ADVERTISING LECTURE

ADVERTISING - is a paid form of communication intended to inform, persuade and remind an

audience
to take some kind of action.

First Signs of Advertising

Advertising has been used to promote trade (the sales of goods and services) for centuries.
Advertising provides mirror to our social history that reflects values and aspirations of the culture.
 Advertising in the Early Centuries
- Advertising has been around practically since the beginning of time. Advertisements
appeared as inscriptions on Egyptian tomb around 3000 B.C.
- Many parts of South America, Asia and Africa, stone carvings or paintings displaying
commercial advertisements on old walls
- Colonial Americans used public message boards in town squares where merchants could
advertise the sale of their services and goods.
- With the onset of the Industrial Revolution in the 19 th century, there was a period of
economic prosperity and rapidly growing populations and urbanization
 Advertising in the 20th and 21st Centuries
- Advertising throughout the 20th century was influenced by the changing times
- In the latter half of the 20 th century and the early 21st century, advertising became more
visual and youth oriented

Understanding the Consumer

Consumer Behavior – describes how consumers make buying decisions, choose among alternatives
and use products. Studying consumer behavior is an important factor in creating effective
advertising. For example, if a company discovers through research that price is the most important
factor in a consumer’s buying decision for its product, the company’s advertisements can promote
its “low prices.”

Identifying Consumer Needs and Wants

Need – is anything you require for survival. Some needs are basic, while others are higher level
- Abraham Maslow’s Hierarchy of Needs, basic physiological needs must be satisfied first
before individuals can focus on higher level needs. Once the basic needs are covered,
security becomes a higher priority for individuals. After people have a sense of physical
and economic security, their attention turns to social needs. Friends, love and sense of
belonging are all part of social needs. Gaining respect and recognition from others
satisfy esteem needs. Running for president of a student organization might be an
attempt to satisfy esteem needs. Self-actualization involves intellectual growth,
creativity and accomplishment. Earning a college degree or taking gourmet lessons are
examples of ways to meet self-actualization needs.
Want – is something that is desired. Wants are not essential for living, but they are important for
maintaining a desired lifestyle. Good marketing and advertising create wants. Flashy
advertisements often create an image that attracts consumers. For example, many perfume and
cologne advertisements use celebrities to create images of beauty, independence and power. These
ads inspire consumers who desire these same qualities to buy perfume or cologne.

Types of Products
1. Convenience products – are purchased regularly without much planning. Consumers want
to purchase convenience products as quickly and easily as possible.
2. Shopping products – consist of products that consumers want to own after they meet
personal needs. They are more expensive than convenience products. Consumers are
willing to spend extra time shopping and comparing before making a buying decision.
3. Specialty products – are those that have a strong brand loyalty. Consumers are reluctant to
buy substitutes because of their positive past experiences with the product.
4. Unsought products – are not actively sought out by consumers. This could be because the
consumer is unaware of the product or service. Advertising is used to increase awareness of
the product.

Buying Motives
The action of individuals are influenced by motivation, which is an incentive or reason for
doing something. Consumer purchases are influenced by short and long-term motivation.
Motivation has a direct influence on consumer buying behavior. Buying motives are the driving
forces that cause consumers to buy products and services.
Three categories of buying motives that influence consumer decisions include emotional
motives, rational motives and patronage motives.
- Emotional motives – reasons to make a purchase based on feelings, beliefs or attitudes.
Consumer purchases may be influenced by such things as love and affection, guilt, fear,
protection, appearance, prestige and popularity. Emotional advertising spends more
time creating a special experience than describing product features.
- Rational motives – purchases that are based on facts or logic. Quality, reliability,
convenience, value and cost are examples of rational buying motives. Rational buying
motives are very important for expensive purchases like homes and automobiles.
- Patronage motives – purchases that are based on loyalty. Consumers may be loyal to a
particular business or specific brand. Loyalty results from previous past experiences or
personal identification with the product or business. A patronage motive is likely the
reason a consumer purchases Coca-cola instead of Pepsi.
Factors Influencing Consumer Buying Decisions
A. Individual Influences
1. Personality – no two people are alike because they have different personalities.
Personality is the set of emotions, traits and behaviors that define an individual.
Personalities influence consumer purchases. An individual’s personality is comprised of
his or her attitude, self-concept and lifestyle choices. An attitude is a state of mind or
point of view. Values, beliefs and feelings contribute to a person’s attitude. Consumers
hold different attitudes about such things as brand name products, luxury items, eco-
friendly business practices and the use of credit. These attitudes shape buying decisions.
Self-concept is how a person perceives him or herself. It consists of self-image and self-
esteem. An individual may choose to buy a sports car instead of a family sedan to
project a youthful image. Lifestyle examines how a person lives as identified by material
goods, activities, interests and relationships. Lifestyle decisions involve housing choices,
family size, leisure activities and community involvement. Lifestyle characteristics can
be used to categorize and target consumers.
2. Gender – men and women have different needs resulting in a variety of gender-specific
products such as health and beauty products.
3. Age – consumer behavior is highly influenced by a person’s age. Wants and needs of
individuals change as they grow older. A person’s age influences the types of products
and services that he or she will buy and the product features that are important.
4. Culture and ethnicity culture – culture can be described as the shared attitudes and
behaviors of a specific social group. The history, beliefs, values, customs and language
of a group make up its culture. Culture is passed on from generation to generation.
Ethnicity is a shared identity with a group of people who have a common heritage or
culture. Culture and ethnic views and values have a strong influence on individual
choices and decisions.

B. Social Influences
The buying behavior of an individual is influenced by his or her social environment. A social
environment consists of other individuals or groups with whom you interact on a regular
basis. School is part of a teen-ager’s social environment.
An organization or group of people that an individual identifies with and admires is
called reference group. Informal reference groups may include friends, family, coworkers
and social organizations. Formal reference groups could include clubs and professional
organizations. To join a reference group, an individual may change his or her behavior and
image to meet perceived group expectations. For example, teens may start wearing a
certain style or brand of clothing to fit in with a peer group.

C. Marketing Influences – consumers have many choices of products and services they can
purchase to meet their needs. Companies rely heavily on advertising and promotion to build
and strengthen product and brand awareness.
1. Advertising Influences – an advertising campaign is a series of related advertisements
with a common theme or idea that focuses on a specific product, service, brand or
message. “Sell the sizzle, not the steak” refers to selling the benefits of a product, not
its attributes (features). A successful advertising campaign combines creativity with a
convincing message that appeals to a strong need or want within the target audience.
Advertisements that succeed in making a personal connection with the consumer can
 influence that consumer’s buying decisions. Advertising must be a continuous process.
When advertising becomes stagnant, even valuable brands lose consumer interest and
market share.
2. Promotional Influences
Promotion is any form of communication that a company uses to create a favorable
image of its products or services. Promotions are used to introduce products and
services, stimulate consumer demand/action and increase repeat sales. Coupons and
samples may be handed out to encourage consumers to try a new product. Contests
and giveaways may attract ne customers. Customer loyalty and frequent buyer
programs reward repeat customers with special deals and pricing. Promotional
strategies can be used to match demand with supply.

Psychology and Advertising

Some psychological principles may be applied to marketing but more specifically to
advertising. Advertisers tailor their ads to consumer desire in the most effective and efficient way
possible:
1. The sequence of the presentation of facts about a product is vital to audience impact. The
first and last messages of an ad are the ones which often register. Therefore, the most
important points about a product in the advertisement should be at the beginning and at the
end.
2. It is easier to remember something unique.
3. It is easier to learn something that is practiced several times over short periods than one
that is practiced over just one long period.
4. It is very easy to forget something right after learning it. Repetition is the key to retention.
5. Recognizing is easier than remembering. The brand name, package and advertising copy
should be easy to recognize.
6. Interference with previous habits is a deterrent to learning. It is difficult to change habits of
people. Easier and more effective to simply show how habits can be improved.

