Republic of the Philippines

PANGASINAN STATE UNIVERSITY

Bayambang Campus
COLLEGE OF TEACHER EDUCATION
Bayambang, Pangasinan

POPULAR ADVERTISEMENTS IN THE

PHILIPPINES

A Written Report
Presented to:
MA’AM JESSICA PASCUA

As one of the
Requirements in the Subject
Philippine Popular Culture

Presented by:

TRIXIE ALCANTARA
CLARISSA MAE CAYABYAB
FRANCINE WHEY DIOLAZO
JED GARCIA
LEAH LAULITA
CHRISTOPHER DAVE NAJERA
CAMILLA SORIANO

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 Written Report in Philippine Popular Culture
TITLE:
POPULAR ADVERTISEMENTS IN THE PHILIPPINES

MODULE OVERVIEW

In today’s world, all of us are under the influence of advertisement. We see

advertisements all around us. They are on television, magazines, Internet, and also
plastered up on large billboards everywhere. Indeed, advertisement plays a very important
role in today’s age of competition. This thing becomes a necessity for everybody including
the producer, the traders, and the customers. That is why many individuals have notice and
realize the effectiveness of advertisements. We define advertisement as an efficient and
effective technique to promote goods, services, and ideas. It is derived from a 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.

MODULE LEARNING OBJECTIVES

As we go over this lesson, we are expected to attain four objectives;

 To define what is advertisements.

 To determine the types and functions of advertisements.
 To know the popular advertisements in the Philippines.
 To recognize the factors of effective advertisement.

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 LEARNING CONTENTS

History and Evolution of Advertising

The Ancient Period (Carving and Writing)

 These early forms of advertising were verbal. In ancient markets, sellers shouted in
order to advertise their products and services. After a while, stall owners realized
that it is more efficient to be quiet and nail down carved signs or flags that tell much
more than any shouts and words.
 According to the story of advertising by James Playsted Wood, the first known
written ad in the history of advertising was found by archaeologists in the ruins of
Thebes known to the ancient Egyptians as Waset.

The Middle Ages

 In the beginning of the middle ages, advertising hardly differed from ads in antiquity.
Nothing affected the development of advertising over years or even the centuries.
While shouters shouted, sellers came up with original signs and flags to attract the
attention of potential buyers. However, the rapid growth of the world’s population and
the human passion for exploration made capitalism ascendant. All around the world,
consumers became more educated and business owners started to make more
money.

The Industrial Period

 The next stage in the history of advertising and its timeline was the industrial
revolution and the advent of the press in the 17 th century. Along with books, people
got an opportunity to read newspapers, gazettes, magazines, and journals. Retailers
and manufacturers began mass production of flyers and trade cards.
 In this stage, Johannes Gutenberg invents the printing press in Germany.

The Electronic Age (Radio and Television)

 In the beginning of the 20 th century, advertising was everywhere. And advertising
agencies were fully responsible for its content.

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  At the time when advertising was shaping into an industry worth millions of dollars,
print advertising was about to face a new rival; the radio waves. The first paid radio
advertising was aired on WEAF (WFAN) in New York on August 28,1922. In the
1920s, commercial radio stations became the major advertising medium for national
advertisers, small businesses, and big companies.
 After World War II, television became the major source for promoting products and
services to the masses. The first television advertisement was aired on July 1, 1941.
 The period from the 1960s to 1980s is considered the golden age in the history of
advertising. During this period, industry legends such as William Bernbach, David
Ogilvy, and Mary Wells Lawrence revolutionized the industry and improved
standards.

The Digital Period

 The synergy of economics and science in advertising that began in the 1980s
reached its peak in the 1990s with the emergence of the fourth major advertising
medium; the World Wide Web.
 The evolution of digital advertising began in October 1994 when HotWired launched
the first digital banned ads. HotWired is one of the best examples of early internet
advertising.
 In 1996, DoubleClick was founded. It was the first online advertising platform to run
targeted ad campaigns as we know them today. In 2000, Google developed Google
AdWords (Google Ads). It is an advertising platform allowing businesses to target
ads based on people’s Google search history and browsing preferences. In 2007,
Google acquired DoubleClick for $3.1 billion.
 In 2005, native Gmail ads arrived in Google AdWords for all advertisers.
 In 2006, Google acquired YouTube for almost $1.7 billion. Now YouTube is one of
the world’s leading advertising platforms and is responsible for 37% of the world’s
mobile traffic.
 With the introduction of Facebook Ads in 2007, the number of targeting possibilities
that advertising platforms could offer to businesses increased. That is how the
advertising war between Google and Facebook and the development of digital
territories started. These companies are still expanding their advertising networks
today.

