Republic of the Philippines

Department of Education Region III

Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

LEARNING ACTIVITY SHEET (JOURNALISM 10 Quarter 2 – MELC 1)

MELC: Create advertorial and advocacy campaigns

WHAT IS ADVERTISING?
Paid advertising represents the purchase of "airtime" on a radio or television channel, or page
space in a newspaper or magazine. Printed media and broadcast media help pay for the costs of
running their businesses by charging other businesses to advertise during their television or radio
programs or in their newspapers. While advertising can include any sort of public promotion done by
your group that must be paid for, we'll mainly focus on broadcast (radio and television) and print
advertising (newspaper, magazines) in this section.

BROADCAST ADVERTISING
Advertising time is offered in standard blocks on all commercial television and radio stations.
Generally, 10-, 20-, 30-, and 60-second spots. Rates are somewhat negotiable - you might be able to
talk the station down a bit on the price - and vary widely depending on when your ad is run. Most radio
and television stations offer production services, so they can also produce your ad - which means doing
everything needed, such as writing, finding actors or announcers, filming or recording, and editing - for
an additional fee.

PRINT ADVERTISING
Most newspapers and magazines measure ads in inches. Rates vary according to the
publication's size; many papers give discounts to nonprofit organizations. Ad sizes are referred to in
terms of the page layout - 1/4 page, 1/2 page, full page, and so on.
Newspaper advertising used to be much more difficult for advertisers wishing to run ads in more
than one publication before 1984, when newspapers across the U.S. adopted the Standard Advertising
Unit. Before this, the shapes and sizes of newspaper ads varied widely from one paper to another,
making a confusing time for all advertisers. The change reduced production costs for display ads by
making it easier for advertisers to come up with designs that could be use in more than one newspaper
without being altered.

OTHER MEDIA
• Outdoor advertising: billboards, ads on public transportation (such as buses and bus benches),
rooftop balloons, etc. Check with local transportation agencies for the name of the agency that
handles the negotiations for public transit ads - these are often handled by an outside contractor.

• Ads in elevators, public restrooms, automated teller machines, etc. are becoming common.
These can reach surprisingly large numbers of people; check with specialty advertising agencies in
your area for more information.

HOW DO YOU ADVERTISE?

1. DECIDE ON YOUR TARGET AUDIENCE

Think about who you want to hear or see your message, and how best to approach that
audience. This is one area that advertising agencies and public relations firms definitely have a lot of
expertise with, and you can also get lots of demographic information from the media outlets you
approach about who watches their television station or who reads their newspaper.

Here are a few things to take into consideration:

Gender
Average age
Where they live
Education level
Ethnic/racial background
How do they spend their time?

2. DECIDE WHAT MEDIUM YOU SHOULD USE

You may also decide to use some combination of two or more media.
1
Republic of the Philippines
Department of Education Region III
Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

Radio
Radio tends to be most effective at encouraging the audience to do something - for example,
call a phone number for more information or attend a rally for human rights.
As we mentioned earlier, almost all radio stations will produce your commercials for you,
although pre-produced ads from an advertising agency are accepted.

Television
According to a 1995 survey comparing the use of various types of media, American adults
spend more time watching TV than following all other major media combined. This means that with
television ads you will have more captive attention, but television is more expensive and producing
television commercials costs more.
Most local television stations can produce your commercials for you but bringing in pre-
produced commercials from an advertising agency is perfectly acceptable as well.
Check with the station's advertising department for details on their services and requirements.

Print
When it comes to print advertising - newspapers and magazines - you have two choices: display
ads or classified ads. Larger newspapers usually have separate staffs for the two types of advertising.
Classifieds are the text-only "want ads" found only in their own section towards the back of the
paper; they are sorted by type and are sometimes free. Classified ads are commonly used to advertise
job openings and announce meetings. Lastly, you may wish to choose specialty publications (church
publications, newsletters for community organizations, etc.) to reach specifically targeted groups.

Five Essential Elements of an Advertisement

Good Ads Have Visual Impact

We live in a visual world. This means that whatever type of ad you produce, on whatever
visual media, consider the ad's visual impact. From imagery and color scheme to the size, shape,
depth and thickness of your font, consider how your ad will complement your overall message and
how your target audience will react.

Do the people who appear in your ad represent the same target market as the people you
hope to attract? Are the symbols you use symbols that your target market will relate to? Don’t show a
visual of the American flag waving proudly against a cloudless blue sky and a patriotic tune to an
audience who will consider this to be exploitative or dismissive. Don’t opt for diversity-first images in a
non-diverse neck of the woods. Choose images that work well with your brand and its target
audience.

Great Copy With Staying Power

Whether it’s a classified ad in a local newspaper, a full-page block in a glossy national

magazine or a meme featured on Facebook, the words tell the story of your brand. What do you want
the words to say? Sometimes, it’s an actual story in which a single ad will then include second
installment of the original story, and a third, then a fourth ad, as part of a series that leave viewers at
the edge of their seat. But more often, it’s one ad that has extremely well-chosen words and a
message that resonates well.

In 1971, that category was dominated by Coca Cola teaching the world to sing with its "I'd Like
to Teach the World to Sing (In Perfect Harmony)." In the early 2000s, we all understood that "What
Happens in Vegas, Stays in Vegas." So ask yourself, does your copy have staying power?

