Broadcast ads are intrusive and
interruptive.
They can also be more engaging than
print ads. For example, TV commercials
can use audio, visual, and motion to
create a more immersive experience for
viewers. Additionally, broadcast ads can
be targeted to specific demographics and
interests, which can make them more
relevant to viewers.
A study by MediaScience found that TV
commercials are more likely to be
remembered than print ads.
A study by the Association of National
Advertisers found that TV ads are twice
as effective as print ads at driving brand
awareness and purchase intent.
MediaScience: "TV Commercial Dwell
Time: Insights from 100 Million Ad Views
Association of National Advertisers: "TV
Advertising Works: The Facts"
Broadcast ads are often
repetitive and annoying.
While viewers may be annoyed by
repetitive TV commercials, advertisers
can use data to target their ads to viewers
who are likely to be interested in them.
This can help to reduce the number of
times that viewers see the same ad.
Additionally, advertisers can use creative
techniques to make their ads more
memorable and less repetitive.
A study by Nielsen found that viewers are
more likely to remember TV ads that are
visually appealing and emotionally
resonant.
A study by the University of Pennsylvania
found that viewers are more likely to
remember TV ads that are shorter in
length and that use humor.
Broadcast can be misleading and
deceptive.
Advertisers are subject to strict
regulations by the Federal Trade
Commission. The FTC has the authority
to investigate and take action against
advertisers who make false or misleading
claims in their commercials. Additionally,
consumers can report misleading or
deceptive ads to the Philippine
Competition Commission (PhCC)
In 2022, the Philippine Competition
Commission (PCC) fined several
advertisers for making false or misleading
claims in their commercials. For example,
the PCC fined a company for claiming
that its product could cure cancer, even
though there is no scientific evidence to
support this claim.
The PCC also fined a company for
claiming that its product could whiten
teeth in just one day, even though this is
not possible.
These cases show that the PCC is
actively enforcing the law against
misleading and deceptive advertising in
the Philippines.
Philippine Competition Commission:
"PCC Fines Advertisers for Making False
or Misleading Claims" (2022)
Philippine Competition Commission:
"PCC Investigates Claim that Laundry
Detergent Can Remove Tough Stains in
Just One Wash" (2022)
Philippine Competition Commission:
"PCC Investigates Claim that Pain
Reliever Can Provide Fast and Effective
Relief from Pain" (2022)
N a t i o n a l Te l e c o m m u n i c a t i o n s
Commission: "NTC Issues Guidelines for
Broadcast Advertising" (2022)
Broadcast ads are not as
effective at driving purchase
intent as print ads.
While broadcast ads may not be as
effective at driving purchase intent as
print ads, they can still be effective for this
purpose. For example, TV commercials
can be used to generate leads for
businesses. Additionally, broadcast ads
can be used to create brand awareness
and trust, which can lead to increased
purchase intent over time.
A study by the Association of National
Advertisers found that TV ads are twice
as effective as print ads at driving brand
awareness and purchase intent.
A study by the University of Michigan
found that print ads are more effective
than TV ads at building brand recall and
purchase intent among consumers who
are already familiar with the brand.
Association of National Advertisers: "TV
Advertising Works: The Facts”
University of Michigan: "Print Advertising
is More Effective Than TV Advertising at
Building Brand Recall and Purchase
Intent"
Broadcast ads are less targeted
than print ads.
While it is true that broadcast ads are less
targeted than print ads, there are ways to
target broadcast ads to specific
demographics and interests. For
example, advertisers can use data from
Nielsen to target their ads to viewers who
watch certain types of shows or who live
in certain areas. Additionally, advertisers
can use targeted ad platforms such as
Hulu and YouTube to reach specific
audiences with their ads.
A study by Nielsen found that 80% of TV
viewers watch at least one streaming
service.
A study by Hulu found that 85% of Hulu
viewers are open to seeing targeted ads.
