Princples of Advertising Chap 1

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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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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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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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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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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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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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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Princples of Advertising Chap 1

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