Types of Advertising Media

 Television Advertising – advertisements can be broadcast on network television, cable
television, independent stations and direct broadcast on satellite television
Advantages of Television Advertising
- Television gives advertisers the ability to convey their message using sight, sound and
motion. It provides many creative opportunities for advertisers. Television advertising is
more likely to have an emotional impact on consumers than any other type of
advertising. It reaches a large number of people, making the cost per view low.
Disadvantages of Television Advertising
- Although the cost per viewer is low, the overall cost of television advertising is quite
high. Television advertisers have to pay to produce the commercial, which can be very
expensive depending on the time of day, the television show’s ratings (number of
viewers) and the length of the advertisement. The average length of commercials is 30
seconds, which limits the amount of information that can be communicated
 Radio Advertising – radio can be effective way to advertise. Radio station listeners can be
segmented by demographics. For example, a pop rock station will attract younger listeners,
while a classic rock station will attract older adults. Knowing the demographic profile of a
radio station’s listeners makes it easier for advertisers to reach their target markets. Radio
commercials are effective at using sounds and catchy jingles to catch the listeners’ attention.
 Although businesses typically advertise on local radio stations, they now get nationwide
exposure on satellite radio and internet radio broadcasts. Radio commercials can be
created and produced in a relatively short period of time at a much lower cost than
television commercials.
One of the biggest disadvantage of radio advertising is that it provides only audio message
the product cannot be seen. Also, listeners can easily tune out commercials or change
station. Because listeners usually are doing something else while listening to the radio, it
can be difficult to get their attention with an ad.
 Print advertising – is one of the best ways to promote a business and its products.
However, a print ad may have to work harder than a television ad to get the consumer’s
attention. Creative headlines and appealing visual images are necessary. Print advertising
includes newspapers, magazines, direct mail, flyers and brochures.
Newspapers – there are several advantages of newspaper advertising. Newspaper can
reach large number of people and newspaper advertising is relatively inexpensive.
Newspapers sell advertising space based on advertisement’s location, size and color.
Newspaper advertising allows businesses to target a specific geographic area. Retailers
frequently advertise sales promotion in local newspaper. Placing an ad in the newspaper is a
fairly quick process, making it a good medium for time sensitive material. Newspaper
advertising also have som3 disadvantages. Although newspapers reach a large audience,
some of these people will be outside of the business’ target market. Newspapers are not
the best type of media when trying to reach a niche market. They are more effective for
mass marketing. Since newspapers are published daily, the advertisement will have a short
life span. High clutter from competing advertisements could mean some ads are
overlooked. Finally, as more people turn to the Internet for news, newspaper readership is
decreasing.

Magazines – one of the biggest advantages of magazine advertising is the ability to target
specific markets. Magazines also have a long life span. Many consumers save issues of
magazines and look through them again, meaning ads are viewed more than once. On the
downside, magazine advertising can be expensive in comparison to newspaper advertising.
Also, it takes much more time to produce and place an ad in a magazine. As with
newspapers, magazines can be cluttered with ads. In many cases, over half of the pages in a
magazine are devoted to advertising.

Direct mail – can be a highly segmented advertising strategy when businesses use mailing
lists that correlate with their target markets. Also, with the use of mailing lists, the
advertising message can be personalized, which will elicit a more positive response. Direct
mail campaigns are hidden from competitors, making it difficult for them to react quickly. It
is easy to measure the effectiveness of direct mail advertising because the business can track
the replies or orders received in response to the ad. The biggest disadvantage of using
direct mail advertising is that many consumers will treat it like junk mail without even
reading it. Direct mail advertising can be expensive depending on the target market and size
of the campaign.

Flyers and Brochures – flyers may be mailed, distributed door to door, or placed on car
windshields to advertise numerous things, such as community events, grand openings and
special sales. Businesses such as landscapers and painters use flyers to advertise their
services. They are inexpensive form of advertising. Brochures are used to describe a
 product or service in an easy to read, eye catching format. Most brochures include color
pictures to illustrate the product or service being advertised. Bi-fold and tri-fold brochures
are common and they are sized so that they can be mailed or displayed easily. Brochures
can be an economical way to advertise. Businesses and other organizations use brochures
to attract prospective customers. When flyers are randomly mailed or placed on doorsteps
and windshields, it is nearly impossible to measure their effectiveness. As with direct mail,
flyers are often ignored. An increasing number of consumers are using the Internet to
gather information about businesses and their products, making brochures less useful.
Brochures often are handed out to people who have no interest in the business. Also,
brochures tend to be easily misplaced.

 Outdoor advertising – can take a variety of forms, including billboards, posters, ads on the
sides of buses and at the bus stop shelters, signs in malls, sports arenas and airports and
any other space designed specifically for ads outside the home. It is effective at reaching a
broad market and provides wide exposure for local businesses. Local retailers, service
businesses, entertainment venues, hotels and restaurants are the lading outdoor
advertisers. Billboards are attention getting and provide the round the clock exposure.
Technological advances are making billboards more attractive to advertisers. Digital
billboard displays let advertiser rotates their messages through out the day. The biggest
drawback to outdoor advertising is the limit on the length of the message. People must be
able to view the ad quickly as they drive or walk by it. The location of outdoor advertising
has an impact on its effectiveness. Advertisers must evaluate sites to find the most desirable
ones.

Media Selection Criteria

Media planning is required to ensure that a business’ advertising message is carried out
effectively. There are several key factors to consider when selecting the media for advertising,
including the reach, frequency, lead time and cost.

Reach
When choosing a media outlet, advertiser must consider the exposure it offers. The reach is
the total number of people who will be exposed to an advertisement over a period of time. A show
that has higher rating will have a higher reach. The potential reach of a billboard can be measured
by examining traffic statistics. The reach for newspapers and magazines is based upon their
circulation or the number of copies distributed through subscriptions, newsstands, supermarkets,
airports and other locations.

Frequency
Radio, television and newspaper advertisements are repeated frequently to remind
consumers about a product or service. Frequency is the number of times a person is exposed to an
advertisement. Advertisers must consider the number of times the target market needs to be
exposed to a message to meet its objectives. Although one exposure typically is not enough, too
many exposures can cause the consumer to tune out. Higher frequency is more beneficial for new
products or complex products than it is for well-known products.

Lead Time
 Lead time is the amount of time required to produce and place an advertisement. Generally,
newspapers require the least amount of lead time, while television requires the most. A newspaper
ad can be written and placed within days, meaning the advertiser can respond quickly to current
events of competitor ads. Radio advertisements also require little lead time. A radio ad can be
submitted within hours of airtime, and changes to the ad can be made quickly and easily. Magazines
require advertisers to submit ads months in advance and after ads are submitted, they cannot be
changed. Television advertisements can take months to produce. The production process is long
and often involves advertising agencies, producers, directors, equipment technicians and actors
among others. The lead time for outdoor advertising can depends on the complexity of the ad and
the availability of the desired location.

Cost
Cost could be the most important factor when it comes to selecting advertising media. The
goal is to reach the most people at the lowest cost while staying within the advertising budget.

The Internet’s Role in Advertising

The Internet has had a major impact on the advertising industry. Online advertising is a
form of promotion that uses the Internet and World Wide Web as the advertising medium to deliver
marketing messages that attract customers.

