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7/31/2019 Princples of Advertising Chap 1
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Advertising
A paid form of non-personal communication ofinformation about goods, services, ideas orinstitutions using the mass media of
communication with the intention to sell or secure
favorable consideration (Crisostomo, 2000)
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Advertising is never free, it is always
paid.
Basis of payment are time and space.
Time is the basis of payment for broadcast
advertising
Space is the basis for print advertising
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Units of measurement are: per column centimeter (per cl.cm.) unit of
measurement for advertisements in print media Magazines, full color
per agate line unit of measurement foradvertisements in print media Classified ads in newspapers
per thirty seconds (per 30 secs.) unit ofmeasurement for advertisements in broadcastmedia
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Advertising in non-personalwith the presenceof mass media
Products can only be seen over a television
monitor, heard over a radio program, seen over a
page of newspaper or magazine, or poster.
A person will never have a face to face contactwith the product, making advertisements non-
personal
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Advertisements are not just for tangibleproducts but also for intangible goods in the
form ofservices, ideas in the form of taglines,vision or values; institutions or organizationsimage.
As a marketing function, it is openlypersuasive and convincing in order to sell orsecure favorable consideration.
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Sales Hexagon consists of elements where thegeneral goal is to promote product or servicesaleability.
Advertising
Personal selling
Publicity
Public relations
Sales promotion
Merchandising
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Advertising
Must perform the function of informing,
educating, and persuading prospective market orbuyer.
Personal selling
A direct face-to-face contact among buyer, sellerand product, intended to convince the buyer to
purchase the product offered for sale
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Personal selling
Can be in-store or non-store selling.
In-store selling: a selling scenario where the buyer has adefined need; it is the buyer who goes to the sellingoutlet to purchase whatever product he needs
Non-store selling: prospects do not have defined need,
thus salesmen need to develop attention, interest,desire and action within them, in order to convince themto accept the product being offered
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Publicity
A non-paid, non-personal communication of
information about products and services, alsouses the mass media.
Public relations
Perform the function of creating goodwill andbuilding good image
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Sales promotion
Includes activities that will promote increase in
sales for the product or service, by planning forfreebies or samples, premiums, price-off, andcontests
Merchandising Planning for the right product or service at the
right time, for the right market and price
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According to Source or Origin
According to Media Used
According to Objective
According to Audience Targeted
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According to Source or Origin
This traces back the party who requested for thepreparation of the advertisement, or the party who wants
the advertising project be done
Also known as the advertiser (in the contract)
Prospective advertisers are theproducers ormanufacturers; the wholesalers and retailers; servicebusinesses; organizations or institutions;governmentalunits; andprivate individuals
These parties are the sources of advertisements who paid for usingthe space or time of mass media
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According to Media Used
Media of mass communication serve as tools to
communicate information about products orservices
Print media: newspapers and magazines
Broadcast media: television and radio programs Advertisements are placed on the air to capture
viewership or listenership.
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According to Media Used
Outdoor media: painted bulletins, posters,
streamers, tarpaulins, spectaculars, aerial signs Placements of outdoor advertisements can be head-on,
angular, or parallel
Transit media: utilize public utility vehicles on definedroutes for interior, exterior advertisements; station orshelter advertisements are placed on waiting shed ofcommuters, or public buses waiting terminals
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According to Media Used
Field media: use of fleet of men and vehicle roaming
around a residential area, with their audio system,announcing the products they are marketing. To be more effective, should be supplemented by personal
selling and sales promotion
Audio announcements are followed by special offers
Movie advertising: paid on the basis of time or lengthof the advertisement Bases of payment are theater category and seating capacity.
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According to Media Used
Direct response media: direct mail, home
television shopping, telemarketing, electroniccommerce or e-business
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According to Objective
Advertisements identifying the brand of the item
for patronage is known aspromotional advertising
Communicating message of public interest or
seeking to develop goodwill, also mentioning thename of the organization or business entity is
known as institutional advertising
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According to Audience Targeted
Consumer advertising: targets the ultimate users ofthe product convincing them to purchase the item for
personal or household use
Industrial advertising: targets businessmen,convincing them to purchase the product advertisingfor use in their operations
Trade advertising: also targets businessmen,convincing them to buy the product advertised forresell
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According to Audience Targeted
Professional advertising: targets physicians,
educators, and other groups, for them toprescribe or recommend product advertised
To be effective, advertisement should be supplementedby personal selling, presence of sales representatives, to
provide more information about the offering; salespromotion with the presence of samples,complementary copies or trial sizes of the productspromoted
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Introductory stage
Is used in launching publicity of a product or service
which is entirely new or unknown to the market
First objective is to develop consumer awareness foran entirely new product
Second objective is to advertise an establishedproduct with a new feature (informing the publicabout product innovations)
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Competitive stage
seeks to urge the consumers to prefer the
advertisers product or service over othercompeting brands
The advertisement emphasizes a selling point
unique to the product or service presented;highlight features which makes the brand better
than the other brands
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Retentive stage
Attempts to develop or establish consumer
loyalty by keeping the buying public reminded ofthe name or brand of the item
Suitable for products that have gained sufficient
market share, but aims to hold on their consumerloyal group by periodically repeating, but not
intensively, the advertisement
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ADVERTISEMENT
Advertiser
Advertising Agency Advertising Media
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Advertiser
Producer or manufacturer
Wholesaler and retailer Service business
Organization or institution
Government unit Private individual
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Advertiser The client, an account or a sponsor
CLIENT (upon application for an advertising project in anagency)
ACCOUNT (upon agreement on the project, deadline andagency commission)
SPONSOR (upon completion of the advertising project,and ready for media schedules on the air and onthe space)
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Advertising Agency
Is an independent service organization whose
function is to provide advertising, merchandising,and other promotional activities related to the
selling of the clients products, services or ideas.
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Advertising Media
Include the mass media of communication in
broadcast, print, outdoor, transit, field and movie.
Tools to visualize the ideas created by the agency,
to promote saleability of the advertisers
products, services or ideas.
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A dependent service organization, afunctional division within the client or
advertisers company Functions:
Management of the advertising and sales
promotion activities of the company; limited tosmall scale projects for print media, outdoor or
planning for sales promotion programs.
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Functions: Responsible for some public relations programs
Supervision of marketing researches, including
market, product, consumer and advertisingresearches
Shares responsibility with higher management onagency selection
Approval of advertisements done by outsideadvertising agencies
Determination of advertising budget
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Advertising Appeal
The central buying incentive featured in an
advertising message
Positive advertising appeal is build around theconcept that the consumer can obtain something
beneficial from the use of the advertised product
or service The total advertising theme is focused on a desirable or
favorable situation as result of using the advertiseditem.
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Advertising Appeal
Negative advertising appeal features fear motive,
forcing consumers to buy the item advertised
This is focused on an unpleasant, unfavorable situationfor not using the product or service
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Attention-getting factors
Involuntary holds that mental processes are
directed toward something else, and not focused
on looking, listening or watching anadvertisement
Techniques to capture portion of the consumers
attention includes more color, glossy page, full pages,and full-bleed advertisements
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Attention-getting factors
Voluntary can be beneficial to the advertiser
since the mental processes of the consumer is
really intended towards checking, looking orreading advertisement
This can be advertisements on buy and sell magazine
issue
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