ADV E R T IS IN G

ST R A T E G IE S
, ANIT, L ATREL L , MO L INA)
GROUP 2 (ADANA, LONTOC
ADVERTISING
• ADVERTISING IS DEFINED AS THE PAID, NON-PERSONAL DISTRIBUTION OF A
PERSUASIVE MESSAGE WITH THE PURPOSE OF PROMOTING PRODUCTS OR SERVICES
TO CURRENT OR POTENTIAL CUSTOMERS THROUGH MEDIA.

• ADVERTISING FOCUSES ON A PARTICULAR MESSAGE THAT’S NOT ALL THAT PERSONAL

IN NATURE.
ADVERTISING
•THE TECHNQUES 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 BEING ADVERTISED.
OBJECTIVES OF ADVERTISING
• TO INFORM: MAKE THE PRODUCT KNOWN TO THE PUBLIC
• TO PERSUADE: CONVINCE THE CUSTOMERS TO PURCHASE YOUR PRODUCT USING
VARIETY OF APPROACHES. TELL THE CUSTOMER WHY THEY SHOULD BUY YOUR
PRODUCT

• TO REMIND: MAINTAIN THE ADVERTISEMENT ON THE TOP OF THE CUSTOMERS’ MINDS

SO THEY COULD MAINTAIN THEOR LOYALTY AND PROTECT THEM AGAINST
COMPETITORS
ADVERTISING STRATEGY
•IS A PLAN TO REACH AND PERSUADE A CUSTOMER TO BUY
A PRODUCT OR A SERVICE.
•A SERIES OF STEPS TAKEN TO ENGAGE YOUR LEADS AND
CUSTOMERS, ULTIMATELY GUIDING THEM TO A
PURCHASING DECISION
 ELEMENTS OF ADVERTISING STRATEGY
• STRATEGY- PROVIDES AN OVERVIEW AND BROAD DIRECTION FOR THE ADVERTISING COMPANY
• REVIEW- TO ENSURE THAT THE ADVERTISEMENT MEETS THE ADVERTISING OBJECTIVES
• PLAN- EXECUTION OF THE PLAN
• MEDIA- SETS OUT THE MEDIA FOR THE CAMPAIGN
• CREATIVE- DESCRIBES IMPORATANT MESSAGES THAT WILL CONVEY AND THE TECHNIQUES USED TO
ATTRACT ATTENTION AND COMMUNICATE THE MESSAGES CLEARLY

• BUDGET- SHOULD INCLUDE DETAILED BUDGET

5 MOST COMMON AD TECHNIQUES
• USE OF REPETITION- BUILD AWARENESS AND MAINTAINS IN CUSTOMER’S MIND
• CLAIMS RELATING TO THE PRODUCT- A STATEMENT DESCRIBES A PRODUCT’S FEATURES
• ASSOCIATION AND CONNECTION WITH CUSTOMER- ASSOCIATE PRODUCT WITH FAMOU PEOPLE
• CONVINCING THE CUSTOMER TO JOIN THE BANDWAGON- CUSGOMERS SHOULD JOIN THE CROWD WHOSE
USING THE PRODUCT

