1

Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
SANTA ROSA CAMPUS

INSTRUCTIONAL MATERIAL FOR

ADVERTISING
(ADVE 20113)

Compiled by
Assoc. Prof. ANGELITA NOCON

October 2021

REVISED OCTOBER 2021

 TABLE OF CONTENTS
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UNIT I.BASIC
CONCEPTS, PRINCIPLES, AND TECHNIQUES OF
ADVERTISING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-12

Lesson 1. Nature and Scope of Advertising.

Lesson 2 The Advertising Values.
Lesson 3 Advertising as Distinguished from others .
Lesson 4 The Importance of Media to Advertising.

UNIT 2: THE EVOLUTION OF TRADITIONAL MEDIA TO NEW MEDIA. . . . . . . .8-10

Lesson 1. Traditional Advertising Media

Lesson 2. The Advertising Media
Lesson 3. The Information Languages

Unit 3: CRAFTING THE ADVERTISING STRATEGIES: THE CREATIVE

ADVANATAGE. . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-21

Lesson 1 The Advertising Strategy

1.1. Developing Effective Ads
1.2 The Message
Lesson 2. The Forms of Advertising
Lesson 3 Advertising Processes
Lesson 4. The Levels of Advertising
Lesson 5 The Advertising Campaign Plan
Lesson 6. The Creative Strategy
Lesson 7. The Execution/Evaluation
Lesson 8. The Product Life Cycle
Lesson 9. The Product Campaign
Lesson 10. Techniques on Promoting/Selling a Product

UNIT 4: CREATING ADVERTISEMENTS AND MEDIA COMMERCIALS. . . . . 21-24

Lesson 1. The Consumer Response Sequence

Lesson 2 .The Essence of Product Ad Campaign (The Plan Book)
Lesson 3. The Writing a Copy That Sells

UNIT 5: ADVERTISING ORGANIZATION AND IT’S LEGAL ENVIRONMENT….24-25

Lesson 1. The Advertising Agency

Lesson 2. The Intellectual Property

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 UNIT 1: BASIC CONCEPTS, PRINCEPLES AND TECHNIQUES OF ADVERTISING

OVERVIEW:

More than any tool of communication, Advertising has diffused information about
commodities and services, marketed and persuaded audiences of their essentialities in
their lives. However, Advertising has done more than what you or others think.

Advertising have become vignettes of social life. It portrays individuals as having many
social relationships, suggesting ways of dealing with those relationships. It advises a
great deal about work, health, lifestyle, and role in society. The art of advertising gives
benefits to many individuals, organizations, industries and even the government entities
and other non-commercial institutions in many wonderful ways. It is through the best-
selling ingredients of great advocacy campaign that can catch the attention and action of
consumers, stakeholders, community, it is held by the want-satisfying qualities of
commodities, individuals and organization or industry, which after all is the essence of the
business. This apparently serves as a practical guide to gauge the success of advertising.

LEARNING OUTCOME: After successful completion of this unit, you should be able to:

1.Reflect on the role and impact of advertising to your everyday life.

2.Develop and innovate creative sense of life advocacy that may contribute to the
economic growth.
3.Enhance and accelerate the standard of community living by posting sensible
advocacy campaign. (Media literacy)
4. Differentiate Advertising from Public Relations, Propaganda, Publicity and

COURSE MATERIALS:

Lesson 1. Nature and Scope of Advertising

Advertising taken from Latin word advertir, which figuratively means to sell. As the
American Marketing Association defines advertising as “Any paid non-personal
presentation and promotion of ideas, goods, or services, by an identified sponsor”, it is a
paid communication by an identified sponsor which seek to promote and sell the
want-satisfying qualities of any product (goods or services)through various
uncontrolled media and not by means of personal selling, with the goal of creating
favorable consumer buying behavior.(Henson 2001) Thus, the word advertising
complement consist of those activities by which visual or oral product or services, or to
act or to be inclined favorably toward ideas, person, trademark, institution. (Study.com)

The Elements of Advertising

Advertising uses a paid communication

(https://www.oxfordbibliographiies.com)
Advertising by an identified sponsor (https://shodhganga.inflibnet.ac.in<...PDF
Advertising only promotes and does not move the product to consumer.
(https://www.business.qld.gov.au<ty)
Advertising is not personal Selling
(https://bizfluent.com<...Marketing)

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Advertising is mass, uses popular uncontrol

(https://testmyprep.com<marketing)
Advertising is aimed at creating positive buying behavior.
(https://www.liste.org<articlePDF)
Assessment/Evaluation/Assignment:

As you get exposed to the ads on print and broadcast, which do you recall best?
Can you recall and name some of the ads that you consider favorite? Specify the name
at least ten (10) of the product, the sponsors, the company and the year the product is
out in the market. Cut Pictures relating to your stories.
(https://www.pinterest.com>classic)
Lesson 2. The Advertising Values:Advertising contributes to economic growth and
turn helps accelerate standard of living by complementing the efforts to create new and
improve products through expenditures for research and development. One observer
had reflection on the process:

“…advertising by acquainting the consumer with the values of a new product,

widen the market for these products, pushes forward their acceptance by the consumer,
and encourages the investment and entrepreneurship necessary for innovation,
Advertising in short, holds out the promise of a greater and speedier return of
investment.”