Types of Online Advertising

Online advertising can be approached in many ways. Over the years, it has advanced from
simple email and banner advertisements to interactive social media advertising. Choosing the right
approach depends on the product or service being advertised and the target market.
 E-mail Advertising – is one of the quickest and easiest ways to reach customers. Many
businesses collect e-mail addresses from customers and prospective customers
 Banner and Pop-Up Advertising – if you have spent any time surfing the Internet, you have
most likely seen banner and pop-up ads. Banner ad is a small, rectangular advertisement
that usually appears at the top or side of a web page and contains a link to the advertiser’s
site. Banner ads are also referred to as display ads. Today’s banner ads are much more
sophisticated ad use flash animation, video and audio to interact with website visitors. A
pop-up ad is an online advertisement that opens on top of the current web page being
viewed. The purpose of a pop-up ad is to increase traffic to a specific website. Pop-up ads
can also be used to acquire e-mail addresses of individuals who are interested in receiving
product information or other special offers for a product or service.
 Search Engine Advertising – is also known as a paid search because the advertiser pays the
search engine to place ads near relevant search results based on keywords. Google is the
most popular search engine, but others include Yahoo! Search and Microsoft Bing. Search
engine ads allow a business to target people who are searching for words or topics related
to the business and its products. For example, if you enter the words “diamond earrings”
into to a search engine, links to several jewelers appear next to the search engine results.
The main objective of search engine is to increase brand awareness.
 Website Advertising – today, website advertising is especially critical for businesses – both
Internet and traditional brick and mortar businesses. A brick -and-mortar business is one
that has a physical presence, such as a building or a store, not just an online presence. Large
companies spends millions of pesos to develop, launch and maintain their websites.
However, there are some inexpensive ways for smaller businesses to set up websites.
 Website advertising may be a good choice for start-up companies that have limited capital.
It is also the fastest way to reach a global market.
 Blogs – (web log) is a website maintained by an individual or business where entries (posts)
that are intended for pubic access are made on a regular basis. Posts could include
commentary on various topics, description of events, reviews and targeted advertising
messages. Companies realize that some of their brands are featured on consumers’ blogs,
making them a powerful word-of-mouth promotional tool.
 Social Media Advertising – are websites where users create and share information. Web-
based and mobile technologies are used to turn communication into interactive dialogue.
Early versions of social media include chat rooms which provided a way for people around
the world to communicate in real time about topics of interest. Although chat rooms stills
exist, they have largely been replaced with newer types of social media, including Facebook,
You Tube and Twitter.
 Twitter – since its introduction in 2006, Twitter has grown by leaps and bounds. Twitter is a
social networking and micro-blogging service that allows individuals to send short text
messages of 140 characters in length, called Tweets to friends and other followers.
Registered users create a Twitter page on which they post tweets. Other users choose to
follow someone else’s tweets. The average number of tweets a day has grown to 200
million.

Advantages and Disadvantages of Online Advertising

Online advertising has become an increasingly popular choice for many companies because
it offers many advantages. One of the biggest advantages is flexibility. Companies can change the
advertising message quickly so that it is always current. The Internet provides an interactive
platform for communication between businesses and consumers. Consumers have the opportunity
to ask questions and provide feedback about companies and products are more likely to buy those
products due to a higher level of consumer involvement. Online advertising has a broad reach, with
the capability of reaching a global audience. Identifying and reaching target markets is also made
easier with online advertising. One of the biggest disadvantages of online advertising if the lack of
control of a company has over information that is posted by others. People can post negative
feedbacks or inaccurate information on blogs and social networking sites. By the time this postings
are addressed or removed, the company’s reputation may be damaged already. Other threats to
online advertising include spamming and phishing. Spamming involves flooding the Internet with
mass copies of the same message in an attempt to reach the largest audience possible. Phishing is
an Internet scam in which an e-mail falsely claims to be a legitimate business or other organization in
an attempt to get personal information.

Cost of Online Advertising

1. Cost-per-click (CPC) advertising – advertisers pay for each click that their ad receives
2. Cost-per-thousand-impressions (CPM) advertising allows company to pay for a certain
number of impressions (on a thousand basis) instead of paying per click. An impression is a
single instance of an ad appearing on a web page.
3. Cost-per-action (CPA) – the advertiser pays only when the website visitor takes a specifically
defined action in response to an ad.
Effectiveness of Online Advertising
Companies want to be able to measure the effectiveness of their online advertising. They
may count hits, page views, visits and unique visitors. Hits do not represent the number of people
visiting a website. Instead, hits represent the number of elements (files) on a requested web page.
For example, a web page containing four photos would be counted as five hits – four for the photos
and one for the entire page. A page view is the web page in its entirety, including all images on the
page. A page view could contain hundred of hits, which would not provide an accurate
measurement. So page views are counted, not hits. Visits track the number of times a specific user
has visited a business’s website. One user can make multiple visits to a website. Visits are tracked
using cookies, which are data files that a business’s website can store on a visitors hard drive for
retrieval later. Data stored may include information such as the visitor’s name, address and pages
viewed on the website previously. Unique visitors include the number of new people visiting the
site.

Alternative Forms of Advertising Media

 Transit Advertising – includes ads that appear on the interior or exterior of public
transportation and other vehicles. This form of advertising is closely related to billboard
advertising. Transit advertising now uses digital signage, making it easy to customize and
change messages. Although many transit ads are placed on signs in or on a vehicle, vehicles
wraps are ads consisting of pictures and graphics that completely encase the vehicle.
 Aerial Advertising – advertising in the sky is known as aerial advertising. Banners with
advertising messages are hooked onto planes that fly over stadiums, beaches and
entertainment venues to capture the interest of potential customers. Some of the airplanes
use loud speakers, combining audio and visual elements. Skywriting delivers messages in
the form of white cloud formations.
 Cinema Advertising – includes ads that run in movie theaters before the start of movies.
Theaters offer 40 foot screens and great sound system for viewing ads.
 Product Placement Advertising – is a form of advertising in which a business’s product,
service or name is used in a television show, movie, video game or other form of
entertainment. Because specific brands are being promoted, this form of advertising is also
known as brand placement. Video game advertising also called advergaming – is a way to
promote brands using video games. Companies pay to have their brands featured in the
games played by millions of consumers every day. Brand names can be found on billboards,
storefronts and race cars appearing in the game.
 Directory Advertising – telephone directories like the Yellow Pages have been around for a
long time. Specialized telephone directories have been designed for neighborhoods, ethnic
groups and other special interest groups. A telephone directory is an advertising medium
that consumers use to seek out products or services.
 Video Advertising – is one of the fastest growing forms of online advertising. Videos can be
embedded on company websites or exported to other websites such as You Tube.
Marketers have found that when a video is featured within an online article, website visitors
tend to play the video before they start reading the article. Webisodes are video ads that
tun as series of episodes on a website. Viral videos become popular through internet
sharing. Marketers create videos and post them on video-sharing websites like You Tube.
 Mobile Advertising – directs messages to consumers’ Internet enabled mobile devices such
as smartphones, MP4 players and digital tablets like the IPad.
Elements of Creativity in Advertising
There are many kinds of creative styles used in the advertising industry, but creative ads
share common features. Creative ads that have one or more of these elements are more
memorable and are more likely to influence the consumers’ buying behavior.
 Creative ads make a connection with the target audience – they offer worthy content and
enjoyment that draws the prospective customers’ attention to a company’s products and
services.
 Creative ads have an element of unexpectedness – they use unusual techniques to capture
the audience’s attention
 Creative ads use mischief in the form of tricks, pranks and playfully naughty behavior to keep
the audience interested – troublemakers and rebels are often featured in ads
 Creative ads provide concrete images – advertising messages that use tangible words and
visual demonstrations are more memorable.
 Creative ads use storytelling – advertisers tell stories to emphasize important brand
features. One of the most well-known examples of story telling is Jollibee
 Creative ads build momentum – momentum can be measured by the buzz generated by an
advertising campaign. When an advertising campaign gets people talking, leads to news
stories, results in a following among celebrities and everyday consumers, it is building brand
momentum.

