1. What is the marketing mix?

- the marketing mix is the tactical or operational part of a marketing plan.

- Tools of marketing
a. Advertising
- Paid
- Uses medium not used by advertiser
- Must have selling message
- Identified sponsor
b. Public relations
- 90% doing good, 10% talking about it
- Involves the change and maintenance of public opinion by action
or good will
c. Sales promotions
- Enhance sales due to offerings which entice consumers to buy
d. Direct marketing
- the business of selling products or services directly to the public
- Marketing directly towards target market
e. Personal selling
- Salesmanship
- In person selling
- Meant to boost sales

2. Integrated marketing communication

- Mixed committee collaboration
- I.e. sales promotion and advertising collaboration

3. Schramm's Theory of Communication

- Sender
- Message
- Channel
- Receiver
- Feedback

4. AIDA
- describe the steps or stages that occur from the time when a consumer first
becomes aware of a product or brand through to when the consumer trials a
product or makes a purchase decision.
- Attention - The consumer becomes aware of a category, product or brand
(usually through advertising)
- Interest - The consumer becomes interested by learning about the product
- Desire - The consumer develops a favorable disposition towards the brand
- Action - The consumer forms a purchase intention, shops around, engages in
trial or makes a purchase
5. RACE concept
- Research - is mostly about finding what is the problem/situation
- Action - is mostly about program planning and what is going to be done about it
- Communication - is all about determining how the public will be told
- Evaluation - is all about asking, was the audience reached and what was the
effect

6. Accomplishment/benefits of advertising
- Main accomplishment: Advertising lessens the costs of goods (salient to consumers); It
gets the brand out there, people already know what/your product is
- Advertising would increase your desire for something you already desire
- You are informed about a product
- You're led to give a chance to unknown products --> Reason for celebrity endorsers;
Catapults unknown products to awareness of people
- Principles
● Cumulative effect of advertising
- Exposure of advertisements will eventually have the market buy the
product
- This effect occurs as consumers are repeatedly exposed to advertising
which may not have an immediate impact, but becomes familiar and
remains in the memory. This message will be recalled when the need
arises for the service which was advertised.

● Marginal sales territories of advertising

- The sales people / the commercial is sent directly to the marginal territory
(the target market)

● Obsolescence
- the process of becoming obsolete or outdated and no longer used
- Advertising could either lengthen or shorten obsolescence

7. Skills required by of an advertising practitioner

- Creativity
- Good verbal communication
- Good written communication
- Courage/tenacity
- Organization
- Leadership skills
- Good time management

8. What is traditional advertising?

- The “usual” venues for media placement
 - includes the “usual” venues for media placement
- Print, radio, television, billboards

9. What is non traditional advertising?

- Anything that falls outside the categories of traditional marketing can be
considered non-traditional
- Social media, transit advertising, blimps, bunting, posters

10. Structure of advertising agencies

- Past advertising pillars
1. Accounts management
- Represents the agency when dealing with the client, as well as
represents the client when dealing with the agency
- In charge of building and maintaining a good client/agency
relationship
2. Creatives department
- Core competency of the agency
- Headed by the executive creative director
- In charge of storyboarding
3. Media department
- In charge of releasing final material
- Present Advertising pillars
1. Accounts management
2. Creatives department
3. Strategic planning department
- In charge of research
- Given the marketing brief
● A marketing brief is usually given by the clients, and used
to lay the framework and foundation of a marketing
initiative or campaign.
● This brief should give creative directors and copywriters
what they need to know in order to carry out the plan.
- Initially the department was part of accounts management

11. Media independence and how they came into being

- With the advent of social media, as well as other non traditional media wherein
companies could advertise, the media department grew larger. Later, they
became media independent companies. These companies now also carry an
accounts management department and creatives department. Thereby,
competing with advertising agencies.

12. Multinational and local agencies

- Why is it better to begin working in a local agency?
 It’s better to initially work for a local agency, because local agencies often
don’t have as much resources as multinationals. Therefore, one can learn how to
do all tasks in a local agency. Thus, in working in a local agency, a person has
room to perfect their skill and gain experience.

- Why is it good to work for a multinational company?

Multinational ad agencies often have more resources as compared to local ones.
These resources not only extend to personnel and budget, but also to clientele as
well. Furthermore, these agencies allow for greater networking, as the same
system is in place worldwide. In addition to that, multinational companies also
offer specialized training to their personnel.