Another Commented:

“We live in an economic world that has resemblance to the ideal of perfect
competition (you tube. Jacob Clifford) (www.investopia.com). postulatedby economist.
The advantages of advertising come in various ways, depending on whose needs are
met. Advertising contributes to an expanding market for a new and better products,
goods and services. It stimulates economic growth, by encouraging more buying more
sales means more profit, more profit for the company promote both job growth and
productivity growth both help meet increase demand and to able to reach consumers to
have more spend. (https://valueofadvertising.org.) The beneficiaries of advertising, and
what this art of communication can do them…to us.

To Manufactures
To Retailer
To Consumer

Readings and Assessment:

1. How did advertising improve the economy?

2. What is the relationship between economic development and economic
growth?
3. How does advertising contribute to industrial growth?
4. What role does advertise play in the economy?
5. How does advertising benefit the society?
(https://www.educba.com<economics) (https://wfanet.org)

Lesson 3: Advertising as Distinguished from Others

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Advertising is generally described as the purchase of space in print or

time on air to promote the sale the acceptance of ideas, or to build institutional
goodwill and prestige. Advertising is sometimes described as paid publicity.

Publicity on the other hand, is the dissemination of information, making

matters public from the point of view of one who wishes to inform others. It is also
a systematic distribution of information about an institution or an individual
Dissemination of information through different media such as newspapers,
magazines, radio, television, social media and other electronic
messages.(https:study,com)

Thus, the difference between publicity and advertising are:

Advertising Publicity
The dissemination of information Is achieve through the using of space,
through advertising must be paid time and other media facilities obtained
for by the advertiser. without charge to the publicity seeker.
Advertising always attempt to sell Publicity may be used for non-commercial
goods, services directly or purposes as well as for selling, such as
indirectly, immediately or the building of prestige for personality
ultimately. seeking public office.

Both advertising and publicity are two non-personal communication

formats used by organization. Publicity an editorial space (not necessarily paid
in print and broadcast media, to promote a product, place, or person. Publicity is
perceived as being more credible, persuasive, or effective than advertising.
The Term advertising and publicity are used interchangeably by many of
us but there is a considerable difference between the two. The critical difference
between the two is that: former is a paid promotion of products done it with the
aim of increasing sales volume. However, the latter is an unpaid promotion
through a third party aimed at creating a buzz or revealing a public interest story.

Readings and guide Questions:

Advertising VS Publicity (softschool.com Advertising)
Is Publicity more credible than advertising?
What are the advantages of Publicity compared with Advertising?
What is a good Publicity? (http://www.researchgate.net
Activity/Assessment:
1. In not more than 150 words, write an essay or comment on this statement: Good
or Bad Publicity still Publicity. (https://www.ereleases.com>pr-fuel)

Thus, the difference between Public Relations and Advertising

Public Relation as an image maker. While advertising sells goods services for
profit, Public Relations protects image of companies from harm in order to foster
goodwill with various clients. Public Relations define as “Management function which
evaluate public attitude, identifies the policies and procedures of an organization with
public interest, and executes a communication program of action to earn public
understanding and acceptance”. Implied in this definition are the three-fold functions of
the PR practitioner: 1) Evaluation of public opinion,2) management counsel in dealing
with public opinion, and 3) a communication program to influence public opinion leading
to mutual understanding and acceptance. (Henson 2000)

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Advertising Public Relation

Advertising space is paid. Refers to the communication and
Bought interpretation of information and ideas
Control of brand from an institution to its various public
Less Trusted and the communication of information,
ideas and opinions from those public
to the institution, in sincere effort to
establish a mutuality of interest and
thus achieve a harmonious
adjustment of an institution to it
community.
Prestige and its Benefits
Goodwill of the Employees.
stockholders, Consumers, suppliers,
government
Educating the public on the use of the
product.
Educating the public on the point of
view.

Readings and Guide Question

Which is better PR or Advertising? (https://journolink.com resource)
Is Public Relations form of Advertising? (www.forbes.com
Assessment/Evaluation:
Browse today’s newspaper and focus on the new items on organizations whether
government or private entities figured out in a controversy or scandal. Now, analyze
these stories and take note of the following facts, and be able to relate these stories to
google
classroom.
1. What agencies are involved?
2. What is the source of controversy?
3. What sectors in the Society are adversely affected?
4. Can these events affect the image of these organization? Why?

Activity/ Reference:
Role playing in any issue relating to any controversy in any groups of society.
Government, community, Family, school, company.
Required: Reading (You tube Talent LMS)
2. Form a group of 10 members.
3. A script of 7 to 10 minutes
4. Assign Roles on each member
5. Presentation is good for only 5 minutes for each group

Thus, the difference between Propaganda and Advertising

Propaganda is a systematic spreading of a doctrine, idea, or cause. Propaganda
may be viewed as that consisting of opinions, doctrines, information and assertions,
which may be based on facts or on falsity, disseminated for the purpose of influencing

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the behavior of groups of people, particularly when undertaken on a government level.

(Miranda, 2000). Propaganda is a communication that is used primarily to influence an
audience and further an agenda, which may not be objective and may be presenting
facts selectively to encourage particular synthesis or perception, or using a loaded
language to produce an emotional rather than a rational response to the information. (
https://en.m.wikipedia.org).
Advertising and Propaganda are both powerful media tools that are often hard to
differentiate. Propaganda is like advertising in that it employs the same multimedia
formats in order to spread its message. However, unlike advertising propaganda does
not try to encourage the sale of a product, service or idea.
(https://smallbusiness.chron.com<advertising).
Assessment/Evaluation/Activity
Provide illustration through power point presentation on the effects of
propaganda effort on the following:
1. To support existing opinion and prevent it from changing (Conservation)
2. To sway opinion from one side of the other
(conversion)(https://web.standford.edu>class)
Thus, the difference between Personal Selling and Advertising
Personal Selling is also known as face to face selling. In which the salesman
tries to convince the customer or client in buying a product. It is a promotional method
by which the one communicates and uses his skills and abilities an attempt to make a
sale to a potential customer.

