chapter-1-advertising INTRODUCTION.PPTX1

ADVERTISING PPT

1. Introduction to Advertising

2. Advertising and other forms of promotion are an integral part of the marketing process in most organizations. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

3. BASIC TASK OF MARKETING is to combine the elements of promotional mix into a comprehensive program that facilitates exchange with a target market. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

4. INTEGRATED MARKETING COMMUNICATIONS coordinating the various marketing and promotional elements to achieve more efficient and effective communication programs. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

5. A paid form of non-personal communication of information about goods, services, ideas or institutions using the mass media of communication with the intention to sell or secure favorable consideration. WHAT IS ADVERTISING? Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

6. ADVERTISING? Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA Never FREE, it is always

7. TIME and SPACE Broadcast Print Advertising Advertising BASIS OF PAYMENT Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

8. UNITS OF MEASUREMENT Per column centimeter (print media, magazines) Per agate line (classified ads) Per thirty seconds (broadcast media) Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

9. PER COLUMN CENTIMETER Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

10. PER AGATE LINE

11. ADVERTISING IS NON-PERSONAL, WHY? With the presence of 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 contact with the product Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

12. ADVERTISEMENTS Are not just for tangible products but also for intangible goods in the form of SERVICES , Ideas in the form of TAGLINES, VISION OR VALUES Institutions’ or organizations’ image Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

13. ADVERTISEMENT AS A MARKETING FUNCTION openly persuasive and convincing in order to sell or secure favorable consideration Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

14. Advertising and Sales Hexagon

15. MARKETING Is a total system of business activities designed to plan, price, promote and distribute want-satisfying goods and services to present and potential market. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

16. SALES HEXAGON Consists of elements where the general goal is to promote product or service saleability. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

17. 6 ELEMENTS OF THE SALES HEXAGON Advertising Personal selling Publicity Public relations Sales promotion Merchandising Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

18. ADVERTISING Perform function of informing, educating and persuading prospective market or buyers. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

19. PERSONAL SELLING Direct Face-to-face contact among buyer, seller and product Intended to convince the buyer to purchase the product offered for sale Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

20. PERSONAL SELLING Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA In-store Non-store

21. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

22. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

23. PUBLICITY Non-paid Non-personal communication of information about products and services Also uses mass media Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

24. PUBLIC RELATIONS To create goodwill and build good image Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

25. SALES PROMOTION Includes activities that will promote increase in sales for the product or service by planning for freebies or samples, premiums, price-off and contests. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

26. MERCHANDISING planning for the right product or service at the right time, for the right market and price final element of the sales hexagon Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

27. CLASSIFICATIONS OF ADVERTISING According to Source or Origin According to Media Used According to Objective According to Audience Targeted Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

28. ACCORDING TO SOURCE OR ORIGIN It is the party who requested for the preparation of the advertisement or the party who wants the advertising project be done, also known as the advertiser Can be producers or manufacturers; wholesalers and retailers; service businesses; organizations or institutions; governmental units; and private individuals. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

29. ACCORDING TO MEDIA USED Print media Broadcast media Outdoor media Transit media Field media Movie advertising Direct response media Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

30. ACCORDING TO MEDIA USED Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA PRINT MEDIA

31. ACCORDING TO MEDIA USED Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA BROADCAST MEDIA

32. ACCORDING TO OBJECTIVE Promotional advertisements Institutional advertising Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

33. PROMOTIONAL ADVERTISEMENTS Advertisements identifying brand of the item for patronage Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

34. PROMOTIONAL ADVERTISEMENTS

35. INSTITUTIONAL ADVERTISING Communicating message of public interest or seeking to develop goodwill and also mentioning the name of the organization or business entity. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

36. INSTITUTIONAL ADVERTISING

37. ACCORDING TO AUDIENCE TARGETED Consumer advertising Industrial advertising Trade advertising Professional advertising Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

38. CONSUMER ADVERTISING Targets ultimate users of the product, convincing them to purchase the item for personal or household use. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

39. INDUSTRIAL ADVERTISING Targets businessmen, convincing them to purchase the product advertising for use in their operations. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

40. TRADE ADVERTISING Also targets businessmen, convincing them to buy the product advertised for resell. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

41. PROFESSIONAL ADVERTISING targets physicians, educators and other groups for them to prescribe or recommend product advertised. this ads should be supplemented by personal selling , presence of sales representatives to provide more information about the offering; sales promotion , with the presence of samples, complementary copies or trial sizes of the products promoted. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

42. STAGES IN THE ADVERTISING CYCLE Introductory Stage Competitive Stage Retentive Stage Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

43. INTRODUCTORY STAGE Used in launching publicity a product or service which is entirely new or unknown to the market. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

44. OBJECTIVES OF INTRODUCTORY STAGE First – to develop consumer awareness for an entirely new product Second- to advertise an established product with a new feature Latter- informing the public about product innovations Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

45. COMPETITIVE STAGE Seeks to urge the consumers to prefer the advertiser’s product or service over other competing brands. The advertiser emphasizes a selling point unique to the product or service presented. Highlight features which makes the brand better than other brands. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

46. RETENTIVE STAGE Attempts to develop or establish consumer loyalty by keeping the buying public reminded of the name or brand of the item. Suitable for products who have gained sufficient market share, but aims to hold on their consumer loyal group by periodically repeating , but not intensively, the advertisement. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