Advertising Objectives
1. Build brand awareness
2. Communicate product benefits
3. Encourage trial purchases
4. Create, change or reinforce consumers’ attitude about a brand
5. Attain brand loyalty

The Four Cs of Communication

1. Comprehension – communication should be simple enough for the target audience to
understand. Messages should be short and concise. A lengthy message that uses technical
jargon will not be well received by the audience. Repetition aids comprehension.
Advertisers should repeat the important elements of the communication, such as the brand
name.
2. Connection – making a connection means that the message evokes some kind of reaction
from the audience. The message will have meaning and significance for the audience and
will usually trigger emotions such as excitement, anger, empathy, guilt, happiness or
sadness. When the message makes a connection, audience members are more likely to
make a change in their behavior or take some kind of action.
3. Credibility – the audience must believe who is saying the message (the brand of
communicator’s voice) and what is being said. When this does not happen, the connection
begins to break down. The message should come from a person of authority or a
trustworthy source. When backed by data and research, the message is more credible.
 4. Contagiousness – have you ever noticed that when you see a television commercial that is
clever or humorous, you share it with your friends, reenact it or repeat the slogan or catch
phrase in conversations? This is a n example of contagious message. Contagious messages
are energetic, new, different, memorable and relevant. The message should evoke an
emotional response, make an impact and motivate the target audience to do something.

Characteristics of Effective Advertising

1. It is created from the consumer’s perspective
2. It finds a unique way to break through the clutter
3. It never compromises and underdelivers
4. It does not allow creativity to overwhelm the marketing strategy
5. It works in conjunction with the other elements in the marketing strategy.

Select a Creative Format

 Slice -of-Life Advertising – portrays a scene from everyday life. Advertisements depict
people in normal setting, such as at the dinner table, at a park or in their car. The audience
feels like it is watching or listening to a real event. The goal of the slice-of-life advertising is
to socially embed the brand in the consumer’s everyday life.
 Lifestyle Advertising – when using lifestyle advertising, advertisers have to understand the
psychographic characteristics – interests, attitudes and opinions of their target audience.
This form of advertising attempts to develop an image or identity for the brand. It not only
promotes the product, but it also promotes a way of living.
 Testimonial Advertising – when a spokesperson endorses a product in an advertisement, it
is known as a testimonial. The endorser may be a well-known celebrity or athlete, a
knowledgeable professional such as a doctor, or a satisfied customer who uses the product,
the idea behind a testimonial advertising is that prospective customers are more likely to
trust a recommendation coming from a third party than from the business itself.
 Humorous Advertising – humor is used in advertising as a way to make an emotional
connection with the audience. When humor is used separately, consumers develop a
positive and memorable association with the brand. People actually enjoy humorous ads
and talk about them with others. However, humorous ads have to do more than just
entertain. There must be a direct link between the humor and the band, otherwise, people
will remember the joke but not the brand. Advertising humor works best for established
and commonly purchased products. Unknown, risky, expensive or sensitive products are not
normally suitable for advertising humor.
 Image Advertising – promotes the general perception of a product or service rather than its
function or purpose. It is effective at building brand awareness, creating familiarity and
contributing to the development of a mental picture of the brane or product in the minds of
consumers. Celebrities often are used to help promote the desired image. Image
advertising attempts to generate positive attitudes about a brand, company or concept
through the use of visual images. Few words appear in visual ads. Instead, visual images are
used to depict a brand attributes or to evoke feelings about the brand. Visual ads are
commonly used for fashion, fragrance and luxury products. But they can also be used for
well known brands such as Nike, McDonald’s and Coca-cola. McDonald’s golden arches may
immediately produce mental images of its golden fries.
 Scientific Advertising – uses research or scientific evidence to promote a brand. This type of
advertising is effective when showing the results of pain relievers, hair growth products,
weight loss remedies and skin creams.
  Product Demonstration Advertising – show how to use the product, identify the benefits of
using the product and emphasize the value of owning the product. Product demonstrations
are based on the motto, “seeing is believing”. Informercials frequently demonstrate the
latest cooking and cleaning devices.
 Musical Advertising – advertisers often choose to convey their message through the use of
music. Music functions as a bridge between the target audience and the advertisement.
The audience becomes more engaged hen a familiar tune or catchy jingle is used. In
addition, music can trigger an instant emotional response from the target audience. Using
music in advertising increases brand awareness and recall of a product and its brand name.
 Comparison Advertising – is used to promote the superiority of a brand by comparing its
features to those of a competitive brand. Advertisers may use a direct comparison by
naming the competitor’s brand or use an indirect comparison by referring to it only as “ the
leading brand.” Comparison advertising generally is used by businesses that are trying to
compete with the market leader. Comparative advertising can be convincing, but it is also
risky.

Determine Copywriting, Art and Production Strategies

The creative team plays the biggest role in the execution stage of the advertising plan. The
creative team consists of copywriters and art directors, who work together closely to create ad copy
and visuals. The creative brief is the starting point for the creative team. The creative brief, which is
developed as part of the creative strategy process is the description of what the advertising
campaign is to accomplish. It describes the advertising message objective, key product features and
benefits to be emphasized, the suggested mood or tone of the advertisement and the media mix. It
guides copywriters and art directors through the creative process. The production team steps in to
complete the execution of the advertising plan.

Copywriting and Art Directing

Copywriting is the process of using words to express creative ideas and concepts. In
advertising, copywriters must effectively communicate the benefits and value of a brand in a new or
unique way. The copywriting process varies depending on the media use. However, one element of
copywriting is common across all media formats. Copywriters must create a slogan, or tagline that
will appear in all of a company’s advertisements. A slogan or a tagline is a short, memorable phrase
that establishes an identity for a brand.

Print Advertising
Components of print advertising include the headline, subhead and body copy. A headline
is used to capture the reader’s attention. It may provide information about the brand, emphasize a
brand claim, or arouse the reader’s curiosity. The subhead, which usually appears below the
headline, provides information not included in the headline. Body copy describes the brand in more
detail. Copywriters are challenged to use familiar words and phrases in an interesting and exciting
way.
Art directors are responsible for the visual elements of print advertising. One of the most
important visual element is the illustration, which is the actual drawing, photography or other type
of art used in the advertisement. The illustration should work with the ad copy to attract the
attention of the target audience and communicate brand features or benefits. By creating interest,
illustrations entice people to read the ad copy. Illustrations also help create the desired image for
the brand. If a clothing manufacturing is targeting teen-agers, its print ads may contain pictures of
teens having fun while wearing the manufacturer’s clothing. The pictures set the tone for the ad.

Radio Advertising
Because radio advertising is restricted to an audio-only format, copywriting can be
challenging. Copywriters may decide to use a music format, such as jingle, or a dialogue format
which often involves a conversation between two people. Another option is to write the
advertisement in the form of an announcement to be read by the disc jockey (DJ), news
commentator or even a celebrity. Because most radio ads are limited to 30 to 60 seconds, the
copywriter must capture the listener’s attention early. Short words and sentences should be used so
they can be processed easily. The ad should create images in the minds of listeners. Finally, because
there are no visuals, the brand name should be repeated several times to make an impression.

Television Advertising
Television provides a highly creative opportunity for copywriters. Television commercials
can evoke emotions and communicate brand values in ways that other advertising formats cannot.
Copywriting for television advertising must sell the brand while entertaining the audience.
Copywriters are challenged to coordinate the words with the visual images. The ad copy should not
be too wordy so it doesn’t interfere with the visual impact.
Copywriters work with art directors to create the storyboard, which is a sketch that provides
the play-by=play sequence of visual scenes and ad copy used in the television advertisement. The
storyboard is the roadmap for coordinating these elements. The copywriter and art directors also
work with the producers and directors of the television commercial to make sure the copy support
and enhances the video.