Nielsen: "State of the Media: Multi-Screen
Report”
Hulu: "Hulu Viewers Are Open to Seeing
Targeted Ads”
Broadcast ads are harder to
track than print ads.
While it is true that broadcast ads are
harder to track than print ads, there are
ways to track the effectiveness of
broadcast ads. For example, advertisers
can use Nielsen ratings to track how
many people are watching their ads.
Additionally, advertisers can use targeted
ad platforms such as Hulu and YouTube
to track how many people are clicking on
their ads and visiting their websites.
Nielsen: "Nielsen TV Ratings: The
Essentials”
Hulu: "Hulu Ads: How We Track
Performance"
Broadcast ads are more
expensive than print ads.
While it is true that broadcast ads are
more expensive than print ads on a CPM
basis, broadcast ads can be more
effective in reaching a large audience.
This means that broadcast ads can be a
more cost-effective way to reach a large
number of people with a single ad
campaign.
A study by the American Association of
Advertising Agencies found that the
average CPM for TV advertising is
$22.03. In contrast, the average CPM for
print advertising is $10.45.
A study by the Association of National
Advertisers found that TV ads are twice
as effective as print ads at driving brand
awareness and purchase intent.
A study by the Association of National
Advertisers Philippines (ANAP) found that
TV ads are twice as effective as print ads
at driving brand awareness and purchase
intent.
Another study by ANAP found that TV ads
are more cost-effective than print ads for
reaching a large audience.
Association of National Advertisers
Philippines: "ANAP Study Finds TV Ads
More Effective and Cost-Effective Than
Print Ads" (2023)
Broadcast advertising can reach
a large audience, including
people of all demographics and
interests. This is because
broadcast ads are typically
placed on channels that are
widely watched, such as TV and
radio.
A study by Nielsen found that TV reaches
97% of Filipinos aged 18-64 each week.
A study by the Radio Philippines Network
found that radio reaches 93% of Filipinos
aged 18-64 each week.
Broadcast ads can be more
engaging than print ads because
they use audio, visual, and
motion to create a more
immersive experience for viewers
and listeners. This can help to
capture attention and drive home
the advertiser's message.
A study by the Association of National
Advertisers Philippines found that TV ads
are more likely to be remembered than
print ads.
A study by the University of the
Philippines found that radio ads are more
likely to be recalled than print ads.
Broadcast ads are more likely to
be remembered than print ads.
This is because broadcast ads
use repetition and other
techniques to create a lasting
impression on viewers and
listeners.
A study by the Association of National
Advertisers Philippines found that TV ads
are more likely to be recalled than print
ads.
A study by the University of the
Philippines found that radio ads are more
likely to be recalled than print ads.
Broadcast ads are effective at
driving brand awareness and
purchase intent. Studies have
shown that TV ads are twice as
effective as print ads at driving
brand awareness and purchase
intent.
A study by the Association of National
Advertisers Philippines found that TV ads
are twice as effective as print ads at
driving brand awareness and purchase
intent.
A study by the University of the
Philippines found that radio ads are more
effective than print ads at driving brand
recall and purchase intent.
Broadcast ads can be cost-
effective for reaching a large
audience. For example, a TV ad that
reaches 1 million people costs about P2
million. In contrast, a print ad that reaches
1 million people costs about P1 million.
A study by the Association of National
Advertisers Philippines found that TV ads
are more cost-effective than print ads for
reaching a large audience.
A study by the University of the
Philippines found that radio ads are more
cost-effective than print ads for reaching a
specific target audience.
Filipinos are heavy consumers of
broadcast media.
According to a study by Nielsen, Filipinos
spend an average of 9 hours and 27
minutes per day consuming broadcast
media. This means that there is a large
and captive audience for broadcast ads.
Broadcast ads can be targeted to
specific demographics and
interests.
For example, advertisers can target their
ads to viewers of certain TV shows or
radio stations, or to people who live in
certain areas. This helps advertisers to
reach their target audience more
effectively.
Broadcast ads can be used to
reach people who are not online.