In other situation, however, when a potential customer is not aware at that they
need or they want a product, creative selling involves providing information and
demonstrating a product benefits to persuade buyers to complete a purchase.

The difference of advertising from personal selling are as follows:

Advertising Personal Selling

Offers formal, non-personal means Is the dissemination of information by
through paid media where source is the non-personal method, like face to face,
sponsoring organization. contacts between audience and
employees of the sponsoring
organizations?
Generally, in the form of mass appeal More of less flexible design to adapt to
the individual prospect.
It Often aims only a partial effect at a PS usually aims at a completed effect, at
favorable impression action on the part of a completed cycle of persuasion that is
the prospect, that is, to induce the expected a result in a favorable action,
potential client of customer. that is to him to buy.
Advertising merely serve s as the PS demands as high percentage of
advance force of salesmanship and its completed sales it is serve as an
chief supporting force as well. economical method of selling.

Readings and Activities:

Go to mybizlab.com answer the following problems or questions:
1. Select four advertising media and compare the advantages and
disadvantages of each
2. Choose two advertising campaign one that you think is effective and one
that you think ineffective. What makes one campaign better than the other.

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Lesson 4: The Importance Media Literacy to Advertising

What is Media Literacy? Media literacy encompasses the practices that allows,
people to access, critically evaluates, and create or manipulates
Becoming more media literate is the only way to be able to de-construct the
messages in advertising and understand its effect on the viewer. This is the
fundamental difference between being media literate and being media capable. Any
person can turn on a television and watch their favorite program. The importance of
media literacy, put simply, is the ability to identify different types of media and the
messages they are sending…. (https://ylai.staye.gov>importance)
Advertising literacy refers to personal knowledge people have
about advertising, its persuasive must, and the advertising techniques that are used to
target them and the skills they must critically cope with advertising.

Elements of Media Literacy

1. An awareness of the impact of Media.
2. An understanding of the process of mass communication.
3. Strategies for analyzing and discussing media literacy
4. An understanding of media content as a text that provides insight into our culture
and our lives.
5. The ability to enjoy, understanding media content.
(https://www.slideshare.net.>mobile)
Readings and Guide Questions for discussion. (https://www.researchgate.net>)
1. How does media literacy help advertising?
2. What are the 5 key concepts of Media literacy

UNIT 2: THE EVOLUTION OF TRADITIONALTO NEW MEDIA

OVERVIEW:
The evolution of traditional media to new media, Prehistoric Age refers to the time
before the existence of written or recorded history, according to Archeologist, Pre-
historic age occurred some 4.5million years ago so approximately 30,000 years ago.

The Evolution of Traditional media to new media. What are some of the traditional
media used in advertising and marketers? Marketers Have used traditional media such
as print, radio, TV, yellow pages and even outdoor ads to reach consumer markets for
the last 50 years to 100 years . Traditional media can also play role in the marketing
mix for many B2B companies.

LEARNING OUTCOME: After successful completion of this unit, you should be

able to:
1. Describe the traditional and new advertising media.
2. Differentiate Traditional from New advertising Media.
3. Discuss the roles and functions of Media as Ad Visuals.
4. Illustrate the types of New media as ad visuals

Lesson 1: Traditional Advertising Media

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Traditional Advertising is whatmost people think of when talking about advertising

or marketing. This includes the usual venues for media placement, such as newspaper,
radio, broadcast, television, cable television or ,outdoor
billboards.(www.agamaadvertising.com)

Activity/Assessment:

1) What are the traditional ways of Advertising?

2) What are the types of Traditional media ?
3) What is traditional and new Media?What are the
4) 4 types of Advertising media?

https://www.youtube.com/watch?v=oocJdzFojewhttps://www.youtube.com/watch?v=G9F
Gwnr4-lQ

Lesson 2. The Advertising Media: The Ad visuals and The Information Languages

Different consumers can respond to words and pictures in different manners. What
do you think of, an image, of a word? Some people are highly and automatically think
and remember images. The visually oriented people would think of a horse riding in a
Western life the moment one think of a favorite cigarette brand, while others will respond
simply a word such as Malboro.

Readings and Activity:

Make a short Ad by creating your own Copy, designing your own ads. Make three
(different advertising media in one copy. This activity has a rubric and to be given in the
Google Classroom as assignment. Prepare the narration, Demonstration, Depiction,
symbolization. Take note of these different applications. Make a Research on these
applications and be able to include it in your copy.

https://www.youtube.com/watch?v=OWz8CzLELLQ
https://www.youtube.com/watch?v=vpwYsGUWIT8
https://www.youtube.com/watch?v=OlgYv2Gmrsw

Lesson 3: The Information Languages

Languages in this sense, means the technical and symbolic ingredients or codes
and conventions that media and information professional may selectin and use in an
effort to communicate ideas, information and knowledge . Technical codes include
sounds camera angle, types of shots, and lighting. (https://slideshare.net>mobile )
1) Electronic Media
2) The Print Media
3) The Broadcast Media
4) Out-of-Home and Direct Response
5) Interactive Media
6) Digital interactive Media
7) Direct Mail