Digital Advertising
Copywriting for digital/interactive media is very challenging. It is a cross between print
advertising and television advertising. Even though the message is in print format, it often has a
video or audio element. Copywriters have to appeal to vastly different audiences on company
websites, blogs, social media sites and mobile devices. Audiences for digital advertising often seek
out the ads, meaning they have more incentive to read or watch the ads. Consumers prefer
interactive ads that allow them to customize the content of the web page by entering personal
information. Digital advertising is effective at raising brand awareness.

The Production Process

After the creative concept developed by the copywriters and aet directors has been finalized
and approved, the production stage will begin. For print advertising, this may involve selecting the
proper font (style and size) for the ad copy, hiring a photographer, selecting models for the ad and
finalizing the design and layout. The layout is a drawing of the print advertisement showing where
all the elements in the ad are positioned. For radio advertising, the production process involves
hiring an announcer or actors to read the ad. If music or a jingle is used, musicians and singers are
hired. The ad is then recorded at a sound studio. These steps may not be necessary if the DJ is going
to read the ad live on air.
TV production is a much more complex process. There are three stages – preproduction,
production and postproduction. During the preproduction stage, the creative team and the producer
create a production schedule, hire a director, assemble a production crew, select a location, cast the
actors and hire music suppliers. In the production stage, the commercial is filmed. A well-laid plan
and highly trained technicians help ensure this process goes smoothly, but unexpected events such
as bad weather and intrusive noises can cause disruptions. After the commercial is filmed, it enters
the postproduction stage. Editors and sound engineers, voice-over specialists, special effect artists
and others finish the commercial. It may go through several rounds of editing and assembly before
the master copy is completed. Copies of the master are made and distributed to every TV station
that is part of the media plan.

Advertising That Speaks to Consumers

Consumer Oriented Advertising – is created from the customer’s perspective to make the message
more appropriate and significant for customers. When advertisements are designed with specific
consumers in mind, consumers will feel connected with the brand and purchase more of the
product.

Consumer-Oriented Advertising Approaches

 The Human Element - many of today’s advertisements are based on emotional connections.
Advertisers hope to trigger emotional feelings so that consumers become emotionally
attached to a product or identify with the brand. These advertisements typically focus on
human relationships, such as the bond between a father and son as they share Oreo cookies.
 The Voice of the Youth – the voice of the youth is increasingly being portrayed in
advertisements. The ads focus attention on such things as the environment, anti-drug
campaign and youth leadership roles.
 Health Awareness – health has become a primary focus for today’s consumer. Current
lifestyles and schedules leave little time for exercise or participation in sports. Instead,
today’s consumers are turning to health products, diets and supplements for healthier
lifestyles. Product advertisements are focusing on health benefits to attracts customers.
 The Common Consumer – consumers are slowly being disillusioned with the perfect
consumer who is the perfect size and has the perfect face as well as the perfect family living
in the perfect house. Consumer oriented ads are now featuring the “common” consumer, or
someone who is easier to identify with and more believable. Dove launched the successful
“Campaign for Real Beauty”
 Social Media – today, harnessing the interactive nature of the Internet allows advertisers to
create advertising that motivates the consumer to take some kind of action. Using social
media sites allows the advertiser to involve the consumer in the marketing process. Doing so
often leads to sales. For example, Frito Lay
 High-Involvement Purchases – when consumers make purchases involving large amounts of
money, they do not take the decision lightly. They have a higher level of involvement in the
purchase, meaning they spend more time and effort before making a buying decision. When
buying a television, car or vacation, consumers actively seek out information, talk with
friends and find out all they can about the prospective purchase.

Sales Promotions and the Customer

Consumer – oriented sales promotions include a variety of incentives designed to encourage
customers to buy a specific brand. The most popular consumer sales promotions are directly
associated with product purchasing. These promotions enhance the value of a product purchase by
either reducing the overall cost of the product or by adding more benefit or quantity for the regular
purchase price. Tying a promotion to an immediate purchase is popular form of sales promotion.
Common consumer-oriented sales promotions include the following:
 Coupons – certificates that entitle the buyer to a price reduction on a product or service
 Rebates – refund of money offered to consumers who purchase specific products
  Price deals – discounts, consisting of percentage markdowns and bonus packs consisting of
larger size products offered at the same price as standard size products
 Loyalty marketing programs – frequent buyer programs that reward repeat customers with
special deals and prices
 Sampling and free trial offers – products that are given to customers on a risk-free trial basis
 Premiums – items offered to consumers for free or at a reduced price with the purchase of
another item
 Contests and sweepstakes – competitive games that give consumers the opportunity to win
prizes
 Point-of-purchase (POP) displays – special racks, display cartons, banner, signs and product
dispenses set up retailers to promote a particular brand and encourage impulse buying.

Brand Equity – is the value that a company realizes from having a product with a recognizable name.
it is built on brand recognition, perceived quality and reliability, longevity, brand loyalty and often,
memorable advertising campaign.

Brand Awareness – the extent to which a brand is recognized and associated with a specific product
or service. It does not mean that the people prefer the brand – only that they can identify it.

Brand Loyalty – is the consumer’s commitment to purchase one brand over all other brands.

Viral Branding – attempts to reach customers by creating a “buzz” about a brand through online
sord-of-mouth advertising. Social media sites are used by consumers to spread the word about a
product or service.

Brand Image – is the consumer’s impression of a brand. It consists of the thoughts, feelings
associated with a brand. These associations are created through the consumer’s experience and
observations.

Product Positioning Strategies

Positioning – is the process of creating a unique image or identity for a brand to distinguish it from
competing brands.
 Benefit Positioning – the most common positioning strategy is benefit positioning which
involves selecting one or more attributes (features) or benefits that are important to
consumers and are the basis for making purchasing decisions. Coca-Cola Zero uses benefit
positioning to emphasize its full with zero calories, McDonald’s advertising may promote
Coca-Cola
 Usage or Application Positioning – a brand may be positioned based on how it is used.
Advertising attempts to communicate unique uses or applications for a product. Example
Tide
 User Positioning – user positioning associates a product with a group of consumers and their
lifestyle. Advertising is used to present an image of the typical user of the brand. It often
involves celebrity or athlete endorsements that project a desired image of those who use
the product
 Price and Quality Positioning – emphasizes low or competitive prices. Advertising messages
indicate that consumers are getting more value for their money. Retailers like Walter Mart
 and Puregold use price positioning. Tiffany & Co. promotes the quality and craftmanship of
its diamonds and jewelry designs.
 Competitor Positioning – focuses on the differences between a company’s product and well
known competing products. Auto manufacturers often compare their automobiles to
competing automobiles that hold a strong market share.

Repositioning – involves changing consumers’ perception about a brand. New competitors may
enter the market and consumers’ preferences and attitudes may change. Repositioning helps
breathe new life into an old brand, making it more appealing to more consumers. BMW
repositioned its brand by targeting the consumers’ emotions. Ultimate Driving Machine tagline to
Sheer Driving Pleasure

