ADVERTISING

VINCENT C. CORTIAS
College Instructor
Lyceum of the Philippines

INTRODUCTIO
NAdvertising is a form

of communication
marketing and used to encourage, persuade
manipulate an audience (viewers, readers
listeners; sometimes a specific group)
continue or take some new action.

The word advertising comes

form
the
latin
word
"advertere.
That means
"to
turn
the
mind
According to American Marketing
toward
Association"advertising is any

paid form of non-personal

presentation and promotion of
ideas, goods and services by an

for
or
or
to

Advertisement means spreading

of information. The main purpose of
every commercial organization is to
promote sales. Any activity towards
sales promotion may be called as
promotional activity &
advertisement is a kind of
PROMOTIONAL ACTIVITY.

Developing the
Advertisement

advertising
sales
promotion
Integrated Marketing
Communication
public
relations

direct
marketing
person
al
selling

Sales
Promotion
Experts redefine hair for

Public
Filipina women
Relations
Amway, Tupperware, Eureka
Direct
Forbes
A salesperson at Marketing
a counter for
Nokia,
Personal
in a mall
Selling
A complimentary air ticket
with every
Sales
credit card
Promotion

ADVERTISING
MANAGEMENT

ADVERTISING TARGET
The advertising target is the
audiences, towards whom the ad
targeted.
Sometimes
encompasses
market.

this
the entire

target
target

In other cases it includes only a

ADVERTISING OBJECTIVES
The basic objective of
advertisement is effective
communication between
producers
and consumers. Some
Preparing ground for new product
following
Creation
of demand objectives are:
Facing the competition
Creating and enhancing goodwill
Informing the changes to the customers
Neutralizing the competitors advertisement

ADVERTISING BUDGET
-Its a component of the total promotion budget,
must be allocated among markets, brands &
media.
-Under this system, brands in the introductory
stage would receive more funds than those in the
is 5 factors are consider for setting the budget
maturity There
stage.
Product life
cycle stage

Market share
& consumer
base

Product
substutability

Competition &
clutter

Advertising
frequency

ADVERTISING STRATEGY

Contd.
selecting an An appeal is the basic idea the advertiser wants to
appeal
communicate to the advertising target. Marketing

formulated
the ad
concept
developing
the ad

Providing
technical

research and creative institution are often combined to

come up with an appeal.
Once an appeal is selected the next step is formulate
the ad concept. Its a method where determine how an
appeal is transformed into a message.
The technical terms for the various parts of an ad vary
among media but the parts perform roughly the same
function. It must be attract attention & develop interest
so the reader will look at the rest of the ad.
-illustration
should
also
attract
attention,
communicative. copy usually expands on the idea &
illustration & provides facts, anticipation. signature is a
trademark/slogan states that who is sending the
message.
Layout basically is print media or location advertising
term. Its a actual arrangement of its various parts to

Head
line

Illustr
ation

Copy

signatu
re

ADVERTISI
MEDIA
NG

In advertising, mass communication

channels are called advertising media,
like- newspaper, magazine, radio, TV
.etc.

ADVERTISING MEDIA

the major type of advertising media

are- print, broadcast, direct, location.

Major Types of
Advertising Med

PRINT
MEDIA

More information can be communicated

more accurately through print media than
others. Most magazines are national & are
published monthly.

The major type of print media are

Newspaper
Magazines
Brochures
Fliers

BROADCAST
MEDIA

Radio & TV are broadcast media.

Whereas advertiser buy space in
print media, they buy time on
broadcast media.
Television, the fastest growing
medium, also reaches practically
all homes. TV ads generally have
the greatest impact because they
stimulate both sight and

LOCATION ADVERTISING
MEDIA
Location advertising media
include outdoor & transit
advertising.
Outdoor advertising, format
range from poster panels to electric
spectaculars. Poster panels are
permanent structures on which printed
paper is glued.
Transit advertising, firms rent

DIRECT ADVERTISING
MEDIA
Marketers try to communicate
directly with potential customers
when they use direct advertising
media like Direct mail, mail order,
and un-mailed direct media.
Direct mail & mail order,
can have a format of any size or
shape that is unbound.
Un-mailed direct , includes
Leaflets & Booklets that are

ADVERTISING
EFFECTIVENESS
Advertiser should try to measure

the
communication effect of an ad-that is,
its potential effect on awareness,
knowledge, or preference- as well
as the ad sells effect:
Communication effect research,
seeks to determine whether an ad is
communicating effectively.
Sales effect research, is complex
because sales are influenced by many

SALES
PROMOTION

SALES
PROMOTION
includes activities that
seek to directly induced, or
indirectly serve as
incentives to motivate, a

Sales promotion management

includes:

Sales Promotion Target - the audience

to whom a particular sales promotion is
directed.
Directed to
customers

Coupons
Cent-off offers
Samples
Money refund
Premiums
Contest
Exhibition
Additional product
deals

Directed to the
firms own sales
force

Sales meeting & auxiliary

sales materials
Sales contest
Point-of-purchase display
Trade show
Special service
Dealers contest & premium

Sales promotion management

includes:

Sales promotion
objectives- sales promotion
objectives are derived from the
marketers overall promotion
objectives.

Sales promotion budget:

setting the overall promotion budget
is to determine the desired mix of
advertising & sales promotion.

Develop sales promotion

Select Sales promotion method: a company

must select the tools develop the program,
pretest the program, implement & control it, &
evaluate the result.
Major Consumer-promotion tools:
Samples
Coupons
Cash refund offers/ cash back offers
Price packs
Premium
Consumers contest

Prizes
games)

(contest,

sweepstakes,

Major trade-promotion tools:

Price-off
Allowance
Free goods
(sorce:Trade promotion Redefined,Brandweek,1995)

Major business & sales force-promotion

tools:
Trade shows & conventions
Sales contest
Specialty advertising

References :
Kotler Philip, THE FRAMEWORK FOR
MARKETING MANAGEMENT, 5th Edd. ,
2002. India
William F. Schoell, MARKETINGCONTEMPORARY CONCEPTS &
PRACTICES,10th Edd. , 1990, Allyn And
Bacon, INC. Boston.