13. Forms of agency compensation past and present

- Past: 15% compensation
- Present: Negotiable price/rate

14. Advertising operations

- Ad Operations teams input, serve, target, optimize, manage, and report on the
performance and traffic of ads
- Refers to processes and systems that support the sale and delivery of online
advertising

15. Client​ acquisitions

- Refers to gaining new consumers. Acquiring new customers involves persuading
consumers to purchase a company’s products and/or services. Companies and
organizations consider the cost of customer acquisition as an important measure
in evaluating how much value customers bring to their businesses.

1. Pitch/ bid
- short term
- Most common
- Agencies are forever pitching to the clients
2. Walk in
- Contacting the client and asking if they can do the ad
- Transfer of an account from one agency to another
- Very rare
3. Alignment
- Multinational companies maybe be handled by a singular ad agency due
the fact that it is aligned by the main company
- Agency is handling the same account all over the world
- Other agencies can’t touch the aligned account if the ad is thematic, but
it’s free game if the ad is tactical
4. Growth
 - An account given by a company for past good work done in another
account
- Reward

16. Advertising task cycle

- Copywriter and scriptwriter (creatives) create a storyboard
- Creatives open bidding to production houses
- Choose a production house
- Feasibility meeting - internal meeting (no client) within the company and
production house
- Pre prod meeting - attended by everyone connected to the account (with clients)
- Shoot (production)
- Interlock stage - where audio and footage (visuals) are married together
- Give final materials for release (released by media independent companies)

17. Accounts management

- In charge of maintaining good client agency relationship
- Orchestrating the tasks and the materials needed by the client

18. Advertising spiral

- Six stages
- Once you finish the last step, you exit the spiral and enter whatever stage you
please.

1. Pioneering stage

Advantages to succeeding in the pioneering stage

● The only brand in the market (no competition)
Disadvantages to pioneering
● Education cost
● Risk of failure

2. Competitive stage
- Take into account of similar product coming in
- Improvement of product over time
- Stage wherein brands advertise the most

3. Retentive stage
- Brand awareness
- Rarely used

19. Segmentation
- Targeting a certain demographic from a certain location
- Using different marketing strategies/materials for different locations
- Happening simultaneously with other ads

Advantages for marketing segmentation

1. Raises perceived quality
- Tailoring goods to specific markets raises appreciation for that good/product
2. Increases control
- Helps ensure accuracy of sales forecast, promotional and advertising efforts
3. Avoids competition
- By carrying out a niche in the market, you can avoid head on confrontation with
an enemy market
4. Improves promotional efficiency
- Consumer responses are well defined
- Scarce resources are more easily allocated
5. Improves market intelligence
- Easier to monitor the needs of the consumer, and the latest trends and fads in
the market
6. Easier market penetration
- Lower cost to market entry, especially if you choose an uncrowded nische

20. Why do monopolies advertise?

- Gain new users/market
- Get the old users to imbibe more (increase intake)
- Inject fear into would be competitors
- People die. The brand/product has to have reserves of young people.

21. Consumer buying system

 - Discussed with marketing clients
- Understands how people buy brands/products
- Stages
1. Trigger
2. Consider
3. Search
4. Choose
5. Buy
6. Experience
7. Repeat purchase
- Every stage can be accompanied by advertising
- Most often advertising is in the “choose” and “buy” stage
- Shelf takers - advertising set to people ready to buy

22. Behavioral science and advertising

Behavioral sciences
1. Psychology
2. Sociology
3. Anthropology
4. Ethology - study of animal behavior

Demographic - deals with number

Psychographic - deals with mindsets

23. Thematic and tactical ads

Thematic ads
- Showcase brand personality
- Promote brand awareness
- Long term
- Example: Nike’s 1980s “Just Do It” campaign, Budweiser's 2000s “Whassup” ads,
Under Armour’s 2016 “I Will What I Want” campaign

Tactical ads
- Product promotion
- Seasonal
- Short term
- More common
- Example: Google superbowl ad
- Can become thematic ads (example: Milo energy gap commercial)

24. Advertising campaign

 - An advertising campaign is a series of advertisement messages that share a
single idea and theme which make up an integrated marketing communication
(IMC)
- Utilize diverse media channels over a particular time frame and are often
mandated to be rationally defined

25. What would comprise strategic planning?

- In charge of research and looking over the marketing brief
- Questions
● Where are we?
- What are the state of affairs as far as the product is concerned?
● Why are we here?
- Why are we in this situation?
● Where do we want to be?
● How do we get there?
● Are we getting there?