• PROMOTIONS AND REWARDS- THOSE PRODUCTS WITH FREE

 PRODUCT/PROPOSAL LIFE CYCLE
•INTRODUCTION
•GROWTH
•MATURITY
•DECLANATION
ADVERTISING SPORAL MODEL (2011)
• PIONEERING STAGE
• COMPETIRIVE STAGE
• RETENTIVE STAGE
• NEWER PIONEERING STAGE
• NEWER COMPETITIVE STAGE
• NEWER RETENTIVE STAGE
PIONEERING STAGE
• PIONEERING ADVERTISING REFERS TO NEW
FORMS OR NEW WAYS OF GETTING ACROSS A
MARKETING MESSAGE. MOST AD SPOTS FOLLOW
A BASIC FORMULA. YOU SHOW THE PRODUCT,
ESTABLISH A NEED IN THE CONSUMER'S MIND
AND THEN ILLUSTRATE HOW THE PRODUCT WILL
SOLVE THAT NEED
COMPETITIVE STAGE
•COMPETITIVE ADVERTISING IS BASED ON
SHOWING HOW YOUR PRODUCT IS BETTER
THAN YOUR COMPETITORS AS WELL AS
FINDING OUT HOW THEY MARKET THEIR
PRODUCTS AND IMPROVING UPON THEIR
TECHNIQUES.
RETENTIVE STAGE
• RETENTIVE ADVERTISING MAY ALSO BE
REFERRED TO AS REMINDER ADVERTISING. THIS
FORM OF ADVERTISING CAN BE USED WHEN A
CONSUMER IS ALREADY WELL AWARE OF THE
PRODUCT BEING OFFERED AND DOES NOT NEED
TO BE CONVINCED TO BUY IT. THEY ALREADY
KNOW ABOUT IT AND LIKE IT, BUT THEY MAY
HAVE FORGOTTEN TO BUY IT LATELY. 
ADVERTISING BASICS AND THE SPIRAL
• NOW THAT THE SPIRAL IS UNDERSTOOD, YOU CAN SEE A BASIC OUTLINE OF HOW IT
WORKS.

• FIRST, YOU PIONEER WITH A NEW PRODUCT OR WAY OF PROMOTING AN EXISTING

PRODUCT.

• THEN, YOU LET CONSUMERS KNOW HOW YOUR PRODUCT STACKS UP AGAINST THE
COMPETITION.

• FINALLY, YOU REMIND YOUR MARKET THAT YOUR PRODUCT IS STILL OUT THERE.
• ONCE ALL OF THESE STAGES HAVE BEEN COMPLETED, YOU START OVER IN THE PROCESS.
THIS IS A VERY IMPORTANT COMPONENT OF THE BASICS OF ADVERTISING AND
SUCCESSFULLY MARKETING TO CONSUMERS.
 THE FLOW OF CONSUMER DECISION
MAKING PROCESS
• NEED RECOGNITION
• INFORMATION SEARCH
• EVALUATION OF ALTERBATIVES
• PURCHASE DECISION
• POST PURCHASE BEHAVIOR
• PATRONAGE VS. DETRACTION
POST PURCHASE BEHAVIOR
•DISAPPOINTMENT- BELOW EXPECTATION
•SATISFACTION- LINEAR
•DELIGHT- ABOVE EXPECTATION
•PATRONAGE- MUCH GREATER EXPECTATION
 TYPES OF MEDIA

•TRADITIONAL MEDIA
•DIGITAL MEDIA
TRADITIONAL MEDIA

•PRINT MEDIA
•BROADCAST MEDIA
PRINT MEDIA
•INVOLVES USAGE OF A PHYSICAL MEDIUM
SUCJ AS PAPER AND IS PRINTED AND
DISTRIBUTED BY A PUBLISHING COMPANY
BROADCAST MEDIA
•PRACTICALLY CONVENIENTLY TRANSMITS INFORMATION
IMMEDIATELY TO THE WIDEST POSSIBLE AUDIENCE
•ALSO ENGAGES MORE SENSES THAN READING AND ADDS
AUDIO AS WELL AS MOTION
DIGITAL MEDIA

•NEW MEDIA
NEW MEDIA
•USES THE NEW MEDIA MEANS OF COMMUNICATION, DIGITAL
TECHNOLOGY
•INTERNET IS THE MAIN GATEWAY FOR ACCESSING SUCH
INFORMATION AND IS CONSIDERED TO BE THE EASIEST WAY OF
GAINING INFORMATION.
NEW MEDIA
•SOCIAL MEDIA
•EMAIL MARKETING
•CONTENT MARKETING
•SEARCH ENGINE MARKETING
•SEARCH ENGINE OPTIMIZATION