47. THE ADVERTISING TRIANGLE Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA ADVERTISEMENT ADVERTISER ADVERTISING MEDIA ADVERTISING AGENCY

48. THE ADVERTISER the client, an account or a sponsor can be the producer, manufacturer, service business, institution, governmental unit or individual, desiring for the creation of an advertising project. Is a client upon application for an advertising project in an agency. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

49. THE ADVERTISER IS CALLED AN ACCOUNT Upon agreement on the budget , deadline and agency commission The agency evaluates whether the budget of the advertiser will be enough to complete the requirements for the project; Whether the project be done on the date needed; And if the commission be reasonable enough for the agency. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

50. THE ADVERTISER IS CALLED A SPONSOR Upon completion of the advertising project and ready for media schedules on the air and on the space. Because it is a fact that broadcast programs get their support from advertisers for production subsidies. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

51. THE ADVERTISING AGENCY An independent service organization whose function is to provide advertising , merchandising and other promotional activities related to the selling of the client’s products, services or ideas It is totally a separate business from the advertiser, a different entity Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

52. THE ADVERTISING AGENCY A service company since it renders intangible function of creating ideas not just for advertising but also for merchandising in terms of product planning and development concepts; and other promotional activities of assisting clients in public relations programs, sales promotions planning, store layouting and personal selling strategies. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

53. THE ADVERTISING MEDIA Include the mass media of communication in broadcast, print, outdoor, transit, field and movie. These are the tools to visualize the ideas created by the agency, to promote saleability of the advertiser’s products, services or ideas. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

54. THE ADVERTISING DEPARTMENT- A CLIENT This is a dependent service organization A functional division within the client or advertiser’s company A part of the structure of the client company Should not be confused with an advertising agency. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

55. FUNCTIONS OF THE ADVERTISING DEPARTMENT Management of the advertising and sales promotion activities of the company. Responsible for some public relations programs. Supervision of marketing researches, including market, product, consumer and advertising researches. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

56. FUNCTIONS OF THE ADVERTISING DEPARTMENT 4. Shares responsibility with higher management on agency selection. 5. Approval of advertisements done by outside advertising agencies. 6. Determination of advertising budget. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

57. An independent service organization operating outside the control of the advertiser or client. THE ADVERTISING AGENCY

58. INTERNAL DIVISIONS OF THE ADVERTISING AGENCY Account Management Department Research Department Copy Department Art Department Media Department Production Department Traffic Department Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

59. ACCOUNT MANAGEMENT DEPARTMENT Headed by the Account Executive This is where the advertiser or client, or the representative of the client’s advertising department, communicates their requirements to the agency, for an advertising project Where the client negotiates, submit requirements, enters into agreement on budget, deadline and agency commission Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

60. RESEARCH DEPARTMENT Responsible for gathering additional information, under cases where data given by the client may be insufficient, to start the project May conduct survey on areas of market, consumer, product and advertising, on a small scale basis Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

61. COPY DEPARTMENT Prepares the text or words of the advertisement . This may include the story board for television commercial, or the script for radio and the layout for print. Text may include the features, advantages or benefits of the product or service to be advertised Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

62. ART DEPARTMENT Translates the words into pictures Responsible for preparing the visual presentation of the advertisement Pictures shall be created for the words constructed by the copy group These pictures are called the illustrations of the advertisement Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

63. MEDIA DEPARTMENT Prepares the detailed media schedule, the list of media selected for the delivery of the advertising message May consists of two sections: the space buying section- for print media; and the time buying section- for broadcast media Headed by Media Director responsible for media planning for print, broadcast, outdoor, transit and other mass communication tools. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

64. PRODUCTION DEPARTMENT Responsible for handling the mechanical requirements of the advertisement including preparing several copies of the mastertape, blueprint for distribution to media, typefacing and color reproduction Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

65. TRAFFIC DEPARTMENT Sees to it that the advertisements are shown or published according to schedule Shall deliver the advertisement blueprint or mastertape to the media desired and supervises the advertisements as scheduled Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

66. THE ADVERTISING THEME

67. ADVERTISING APPEAL The central buying incentive featured in an advertising message is the frame of reference, serving as stimulus to an expected response from the audience This stimulus is called the advertising appeal and it may be positive or negative Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

68. ADVERTISING APPEAL POSITIVE ADVERTISING APPEAL Build around the concept that the consumer can obtain something beneficial from the use of the advertised product or service NEGATIVE ADVERTISING APPEAL Features fear motive, forcing consumers to buy the item advertised Focused on an unpleasant, unfavorable situation for not using the product or service Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

69. ATTENTION-GETTING FACTORS INVOLUNTARY ATTENTION-GETTING FACTORS Hold that mental processes are directed toward something else, and not focused on looking, listening or watching an advertisement Requiring techniques to capture portion of the consumers attention to give few seconds or minutes to an advertisement More colors, glossy page, full pages, full-bleed advertisements may be considered Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

70. ATTENTION-GETTING FACTORS VOLUNTARY ATTENTION-GETTING FACTORS Can be beneficial to the advertiser since the mental processes of the consumer is really intended towards checking, looking or reading an advertisement Can be advertisements on ‘buy and sell’ magazine issue People buy an issue purposely to look for advertisements of items or services they intend to purchase or patronize. Advertising Principles: Marketing Communications Approach Ruby F. Alminar-Mutya , DBA

71. Thank you and God bless!!! 