26. What is a creative brief?

- a document that explains the ins and outs of a project for the creative team,
agency, or designer who'll be working on it.
- Created by accounts management people (sometimes in collaboration with
creative people)

27. Abruption and disruption

- Magic moment
- Abruption - coined by JWT
- Dispution - coined by TBWA

28. The musts of good advertising

- Simplicity
- Relevance - How do I make it relevant to the target market?
- Abruption (invented by JWT) /
- Disruption (invented by TBWA): the magical moment in any commercial; some
part in the commercial that you find different; it distinctly calls your attention

29. Advertising awards

- Kidlat awards - local award given by the AAAA
- Tambuli awards - local award
- Cannes award - most prestigious international award

Advertising Associations
1. AAAAP - Association of Accredited Advertising Agencies of the Philippines
2. Advertising Suppliers Association of the Philippines (ASAP) - promotes the advancement
of business trades and services of advertising suppliers and firms
3. PANA - Philippine Association of National Advertisers
4. KBP - Kapisanan ng mga Brodkaster ng Pilipinas
5. MORES - Marketing and Opinion Research Society of the Philippines

30. Print advertising

- is a form of advertising that uses physically printed media, such as magazines
and newspapers
- Advantages:
● Static message
● Cheaper than television commercials in terms of production cost and
advertising rates
● Large audience, especially for notable publications (broad readership
demographic)
- Disadvantages:
● May not stand out among the editorials, articles, other ads among others
● Not as engaging as other mediums
● Short lifespan of the publication issue

31. Television commercials

- Is a span of television programming produced and paid for by an organization,
which conveys a message, typically to market a product or service
- Advantages:
● Larger audience
● Attentive viewers
● Allows the brand to convey their message with sight, sound, and motion
○ Gives an opportunity to be creative and attach a personality to
your business
- Disadvantages:
● Large production budget and high advertising rates
● Fleeting

32. Radio advertisements

- Advertising via the radio
- Advantages:
● Cost effective
● Efficiently targets narrowly defined segments of the markets
- Disadvantages:
● Limitation to audio
● Multiple exposures are usually required for retention and response
● Exposure to the message is short and fleeting
33. Out of home advertising
- Is advertising that reaches the consumers while they are outside their homes
- Examples: Blimps, posters, transit, buntings, etc.
- Advantages:
● Able to target areas frequented by the demographic
● Large audience
- Disadvantages:
● Brief messages
● High cost
● May be overlooked

34. Why is out of home advertising considered traditional media in the Philippines?
- It is considered part of traditional media due to that fact that it becomes a usual
route of advertising in the country. This is mainly due to the heavy traffic present
in the larger cities of the Philippines.

35. Cooperative advertising

- Is the sharing of costs for locally placed advertising between 2 brands/products
- Advantages:
● More resources (financial, personnel, etc.)
● Cut costs
- Disadvantages:
● Potential conflict in ideas/vision

36. Online advertising

- Is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers
- Alternative media
- Often cheaper than advertising in traditional media
- Sometimes used in junction with traditional advertising
- Primarily used if target market is segmented in the city

37. Point of purchase advertising

- Used to influence the customer to choose a specific brand or to make an impulse
buy
- Found often when a consumer is already in the process of purchasing a product

38. In store advertising

- Advertising inside stores
- Advantages:
● Target market is present, and is in the buy stage of the consumer buying
system
● Brand awareness
 - Disadvantages
● Limited market

39. Media planning

- Generally outsourced to a media agency and entails sourcing and selecting
optimal media platforms for a client's brand or product to use.
- Independent media companies not only deal with media planning, but it also
deals with accounts management and creative work

40. Pro bono methodology

- Have a clear advocacy
- Pitch advocacy to ad agency
- The agency will deliberate if they can make an award winning ad with the
advocacy
If yes,
- The agency will then create a storyboard
- The agency will pitch the story board to the production house. (the agency will
negotiate with the production company)
- The production house will create their own story board
- Feasibility meeting
- Pre prod meeting
- Production
- Interlock stage
- Give media independent companies the final productions for release (the agency
will negotiate with the media company)

41. Why can’t an agency accept an account that is in competition with a pre existing
account?
- Conflict of interest. Since one of the main objectives of an agency is to try to beat
out competition, handling competing accounts would be difficult if not impossible
to take on. Either, the agency wouldn’t produce as effective ads as to not
damage the competing company too much, or the ads might cannibalize each
other, as the agency would have sensitive information for both companies.
- Establish credibility and loyalty to the account.

42. Why can’t a talent work with a company competing with one he/she initially worked with?

43. Benefit to joining an ad agency?

- Open a lot of doors
- Interaction with clients -> build relationships

44. Ads and Ends

 - Bear Brand Adult Plus
● Selling message: You can overcome hardships with the help of Bear
Brand Adult Plus.
● Target market: Working adults, B, C and D market
● Magic moment: spoken word poetry
- Bearbrand Adult Plus
● Selling message:
● Target market:
● Magic moment:
-