ADVERTISING AND BRAND PROMOTION
New products are offered
PRELIM REVIEWER
ORIGIN OF ADVERTISING
 IS LOST IN THE MIDST OF
ANTIQUITY
 CHRONICLERS have pointed out
that the FIRST ADVERTISEMENT
appeared in THEBES
 In the form of a POSTER on a
sheet of PAPYRUS which
announced a reward for the return
of a runaway slave.
FIRST PRINTED ADVERTISEMENT
 According to NORMAN H.
STROUSE the first printed
advertisement appeared in
ENGLAND about 1477, when
WILLIAM CAXTON wrote a
splendid piece of copy to sell his
LITTLE PRAYER BOOKS.
ROLE OF ADVERTISING
 The word ADVERTISING is derived
from the latin ADVERTO formed
by two root words. AD meaning
TOWARD and VERTO signifying
TO TURN
THE DEFINITION OF ADVERTISING
 The AMERICAN MARKETING
ASSOCIATION defines advertising
as “any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.”
 ADVERTISING consists of those
activities by which VISUAL or ORAL
messages are addressed to
selected publics for the purpose
of influencing them to buy
products or services.
 ADVERTISING is grouped with
SALES PROMOTION and PERSONAL
SELLING as one of the three major
methods used for demand
creation.
CHARACTERISTICS OF
ADVERTISING
1. The message may be oral
or visual and addressed to
selected publics.
2. It is a paid form of
presentation to the public.
3. It is sponsored by an
identified and identifiable
sponsor.
4. It is a non-personal
communication of a sales
message to actual or
potential purchases.
ADVERTISING PLAYS A MAJOR
INFORMATIONAL ROLE IN OUR
COMPANY
1. Products are available in
such wide varieties.
2.
in such great numbers
3. Existing products must be
called to the attention of
new consumers who are
added to the market as a
result of expansion of
incomes, population
explosion, and changes in
tastes.
PROFESSOR STIEGLER
Pointed out that “information is valuable
resource,’’ and advertising is the most
‘’obvious method of identifying buyers and
sellers which reduces drastically, the cost
of research that is clearly an immensely
powerful instrument for the elimination of
ignorance.’’
ADVERTISING CONCEPT
AIDA
1. To attract ATTENTION
2. To create INTEREST
3. To stimulate DESIRE
4. To induce ACTION
The AIDA concept associated with every
advertising the ultimately leads to action
involve the following process:
1. LEARNING – trying to know what
the product is
2. FEELING – sensuous impression
toward the product and
3. ACTING – putting forth the
decision supported by concrete
action
PRINTER’S INK’S
“PLATFORM OF ADVERTISING
PRINCIPLES”
Primary function of advertising is
to inform public of the attributes of goods
and services and to induce their purchase.
FACTORS TO CONSIDER IN ADVERTISING
1. MARKET – the target customer
2. MOTIVES – reasons which should
prompt the consumers to buy.
3. MESSAGE – what the product or
service is all about.
4. MEDIA – the medium used to
reach the target customers.
5. MONEY – the amount of money
that is appropriated for advertising
6. MEASUREMENT – testing the
effectiveness of advertising.
STAGES/ACCA concept
1. AWARENESS – the prospect must
be made aware of the brand or
product.
2. COMPREHENSION – the prospect
must comprehend what the
product is and what it will do for
him
3. CONVICTION – the prospect must
arrive at a mental disposition or
conviction to buy the product.
4. ACTION – finally, the prospect
must take action
ADVERTISING DECISIONS
- Involve the concepts of reach
and frequency
REACH – refers to the number of
people who are exposed to an
advertisement during a specified
time period.
FREQUENCY – measures the
average number of time each
person who is reached is exposed
to an advertisement during a given
time period.
A retailer can advertise
EXTENSIVELY or INTENSIVELY
1. EXTENSIVE COVERAGE-
means that the
advertisement reaches
many people with
relatively low frequency.
2. INTENSIVE COVERAGE –
means that the
advertisement is placed in
selected media and is
repeated frequently.
