BPC53 – Advertising Management
or poster
Advertising and other forms of promotion are an
integral part of the marketing process in most
organizations.
BASIC TASK OF MARKETING is to combine the
elements of promotional mix into a
comprehensive program that facilitates
exchange with a target market.
INTEGRATED MARKETING COMMUNICATIONS
coordinating the various marketing and
promotional elements to achieve more efficient
and effective communication programs.
WHAT IS ADVERTISING?
A paid form of non-personal communication of
information about goods, services, ideas or
institutions using the mass media of
communication with the intention to sell or
secure favorable consideration.
ADVERTISING? Never FREE, it is always PAID
UNITS OF MEASUREMENT
➢ Per column centimeter (print media,
magazines)
➢ Per agate line (classified ads)
➢ Per thirty seconds (broadcast media)
ADVERTISING IS NONPERSONAL, WHY?
➢ With the presence of mass media,
➢ Products can only be seen over a television
monitor
➢ Heard over a radio program
➢ Seen over a page of newspaper or magazine
➢ A person will never have a face-to-face
contact with the product
ADVERTISEMENTS
➢ Are not just for tangible products but also for
- intangible goods in the form of SERVICES,
- Ideas in the form of TAGLINES, VISION OR
VALUES
- Institutions’ or organizations’ image
ADVERTISEMENT AS A MARKETING FUNCTION
➢ openly persuasive and
➢ convincing in order to sell or secure
favorable consideration
Advertising and Sales Hexagon
MARKETING
➢ Is a total system of business activities
designed to plan, price, promote and
distribute want-satisfying goods and services
to present and potential market.
SALES HEXAGON
➢ Consists of elements where the general goal
is to promote product or service salesability.
6 ELEMENTS OF THE SALES HEXAGON
1. Advertising
2. Personal selling
3. Publicity
4. Public relations
5. Sales promotion
6. Merchandising
ADVERTISING
➢ Perform function of informing, educating
and persuading prospective market or
buyers.
➢ Advertising is never free, it is always paid.
➢ Advertising is non-personal
PERSONAL SELLING
➢ Direct
➢ Face-to-face contact among buyer, seller
and product
➢ Intended to convince the buyer to purchase
the product offered for sale
➢ It can be in store or non-store selling.
planning for freebies or samples, premiums,
price-off and contests
MERCHANDISING
➢ planning for the right product or service at
the right time, for the right market and price
➢ final element of the sales hexagon
CLASSIFICATIONS OF ADVERTISING
➢ According to Source or Origin
➢ According to Media Used
➢ According to Objective
➢ According to Audience Targeted
ACCORDING TO SOURCE OR ORIGIN
➢ It is the party who requested for the
preparation of the advertisement
➢ or the party who wants the advertising
project be done, also known as the
advertiser
➢ Can be producers or manufacturers;
wholesalers and retailers; service
businesses; organizations or institutions;
governmental units; and private individuals.

ACCORDING TO MEDIA USED

➢ Print media - news
➢ Broadcast media – radio and television
➢ Outdoor media
PUBLICITY
➢ Transit media
➢ Non-paid
➢ Field media
➢ Non-personal communication of
➢ Movie advertising
information about products and services
➢ Direct response media
➢ Also uses mass media
ACCORDING TO OBJECTIVE
PUBLIC RELATIONS
➢ Promotional Advertisements
➢ To create goodwill and build good image
Advertisements identifying brand of the
SALES PROMOTION item for patronage
➢ Institutional advertising
➢ Includes activities that will promote increase
in sales for the product or service by
Communicating message of public interest or ➢ Latter- informing the public about product
seeking to develop goodwill and also mentioning innovations
the name of the organization or business entity.
COMPETITIVE STAGE
ACCORDING TO AUDIENCE TARGETED
➢ Seeks to urge the consumers to prefer the
➢ Consumer advertising advertiser’s product or service over other
Targets ultimate users of the product, competing brands.
convincing them to purchase the item for ➢ The advertiser emphasizes a selling point
personal or household use. unique to the product or service presented.
➢ Industrial advertising ➢ Highlight features which makes the brand
Targets businessmen, convincing them to better than other brands.
purchase the product advertising for use in
RETENTIVE STAGE
their operations.
➢ Trade advertising ➢ Attempts to develop or establish consumer
Also targets businessmen, convincing them loyalty by keeping the buying public
to buy the product advertised for resell. reminded of the name or brand of the item.
➢ Professional advertising ➢ Suitable for products who have gained
targets physicians, educators and other sufficient market share, but aims to hold on
groups for them to prescribe or recommend their consumer loyal group by periodically
product advertised. repeating, but not intensively, the
thisads should be supplemented by advertisement.
personal selling, presence of sales
representatives to provide more information
about the offering; sales promotion, with the
presence of samples, complementary copies
or trial sizes of the products promoted
STAGES IN THE ADVERTISING CYCLE
➢ Introductory Stage
➢ Competitive Stage
➢ Retentive Stage