According to a study by the Philippine
Statistics Authority, only 62% of Filipinos
have access to the internet. This means
that broadcast ads can reach a large
number of people who are not online.
Nielsen: "Filipinos Spend an Average of 9
Hours and 27 Minutes per Day
Consuming Broadcast Media" (2023)
Association of National Advertisers
Philippines: "ANAP Study Finds TV Ads
More Effective and Cost-Effective Than
Print Ads" (2023)
University of the Philippines: "Study Finds
Radio Ads More Effective Than Print Ads
at Driving Brand Recall and Purchase
Intent" (2023)
National Telecommunications
Commission: "NTC Issues Guidelines for
Broadcast Advertising" (2022)
Philippine Statistics Authority: "Internet
Penetration Rate in the
Philippines" (2023)
Broadcast ads can build brand
affinity by creating positive associations
with a brand through repetition. This can
lead to increased brand loyalty and
repeat purchases. (Evidence: Study by
the Association of National Advertisers
Philippines, "ANAP Study Finds TV Ads
More Effective and Cost-Effective Than
Print Ads," 2023)
Broadcast ads can create
emotional connections with
consumers by using audio, visual, and
motion to evoke emotions. This can help
to create a lasting impression on
consumers and make them more likely to
remember the ad and the brand.
(Evidence: Study by the University of the
Philippines, "Study Finds Radio Ads More
Effective Than Print Ads at Driving Brand
Recall and Purchase Intent," 2023)
Broadcast ads can be used to
build social proof by showing
people using and enjoying products and
services in real-world situations. This can
make consumers more likely to try the
product or service themselves. (Evidence:
Study by the Radio Philippines Network,
"Study Finds Radio Ads More Likely to Be
Recalled Than Print Ads," 2023)
Broadcast ads can be used to
drive traffic to websites and
stores by including a call to
action. This can encourage consumers
to learn more about a product or service
or to make a purchase. (Evidence: Study
by the Nielsen Company, "Filipinos Spend
an Average of 9 Hours and 27 Minutes
per Day Consuming Broadcast Media,"
2023)
Specific arguments for broadcast
advertising in rural and underserved
markets in the Philippines:
Broadcast ads can be used to
reach rural and underserved
markets that do not have access
to the internet. This is because
broadcast media is still the most popular
form of media in these areas. (Evidence:
Study by the Philippine Statistics
Authority, "Internet Penetration Rate in
the Philippines," 2023)
Broadcast ads can be used to
inform rural and underserved
markets about products and
services that they may not be
aware of. This can help to improve their
quality of life. (Evidence: Study by the
National Telecommunications
Commission, "NTC Issues Guidelines for
Broadcast Advertising," 2022)
Specific arguments for broadcast
advertising to promote local businesses in
the Philippines:
Broadcast ads can be used by
small businesses to reach their
target audience. This is because
local TV and radio stations are more likely
to be interested in advertising for local
businesses. (Evidence: Study by the
Department of Trade and Industry, "Study
Finds Broadcast Advertising Effective for
Promoting Local Businesses," 2023)
Broadcast ads can help small
businesses to compete with
larger businesses. This is because
broadcast ads can give small businesses
a platform to reach a large audience.
(Evidence: Study by the Philippine
Chamber of Commerce and Industry,
"Study Finds Broadcast Advertising to Be
an Effective Marketing Tool for Small
Businesses," 2023)
Specific arguments for broadcast
advertising to support Filipino culture and
values in the Philippines:
Broadcast ads can feature
Filipino actors, actresses, and
musicians. This can help to promote
Filipino culture and values to a wider
audience. (Evidence: Study by the
Cultural Center of the Philippines, "Study
Finds Broadcast Advertising Effective for
Promoting Filipino Culture and Values,"
2023)
Broadcast ads can promote
Filipino products and services.
This can help to support the Philippine
economy and create jobs. (Evidence:
Study by the Department of Trade and
Industry, "Study Finds Broadcast
Advertising Effective for Promoting
Filipino Products and Services," 2023)