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8) Media Convergence
9) Codes and Conventioins
10) Media Messages

Readings and Assessment and Activity: Electronic and Print Media

Make an electronic and print media of your own portfolio. Illustrate the way you are
selling yourself. Follow some recommendation from the given readings and marked.

https://www.youtube.com/watch?v=d5Wox1UxJyI
https://www.youtube.com/watch?v=VZ7pOy1_Uh0
https://www.youtube.com/watch?v=y8JgGTTGz-k
https://www.youtube.com/watch?v=8AOGcLKZHDk
https://www.youtube.com/watch?v=LDeDYIEXAco

UNIT 3: CRAFTING THE ADVERTISING STRATEGIES: THE CREATIVE

ADVANTAGE

WHY DO GOVERNMENT AND ENTERPRISE ENTITIES CHOOSE CREATIVE

COMMUNICATIONS FOR THEIR WIRELESS SOLUTIONS? “It’s Very Simple: Total
Customer Satisfaction is Our Company's Main Goal and Is Not Subject to Compromise”
For years Creative Communications has helped companies in all kinds of industries
improve operations by providing state of the art communications equipment, expert
service and nationwide rentals. Since our company’s founding in 1987, Creative
Communications has become the largest Motorola two-way radio dealer and service
center in Arizona.(Wikipedia)

What is Creative Cloud Creative Cloud is a collection of 20+ desktop and mobile apps
and services for photography, design, video, web, UX and more. Now you can take your
ideas to new places with Photoshop on the iPad, draw and paint with Fresco, and design
for 3D and AR. Join our global creative community and make something better
together.(https://globaleducationmagazines.comcreative
communication)https://www.nielsen.com/au/en/solutions/measurement/creative-
communication).

Creative Communication Advertising and communications have both a short-term ‘call

to action’ effect and a long-term effect on consumers’ attitudes and behaviors. Tracking
the effectiveness of advertising and communications over time is important to
understand the impact on brand perceptions and behavioral change.

LEARNING OUTCOME: After successful completion of this unit, you should be

able to:

1.Discuss and explain how marketing and consumers Behavior became the
foundation and determinant of Advertising strategy
2. Explain the role of Research Advertising Strategy.
3.Device Survey Questionnaire advertising media.
4. Describe Promotional Mix as promotional tools to match the in the buyer decision
process,

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5. Identify and discuss the various aspects of Creative Communication as related to

advertising media.

Lesson 1: The Advertising Strategy: As the Foundations and Determinant of Creative

Advantage

What is a Creative Advantage? It is a skill of creating critical thinking,

communication ;promotion, collaboration,growth, mindset, perseverance, and culturally
responsive teaching,(https://www.creativeadvantageseattle.org.PDF) on the hand,
Creative advantage -Marketing Communication Solution, The Creative Advantage is a
technology driven marketing and communication firm offering a full spectrum of a
corporate marketing.(https://www.thecreativeadvantage.com).

Blending creative advantage with all together the marketing mix (Product,
pricing, place, promotion, is no doubt promotion for the company or product will set
the most effective set of techniques for communicating information about products .

1.1. Developing Effective Ads. The creative strategy

Even ads that initially grab attention can grow stale overtime. While digital ads
are clickable and interactive. traditional advertising media are not. In the bricks and
mortar world, It is difficult for the marketers to measure the success of advertising and
link it directly to changes in consumers perceptions or behavior. Because Advertising is
a one way medium, there is usually little direct opportunity for consumer feedback and
interaction , particularly from consumers who often feel overwhelmed by competing
market messages. (https://courses.lumenlearning.com)

1.2 The Message-Effective ads starts with the same foundational components
as in any campaign . Identifying the market audience and the objectives for the
campaign. Creative Strategy has two primary components:
The Message = comes from the messaging framework. The Message elements should
the advertising convey to consumer. Some of the questions are:
What is the call to action?
What should the message elements advertising convey to consumers?
How should the brand promised be manifested in the ad?
How it will be positioned and differentiate the offering?
With Advertising, it is important to remember that the ad can communicate the message
not only with words but also potentially with images, sounds, tone, and style.

Readings/Assessment: (https://courses.lumenlearning.com)

Answer the following questions and be able to relate and be ready Get Ready for a
graded recitation. Assignments are to be submitted at the Google classroom.
➢ What is an Appeal?
➢ What are the forms of appeal?
➢ Give examples of brand, product, services, ideas appeal.
➢ What is the Acronym AIDA means?

Lesson 2: The Forms of Advertising

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Advertising determined product distribution, advertising nature or even to use of

products distribution or by consumers. The forms are as follows:

National Advertising-This advertising builds a strong brand preference for products.

which are nationally distributed. Examples: San Miguel Beer, Purefoods Retail.

Advertising- This advertising promotes products in stores and outlets more than the
brand consciousness . The ad dictum” Buy at my store”. Examples Bench Store, “SM
Department Store.

Professional Advertising- This often uses person, not necessarily celebrities, who
endorse he product. The dictum is “Recommend My Brand. Examples:” “My Latest
Discovery in Skin Protection Against Pollution GENKI SQUALENE- Dr. Vicky Bello,
M.D.”

Trade Advertising- This advertising sells product for business purposes usually
addressed to dealers and distributors. The ad dictum “ Buy My product for Re-sale.
Examples Branded and Generic Products from UVA… Dealers are Welcome.