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History of Advertising in the Philippines

 1400’s- the printing press came into usage in the 1400’s becoming perhaps the first
instrument of machine assisted interpersonal communication. The rotary printing
press, is a press in which the items to be printed are curved around a cylinder
allowing the medium to be sheet fed through. This increased the speed at which
items could be printed. Many of the first newspapers relied on such a press.
 1700’s and 1800’s- earliest known billboard usage and rental.
 1900’s- the first radio broadcasts aired.
 1950’s- DZAQ TV began commercial television operations on 23 October 1953, the
first fully licensed commercial television station in the Philippines.
 1960’s- ABS CBN became the first TV network to broadcast certain shows in color.
 1970’s- advertising suffered significantly mainly due to the reign of the Marcos
Administration. Every major television and radio network as well as publishing
companies in the country were either closed down or forced under military control to
prevent airing of rebellious propaganda. Foreign citizens and entities were
disallowed frim owning and operating media companies in the Philippines.
 1980’s- news continued to be filtered under the Marcos Administration. Certain
events such as Ninoy Aquino’s assassination, the People Power Revolution,
interviews with Corazon Aquino and other such events were only aired by GMA
Network.
 1990’s- the first transatlantic two way radio broadcast occurred in 1906. In Detroit,
Michigan, the first news broadcast was transmitted by 8MKin 1920. The radio has
now moved into the digital and satellite age and is still a major source for
information, entertainment, advertising especially in this transportation age.
 2000’s- mobility has become not just a convenience but a need for the masses.
Advertising on Wi-Fi enabled mobile devices such as notepad devices,
smartphones, EBook readers have become more quite popular.

Types of Advertisements

Advertising has evolved into a vastly complex form of communication, with literally
thousands of different ways for a business to get a message to the consumer. Today’s

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advertisers have a vast array of choices at their disposal.

Newspaper
 Newspaper advertising can promote
your business to a wide range of
customers. Display advertisements are
placed throughout the paper, while
classified listings are under subject
headings in a specific section.
Magazine
 Advertising in a specialist magazine can reach your target market quickly and easily.
Readers (your potential customers) tend to
read magazines at their leisure and keep them
for longer, giving your advertisement multiple
chances to attract attention. Magazines
generally serve consumers (by interest group
e.g. women) and trade (industry/business type
e.g. hospitality).
 If your products need to be displayed in colour
then glossy advertisements in a magazine can
be ideal — although they are generally more
expensive than newspaper advertisements.
 Magazines do not usually serve a small area
such as a specific town. If your target market is only a small percentage of the
circulation, then advertising may not be cost-effective.
Radio
 Advertising on the radio is a great way to
reach your target audience. If your target
market listens to a particular station, then
regular advertising can attract new
customers.
 However, sound has its limitations. Listeners
can find it difficult to remember what they
have heard and sometimes the impact of radio advertising is lost. The best way to

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 overcome this is to repeat your message regularly — which increases your costs
significantly. If you cannot afford to play your advertisement regularly, you may find
that radio advertising does not generate strong results

Television
 Television has an extensive reach and
advertising this way is ideal if you cater to a
large market in a large area. Television
advertisements have the advantage of sight,
sound, movement and colour to persuade a
customer to buy from you. They are
particularly useful if you need to demonstrate
how your product or service works.
 The time slot
 The television program
Whether it is metro or regional if you want to buy spots on multiple networks.

Directories
 Directories list businesses by name or
category (e.g. Yellow Pages phone
directories). Customers who have refer
to directories have often already made
up their mind to buy – they just need to
decide who to buy from.
 The major advantage of online
directories over print directories is that if
you change your business name, address or phone number, you can easily keep it
up to date in the directory. You can also add new services or information about your
business.

Outdoor and Transit

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  There are many ways to advertise outside and on-the-go. Outdoor billboards can be
signs by the road or hoardings at sport stadiums. Transit advertising can be posters
on buses, taxis and bicycles.