CREATIVE MEDIA STRATEGY

OBJECTIVE: WHAT THE ADVERTISER METHOD: HOW THE ADVERTISER PLANS TO

HOPES TO ACHIEVE ACHIEVE THE OBJECTIVE
Promote brand recall: to get consumers to Repetition
recall its brand name(s) first, that is, before any Slogans and jingle
of the competitors’ brand names
Link a key attribute to the brand name: to get Unique selling proposition (USP)
consumers to associate a key attribute with a
brand name and vice versa
Persuade the consumer: to convince Reason-why ads
consumers to buy a product or service through Hard-sell ads
high engagement arguments Comparison ads
Testimonials
Demonstration
Advertorials
Infomercials
Instill brand preference: to get consumers to Feel good ads
like or prefer its brand above all others Humor ads
Sexual appeal ads
Scare the consumer into action: to get Fear-appeal ads
consumers to buy a product or service by
instilling fear
Change behavior by inducing anxiety: to get Anxiety ads
consumers to make a purchase decision by Social anxiety ads
playing to their anxieties, often the anxieties
are social in nature
Transform consumption experiences: to create Transformational ads
a feeling, image or mood about a brand that is
activated when the consumer uses the product
or service
Situate the brand socially: to give the brand Slice-of-life ads
meaning by placing it in a desirable social Product placement
context Short internet films
Light fantasy ads
Define the brand image: to create an image for Image ads
a brand by relying predominantly on visuals
 rather than words and argument
Resolve social disruption and cultural Tie brand to social/cultural movement
contradictions: to leverage disruption and
cultural contradictions in society to the brand’s
advantage. Get consumers to see the brand as
a way to resolve these tensions and
contradictions
METHODS USED IN CONVEYING THE MESSAGE
A. Lifestyles – attempts to convince the people that a certain product is an integral part of the
consumer’s lifestyle. Example – Jag is my life, Seiko watch
B. Slice of Life – depicts people using product in typical settings. Example – Vicks
C. Musical – shows people singing a song or jingle about the product. Example – Shakey’s, Coke
is it.
D. Mood or Image – here an image, mood or feeling is evoked such that of elegance, nostalgia
and love. Example – Kodak, medicine
E. Fantasy – a fantasy is built around what my happen due to the use of the product. Examples
– Heno, Axe
F. Personality Symbol – character that symbolizes or personifies the product
G. Comparative Advertising – any kind of advertising employing any kind of mass media which
compares a product, service or brand with its rival whether the comparison is in the form of
a name, initials, symbol or slogan. Philippine Board of Advertisers banned the use of
comparative advertising.
Subliminal (hidden message) – redirect impulsive energy to a higher degree
Anagram – word or letter or sentence made by transposing the letter of another.
Examples - Mennen powder print ad showed a silhouette of the Jonhson’s Baby Powder
pack, Kotex versus Stayfree, Coke Family size print ad versus Pop Cola
H. Use of Sex – sex is one of the primary desires of man. It makes me young again, it reassures
men of their masculinity. A few alcoholic beverages have pictures of ice cubes which image
the letters s e x through lighting effects. Embedding taboo sex words or pictures into an ad
is one way by which sublimination is achieved. Words such as long, it, full-bodied, king size
connote or describe parts of the body. In any case, the use of sex in advertising, be it overt
or covert, will not take effect if it offends a person’s sense of values
I. The Product as Hero – focus mainly on the product – its pack, its contents, what it does –
with little or no time spent showing consumers
J. Product Demonstration – commercials as these capture the product at work – usually in
some extreme condition in a torture test or up against an unnamed competitor
K. Vignette commercial – these are commercials without much of a linear storyline but rather
are a series of different moments from different scenes. Edited in sequence, they project a
mood or celebrate a product’s benefit. MTV treatment
L. The Talking Head – it is a commercial that focuses on a person talking straight to the
camera.
M. The Celebrity Endorser – much like a talking head but this time you can peg a name, a
personality and a whole history behind the talking face.
N. Man-On-The-Street Interview – or vox populi, the voice of the people. These are the
commercials where a product representative accosts ordinary people to talk about the
product

MEDIA SELECTION
 The strategist has to go through 3 stages of decision-making
1. Decide on the type of medium – should it be television, print, outdoor, social media
2. Specify the vehicle to be employed – if television is the choice, should the ad be aired in
soap opera or telenovela, comedy programs, newscast or suspense or detective shows
3. Decide on specific show

ESSENTIAL FACTOS IN MEDIA SELECTION

1. Objective of the advertisement if the advertisers want immediate purchasing action,
newspaper or the radio or social media may do the job better.
2. Media cost – cost of the advertising medium should be examined in the light of funds
available
3. Media circulation – if the product has a national distribution, advertising in national
magazines and over chain radio stations may be appropriate
4. Message requirements – the medium should be appropriate to the message. Cars, tiles and
clothes are best presented in pictorial form
5. Place and time of purchasing decision – it must reach the customer in the place where he is
to make his decision. Outdoor ads for gasoline products
6. Basic media types – newspapers, television, outdoor, magazines, radio, transit ad, pop, fair,
conventions etcetera

COMMUNICATING THE ADVERTISING THEME

Advertising is one means of mass communication and words and symbols are required to
convey the basic advertising theme to the audience, whether they be readers of newspapers and
magazines, listeners of radio, viewers of television or hooked to social media.
The wrong word may suggest idea or arouse images and actions contrary to the advertiser’s
purpose. Well-chosen words are valuable in two ways. The RIGHT WORD denotes the specific
meaning which is intended. The right word also through its associations connotes other favorable
ideas and attitudes.

COMMUNICATION – implies the presence of two entities

a. The communicator – the one who gives out, creator of the advertisement
b. The communicatee – the one who receives or takes in, the consumer

ATTENTION-GETTING FACTORS
Creators of advertising list the following for securing attention:
1. Headline
2. Illustration
3. Layout
4. Color

HEADLINE – refers to the body of large display appear usually at the upper portion of the
advertisement. It is the attention-getter

KINDS OF HEADLINE
1. News headline – takes the form of an announcement. Announcement may be about the
arrival of a new product or service improvement
 2. Command or mandatory headline – begins with the imperative form of verb. It urges the
reader to take advantage of the benefits of product or service
3. Testimonial headline – presents a personality, often well-known who tells the reader about
his satisfaction
4. Question headline – asks questions to which the reader cannot find a satisfactory answer
without examining
5. 1-2-3 headline – it outlines the specific advantages promised to the reader
6. How-what-why headline – promises the reader specific benefits and information

LENGTH – no standard or absolute length of headlines, one word to more than a dozen words

CHARACTERISTICS OF HEADLINE
1. Must be written from the consumer’s point of view
2. Must stress the reader’s interest
3. Must be sincere and believable
4. Must be clear and the idea it expresses should be relevant to the product advertised

ILLUSTRATION
People are more interested in pictures combined with words than words alone.

Functions of Illustration
1. To attract attention to the advertisement itself
2. It supports the sales idea or argument
3. It associates the product with a person or class

Forms
1. Photograph
2. Pen and ink drawing
3. Wash drawing
4. Scratch board
5. Charcoal, pencil or crayon drawing
For full-color advertisements, the illustration may be in the form of color photograph or
transparency, water color painting, oil painting, colored ink or crayon drawings

Characteristics of Illustrations
1. They must be keyed to the reader’s self-interest
- Emphasizing the reader’s self-interest is the core of all advertisement
- The form of illustration must be chosen in terms of the reader’s social, cultural and
experience background
- An advertised product will not interest a reader unless he can relate it to his own
experience
2. They must clearly show the product or its use.
- Words are powerful, yes when used by the expert writer. But words alone will not be
enough in compelling reader’s attention. They must be supported by dramatic visual
devices.
3. They must relevant to the headline and copy theme.
 - Pictures of attractive women are natural attention-getter but to use them to illustrate a
product like automatic water pumps or heavy machinery is ill-advised since they distract
from rather than focus reader’s attention to the product
4. They must be accurate and believable
- Illustration showing Filipino farmers wearing shoes while tilling their farns are not
accurate and therefore unbelievable.
- Filipino housewives do not work in their kitchens wearing high-heeled shoes.

COLOR IN ILLUSTRATIONS

COLOR – defined by psychologists as the sensory or perceptual component of visual experience

typically characterized by the attributes of brightness, hue and saturation.

Most Common Type of Print Advertisement is

- Printed in black and white
- Means the ad is of only one color, it is printed in black ink on white paper
- Other ads have 2,3 or 4 colors; a full-color ad means it has four colors and is the most
expensive to reproduce

Value of Color – color gives realism to the presentation of the product, making the advertised
product almost as vivid as in the window display. It is important in the outdoor field, billboards,
posters, neoen and electric signs and spectaculars.

