Philippine Traditional

& New Media

Channelling Advertising
Lecture 2 COME123

Changing landscape of
Philippine traditional media
In 2013, during the 1st Philippine Media Congress, many media luminaries said that
traditional media such as -television, radio, and print, have remained competitive in
today's multi-platform media setup, pursuing new ways of engaging its target audiences
with more relevant content.
Selected media executives tackled how traditional media has adapted to the challenges
posed by today's changing media landscape.
ABS-CBN Customer Relations Management Head Nandy Villar discussed the great
symbiotic relationship that exists between television and online media saying that
"Smaller yet smarter screens are flooding the market in the form of smartphones and
tablets... But TV is not just about the screen, TV is what you watch. It's the teleserye that
make you cry, sitcoms that make you laugh; that there are now alternative platforms
waiting to be discovered by a new set of audiences, and television is about creating
powerful content, stressing that it is still a very prevalent medium in the country.
He listed some of the new trends that Filipinos can now enjoy: digital terrestrial television
(DTT), which eliminates fuzzy pictures caused by poor reception; user-customized
websites of featured television shows; and a popular local video portal, where Filipinos
can watch television shows anytime, anywhere.

Current
Developments

Advertising continues
to be a dynamic
profession. Long-time
concerns -- the need for
creativity, effectiveness,
and responsibility -continue. What are the
current issues and
trends, and what's
ahead for the
advertising industry?
Above all, what is "the
new advertising"?

Current Developments
Cost is the greatest disadvantage of advertising. The
average cost for a 30-second spot on network
television increased fivefold between 1980 and 2005.
Plus, the average cost of producing a 30-second ad
for network television is quite expensive. It is not
uncommon for a national advertiser to spend in the
millions of dollars for one 30-second commercial to
be produced. Add more millions on top of that if
celebrity talent is utilized.
Credibility and clutter are other disadvantages.
Consumers have become increasingly skeptical about
advertising messages and tend to resent advertisers'
attempt to persuade. Advertising is everywhere, from
network television, to daily newspapers, to roadside
billboards, to golf course signs, to stickers on fruit in
grocery stores. Clutter encourages consumers to
ignore many advertising messages. New media are
emerging, such as DVRs (digital video recorders)
which allow consumers to record programs and then
skip commercials, and satellite radio which provides
a majority of its channels advertising free.
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6 Important Trends
A. The proliferation of cable television and direct marketing, and other
alternative and new media, comes media fragmentation.
B. The tremendous proliferation of ads in an array of media, ranging from
television ads to billboards to banner ads on the Internet, has resulted
in so much clutter that probability of any one advertisement breaking
through and making a real difference continues to diminish.
C. New retail channels, including catalogs, TV shopping networks, online
shopping, and price clubs are growing in influence.
D. A fragmentation of marketing budgets with companies has occurred
with a greater proportion of these budgets going to trade and consumer
sales promotions.
E. Improved information systems are allowing retailers and distributors to
exercise more control over many kinds of marketing decisions.
F. More and more advertisers are focusing their efforts on integrated
marketing communications (IMC) programs. Advertisers now look to
sales promotions, event sponsorships, new media options, and public
relations as means to support and enhance the primary advertising
effort.

The New
Advertising
Electronic media, such as the Internet
and wireless communication , are
changing media landscape and making
more intimate, interactive,and
personalized forms of communication
much more important to advertisers. This
"new advertising" challenges the mass
orientation of older forms of advertising
even as it opens up new business
opportunities. This is where real
creativity lies -- not in the development
of a big idea for a magazine ad or a
television commercial, but in the use of
new ways of reaching and
communicating with people. So the "new
advertising" also is concerned with word
of mouth and how to get people talking

about the brand.

Of course, these are not traditional advertising
techniques presented in no personal mass
media, but they expand the activities that
inspire creative ideas from advertising
professionals and engage the minds of the
consumers in new and powerful ways. New
advertising, then, is advertising that is more
personal and interactive and more likely to
employ creative new uses of communication
beyond traditional mass media.

Interactivity
The Internet is buzz is an indication of
another trend that affects advertising,
and that is interactivity. Advertising's
original definition assumed a form of
one-way communication from an
advertiser to a target audience, but that
is all changing in the 21st century.
People are contracting companies
through the Web or by phone, and they
are talking to one another in a circle of
environment about products and brands.
As one expert in interactive
telecommunication explained, "We're
bringing living through the largest
expansion of expression capability in the
history of the human race." Inevitably,
that means advertising must change also
becoming more interactive.

The evolution of this new perspective has two origins.

Marketers began to realize that advertising, public
relations, and sales were often at odds regarding
responsibilities, budgets, management input and myriad
other decisions affecting the successful marketing of a
brand. Executives in each area competed with the others
for resources and a voice in decision making. The outcome
was inconsistent promotional efforts, wasted money,
counterproductive management decisions, and, perhaps
worst of all, confusion among consumers.
Secondly, the marketing perspective itself began to shift
from being market oriented to market driven. Marketing
communication was traditionally viewed as an inside-out
way of presenting the company's messages. Advertising
was the dominant element in the promotional mix because
the mass media could effectively deliver a sales message to
a mass audience. But then the mass market began to
fragment. Consumers became better educated and more
skeptical about advertising. A variety of sources, both
controlled by the marketer and uncontrolled, became
important to consumers. News reports, word-of-mouth,
experts' opinions, and financial reports were just some of
the "brand contacts" consumers began to use to learn
about and form attitudes and opinions about a brand or
company, or make purchase decisions. Advertising began
to lose some of its luster in terms of its ability to deliver
huge homogeneous audiences. Companies began to seek
new ways to coordinate the multiplicity of product and
company messages being issued and used by consumers