Direct mail, Catalogues and Leaflets

 Direct mail means writing to customers directly.
The more precise your mailing list or
distribution area, the more of your target
market you will reach. A direct mail
approach is more personal, as you can
select your audience and plan the timing to
suit your business. A cost-effective form of
direct mail is to send your newsletters or
flyers electronically to an email database.
 Catalogues, brochures and leaflets can
also be distributed to your target area.
Including a brochure with your direct mail is
a great way to give an interested customer
more information about your products and
services.
Online
 Being on the internet can be a cost-effective
way to attract new customers. You can reach
a global audience at a low cost. Many
customers research businesses online
before deciding whom to buy from.
 A well-designed website can entice
customers to buy from you. There are a
number of ways you can promote your business online via paid advertising or to
improve your search engine rankings.

POPULAR ADVERTISEMENTS IN THE PHILIPPINES

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JOLLIBEE

 Jollibee is the largest fast foo chain brand in the Philippines operating a network of
more than 1,400 stores. A dominant market leader in the Philippines, as of April
2018 JFC had a total of about 1,200 Jollibee outlets worldwide.
 Tony Tan Caktiong is the founder and chairman of Jollibee food one of the worlds
fastest growing Asian Restaurant chains.
 Jollibee is famous for their fried chicken and Jollibee offer meal that is affordable.
Jollibee chicken joy and spaghetti are classic Pinoy comfort food.
 Jollibee established their image to be for everyone. They focused on all the market
segments; they also marketed their product to all ages.
 It’s happy, homey ambiance plus its food choices from the all time favorite juicy
chicken joy. It’s made with a secret marinade and served with a side of gravy.
 Tony decided on a bee mascot to represent the Filipino People hardworking, good
heart, and happy even though they’re busy.
 One of the most popular tagline is Langhap Sarap Bida Angsaya.

 Kwentong Jollibee Valentine’s Series

2020. Directed by

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  Sigrid Andrea P. Bernardo.
 Kwentong Jollibee Valentine’s series hit over 50 million views on Facebook and
YouTube.

 This 2020 the award winning digital series delves into how true love conquers all the
beyond romance, it takes hard work and commitment to make real love it last.
SMART

Smart Communications, Inc., commonly referred to as Smart, is a wholly owned

wireless communications and digital services subsidiary of PLDT, Inc., a
telecommunications and digital services provider based in the Philippines. The company
has 73 million mobile subscribers as of 2020, under the brands Smart, Sun, and TNT.
Smart's wireless broadband subscribers number 3.8 million under the brands Smart Bro
and Sun Wireless Broadband.
 Smart offers commercial wireless services through its 2G, 3G, 3.5G HSPA+, and 4G
LTE networks, with LTE-A currently being deployed in key areas in the Philippines. It
has recently entered the research and development phase for its 5G services.
Smart's terrestrial wireless telephony service is being complemented by its satellite
communication services Smart Sat and Marino which also serve the global maritime
industry.
 The company has introduced wireless offerings such as Smart Money, a mobile
electronic wallet that also enables its SMS-based money remittance service Smart
Padala. It has also been recognized for introducing the world's first over-the-air
electronic prepaid loading service called Smart Load. One of its services. PasaLoad,
allows its users to pass phone credits to other Smart prepaid accounts through SMS.
 Smart draws from its history of innovating the simple things that are life-changing –
from making mobile phones accessible to ordinary Filipinos, pioneering ground
breaking products such as Smart Load and Pasaload, to democratizing mobile
Internet along with its massive 3G and 4G network expansion.

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  Smart’s new campaign follows a string of awards from third-party mobile analytics
firms that recognize Smart as the country’s fastest mobile data network.
 Ookla, the global leader in internet testing and analysis, cited Smart as The
Philippines’ Speedtest Awards Winner for mobile network speed during 2019. To win
this award, Smart achieved a Speed Score™ of 17.40, with average speeds of 19.62
Mbps for download and 9.45 Mbps for upload.
 The recent launch of Smart 5G as a commercial service is proof of this as the initial
phase covers provision for all Smart Signature customers, who can now enjoy
blazing-fast data speeds on Smart 5G-certified devices at select Smart 5G spots in
Metro Manila.
 With its well-designed plans, Smart Signature also keeps postpaid subscribers
worry-free when it comes to connecting with family and friends, or staying online for
work, play, or entertainment. Smart Signature caters to different lifestyles by offering
SIM-Only or Device Plans that come in S, M, L, and XL. Each plan features
generous data inclusions starting at 5 GB for only P999 per month to up to 60 GB for
only P2,999 per month, so customers can go from virtual work meetings to streaming
the latest K-dramas on their phone with ease. They also offer Giga Life for everyone.

What makes it more popular?

 Mobile services provider Smart Communications, Inc. has made a splash as it
unveiled its new campaign featuring South Korean superstar Hyun Bin, who has
endeared many Filipinos with his hit K-dramas and movies.

