Students Name: Kerstine Daelle A.

Reales

Section: BA-MM 302

Course Code: MARN07B

Course Description: Advertising and Sales Promotion

1.

Advertising is a type of mass media that is used to market a certain product, service, or

idea on behalf of the company. Moreover, in able to make efficient advertising, the

company will certainly spend large sums of money because this matter should not be

taken lightly. However, despite the risk and expense that companies will acquire in

advertising, why do they continuously advertise?

First of all, advertising is not just an expense. It is an investment, which means that it is

an asset that will help the company to generate more profit. Furthermore, it helps to

create brand awareness and brand image. However, it is not a one-time investment.

Advertising is a continuous process that requires consistency. So basically, it is the

main reason why companies continuously advertise, even though they are already well-

known.

Moreover, it is not enough that a company already establishes brand awareness and

brand image, since competitors will keep on coming into the market. Therefore, if a

company stops advertising, the competitors will have a chance to outperform them. To

further explain this statement, let’s just put it in a scenario. Sarah is a consumer, and for
quite a long time, she’s been using this product called Love’s Shampoo. Moreover,

there’s no longer Love’s shampoo advertisement anywhere. Then, a new shampoo was

launched and advertised in the market. The advertisement for the new shampoo

convinced Sarah to buy the product. Consequently, after Sarah tried the new shampoo,

she liked it and because of it, she stops using Love’s Shampoo.

As you can see in the scenario provided, the consumer switch to the new shampoo

because of its advertisement. Thus, it is just a manifestation of how powerful an

advertisement can do. Nevertheless, the main point here is that, since Love’s Shampoo

stops advertising, it gives an option or a chance to its consumers to switch brands; and

which company will like this scenario to happen? None, right? So, companies keep on

advertising because they want to keep on reminding their customers that they are the

best and there’s no reason to switch brands. Furthermore, they continuously advertise

to keep their product/service to be at the top of their customer’s minds.

On the other hand, another reason why businesses continuously advertise their

products/ services is that it is also a strategy to continuously acquire new customers.

Also, one fact is that even though a company uses an advertising medium that can

reach a wide audience, still, not everyone will be able to see it. Only those who saw the

advertisement will have the chance to be the customers. So, if a company halts

advertising, it just only means that those people who didn’t see the advertisement will

not have a chance to at least know what the company is advertising. Therefore, they will

not be your customers. Meanwhile, not all who saw the advertisement once will

eventually buy the product. As based on the business training that I have attended, it

takes at least 12 times to finally convince a person (the chance rate here is 80% only).
Thus, if a company will stop to advertise, it will not be able to convince those people

who were not impressed on the first try. Therefore, a company continuously advertises

in able to acquire new customers.

In a nutshell, companies continuously advertise their products and services despite

being well-known, since consistent advertising will result in continuous brand awareness

and consistent brand image. Specifically, advertising can help the company to be

always at the top of the customer’s minds, amidst all the competitors. Moreover,

companies continuously advertise to acquire new customers. Also, the main objective of

every business is to maximize its profit. So, as long as companies see a way to

generate income, they will do it; and absolutely, advertising is one of the ways.

2.

It is undeniable that we are now living in a modern era where technology is very

accessible. Moreover, nowadays, almost everything is done online. In fact, a lot of

online inventions and innovations keep on arising—especially now that we are under a

pandemic. However, despite living in the modern era, there are still people who have

limited access to the internet. Unfortunately, others can’t really access the internet, and

some haven’t really used it at all. So, how will the company advertise to this audience?

Amidst the high demand for social media platforms, still, the printing press industry is

existing. There are still a lot of magazines and newspapers in the market. So,

businesses can use the said medium to advertise their product offline. Furthermore,

there are still people who preferred to read magazines and newspapers, over social
media platforms. Thus, in my opinion, advertising in this medium will still be effective.

Meanwhile, companies can also advertise through leaflets. You may be thinking that

people are just throwing these leaflets, but the truth is, not everyone. There are really

people who pay attention to leaflets. Moreover, the good thing about leaflets is that they

can be kept. I am an example of those people who are keeping leaflets. In fact, the

recent leaflet that I kept is from Converge. I also have a leaflet from PLDT and Globe

because we are looking for the best internet provider that will suit our needs. Moreover,

what we do in these leaflets is we analyze and compare them to each other to arrive at

the best one. Therefore, my point is companies can also effectively advertise through

leaflets.

