ADVERTISING

Alvarado, Jonalyn
Apura, Janine-an
•Is a type of message
used to encourage or
persuade an audience
like viewers, readers or
listeners to continue or
take some new actions.
•These actions may include
availing of service and buying
products in business context
or move like volunteering for
a cause be it social or
political or giving donations
for nonprofit companies.
•Advertising message are
usually paid for by sponsors
and viewed via various
traditional media; including
mass media or new media.
History
• Egyptians used papyrus to make sales
messages and wall posters.
• Lost and found advertising on papyrus
was common in Ancient Greece and
Ancient Rome.
• The tradition of wall painting can be
traced back to Indian rock art paintings
that date back to 4000 BC.
History
• As education became an apparent
need and reading, as well as printing,
developed advertising expanded to
include handbills.
• In the 17th century advertisements
started to appear in weekly
newspapers in England.
Billboard/Electronic Board Advertising
•Billboards are huge
structures situated in
communal places which
put on view
advertisements to passing
pedestrians and motorists.
 Celebrity Branding
• This type of advertising focuses upon
using celebrity power, fame, money,
and popularity to gain recognition for
their products and promote specific
stores or products.
• Celebrities are often involved in
advertising campaigns such as
television or print adverts to advertise
specific or general products.
 Coffee Cup Advertising
• Refers to any advertisement placed upon
a coffee cup that is distributed out of an
office, café, or drive-trough coffee shop.
• Part of advertising evolution nowadays,
many retailers introduced some
advertising maneuvers into this type
which now includes printing the
company’s name or product on typical
plastic bags.
 Infomercials
• The word “infomercial” is a combination of
the words “information” and “commercial”.
• An infomercial is a long-format television
commercial, typically five minutes or longer.
• The main objective in an infomercial is to
create an impulse purchase, so that the
consumer sees the presentation and then
immediately buys the product through
advertised toll-free telephone number or
website.
 In-store Advertising
• In-store advertising refers to any
advertisement placed in a retail
store.
• It includes placement of a product in
visible locations in a store, such as at
eye level, at the end of aisles and
near checkout counters, eye-catching
displays promoting a specific
product.
 Mobile Billboard Advertising
•Mobile billboards are generally
vehicle mounted billboards or
digital screens.
•The billboards are often
lighted; some being backlit,
and others employing
spotlights.
• Mobile displays are used for
various situations in metropolitan
areas throughout the world
including: Target advertising,
One-day, and long-term
campaigns, Conventions, Sporting
events, Store openings and
similar promotional events, and
Big advertisements from smaller
companies.
 Online Advertising
•Online advertising is a form
of promotion that uses the
Internet and World Wide
Web for the expressed
purpose of delivering
marketing message to
attract customers.
 Press Advertising
• Refers to advertising in a printed
medium such as newspaper,
magazines, or trade journal.
• A form of press advertising is
classified advertising, which allows
private individuals or companies to
purchase a small, narrowly targeted
ad for a low fee advertising, product
or service.
 Product Placements
•Covert advertising, also
known as guerrilla
advertising, is when a
product or brand is
embedded in
entertainment and media.
 Radio Advertising
• Radio advertising is a form of
advertising via the medium of radio.
• Radio advertisements are broadcast
as radio waves to the air from the
transmitter to an antenna and to a
receiving device.
• Radio is an expanding medium that
can be found not only on air, but also
online.
 Sales Promotion
• Another way to advertise, sales
promotions are double purposed because
they are used to gather information about
what type of customers you draw in and
where they are.
• Sales promotions include things like
contests and games, sweepstakes,
product giveaways, sample coupons,
loyalty programs, and discounts.
 Street Advertising
•This type of advertising first
came to prominence in the
UK by Street Advertising
Services to create outdoor
advertising on street
furniture and pavements.
Television Advertising/Music in Advertising
• The TV commercial is generally
considered the most effective mass-
market advertising format, as is reflected
by the high prices TV networks charge for
commercial airtime during popular TV
events.
• The majority of television commercials
features a song or jingle that listeners
soon relate to the product.
Current State in Advertising
(Trends and Issues)
• Increasingly, other media are
overtaking many of the “traditional”
media such as television, radio and
newspaper because of a shift toward
consumer’s usage of the Internet for
news and music as well as devices
like digital video recorders (DVRs).
 Digital Signage
• Digital Signage is poised to
become a major mass media
because of its ability to reach
larger audiences for less money.
• Digital Signage also offers the
unique ability to see the target
audience where they are reached
by the medium.
 Internet Ad
• The internet has opened up a lot of
opportunities not just from product
standpoint but also for any endeavor
political included.
• Leaders around the world get elected
with the greater help from digital
advertising.
• Advertising on the World Wide Web is a
recent phenomenon.
 E-mail Advertising
• Another phenomenon is the email
advertising. Unsolicited bulk e-mail
advertising is know as “e-mail spam”.
• It is online advertising with focus on
social networking sites.
• Advertisers are able to take advantage
of the demographic information the
user has provided to the social
networking sites.
 Rise in New Media
• With the rise of the internet came many new
advertising opportunities.
• Particularly since the rise of “entertaining”
advertising, some people may like an
advertisement enough to wish to watch it
later or show a friend.
• The advertising community has not yet made
this easy, although some have used the
Internet to widely distribute their ads to
anyone willing to see or hear them.
 Niche Marketing
• Another significant trend regarding future
of advertising is the growing importance of
the riche market using niche or targeted
ads.
• These advertisements are more about a
particular business or practice at any time,
right from their home.