Industrial Advertisement of products serving a, raw materials to produce other finished

products. . The Ad dictum, Buy My Raw Materials for Manufacture Products. Wilcon
Builder’s Supply, Home of Quality Building Materials.

Mail Order Advertising- This advertising Sells and promotes products and services
through the nail coupon . The Ad dictum is “Send My Mail , send my mail/send my
product now. Send me TIME- Your Eyes on the New Millenium.

Classified Advertising- The advertising arranged and grouped according to product

nature, purpose, and classification. The Dictum is “Search for Your Product nature,
purpose, and classification. The Dictum of the Ad is Search for Your Product through the
catalog- Example People’s Tonight Classified Ad.

Institutional Advertising- also called corporate ad. This advertising promotes the
image of an organization and sells its products and services. The dictum is “Promote
My Organization . Not only sells of the products and services ‘ The dictum of the Ad ,
“Promote my Organization PLD Touching Lives. (Henson 2000)

Readings/Assignment/Assessment:

Go to mybizlab.com answer the following question:

Your Family is considering to put up a new business venture ;;and relates it to the
advertising processes and consumers buying behavior topics in our discussion.
Develop or describes the specific responses to the following :Prepare a PPT
presentation for the Google class for sharing.
1. Cut out different forms of advertising and develop a specific objectives for our
business venture and explain it with your own words how will this contributes to the
overall business mission of your company.
2. Describe you target market for your business . Who are your customers?
3. Illustrate a preliminary design of the advertising ads for your target market.

Lesson 3: Advertising Processes

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Advertising is a complex activity which does no only deal with creative aspects, but
even technical and managerial concerns. While advertising has its greatest appeal to
the artist at large, it must also get involved with planning and research management in
order that the creative work will have some sound basis, thus, rendering the advertising
business as both scientific and artistic.

Four (4) Major activities of Advertising Processes

Advertising Research

This serves as database for any decision that has to ve made regarding product,
consumer, and market requirements through CPM (Consumer, Product,
Market)research before advertising has to be launched. (Three golden values are worth
mentioning- Consumer is King, Know thy Product, Locate Fertile Market). This process
takes into consideration the scientific discipline of undertaking research in order to seek
for answers to problems raised.

Strategic planning

Advertising is a science because it comes from strategic thinking advertising messages

are develop to accomplish specific objectives, therefore strategy begins with information
and research and with as mush intelligence about the situation as possible.

Strategy

is a the science and art of planning, leading to a plan for persuasive communication are
chosen from an array of possible alternative.

Lesson 4: Three (3) Levels in Advertising

Corporate Advertising Plan – which is developed annually and may be part of the
overall marketing plan,

Advertising Campaign plan – which can be directed BY written campaign plan that
summarizes the underlying strategy for the major advertising effort.

Creative platform
Is a work plan which may be develop on a one-time basis for an individual.

Lesson 5: The Advertising Campaign Plan

Advertising Campaign Planis a guide for the development of a campaign similar in some
ways to marketing plan.

It outlined as following:

1. Situation Analysis
2. The Advertising Problem
3. Key Strategic Decision
4. Advertising Objectives
5. Target Audience
6. Competitive Product Advantage
7. Product Personality
8. Product Position

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9. The Creative Plan

10.The Media Plan
11.The Promotional Plan
12.Sales Promotion Plan
13.Public Relations
14.Budget
15.Evaluation

Lesson 6: Creative Strategy-

as discussed in Lesson One, the creative people are responsible for developing the ad
messages which are focused on the use of appeal. The association , and the selling
premise. Persuasion in Advertising rests on the psychological appeal to the consumers.

An appeal also called Creative Strategy is something that makes the product attractive
or interesting to the consumer. Common appeals are security, esteem fear, sex and
sensory pleasure.

Association Strategies are used to build images. Ads which use association link the
product with a lifestyle, mood, setting, r type of personality. The link established visually
by showing, the product being used by the right people or in the desired setting. For
example: The celebrity Ann Curtis Enervon endorser. Ad shows that Ann Curtis with
an endorsement “More Energy Mas Happy!”.

Selling Premise

states the logic and emotion of the sales pitch in the message. The most common
premise is the Product-centered or prospect –oriented.

Product- centered strategies refer to advertisement that focus on the product itself.
These ads look at the attributes of the product and build a selling message on them.

Two Common Strategies

Product ClaimsWhich based on performance of product ow long can it last, quality, and
make, how much it cost. Among others.

Brag and Boast – The least effective message because it focuses on the company than
its product.

Consumer-Centered a strategy number of prospects include the use of a promise,

News, Selective, command, and Curiosity ad Headlines. These headlines are the eye
catchers in the show window of the ad business.

1. Promise – Benefits are the heart of the consumers –oriented ad messages. To

develop a promise headline, you must be able to turn a product attributes into a
benefit. A promise is a benefit statement that a consumer anticipates once he
uses the product
https://www.powerreviews.com/blog/brand-promise-
examples/?fbclid=IwAR1k9sLKYQji7NMSUuMfgyk5OgtcJ0NG_PlmmUubUdvnCt
kB4ob98g_1IWU

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2. News – The ad headline written in news-type which shares information about the
product in a very objective manner.
https://m.facebook.com/quiapochurch/photos/a.733563736671613/37879800245
63287/?type=3&source=57&__tn_=EH-R

3. Selective – The headline is designed to target audience for whom the product is
directly addressed
https://www.minimeinsights.com/2017/05/13/beverage-companies-embrace-l-
carnitine-fit-n-right-isotonic-drink/?fbclid=IwAR2q0x8a4f_dNXsa0rTAj7c4HxV-
3TALp1FfiNcxxi5W8d47wo0AAo0tBGg

4. Command – This is a mandatory headline that instructs the consumers to take a

course of action a Body Oil Which commands through its headline. “Wear some
thing silky After the shower.

