AD PRINCIPLES &

PRACTICES
ADPRIN301
2021-2022, Sem.2
ADVERTISING
OVERVIEW

Overview
ADVERTISING
OVERVIEW

Overview~ History
 History of Advertising
Early Beginnings___
 History of Advertising
______________Traditional Media________________

_____’60s Golden Age of Advertising_____

__________Rise of Agencies__________

Table 1

1980s onwards Different Types of TVs (i.w. Cable TV, Satellite TV,
Speciality TV (including infomercials)
 History of Advertising
Table 1

__________Rise of Online Advertising__________

_______________Digital Age________________
 History of Advertising
Overtime….
• New forms of advertising
• More features, requiring more creativity
• More (i.e. wider and/or deeper) reach
• More customers
• More broader
• More targeted
• More messages
• More cluttered
• More focused/personalized
ADVERTISING
OVERVIEW

Overview~ Is Advertising Important?

IS ADVERTISING IMPORTANT?
“DOING BUSINESS WITHOUT
ADVERTISING IS LIKE WINKING
AT A GIRL IN THE DARK. 



YOU KNOW WHAT YOU’RE DOING
BUT NOBODY ELSE DOES.”
~ Stuart H. Britt
 BENEFITS OF ADVERTISING
• Provide basic information such as your contact details and website address

• increase sales by telling potential customers about your product or service

• Tell customers about changes to your service, new product launches, special offers and improvements

• Prompt specific action - perhaps getting customers to visit your premises or website, or use a
discount voucher by a specified time

• Remind existing customers about your business

• Change people's attitudes and perceptions of your business

• Help to create or develop a distinctive brand for your business

• Generate awareness of your business

• Develop a particular market niche or position

[https://www.bgateway.com/resources/advertising-the-basics]
ADVERTISING
OVERVIEW

Overview~ So what is advertising?

 SO WHAT IS ADVERTISING?
“Advertising simply put is telling and selling the product.”
https://www.managementstudyguide.com/advertising-management.htm

Any paid message in mass media to inform, persuade and remind about an organization, product or service
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-advertising/

”.. the. business of conceptualizing, presenting or making available to the public, through. any form of
mass media, fact, data or information about the attributes, features, quality or availability of consumer
products, services or credit. ”
Philippine Law, Article 4(b) of Republic Act No. 7394

Advertising agency or agent: “ a service organization or enterprise creating,

conducting, producing, implementing, or giving counsel on promotional campaigns or
programs through any medium for and in behalf of any advertiser.
https://www.sec.gov.ph/wp-content/uploads/2019/12/2014OpinionNo14-06.pdf

https://www.managementstudyguide.com/advertising-management.htm
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-advertising/
https://www.sec.gov.ph/wp-content/uploads/2019/12/2014OpinionNo14-06.pdf
 ADVERTISING
“Advertising simply put is telling and selling the product.”
https://www.managementstudyguide.com/advertising-management.htm

Literally: “To turn towards”

https://kalyan-city.blogspot.com/2012/12/what-is-advertising-etymology.html

2 RELATED FOCUS:

MARKETING

+
COMMUNICATION

https://kalyan-city.blogspot.com/2012/12/what-is-advertising-etymology.html
ADVERTISING
OVERVIEW

Overview~ Types of Advertising

 ADVERTISING
Institutional advertising: promoting a
company, corporate, firm or institution,
particularly its benefits, ideas and
philosophies of the business, to create a
positive image and goodwill.

Product advertising: promoting a product,

its features and benefits, ultimately to
create a sale

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11145-institutional-advertising.html
https://courses.lumenlearning.com/boundless-marketing/chapter/types-of-advertising/
 ADVERTISING
Institutional advertising: promoting a company, corporate, firm or institution,, to create a
positive image and goodwill.