On the other hand, companies can also advertise through billboards. These billboards

are really eye-catching because they are huge. Thus, advertising and promoting in this

media is still efficient; especially when this pandemic has already ended because most

people will be able to see these billboards again. Moreover, we can’t deny the fact that

billboards have still the power of being the talk of the town especially when a famous

artist is there. So, it is still a good strategy for companies to advertise on billboards.

Nevertheless, another efficient way to advertise is through television advertising. Almost

every home has a television and despite the emergence of social media, many are still

watching on their favorite TV Networks and our family is an example. However,

television advertising is costly. But, it rests assured that your brand will establish brand

awareness and brand image, especially if your company puts a lot of effort to make the

campaign creative and appealing. Also, we can’t deny the fact that most brands became

notorious because of television advertising. Meanwhile, radio advertising is another

effective medium to advertise. Many are still listening to radios, especially those people

who live in rural areas. Conversely, even people in the urban areas are still listening to

radios. Furthermore, I am an example of these people. I am still listening to radios, and

it is every time I am driving. So, my only point is that radio advertising can still be

efficient for advertising offline.

To sum up, advertising has a lot of mediums, and digital advertising (social media/

internet) is just one of those. There are a lot of ways for a company to advertise to

offline customers/audiences. Specifically, it can be through print advertising or

magazines, newspapers, and leaflets. It can also be through outdoor advertising or

billboards. Lastly, companies can also reach their offline audience/ customers through

television and radio advertising.

3.

In today’s world, everyone is very engaged in surfing the net. Internet became a

necessity because almost everything is there. From the news that we are waiting for,

down to our favorite pass time series, the documents that we need for class or work,

and even shopping malls; name it, we can’t deny the fact that Internet can provide it all.

Moreover, one of the things that most people use on the internet is social-media

platforms. These platforms serve as entertainment for many, but it is also a medium that

can help us to easily communicate with our loved ones. Furthermore, aside from the

things that I have mentioned, social-media platforms have still various functionalities. It
is the reason why people are very engaged to it. Thus, the high demand for the internet

arrives me at choosing it as the most effective traditional media.

As I have mentioned previously, the internet has a high demand. Moreover, the scope

of this demand includes the whole world. Considering this, advertising on the internet

can reach a wide audience which is a great advantage for businesses. One post can

reach a lot of people, and it can also be done without incurring any costs. In fact, I

experienced this advantage over the internet first hand. I have a business and with just

one post in my story, there are already customers who buy my products. Moreover, the

same goes when I post on my timeline or Facebook page. I just ask my Facebook

friends to share my post, and through it, buyers are coming and they are from different

parts of the country. I even experienced delivering my products to Visayas. Moreover,

the good thing is that I have done all of it just for free. It is also one of the advantages

that social media advertising has, compared to other traditional media. You can market

your products easily and without any costs.

On the other hand, social media or the internet is very powerful. It can make someone,

or something famous in just one click. Many have already proven it. Specific examples

of businesses who benefited from this advantage of social media are those skincare

businesses. What happens is that, when a customer posts his/her positive review

towards the product, it will become trending. Moreover, since it’s trending, a lot of

people will be able to see it and those who see it will try the product because they were

amazed by the review that went viral. Another particular example is the coffee shops/

restaurants. They can easily build brand awareness and brand image if they will be

featured in a social-media platform post. In fact, when it comes to choosing a place to

and choose the place that we want to try. Therefore, it is undeniable that social media

advertising can reach a wide audience, and it is an effective platform.

Conversely, companies can also easily target their market on the internet. There is also

paid advertisement when it comes to social media, and it is also effective because I

already tried it in my business. There are a lot of ways to have paid advertisement, but

what I have tried are Facebook boosting and Facebook ads. It really helps my business

to grow, because, in these strategies, the audience will be really targeted. Moreover,

another way of paid advertising is sponsoring social-media influencers. I have seen a lot

of this on various social media platforms and based on the comments or reviews that I

have been seeing, their fans are really trying what these social media influencers are

promoting. Thus, these things are just a manifestation that social-media platforms are

flexible and it is an effective medium of advertising.

In conclusion, social media is very powerful. It has the power to reach the audience in

different parts of the world, as well as to make something famous in an instant.

Moreover, it is flexible. Businesses can advertise on social media in various ways such

as free postings and paid advertisements. Furthermore, social media has an edge over

other traditional media. This edge is that social media is the most convenient way to

advertise, and it can also be done without incurring any expenses. First-hand

experiences are also given which proves that it is an effective advertising medium.

Therefore in my opinion, among all the traditional media given, social media is the most

effective one.