Thus, two ideas permeate integrated marketing

communication: relationship building and synergy. Rather
than the traditional inside-out view, IMC is seen as an
outside-in perspective. Customers are viewed not as targets
but as partners in an ongoing relationship. Customers,
prospects, and others encounter the brand and company
through a host of sources and create from these various
contacts ideas about the brand and company. By knowing the
media habits and lifestyles of important consumer segments,
marketers can tailor messages through media that are most
likely to reach these segments at times when these segments
are most likely to be receptive to these messages, thus
optimizing the marketing communication effort.
Ideally, IMC is implemented by developing comprehensive
databases on customers and prospects, segmenting these
current and potential customers into groups with certain
common awareness levels, predispositions, and behaviors,
and developing messages and media strategies that guide the
communication tactics to meet marketing objectives. In doing
this, IMC builds and reinforces mutually profitable
relationships with customers and other important stakeholders
and generates synergy by coordinating all elements in the
promotional mix into a program that possesses clarity,
consistency, and maximum impact.

Practitioners and academics

alike, however, have noted
the difficulty of effectively
implementing IMC. Defining
exactly what IMC is has
been difficult. For example,
merely coordinating
messages so that speaking
"with one clear voice" in all
promotional efforts does not
fully capture the meaning of
IMC. Also, changing the
organization to
accommodate the integrated

However, studies suggest that IMC is viewed by a vast

approach has challenged the

majority of marketing executives as having the greatest

command and control

structure of many

more so than the economy, pricing, and globalization.

organizations.

potential impact on their company's marketing strategies,

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Integrated Marketing Communication

Advertising is mass-mediated
communication. It is
communication that occurs, not
face-to-face, but through a
medium (such as radio,
magazines, television, or a
computer). An advertisement,
like other forms of mass
communication, is the product
of institutions (such as networks,
corporations, advertising
agencies, and governments)
interacting to produce content
(what physically appears on a
page as a print ad, or on a
videotape as a television ad, or
on a computer screen at a

company's Web site). The

creation of the advertisement is
a complex interaction of the
advertiser's message content; the
advertiser's expectations
regarding the target audiences
desire for information (or their
favorite strategies for avoiding
it); the advertisers assumptions
about how the audience will
interpret the words and images
in an ad; and conventions, rules,
and regulations of the medium
that transmits the message.
(OGuinn, Allen & Semenik,
ADVERTISING. Second Edition, 1998)

Creative Advertising
The 5 Parts of an Advertising Ad by Miranda Brookins,
Demand Media
Whether you are advertising an event, new product or a
service, creating an ad can help you inform, persuade and
even remind current and potential customers about your
brand. Advertising ads are placed in newspapers,
magazines and on websites. Regardless of where you
place your advertisement, successful ads contain five
major parts.

Headline The headline is a major aspect of an advertising

ad. It often appears at the top of an advertisement or in
the middle so that it immediately attracts attention from
potential customers. Headlines contain a few words of
text and they should be direct and to the point so as not
to overwhelm readers. Your headline should make a
promise to the reader, stating what theyll discover if they
continue to read the rest of the advertisement. The
headline and its promise should address a concern,
problem or interest your consumers have.

Sub-headline A sub-headline appears directly under the

headline. The text is typically smaller and it gives more
insight into the product you are selling, while further
outlining why the customer should care enough to keep
reading. The sub-headline can be the length of a
sentence.f

Benefits Your potential customers want to know how

their lives may improve if they use the product or service
you are promoting. For this reason, it is important to turn
your product or service features into benefits. If you are
selling a microwave, one feature is fast-cooking times, so
a benefit might be that parents spend less time in the
kitchen and families get to eat faster. You can list your
benefits in bullet points, as individual words or even in
paragraph form.

Image While not all ads contain images, many

companies use images of their products, or people using
their products, to grab consumer interest. Ensure that the
image you use fits the scale of the advertisement and is
clear. If you do not use an image of your product, you can
include an image of your logo.

Call-to-action Get your potential customers to act on

your offer by including a call-to-action in your. The callto-action typically appears at the end of an advertisement
and is used to add a sense of urgency. It should instruct
customers what steps they should take to purchase your
item or sign up with a service through your company. You
can ask customers to visit your website, call to book an
appointment or drop by your location.

Globalization
The trend towards more consistent
communication is complicated by the
increasing globalization of marketing
programs. In the early 1990s the trade
barriers throughout much of Europe
came down, making it the largest
contiguous market in the world.
Eastern Europe, India, Russia and
China also have opened their huge
markets to international marketing. As
advertisers move into these markets, a
agencies are forming large
multinational operations with
international research and mediabuying capabilities.

The advertising question is whether to

practice global or local advertising:
Should advertising standardize ads or
advertising strategies across all cultures,
or should they adapt their strategies to
local markets? How much consistency
does a brand and it's advertising need
to maintain as it moves across borders?
Because of the importance of
understanding the underlying cultural
issues that affect advertising.

Philippine Traditional
& New Media
Channelling Advertising