5. Curiosity – This is a highly-provocative sales pitch using not so ordinary creative

device to catch consumers attention through style and language innuendose as
depicted in the examples.

https://www.pinterest.ph/cinsightstream/curious-
advertisements/?fbclid=IwAR3q7jv9R85FXAd2A22LxedbwA1IjGhvwn8FU-
1zi52qw_MYoIRqmSdelgU

The Unique Selling Proposition

USP is always the best strategy to self the product to the consumers. Developed by
Rosser Reeves, the head of the Ted Bates Advertising Agency in US , the heart of USP
is a proposition or a promise that states a specific benefit you will get from buying and
using this product.

Lesson 7: 4. Execution/Evaluation –

This is the last phase in the ad processes, with the final execution of the ad through
mass media channels. The placement of the Ad in print or broadcast channel .is part of
the media plan for the airtime and space , which is considered vital in the total
advertising campaign.

Activity/Assessment

1. Classify according to premise a to Product Centered or Consumer Centered and

name the images from the box According to its Ads Messages . 5 points each
correct answer.

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2.Directions: Identify the ad headline in the following opening attention-getters of a

print ad. (Choose from any of the following promise, news, command, selective, or
curiosity).

1. THE BIGGEST AND BRIGHTEST COME TOGETHER FOR OUR TEACHERS

“gabayGuro”,

2. VISTA LAND Life is made beautiful. Discover stylish homes that not only invite you in
but also make you want to stay._____________

3. CASIO “G-SHOCK” ABSOLUTE TOUGHNESS casio computer co. limited._______

4. ATTEND INTERNATIONAL CONFERENCES: September 10, 2020.____________

5. BEAUTIFUL SKIN STARTS WITH HEALTHY SKIN…MYRA VITAMIN E. IS FOR

YOUR ULTIMATE WHITE SKIN._____________

6. SPORTSMEN GO FOR HANES COMFORT FIT.____________.

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7. FOUR-GIVES AND FORGETCASH PAYMENT WITH NATIONAL BOOKSTORE

CREDIT CARD. ______________

8. ADVERTISE YOUR JOB OPENINGS WITH US! Website:

CAREERGUIDE.ph______________

9. The New AVANZA…ADVANCE IN STYLE 731k. _____________

10 FOR THE MEN OF THE MILLENIUM! ______________

3. SLOGANEERING: The following are is a list of famous slogan. Can you identify?
What does this ad tells you about the product?

1. Pinipili ng Mapiling Ina.________________________________________________.

2. Isa pa…Isa……______________________________________________________.

3. Mommy…You’re No. !_________________________________________________.

4. It Won’t …Let you Down ______________________________________________.

Lesson 8: THE PRODUCT LIFE CYCLE: AD SPIRAL

A product is any business commodity which can either take the form of a good or a
service. When a product is out in the market, It undergoes several cyclical stages of
growth and development. The concept of the product life cycle was introduced by
Theodore Levitt and was introduced through a metaphor of product like people—they
are both born; they are developed, grow old, , and die. This is known as advertising
spiral.

These are classify into three stages:

1) Pioneering stage - This is the introductory stage of a newly-developed

products makes it pioneering, with remarkable characteristics or
improvements on old product .. Consumers must be educated on the new
products, and product trial is very important .The type of advertising for
pioneering product is introduce distinguished using words like
introducing.(Quora. Com)(https;//smallbusiness.chron.com)
2) Example : Avon Introduces “The only AHA Formula That Fights Aging In
Four Ways.

2) Competitive Stage - During the growth stage, there can be competitive through an
increasing number of brands competing in the same market. Advertising must carve
out a strategic position for the product by highlighting on its comparative advantage.
(https://smallbusiness.chron.com). :

Example :Volvo Has Always Forced Other Cars To be safer. This One Will Force Them
To Be Safer.

3) Retentive Stage - During the maturity stage, a product in the retentive stage trades
on the brands already established reputation in the market. The market leaders fight for
their market share while eliminating their minor players, they have just to remind the
consumers that the product is still around. This stage serves as a reminder as which

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only gives a brand recall. Example: Coca cola has a very effective simple full page ad
in a magazine and the company Logo. (https://business-finance.bluritit.com)

The spiral represented by a circle shows the movement of a product from the pioneering
stage(P), then it goes to the competitive stage, and finally to the retentive stage.
However, product development goes back to the pioneering stage. And the circle is
repeated.

ACTIVITY/ASSSSMENT:

1. Make a collage out of pictures or Name at least five (5) products that is still in a
pioneering, competitive and Retentive stages. The list down its physical
attributes, like colors, size, styles, uses, materials it is made from.
2. Classify whether it is tangible or intangible.
3. Identify what the product is selling, what psychological lift among customers or
somewhat emotional or subjective mood or what the product is trying to
communicate to consumer

Lesson 9: PRODUCT CAMPAIGN:

In Product Campaign, the classification of products is good start to know what exactly
are we selling or promoting. The classification includes:

Durable goods which are major products, usable and high ticket items.
Non-durable goods which are frequently purchased or consumed in a relatively
short period of time such as soap, drinks, candies
Services which are non-product cereals, candies, but rather are time or activities
that you purchase from another person. Such as medical care , real state,
banking and hotel service.