Corporate An organization’s image Advocacy: Advertising that promotes

a company’s position on a public
issue

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11145-institutional-advertising.html
https://courses.lumenlearning.com/boundless-marketing/chapter/types-of-advertising/https://www.philstar.com/lifestyle/on-the-radar/2021/03/15/2084456/mcdonalds-
gives-thanks-delivery-riders-free-breakfast-march-16
 ADVERTISING
Product advertising: promoting a product, its features and benefits, ultimately to create a
sale

Pioneering: to stimulate primary demand for a new product or product category; heavily used
in the introductory stage of product life cycle when a new product is launched

Competitive: to influence demand for a specific brand; usually provide information regarding a
product’s attributes and benefits which may not available from competing products; Even when
other brands own the same attributes or benefits, advertisers often create an impression that
their products are somehow ‘much better’ than other, similar products available in the
marketplace.

Comparative: Compares two or more competing brands on one or more specific attributes, be
it directly or indirectly;  helps the consumers to choose which brand they would prefer to use

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11145-institutional-advertising.html
https://courses.lumenlearning.com/boundless-marketing/chapter/types-of-advertising/
 ADVERTISING
Product advertising: promoting a product, its features and benefits, ultimately to create a sale
Pioneering Competitive Comparative

Also see: https://www.youtube.com/watch?v=-

HMrf_uxwi4 Also see: https://www.youtube.com/ Also see:https://www.youtube.com/
watch?v=mE_bDNaYAr8 watch?v=hOmEJgZ43mE

https://courses.lumenlearning.com/boundless-marketing/chapter/types-of-advertising/
 TYPES OF ADVERTISING

https://www.slideteam.net/8-types-of-advertising.htmlU5TW5i-BM
ADVERTISING
OVERVIEW

Overview~ Advertising & IMC

ACTIVITY: BRANDING
Marketing strategy that provides differentiation. Gives a mental image of a
product or company.
 MARKETING
The process of planning and executing the conception, pricing, promotions and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

MARKETING MIX
Controllable elements of a marketing program .
Consists primarily of the 4Ps:
Product, Price, Place and Promotions
So what’s the difference between advertising
and marketing?

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 PROMOTIONAL MIX
Tools used to accomplish an organization’s communication objective.

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 Marketing
and
Advertising

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 ADVERTISING
Any paid of non-personal communication about an organization, product or
service that facilitate the marketing communication process

Vs.

(SALES) PROMOTION
Marketing activities that provide extra value of incentives to the sales force,
distributors or the ultimate consumer and can stimulate sales

The difference?
Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 MARKETING
COMMUNICATIONS
“Means by which firms attempt to inform, persuade and remind customers directly
or indirectly- about products or brands that they sell”.
~ Kotler and Keller

Essential Decisions:
- Segment-Targeting: Narrowing audience to deliver a more precise message
- Positioning: Key feature, benefit or image in audience collective mind
- Setting objectives: Aims or goals, usually with some variance across media
- Budget: Financial allocations for different communication media

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 INTEGRATED MARKETING
COMMUNICATIONS
A communication process that entails the planning, creation, integration and
implementation of diverse forms of marketing communications.
The goal is to influence or affect behavior of the targeted audience
3 Major objectives: Inform, Persuade, Remind.

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 INTEGRATED MARKETING
COMMUNICATIONS
A communication process that entails the
planning, creation, integration and
implementation of diverse forms of
marketing communications.
The goal is to influence or affect behavior
of the targeted audience
3 Major objectives: Inform, Persuade,
Remind.

https://www.hitechnectar.com/blogs/integrated-marketing-communication-tools/
 MARKETING
COMMUNICATIONS
What decisions were made?
INTEGRATED MARKETING
COMMUNICATIONS
 BRANDING ELEMENTS

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
 COMMUNICATION
Act or process of exchange of information

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
COMMUNICATION
Act or process of exchange of information
 Advertising
Planning

Process

Belch, Geore E. and Michael A. Belch, “Advertising and Promotions, An Integrated Marketing Communication Perspective,” 6th edition, The McGraw-Hill Companies, 2003. (Ch. 1)

Shimp, Terence A., “Advertising, Promotion and Other Aspects of Integrated Marketing Communications 8th edition, South-Western Cengage Learning, USA 2010. (Ch. 1-2, pp. 4-60)
Lesson End