• This causes the viewer to become proactive
and actually choose what advertisements
they want to view.
 Crowdsourcing
• The concept of crowdsourcing has a given
way to trend of user-generated
advertisements.
• Typical example of this approach in
Philippines setting was by “Chooks To Go”
wherein they made a nationwide contest
for the official product jingle and then
sponsored a dance contest using the
winning jingle which was televised live
over Studio 23.
Foreign Public Messaging
•This includes the
advertising of product or
services all over the
world to promote their
products to make it more
profitable and famous.
 New Technology
• The ability to record shows
on digital video recorders
allow users to record the
programs for later viewing,
enabling them to fast forward
through commercials.
 Advertising Education
•Advertising education has
become widely popular
nowadays, many companies
are now willing to fund or
sponsor ad concepts for
their product or service.
 CRITICISMS
OF
ADVERTISING
 Nuisance
•Unsolicited commercial
email and other forms of
spam have become so
prevalent as to have
become a major nuisance to
users of these services.
 Invader
•Advertising is
increasingly invading
public spaces with such
as schools, which some
critics argue is a form of
exploitation.
 Promote Materialistic
Behavior
• Many of the advertisements
target audience
indiscriminately.
Advertisements can
sometimes lead to delusion,
consumers must always check
their materialistic tendencies.
 BUDGET
SETTING IN
ADVERTISING
 Approaches in setting the
advertising budget
1. Competitive Parity/ Same level as competitors
With competitive parity you spend in equal
amount to your competitors as a percentage of
market share.
2. Historical Method- this explains the tracking of
your cost to reach your sales goals in the previous
years or periods.
3. Percent of Sales Method- This approach
assumes that sales are directly related to
advertising.
4. Residual- The residual
approach, which is perhaps the
worst of all, is o base the
advertising budget on what the
business can afford after all other
expenditure.
5. Share of market Share of Voice-
This method links market share to
advertising expenditure.
6. Task Objective Method- this
is especially effective when you
are starting out, or if you are
trying to grow rapidly.
•These tasks could be financial in
nature or related to the
marketing activity that is
generated by the campaigns.
7. The Combination Method- the
best advertising campaign budget
you can set will be based on some
combination of all the previous
models. You want to maintain a
minimum level of advertising ,
fulfill specific goals, maintain your
market share, keep up with your
competitors, and compare
everything to last year.
Creative Strategies in Advertising
• In advertising , different creative strategies
are used in order to obtain consumer
attention and provoke shoppers to
purchase or use a specific product.
• Advertisers use different ways of thinking to
create catchy slogans that capture
consumer attention.
• Creative strategies promote publicity ,
public relations, personal selling and sales
promotion.
Work Strategies
•Generic and Pre-emptive
strategies describe the
two weakest forms of
advertising that were
most popular through
the 1940s.
 A generic strategy
• Gives a product attribution. An
example of this would be how the
beef industry chose to advertise
their product. With their slogan
“Beef, it’s what’s for dinner,”
consumers aren’t learning
anything new about the product.
A pre-emptive strategy
• Is a form of advertising that makes
a generic claim stronger. An
example of a pre-emptive strategy
can be found in one lechon house
in Cebu. The lechon house took
that fact and claimed that their
pigs are backyard grown.
Middle-Strength
Strategies
A unique positioning strategy
• Is proving that something about your
product is truly unique.
• This is commonly found when producers
take an average product and add a new,
unique element to it.
• Positioning is one of the most common
forms of advertising. It was developed
in the 1970s and is still widely used
today.
 Brand Image
• Is another very common way
companies choose to advertise. In
brand image, an advertiser is not
trying to create rational thinking.
• This type of advertising strives to
create emotion and give a brand a
personality.
 Strong Strategies
• The third and strongest form of creative
strategy includes affective advertising and
resonance advertising.
• Making people feel really good about a
product is called affective advertising.
• Resonance advertising is a way of
identifying with consumers. If an advertiser
can create a campaign that certain target
markets identify with, then resonance
advertising has been achieved.
Media Selection in Management
• A highly creative ad copy may
not be able to deliver results if
there is and improper selection
of media or a poor media plan
and strategy. In evolving a media
plan, decisions have to be taken
in respect to the following media
factors.
 Media Selection in Management
1. Media Class- this refers to the type of
medium which is most appropriate to
the product and ad copy. This includes
newspaper, magazines, television, radio,
billboards and direct mall and many
other types of advertisement.
2. Media Vehicles- they provide the
immediate environment for the
advertisement.
 Media Selection in Management
3. Media Option- this refers to the
size, length, and color or location
of the ad in the media vehicle.
4. Scheduling and Timing- this
refers to how media options are
scheduled over a period of time.
The strategic options here are
flighting, continuous and pulsing.
 Flighting
• This strategy alternates between running
a normal schedule of advertising and a
complete cessation of all runs.
• This is useful products whose demand in
seasonal. After the season , the demand
for these products ceases to exist.
• So for products whose demand is
seasonal, the flighting strategy works
well.
 Continuous
• Advertising is a good strategy for
products like textile, toiletries, etc.,
whose demand is not limited to
specific seasons.
• Here the objective of the firm is to
retain its brand/s at the top of the
customers’ mind and hence
continuous visibility through reminder
ads and other such tactics.
 Pulsing
• Works in products like tourist
destinations, summer outfits, soft
drinks and ice creams whose demand
is high during summer months and
after that the demand does decline
but not to zero sales level.
• The objective of advertising is to
ensure higher sales volume and
market share.
THANK YOU!
ANNYEONG!