Choice of Technique is Influenced by the following factors:

1. Desired effect
2. Reproduction process
3. Cost
4. Time element

COPY – is the text or words of the advertisement which presents the advertiser’s message in a
persuasive, convincing manner. The body copy is the opportunity to get into detail; an elaboration
of a consumer’s needs or insights to demonstrate to him how the brand understands him, the
support ideas that make claims believable, details a consumers will have to know to purchase your
product. Body copy can be as long as the page will allow, or as short and concise as a few lines.
Some ads don’t even need body copy because other elements in the ad already say what has to be
communicated. A fashion ad need not elaborate in words what is already shown visually. Copy or
body copy is the heart of advertising.

LAYOUT
Eyes read from left to right and the mind usually remembers the last thing it sees, that is
why items of importance are usually placed on the right hand side of a page. Examine an ad. More
often than not, the brand’s logo would be on the lower right hand side. Why? Art directors assume
that, that is the last thing the eye will see before the reader flips to the next page.
 Filipino Values in Advertising
Advertising has been the main tool of business in communicating product benefits to mass
consumers. The informative and persuasive powers of advertising have resulted in a better
consumer choice, business growth and spurred by competition, better products and innovations.
However, as selling medium that relies heavily on the use of artistic tools such as language,
photography, visual arts, music, special effects and celebrities.

Positive Values
In general, values are a set of beliefs and traditions that guides a person’s action in his
relations with fellow human beings, other creatures and his environment. Human beings have
values. Racial groups have values. Families have values. Individuals have values. Values are
transmitted or inherited.

Values Retained and Modified

Filipino values thrive very well in rural and township communities where family life is well-
composed and intact. Income levels does not provide for leisure, pleasure, multi-brand usage and
independent choice. The mother holds the purse strings and the household is dependent on her
budgeting skill. The parents play an active role as guardians of morality, mentors of good behavior
and counsels to future careers and endeavors.
Urban centers and megacities are the primary agents of change, due to the modernization of
the workplace and the prevailing use of information technology. Upgraded lifestyles means access
to ready-merchandise for pleasure, leisure, fashion, entertainment, cuisine and the arts.
While Filipino core values are revered and practiced in rural and township communities,
urban centers and megacities have begun to breed a youth population that have ignored old
fashioned values. This may be due to the new morals that modern life presents, as ell as the
abdication of parents of their roles as transmitters of values in the same manner their parents and
grandparents did.

ADVERTISING CAMPAIGN FORMAT

I. EXECUTIVE SUMMARY
A brief digest of the entire plan. Purpose of summary is to give top management the
high
lights of the plan in a form easily read and understood. Just one or two pages summary of what is
proposed and highlights the most important areas like advertising and creative strategy, media
strategy, sales promo and budget.

II. SITUATION ANALYSIS

1. A brief abstract of the macro-environment the product will compete in. One paragraph
will do. Example: dressed chicken/choice cuts
 “ There was a time when chicken was considered a rich man’s food. Chickens were
dressed at home….etcetera but now, with the hurried pace of modern-day life, chickens
are sold dressed and packaged in choice cuts.”

2. Industry Review: Size, Growth, Trend

a. Overall size – in terms of tonnage/sales volume
b. Growth of Industry at least for past 3-year period
c. Projected growth based on trending previous growth
d. Competition
- Identification of Competitors’ > start out with the main competitors of your product and
their position in the market
- Analysis of Competitors’ Strategies/Activities vis-à-vis the Clients
1. Distribution
2. Pricing
3. Advertising
4. Sales promotion
5. Packaging
6. Product
We can also point out to whom our competitors’ campaign are directed, appeals
used, expected reaction from them because of our campaign media used and levels
of spending. (This can help support our budget recommendations)
In brief – we should include any competitors’ activity that will show why and how we
developed our plan to offset competitive activities with the program we are
proposing.

3. Corporate Profile
4. Population – General Perspective
a. Demographic characteristics
b. Psychographics
c. Identification of target market
Primary – buyers/users
Secondary – those with influence in buyers’ demographics/psychographics
5. SWOT Matrix
6. Conclusion/Synopsis – this will serve as an introduction and justification of advertising
record

III. ADVERTISING RECOMMENDATIONS

1. Statement of General Objectives
Should spell out in quantifiable, measurable terms what sales message(s) should be
communicated to the target market – and time period in which these goals will be
accomplished. An example: creating awareness, imparting knowledge, developing
preference
Example: to make 60% of the target market aware of Brand X entry in the beauty
segment of the toilet soap market
2. Creative Strategy
Talks about the direction of the advertising message which will offer solution to the
target market’s needs or problem, whether real or perceived. This is the “promise”
 and we have to state a “reason why” our brand can fulfill that promise. In general,
the components of the creative strategy are as follows:
2.1 Target Person
The personification of the target market that best represents it. This is to
vividly picture the target market profile as a particular person. For instance:
Target person is Nolan Reyes, 30 years old, a busy working mother who lives in
West Avenue, Quezon City. She has two children, has a maid but prefers to buy
dressed chickens herself during weekend, supermarket shopping. She watches
television at prime time and goes out with the family on Sundays.
2.2 Creative Objective
The specific objectives which the copy and the visuals of the ad aim to
accomplish. For instance: To persuade housewives that AMeg dressed
chicken is the best alternative to clean, convenient and comfortable cooking.
2.3 Consumer Promise
That particular unique feature of the product that can benefit the target
consumers. Otherwise known as the big consumer benefit, unique selling
proposition, single-minded proposition, key response, etcetera. For example:
The only dressed chicken that is vacuum sealed.
2.4 Support
Substantiations containing technical information or otherwise, to support
the claim. Allows the copy to be more believable.
2.5 Brand Personality
Also known as the brand image. Translated into people’s terms to associate
the
brand to descriptions appropriate to it just like what we do to a person. For
example:
if AMeg dressed chickens were a person, the brand can be described as very
clean
and neat looking, modern, vibrant. Hence, advertising should be executed to
project such brand image.
2.6 Tone and Mood of Advertising
The manner the ad will be treated both textually and visually. Jibes with
brand
personality. For instance: “casually informative,” or “humorous” or “larger than
life”
(Note: a different format for creative strategy may be allowed based on the
creative
philosophy of the advertising agency of the client)
3. Creative Executions
3.1 The “Big “ Idea
A brief description of the total creative concept of the ad that will be
reflected in all creative materials. This is to unify the campaign and distinguish it
from competitors’ campaigns.

4. Media Strategy plus Rationale

Should indicate what platform we should stand on to talk to our target
market.
TV/R/P and rationale for using media recommended.
 Media objectives should indicate reach and frequency. Example, to reach at
least
60% of women, ages 16 to 25, living in urban cities in the Philippines from the AB
and
Upper C homes, at least 3x purchase cycle.
Components are as follows:
4.1 Target Market
4.2 Media Itinerary. The itinerary of the target person or target market. What he or
she does from morning till evening during weekdays and weekend to guide
media planners in preparing actual media schedule.
4.3 Media Objective. Translated in terms of reach and frequency objectives.
4.4 Media Mix. Combination of media to be used
4.5 Media rationale. Reason for use of each medium
5. Media Plan and Schedule
Actual media purchases and schedule in various media. Shows number of
publications, radio or tv spots and the corresponding costs by each. Also shows a
visual media schedule for easy reading.
6. Allocation of Advertising Budget
What percentage for TV/R/P as the case may be out of total budget
Good to include a 10% reserve out of total money for “opportunity buys”
Include all cost production, media placements, research costs for creative pre and
post tests and evaluation of the campaign. Better if the above is illustrated in a flow
chart or grid.
7. Statement of Expectation (after the full run of the campaign)
A brief statement of how the advertising campaign is to be evaluated. Should cover
proposed methods i.e. brand awareness tracking studies, executive probes, etc.
Finally, a short paragraph to summarize and bring out the major factors that make
the plan especially appropriated to the problems and opportunities facing the brand
at that particular time.