Product Campaign , therefore, can be approached in various ways depending on

the purpose of advertising.

Lesson 10: Techniques on Promoting/selling a product:

Product Features/Advantages- This highlights the advantages of the product.

Product Specifications- This gives detailed description of the product, giving
technical functions and specifications.
Product Demonstration – This demonstrate the product use with proof of
application to certain situations or requirements.
Product Application – This sells the product showing its application with or use
in a specific situation.
Product in setting-this shows the product in a particular setting.
Product Cost (less)gives the consumer a great advantage of enjoying a price cut
in product cost in the tradition or more sense with less cents” advertising, usually
a higher discount serves as a some on to consumers.
Product as a problem solver - This automatically offers a solution to consumer’s
problem pertaining to what an ordinary product cannot do.
Product exemplar – This shows outstanding product contribution with
distinguishing attributes serving as a model and breakthrough which no other ad
has accomplished.
Product Result- This how ultimate outcome of product use. Leading into some
amazing result or experiences as in the Pond’s Institute ad with the headline I

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Can’t Believe My Rosy White Skin Caught Their Eyes.

Readings:

(www.wordstream.com)
(https://starupbros.com)
https://corporate visions.com

UNIT4: CREATING ADVERTISEMENTS AND MEDIA COMMERCIALS

OVERVIEW:

The advertiser must know that the magic of selling is in the consumer’s buying
behavior. Consumers are people who buy or use products. There are actually two(2)
types of consumers, those who buy or purchase and those who use the products.
(https://www.youtube.com/watch?v=v1q1nnPCcKw)This distinction is important
because these two groups can have different needs and wants. Therefore, Consumers
are the main audience for advertising. Advertising messages are designed to reach
prospects, the consumers who might be in the market for a given product.
Consumers are also listeners, readers, and viewers of advertising which moves
them.(Henson 2000)

LEARNING OUTCOME: After successful completion of this unit, you should be

able to:

1. Explain the significance of Consumer Response Sequence to product campaign.

2. Demonstrate the characteristic considerations of consumers thinking.
3. Discuss the psychological variables that shapes the consumers mind towards
advertising.
4. Draw or select images appropriate for Product Ad Campaign
5. Draft a copy of Advertising Copy

Lesson 1: Consumer Response Sequence

Given a product, the consumers do not automatically jump into buying . There could
some sequence of activities that consumers may undergo, thought they happen in split
second, before a purchase is made. This is brought about by a certain socio-cultural or
even physical conditions which may affect consumer behavior. This series of activities
is what has been termed as consumer response sequence.

Stages of Consumer Response Sequence

1. Exposure – There must the consumers’ ability to see, hear, or view the
advertising messages to create awareness at least, that such a product exists.
2. Attention – Awareness may now lead to seeking attention of consumers, this
time the advertised product must have the right appeal to catch attention.

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3. Decision – The, the consumers must come up to their decisions or whatever

choices they have to make. At times, the consumers may do some trial decision
which may be fleeting, or vulnerable to change anytime.
4. Action – This is the acid test for advertising-when consumers make a purchase
of the product, a shift from one brand to another, or even sustain the buying of a
particular product brand.(https://www.youtube.com/watch?v=u43IINlAlag).

Influences That Affect Consumer Behavior

1. Social and Cultural Influences – The force that other people exert on consumer
behavior governed by culture, social class, referenced groups, and the family.
2. Personal Influences – A consumer is an individual behavior characterized by
distinct manner of thinking, feeling, and deciding personal characteristics include
age, gender, family status, education, occupation, income, race, and ethnicity.
3. Psychological Influences – These include the internal elements that make up an
individual consumer. The variables that shape the inner self are called
psychological make-up. The psychological factor that exert influence on
consumer response to advertising include perception, learning, motives, attitudes,
and perso nality.

Other Important Characteristics of Consumers Worth studying:

1. Demographics – are statistical representation of social and economic

characteristics about people includ9ng age, sex, income, education, religion, and
occupation, Advertisers use this information making the strategic planning,
creative strategy, and marketing plan for effective advertising campaign.
2. Psychographics – are all the psychological variables that combine to shape the
inner selves attempt to explain behavior pattern.

Readings, viewing and Activities: Refer to the Homepage above and You Tube to
answer the following questions:

1. Consider our” New Normal” way of life now, is it possible that responses to
advertising messages through consumers values and opinions may be shaped
by the social environment? Even by the family background, or by habits and
biases obtained from friends and neighbors.
5. Draft a simple questionnaire relating to some variable mentioned above and try
to relate the question toward COVID 19 marketing new normal life situation.
(Henson 2000) .(https://www.youtube.com/watch?v=u43IINlAlag).

Lesson 2: The Essence of Product Ad Campaign (THE PLANBOOK)

The Advertising Campaign is a comprehensive advertising plan for a series of

different but related ads that appear in different media across a specified period- of -time.
The campaign which can usually run for year or less. The ad product campaign plan
summarizes the market situation and the strategies and tactics for the primary areas of
creative and media planning as well as the roles of sales promotion, direct marketing
and public relations.

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Parts of the Plan book

1. Situational analysis – A summary of all relevant information regarding the company.

2. Advertising Strategy – This includes key strategy decision that will guide the
campaign. Include the following information.