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  This is the first time a local telecoms company has tapped a South Korean superstar
to be the face of its brand, and is a bold statement for Smart as it asserts its
commitment to bring amazing experiences to Filipinos through digital technology.
 In Smart’s latest TV commercial, Hyun Bin rides a sports car and zooms past the city
streets – a fitting reference to the blazing speeds by which Filipinos can enjoy their
daily dose of entertainment powered by Smart LTE and Giga Promos. The ads
strongly conclude with Hyun Bin delivering Smart’s new tagline in Filipino, “Simple.
Smart Ako.”
 “The ‘Hyun Bin Phenomenon’ is pretty much due to digital technology - Filipinos
have developed the craze because they are able to stream his shows, hear the buzz
about him online, share their excitement with their friends, and even get to interact
with him through social media.

COCA COLA

 Coca-Cola was founded in 1886 in Atlanta, Georgia, by pharmacist John Pemberton.

The company's initial success came with the soft drink that made it a household
name—a combination of cocoa, the kola nut, and carbonated water to make a soda
fountain drink. Even then, branding was on the forefront of Pemberton's mind. His
bookkeeper and partner, Frank Robinson, perceived that two Cs would be better for
branding, leading to the birth of the Coca-Cola name.

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  Throughout the years, the slogans used in advertising for Coca-Cola have reflected
not only the brand, but the times. Slogans provide a simple, direct way to
communicate about Coca-Cola.
 The 1906 slogan, “The Great National Temperance Beverage,” reflects a time when
society in the United States was veering away from alcoholic beverages, and Coca-
Cola provided a nice alternative.
 Other slogans have concerned our sales figures, such as “Three Million a Day” from
1917 or “Six Million a Day” from 1925. In terms of drinks a day, that’s a vast
difference from one billion a day mark The Coca-Cola Company passed 1997.
 Some slogans for Coca-Cola have concentrated on the quality of the product, its
refreshing taste, or even its role in entertaining, as in 1948's "Where There's Coke
There's Hospitality."

PHILIPPINES

1981

 It operates nationwide, with 19 manufacturing plants and approximately 50 sales

offices and distribution centers—employing more than 9,700 regular employees. The
company was founded in 1981 as Coca-Cola Bottlers Philippines, Inc.
 Coca-Cola Beverages Philippines, Inc. (CCBPI, formerly Coca-Cola FEMSA
Philippines, Inc.) is a Philippine-based company engaged in the bottling and
distribution of Coca-Cola products in the country. CCBPI is part of the Bottling
Investment Group (BIG), The Coca-Cola Company (TCCC)-owned bottling operation
intent on building a foundation for long-term success. BIG’s operations are primarily
focused on markets in Southeast Asia, India, and Southwest Asia, covering 14
countries with 39 plants and 16,500 employees, serving 1.8 billion consumers.

 The company was founded in 1981 as Coca-Cola Bottlers Philippines, Inc. and
renamed Coca-Cola FEMSA Philippines, Inc. on January 25, 2013 after becoming
jointly owned by Mexico-based Coca-Cola FEMSA, S.A. de C.V. and The Coca-Cola
Company.
 On August 17, 2018, The Coca-Cola Company announced that its Bottling
Investments Group (BIG) agreed to acquire the 51% stake in the company held by
Coca-Cola FEMSA, S.A. de C.V.

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  In December 2018, BIG completed its acquisition of Coca-Cola FEMSA Philippines’
bottling operations. The company was then renamed Coca-Cola Beverages
Philippines, Inc. as a reflection of its ambition to build a total beverages company.

 1981 (as Coca-Cola Bottlers Philippines, Inc.)

2013 (as Coca-Cola FEMSA Philippines, Inc.)
2018 (as Coca-Cola Beverages Philippines, Inc.)

 Who is the owner of Coca-Cola Philippines?

o THE COCA-COLA COMPANY
 Who is the CEO of Coca-Cola?

o James Quincey
Chairman and Chief Executive Officer
o James Quincey is Chairman and CEO of The Coca-Cola Company. Quincey,
who first joined the company in 1996, has held a number of leadership roles
around the world. He became CEO in 2017 and Chairman of the Board in
2019.

SEVEN FUNCTIONS OF ADVERTISEMENT

Advertising is everywhere you turn. It was all started from print advertising until
modern technology came. From the newspaper, radio, television, billboard and internet,
advertisements are borderline unavoidable. There are seven functions of advertisement
that will surely benefit the consumer and most importantly the producer.
1. Communicating Vital Information
 Companies advertise to communicate essential information to consumers
about a particular product or service. These advertisements may convey what
the product or service is, the various product features, where a consumer can
buy it and how much the price is.