APPENDIX A - Laws and rules governing advertising the product

a. Government
b. Industry
APPENDIX B - Creative Materials
The form or forms in which the “promise” is to be presented to the target market.
This part should contain a brief explanation of the actual elements to be used in the campaign like
print layouts and copy, radio scripts, storyboard, etc.

22 IMMUTABLE LAWS OF MARKETING

LAW 1 – LEADERSHIP
It is always to be first to market rather than waiting to get to market with a better product.
Example – Neil Armstrong was the first to walk on the moon. Who was the second?” No one
remembers.

LAW 2 – CATEGORY
 If it is impossible to be first in a category, invent a new category in which you can be first to
market in. Example – swim wear for pregnant women, bags for teachers

LAW 3 – THE CONSUMER’S MIND

It is better to be first in the mind of the consumer than to be first in the marketplace.
Example – Apple, they had a simple, easy to remember name and a focused, creative ad plan.

LAW 4 – PERCEPTION
Marketing is never a battle of products. It is always a battle of perception. Example – the
Kojic whitening products for people who believe that it is effective compared to other better brands.

LAW 5 – FOCUS
The key to success in marketing is to find an effective way to come to own a word in the
mind of the prospect. Example – Biogesic’s “Ingat”

LAW 6 – EXCLUSIVITY
No two companies can own the same word in the mind of the prospect or customer.
Example –
Apple and Samsung

LAW 7 – LADDER
The marketing strategy you should use will be dependent on which rung of the ladder you
occupy. Example – a brand claiming that they are only number 2 will help them gain more profit.

LAW 8 – DUALITY
Over the longer term, every marketing battle eventually becomes a two horse race.
Example – McDonald’s and Jollibee.

LAW 9 – THE OPPOSITE

If you are aiming for a second place in the industry, your best strategy is determined by the
leader. Example – Coke is an old soft drink so Pepsi went successfully for the new generation.

LAW 10 – DIVISION
Over a period of time, most categories will divide into numerous segments, each acting like a
category. Example – Belo started as a surgical company but now they have different products to sell
such as lotion, soap, powder, etc

LAW 11 – PERSPECTIVE
The results of marketing programs only become apparent over an extended period of time.
Example – having a sale, it profits the business for short term but also teaches the customers to not
buy at your shop on regular pricing so they wait until you have a sale.

LAW 12 – LINE EXTENSION

There is often an irresistible temptation to extend the equity of a successful brand into
unrelated fields. Example – Nissin had different products to offer and tries to be everything for
everybody
LAW 13 – SACRIFICE
You have to actually give up all the choices and focus on one thing in order to achieve
anything significant. Example – Reyes BBQ, the owner sacrifices selling other food in order to focus
selling BBQ and it became a successful risk.

LAW 14 – ATTRIBUTES
Do not emulate the leader. Play off against the leader and offer something similar but
opposite to differentiate. Example – Colgate and Sensodyne, both toothpaste but the other one
offers a different cleaning and whitening effect.

LAW 15 – CANDOR
Anytime you admit a negative in your marketing, the prospect will treat that admission
positively. Example – Listerine tastes bad but something so strong has to kill a lot of germs.

LAW 16 – SINGULARITY
In every marketing situation, there is always one move that will open the floodgates of
substantial success. Example – IPhones and Samsung phones, IPhone is a lot faster and reliable than
Samsung

LAW 17 – UNPREDICTABILITY
Unless you are writing your competitor’s plan, the future will always be unpredictable.
Example – clothing lines such as H&M and Forever 21 that continuously innovating in order to follow
the trends.

LAW 18 – SUCCESS
Business success often leads to arrogance, which in turn leads to failure. Example – in 1985,
IBM assumed they owned the PC market.

LAW 19 – FAILURE
Failure in marketing should be both expected and accepted. Example – risking for example
when McDonald’s released their new Buffalo chicken, bd feedbacks from customers were given.

LAW 20 – HYPE
The real situation with any marketing program is quite often the exact opposite of how it is
reported.

LAW 21 – ACCELERATION
Successful marketing programs are built on trends, not on temporary fads. Example –
clothing lines

LAW 22 – RESOURCES
Without adequate funding, a good idea will never get off the ground.

THE BASIC MARKETING TASKS

DEMAND STATE MARKETING TASKS FORMAL NAME
Negative Demand Disabuse Demand Conversional Marketing
No Demand Create Demand Stimulational Marketing
Latent Demand Develop Demand Developmental Marketing
Faltering Demand Revitalize Demand Remarketing
Irregular Demand Synchronize Demand Synchromarketing
Full Demand Maintain Demand Maintenance Marketing
Overfull Demand Reduce Demand Demarketing
Unwholesome Demand Destroy Demand Countermarketing

1. Negative Demand – might be defined as a state in which all or most of the important
segments of the potential market dislike the product and in fact might conceivably pay a
price to avoid it. The marketing task is to analyze the reasons for this dislike and to find out
whether a marketing program consisting of product redesign, lower prices and more positive
promotion could change the customer’s belief and attitude. Example – vegetarians feel
negative demand for meat of all kinds. Some Jews and Arabs feel negative demand for pork.
2. No Demand – is a state in which all or important segments of a potential market are
uninterested or indifferent to a particular object. Three different categories of objects are
characterized by no demand. First, there are those familiar objects that are perceived as
having no value, example – urban junk such as disposable Coke bottles, old barbed wire.
Second, there are those familiar new objects that are recognized to have value but not in the
particular market. Example – would include boats in areas not near in any water. There are
those new unfamiliar objects that face a situation of no demand because the relevant
market has no knowledge of the object. The marketing task is to find ways to connect the
benefits of the product with the personal natural needs and interests.
3. Latent Demand – a state of latent demand exists when a substantial number of people share
a strong need for something which does not exist in the form of an actual product. This
represents an opportunity for the marketing innovator to develop the product that people
have been wanting. The marketer must be an expert in identifying the prospects for the
product who have the strongest latent demand and in coordinating all the marketing
functions so as to develop the market in an orderly way. A great number of cigarette
smokers would like a good tasting cigarette that does not yield nicotine and tars damaging to
health so Vape was invented.
4. Faltering Demand – every organization, sooner or later, faces demand for one or more of its
products. The marketer must analyze the causes of market decline and determine whether
demand can be restimulated by finding new target markets, changing the product features
or developing more effective communication. The marketing task is to reverse the declining
demand through creative marketing of the product. Many popular entertainers and political
candidates lose their following and badly need remarketing.
5. Irregular Demand – many organizations face demand that varies on a seasonal, daily or even
hourly basis, causing problems of idle capacity or overwork capacity. Synchromarketing – is
needed to find ways to alter the time pattern of demand through flexible pricing, promotion
and other incentives. Holiday resorts are visited more frequently during summer.
6. Full Demand – is a state in which the current level and timing of demand is equal to the
desired level and timing. The marketing task is to maintain the current level of demand in
the face of changing customer/consumer satisfaction to make sure it is doing a good job.
 When a new product is doing well, new suppliers quickly move in and attempt to attract
away some of the demand.
7. Overfull Demand – a state in which demand exceeds the level at which the marketer feels
able or motivated to supply. It is essentially the reverse of faltering demand. The marketing
task called demarketing, requires finding ways to reduce the demand temporarily or
permanently. Demarketing does not aim to destroy demand but only reduce its level
temporarily or permanently. Electric power companies are demarketing certain uses of
electricity because of the growing shortage of power generation facilities.
8. Unwholesome Demand – it is a state in which any positive level of demand is felt to be
excessive because of undesirable qualities associated with the product. Counter marketing
is an attempt to designate the product as intrinsically unwholesome. Anti-smoking groups
managed to put enough pressure.