3. Creative Plan – Finding the right creative approach is the most important part of the
advertising plan. The creative approach is expressed through the message strategy ,
the theme , the creative concept otherwise known the “Big Deal”, and the development
of the theme in various executions.

4. Direct -Response Plan – This used in advertising campaign to stimulate action.To

the effective , the direct -response plan must be complement with the creative concepts
and overall message strategies.

5. Sales Promotion Plan- Sales through promotion seeks to inform the sales force and
others in the distribution channel about the campaign.

6. Media Plan – This identifies the media channels to vee used in disseminating the ads,
including scheduling and costs, Good media planning entails the formulation of each
and frequency objectives with the most efficient media buy.

7. Research and Evaluation- three (3) types of research can be used in the advertising
campaign:

Concept-Testing research used to evaluate impact of the strength of the

message.
Copy-testing research is used to evaluate the impact, effectiveness and
understandability of the various executions of the copy.
Campaign budget- The lion share in the advertising budget usually goes
to the media airtime and space including the production of the print and
broadcast Ads.

Lesson 3: Writing a Copy That Sells

The copy is the most wanted output of advertising , because this the creative work
that gets into the sense and sensibilities of the customers copy must “move millions of
consumers”. Advertising works in terms of the three:
1) Perception the foundation,
2) Cognition the conscious mental effort to understand the information,
3) Persuasion seeks to established, reinforce, or change an attitude, build an argument,
touch an emotion, affirm a conviction in the consumer’s belief, structure. The ad
strategy decisions and the message strategy gives directions to an advertisements

Activity/Assessment:

Write your own copy that sells “New Normal: On-Line Educational System”. Guide by
your reading provided below.

(NOTE: This is the written part of your Midterm Examination.) with Rubrics
Requirements: To be announced in the Google Classroom

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Readings:
https://www.youtube.com/watch?v=LUuRkTChkcM
https://www.youtube.com/watch?v=gvEXSH-uA9Q
https://www.youtube.com/watch?v=9sxINAQ25PY

UNIT 5: ADVERTISING ORGANIZATION AND ITS LEGAL ENVIRONMENT

OVERVIEW:

Advertisers like other businessmen have a social responsibility to the public they
seek. They seek to serve. They should not exploit and ride on the weakness of gullible
consumers in their desire to increase sales of products. Any untruthful advertising is
unethical, immoral, and unfair to society. Thus, there is a pressing need to the
observance of ethics and ethical principles on the part of advertisers.

LEARNING OUTCOME: After successful completion of this unit, you should be

able to:

1) Characterized the different Advertising Organization.

2) Discuss the role of legal, social, and ethical issues in Media and information.
3) Identify and explain the role and functions of each advertising organizations.
4) Produce and illustrate print media, broadcasting media, Electronic media, digital
media.

Lesson 1: The Advertising Agency

Advertising Agency is a tripartite business composed of clients , companies, which

manufacture branded products and pay to advertise it; media comprising newspaper,
magazines, radio, television, social media, and others which convey the message to the
public; and advertising agencies which help in the preparation of the ads. In each its
part as a whole, advertising is actually and essentially a selling business. Within the
client corporation, the advertising manager’s primary job and concern are to be able to
sell a budget to the sales manager or to some official in charge with finance. The
advertising agency just be able to sell both agencies and advertisers their potency and
efficiency as a message carrier.

Advertisers Organizations in the Philippines

1) The Advertising Board of the Philippines

2) Association of the Accredited Advertising Agencies-Philippines
3) Philippines Association of National Advertisers (PANA)
4) United Print Media Group (UPMG)
5) Advertising Suppliers Association of the Philippines
6) Kapisanan ng mga Brodkaster Sa Pilipina
7) Cinema Advertising Association of the Philippines
8) Independent Blocktimers Association of the Philippines(IBA)
9) Outdoor Advertisingn Association of the Philipines

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10) Marketing and Opinions Research Society of the Philippines (MORES)

11) SENATE BILL NO. 1714 : An Act Regulating The Placement of Billboard Sign
Fundamentally, the role of advertising agency is to prepare and place effective
advertisements for the agency’s clientele. However, many advertising agencies
have organized themselves to perform additional functions asid grom
writing and placing of advertisements.

The Agency’s Legal Relationship

As pointed out by Kleppner, the term “agency” in advertising is a carry over from an
old trade practice that has outlived its legal meaning. An agency is appointed by an
advertiser to handle his account, but it makes contracts with the media in its own name.
as an independent contractor and not as anyone’s legal agent with respect to the
purchase of space and time. Thus, if the client does’

Not pay its bill, the agency is nevertheless responsible and

conversely.https://www.youtube.com/watch?v=IBqmUfHeJTA

Lesson 2: Intellectual Property of the Philippines

As long as goods are not intended for home consumptions but for the exchange
market, there is a pressing need to distinguish them from like products produced by
other manufacturers. Such need is satisfied through the use of trademarks, slogans,
trade names and label.

https://www.youtube.com/watch?v=XCoclguXGS8

Readings/ Assessment and Activity.

Things to do.

Visit an agency or on-line and conduct and interview with the creative director on
winning ads of the company (those which won awards in competitions), and find
out the winning formula. Summative Assessment with Rubric.

FINAL REQUIREMENT :
CASE WORKSHOP I PRODUCT CAMPAIGN (To be assigned and to be announced on
the first day of the class in the Google Classroom.

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