INTRODUCTORY STAGE THE ADVERTISER

➢ Used in launching publicity a product or
➢ the client, an account or a sponsor
service which is entirely new or unknown to
➢ can be the producer, manufacturer, service
the market.
business, institution, governmental unit or
individual, desiring for the creation of an
OBJECTIVES OF INTRODUCTORY STAGE
advertising project.
➢ First – to develop consumer awareness for
➢ Is a client upon application for an
an entirely new product
advertising project in an agency.
➢ Second- to advertise an established product
with a new feature
THE ADVERTISER IS CALLED AN ACCOUNT ➢ These are the tools to visualize the ideas
created by the agency, to promote
➢ Upon agreement on the budget, deadline
saleability of the advertiser’s products,
and agency commission
services or ideas.
➢ The agency evaluates whether the budget of
the advertiser will be enough to complete THE ADVERTISING DEPARTMENT- A CLIENT
the requirements for the project;
➢ This is a dependent service organization
➢ Whether the project be done on the date
➢ A functional division within the client or
needed;
advertiser’s company
➢ And if the commission be reasonable
➢ A part of the structure of the client company
enough for the agency
➢ Should not be confused with an advertising
THE ADVERTISER IS CALLED A SPONSOR agency.

➢ Upon completion of the advertising project FUNCTIONS OF THE ADVERTISING

and ready for media schedules on the air and DEPARTMENT
on the space.
1. Management of the advertising and sales
❑ Because it is a fact that broadcast
promotion activities of the company.
programs get their support from advertisers
for production subsidies 2. Responsible for some public relations
programs.
THE ADVERTISING AGENCY
3. Supervision of marketing researches,
➢ An independent service organization whose
including market, product, consumer and
function is to provide advertising,
advertising researches.
merchandising and other promotional
activities related to the selling of the client’s 4. Shares responsibility with higher management
products, services or ideas on agency selection.
➢ It is totally a separate business from the
5. Approval of advertisements done by outside
advertiser, a different entity
advertising agencies.
➢ A service company since it renders intangible
function of creating ideas not just for 6. Determination of advertising budget.
advertising but also for merchandising in
THE ADVERTISING AGENCY
terms of product planning and development
concepts; and other promotional activities of ➢ An independent service organization
assisting clients in public relations programs, operating outside the control of the
sales promotions planning, store layouting advertiser or client.
and personal selling strategies.
INTERNAL DIVISIONS OF THE ADVERTISING
THE ADVERTISING MEDIA AGENCY

➢ Include the mass media of communication in 1. Account Management Department

broadcast, print, outdoor, transit, field and
2. Research Department
movie.
3. Copy Department
4. Art Department
5. Media Department
6. Production Department
7. Traffic Department
ACCOUNT MANAGEMENT DEPARTMENT
➢ Headed by the Account Executive
➢ This is where the advertiser or client, or the
representative of the client’s advertising
department, communicates their
requirements to the agency, for an
advertising project
RESEARCH DEPARTMENT
➢ Responsible for gathering additional
information, under cases where data given
by the client may be insufficient, to start the
project
➢ May conduct survey on areas of market,
consumer, product and advertising, on a
small scale basis
COPY DEPARTMENT
➢ Prepares the text or words of the
advertisement. This may include the story
board for television commercial, or the script
for radio and the layout for print.
ART DEPARTMENT
➢ Translates the words into pictures
➢ Responsible for preparing the visual
presentation of the advertisement
➢ Pictures shall be created for the words
constructed by the copy group
➢ These pictures are called the illustrations of
the advertisement
MEDIA DEPARTMENT
➢ Prepares the detailed media schedule, the
list of media selected for the delivery of the
advertising message
➢ May consists of two sections: the space
buying section- for print media; and the time
buying section- for broadcast media
➢ Headed by Media Director responsible for
media planning for print, broadcast,
outdoor, transit and other mass
communication tools
PRODUCTION DEPARTMENT
➢ Responsible for handling the mechanical
requirements of the advertisement including
preparing several copies of the mastertape,
blueprint for distribution to media,
typefacing and color reproduction
TRAFFIC DEPARTMENT
➢ Sees to it that the advertisements are shown
or published according to schedule
➢ Shall deliver the advertisement blueprint or
mastertape to the media desired and
supervises the advertisements as scheduled
THE ADVERTISING THEME
ADVERTISING APPEAL
➢ The central buying incentive featured in an
advertising message is the frame of
reference, serving as stimulus to an expected
response from the audience
➢ This stimulus is called the advertising
appeal and it may be positive or negative
❖ POSITIVE ADVERTISING APPEAL
➢ Build around the concept that the consumer
can obtain something beneficial from the
use of the advertised product or service
❖ NEGATIVE ADVERTISING APPEAL
➢ Features fear motive, forcing consumers to
buy the item advertised
➢ Focused on an unpleasant, unfavorable
situation for not using the product or service
 ATTENTION-GETTING FACTORS
❖ INVOLUNTARY ATTENTION-GETTING
FACTORS
➢ Hold that mental processes are directed
toward something else, and not focused on
looking, listening or watching an
advertisement
➢ Requiring techniques to capture portion of
the consumers attention to give few seconds
or minutes to an advertisement
❖ VOLUNTARY ATTENTION-GETTING
FACTORS
➢ Can be beneficial to the advertiser since the
mental processes of the consumer is really
intended towards checking, looking or
reading an advertisement
➢ Can be advertisements on ‘buy and sell’
magazine issue

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