessarily brief,
graphics often highlighting an illustration of the product. A variety of visual effects can be produced on
billboards: cut-out letters, graphics that extend beyond the billboard frame, special lighting techniques,
and moving messages.

SIGN
ADVERTISING

in marketing and advertising, device placed on or before

a premises to identify its occupant and the nature of the
business done there or, placed at a distance, to advertise
a business or its products.
Sign was a word slow to enter the English language; by
1225 it signified a gesture or motion, and by the end of
the 13th century it meant either the sign of the cross or
any other device on a banner or shield. As early as the
1390s English merchants were required to label their
premises with their own signs, and in the late 16th century
such signs were required in France as well. A hundred
years later, both Paris and London ruled that signs—save for those designating inns for the convenience
of the traveler—might no longer sway boldly from a stanchion outside the premises but must be mounted
flat on the face of the building, safely out of the public way.

In Europe, after the invention of printing by movable type, it was not long before printed handbills, flyers,
broadsheets, and posters were affixed to walls and fences and even signboards carried by people, by
which they advertised an assortment of goods and services, public executions, sailings and dockings, and
the like. By the 19th century the scramble for bill-posting space and the proliferation of “post no
bills” caveats on many walls had put available space in such demand
that entrepreneurs constructed billboards and purchased the right to mount them on private property.

POSTER
ART AND ADVERTISEMENT
poster, printed paper announcement or advertisement that is exhibited publicly. Whether promoting a
product, an event, or a sentiment (such as patriotism), a poster must immediately catch the attention of
the passerby.

Although printed public advertisements can be traced to the 15th century, the poster as it is understood
today did not emerge until around 1860, given impetus by the invention of lithography, which allowed
brilliantly coloured posters to be produced cheaply and easily. The first of the great modern poster
artists, Jules Chéret, began his career in 1867 with a theatrical poster announcing a performance by Sarah
Bernhardt.

Interest in the poster was heightened by the appearance in the 1890s of the style known as Art Nouveau,
characterized by flowing, organic lines, elegant grace, and a richly complex symbolism. Because it
combined decorative brilliance with a faith that fine art could be popular and useful, the movement found
the poster a natural form. The undisputed master of Art Nouveau was a Czech living in Paris, Alphonse
Mucha.

With the outbreak of World War I in 1914, the poster became an art that could influence history. Prior to
the ascendancy of motion pictures and television, it was politically the most important of all visual media.
It was easily produced and immediate in impact, and it could be posted wherever there was a public to
see it.

The industrial boom of the early 20th century gave rise to advertising posters for virtually every
conceivable product and event.

From the 1960s on, a regeneration of popular art forms, beginning with popular music, led to a new
interest in posters.

ACTIVITY:

(VIDEO RECORDING. Record yourself and state your answer to the 2

questions below. At least 2-3 minutes. Before answering, on the first 15
seconds of the video, State your Name, Course, Year, Subject and SEND IT
THRU our Group Chat)

NOTE: NO READING OF ANSWER even if written on a piece of paper.

1. How and Why CREATIVE ADVERTISING is effective in promoting such product?

2. How the existence of Advertising helped a product in acquiring more sales and profit and the economic
status of the Country?