REPETITION – is necessary and
important, particularly for a store
seeking to develop an image or
selling new products or services
MASSED EFFORT – is used by
retailers like those selling RTWS
who may promote during one or
two seasons
DISTRIBUTED EFFORT – is
employed by retailers who
promote constantly throughout
the year.
ADVERTISING IN THE PHILIPPINES
 Dates back to the era of
Spanish galleon trade.
 Traders and Merchants
printed materials and
posted announcements
which were distributed to
potential buyers to inform
them the availability, kind,
quality and other such
necessary information as
regards merchandise for
sale.
 1920 establishments of
one firm offering
advertising services
PIONEERS IN THE INDUSTRY
Included in the roster of the
industry’s pioneering companies
were
1. CLIFFORD BUTLER
2. FRANK MINTON
3. MANUEL BUENAVENTURA
4. HAL STONE
5. MASON ANCKER
 1930 – one avenue/one
way aggressive advertising
scheme
 The industry after the war
years establishment of
Philprom,Inc. followed by
other firms such as J.
walter Thompson
company (phils) Inc., Great
 wall advertising , HDM,
DYR, ALCANTARA, and ACE PHILLIPINES (ABP)
SAATCH and SAATCHI
ADVERTISING COMPANY
 1960 ushered the golden
age of Philippines
advertising. Philippine
proudly took its place
among the leading
advertising powers in asia
and was held up as a
model at the first Asian
advertising congress
 During martial law sept NATIONAL ORGANIZATION
1972 closure
 Mass media council
January 1973
Committee consisting of
1. Representatives from
the office of civil
relation
2. The institute of mass
communication
3. Consumer sector
Was tasked to formulate a
CODE OF ETHICS AND
RULES AND REGULATION
MARCH 1974 code was
approved by the
SECRETARY OF PUBLIC
INFORMATION.
THE ADVERTISING BOARD OF THE
 May 1973 was created
 ABP adopted the code on APRIL
15, 1975
 FEB 20, 1976 the ABP was
deputized by the Print Media
Council and tht Broadcast Media
Council to raise the ethics and
standards of excellence of the
mass media “ADVERTISING SELF
REGULATION” Professor
Boddewyn
 PHILIPPINE ASSOCIATION OF
NATIONAL ADVERTISERS (PANA) 4
 ACCREDITED ADVERTISING
AGENCIES- PHILIPPINES (AAA-P) 4
 KAPISANAN NG MGA
BRODKASTER SA PILIPINAS(KBP) 2
 PRINT MEDIA ORGANIZATION
(PRIMO)
 ADVERTISING SUPPLIERS
ASSOCIATION OF THE PHILIPPINES
(ASAP)
 CINEMA ADVERTISING
ASSOCIATION OF THE PHILLIPINES
(CAAP)
 OUTDOOR ADVERTISING
ASSOCIATION OF THE
PHILIPPINES(OOAP)
 MORES
TWO MAIN FUNCTIONS OF THE ABP
1. THE SCREENING OF TELEVISION
AND RADIO COMMERCIALS
THROUGH THE ADVERTISING
CONTENT REGULATION
COMMITTEE (ACRC)
2. THE REGULATION OF TRADE
PRACTICES
TRADE PRACTICES AND CONDUCT
COMMITTEE (TPCC)
MARKETING – process of
transportation from
manufacturing
1. Service
2. Merchandising
3. Manufacturing
Why people engage in business
1. Profit
2. Popular or famous
3. Power
4. Self-satisfaction/fulfilment
2 5. Family involvement/business
Product life cycle
1. Introductory
2 2. Growth
3. Maturity
4. Decline
1 4M’S
MANPOWER, MONEY, MACHINE,
MATERIALS
SMART – SPECIFIC MEASURABLE
1 ATTAINABLE REALIABLE TIME BOUNDED
1 DTI- DEPARTMENT OF TRADE INDUSTRY
ROI – RETURN OF INVESTMENT
MOA – MEMORANDUM OF AGREEMENT