2. Persuading Consumers to Purchase

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  More than anything else, advertisement serves as a means of persuading
customers to purchase a particular product or service. In addition, persuasion
is the core mission of advertising. Taking a customer from being indifferent
about a product or service to purchasing, it is a sign of effective persuasive
advertising.

3. Creating a Brand
 Brand identity is an integral part of a company’s success and it is often
communicated by way of advertisements. With increased advertising comes
familiarity with a company, its products services and overall mission.

4. Creating Product Demand

 One of the main functions of advertising is generating customer demand for a
particular product or service. This is usually done through targeted campaigns
that market to customers who are the most likely to buy the product or
service.

5. Building a Customer Base

 Consistent quality advertising increases consumer loyalty for a product or
service. Advertising seeks to maintain the current customer base by
reinforcing purchasing behaviour with additional information about the
benefits of brands. The goal of advertising is to build and reinforce
relationships with consumer, prospects, retailers and important stakeholder.

6. Differentiating Products from One Another

 Companies use advertisement to position themselves against their
competitors, usually by highlighting what makes them the better option. This
positioning is especially effective when there is a price gap because price is
one of the primary factors in a customer’s purchasing decision.

7. Previewing New Market Trends

 Previews about the virtues of new products and services motivate customers
to obtain them because they don’t want to be left out. Advertising lets

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 consumers in on up-and-coming trends and new markets. Advertisers preview
new or improved products to consumers in order to appeal to their sense of
wanting to be in the know about leading edge trends.

FACTORS THAT AFFECTS THE POPULARITY OF ADVERTISEMENT

Businesses spend a hefty amount of money on advertising campaigns annually,

while only a few of them bring intended results. The primary factor that makes an ad
campaign successful is how appealing an advertising message is to the target audience.
 The Objectives of the Campaign

 define your objectives

 define your advertising goals in order to devise an appealing and compelling
campaign, then outline a plan and define your strategy accordingly.

 Advertising Message that is Hard to Ignore

 In order to grab attention of your target market, you need to come up with an
advertising message that is hard to ignore. Think about a message that is different
and gets you instant attention.
 Devise a message that shows your potential customers that you are offering them
something worthwhile. Be original and creative with your messages.
 A simple, catchy and emotionally appealing advertising message is likely to land you
customers.

 Utilize Visual Media of Advertising for a Greater Impact

A picture is worth a thousand words. If you want your advertising campaign to have a
greater and lasting impact, utilize visual media. An advertising message cannot be nailed
effectively without making use of visual media.

 Visual advertising helps a customer develop a particular perception about a

product/service.

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  A written advertising message is likely to get ignored if you do not show your
customers what you are marketing. Television ads, Billboards, streamers, fliers and
visual print ads are likely to get you more attention from your potential customers.

 Advertising Consistently for Best Results

Once you have devised an advertising campaign that is generating positive

response, you need to advertise consistently for best results. You can change the
frequency of your ads but if you want your business to grow rapidly, advertise constantly.

 The need to identify the medium that needs to spend on continually for an
impactful ad campaign. Consistent advertising is likely to attract new
customers.
 You can also update customers about your upcoming promotions that way.

 Use of Social Media and Live Chat for Boosting Campaign

Social media and live chat can play a significant role in making your advertising
campaign a success. Promoting your brand and products on social media would give you
an opportunity to actively engage your prospective customers.

 Similarly marketing through live chat gives you an edge to promote your brand
and products in real time.

 As a tool you can address customers’ questions and concerns about your
business and products/service instantly.

 Another advantage of using these channels for advertising is that you can gauge
the effectiveness of your ad campaign by reviewing the responses of your
customers towards your product/service.

 As part of the KCEA 2020, according to the Kantar, key elements that are common
across its top-ranking ads that make their brands more powerful and their products
purchased more by Filipinos are effective use of music, celebrity, product demo, ad
duration, brand device and humor.

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 REFERENCES

https://softcube.com/the-entire-history-of-advertising/
https://prezi.com/djzzqdhyvj7h/history-of-advertising-in-the-philippines/
https://www.britannica.com/topic/advertising
https://www.liveadmins.com/blog/5-decisive-factors-for-a-successful-advertising-campaign/
https://www.sunstar.com.ph/article/1876023

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