Perfect Placement for the Audience

And where are you going to place your ads? The medium you choose for any ad is a critical
component to the ad itself. A network television ad needs to have a different look and feel than one
2
Republic of the Philippines
Department of Education Region III
Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

that appears as a quick flash-by on a Facebook feed or a video on YouTube. Along with where the ad
is placed, you also need to consider the audience. While the broad strokes of traditional media can
offer effective brand lift, if you’re looking for immediate, measurable results, you may want to consider
digital ads. You can target those users who clicks on your messaging and follow them as they follow
your brand and its products across the internet.

Get the Timing Right

It’s the middle of a Tuesday night. What a ridiculous time to waste money on media spent for
big-time TV ads! That is, unless your target is a nursing mom clicking through television stations with
her newborn and your products are all things related to babies. Remember, there is a time and place
to spend big for your ads. Time your ads well and they could be worth every penny.

Actionable Call-to-Action

The call-to-action of your ad is one of its most important elements of your ad; sadly, it's
frequently the most neglected element. If your ad’s purpose is to sell widgets, then at some point in
the ad you need to tell your customer to do just that: Buy my widgets! Customers need to know how
to purchase what you're offering. Whether it’s a call-to-action achieved via a click to learn more, dial a
number or simply visit our showroom to purchase, the messaging needs to be crystal clear.

Task 1
Directions:
A. List down 5 examples of popular paid advertisements you see or read in different media today. Write
your answers on the table provided.

Print Media Ads Radio Ads TV Ads Online/Soc Med Ads

1. 1. 1. 1.
2. 2. 2. 2.
3. 3. 3. 3.
4. 4. 4. 4.
5. 5. 5. 5.

B. Pick one commercial/advertisement from each media and discuss how and why it became a popular and
effective ad.

1. Print Media:
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

2. Radio Ad:
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

3. TV Ad:
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

4. Online/ Social Media Ad:

____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________

3
Republic of the Philippines
Department of Education Region III
Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

MEDIA ADVOCACY

Advocacy means openly supporting a certain viewpoint or group of people. If you are an advocate
for a specific cause, you work to persuade local, state, or federal governments or other entities to grant
specific rights, make policy changes, provide money, or create new laws for the good of your cause. For
example, if you have a child with a disability, you might advocate for the increased availability of medical
services for handicapped children in your city.

Media advocacy is the use of any form of media to help promote an organization's or a company's
objectives or goals, which come from the group's vision and mission. For example, suppose you’re a
media advocate for a non-profit agency working to reduce gang violence in your neighborhood. You would
try to present neighborhood issues related to gang violence and the changes you want to make in such a
way that you:

 Change the way community members look at gang violence. You might want to make it clear who
it affects and why, or why kids get involved in gangs in the first place.
 Create a reliable, consistent stream of publicity for your agency's issues and activities, including
articles and news items about the causes and results of gang violence and about what your
agency’s work entails; personal interest stories; success stories; interviews with agency staff and
current and former gang members, etc..
 Motivate community members and policy makers to get involved. You probably have ideas about
what could be done with public funding, or with government policies that addressed gang violence.
You might have volunteer opportunities, or want to publicize a city- or state-sponsored initiative that
needs public input and support. Or perhaps you’re trying to raise money for your work. The media
can help with all of these...if you know how to work with them.

Media advocates, or the people who work to attract publicity for organizations and causes, know that
the media can get a public or social policy message across to the largest audience possible in the least
amount of time.

As a media advocate, you can use the media to:

 Inform the public about what really causes or contributes to public health and development issues,
and educate them about the concept of a healthy community.
 Recast problems such as gang violence and drug abuse as public health concerns that affect
everyone, not just individuals. If you asked most people whether they wanted to stop gang
violence, they’d say yes. But they really don’t consider it their problem unless someone they know
or are close to is involved. The media can help frame it as everyone’s problem, and gang members
as everyone’s children.
 Encourage other professionals and community members to find out more about public health and
development issues in general, and to get involved.

Task 2
Directions: Look for two (2) advocacies or campaigns supporting a cause relevant to our society today (ex.
poverty, equality, human rights). Observe how the advocacy was delivered, the language used, and the
effect to its audience. The material you will use can be in the form of TV commercial, speech, YouTube
video, or an infographic poster. Copy and answer the worksheet below on a separate sheet of paper.

1.
Advocacy or Campaign: _____________________
Source: ________________
Advocate Name (Can be an organization or an individual): _______________________
Target audience: _________________
How was it presented? (As a TV commercial, speech, video, poster, etc.) _________________
Is the advocacy or campaign believable? (Justify your answer by citing the actual words used in the
material) _______________________________________________________________________

4
Republic of the Philippines
Department of Education Region III
Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

2.
Advocacy or Campaign: _____________________
Source: ________________
Advocate Name (Can be an organization or an individual): _______________________
Target audience: _________________
How was it presented? (As a TV commercial, speech, video, poster, etc.) _________________
Is the advocacy or campaign believable? (Justify your answer by citing the actual words used in the
material) _______________________________________________________________________

Task 3
Directions: By using their technicalities and elements, compare and contrast advertisement and advocacy.
Use a Venn diagram in the space provided below.

Additional Activity:
We usually encounter campaigns and advocacies through social media and the television. But who are the
people behind such? Listed below are common cause and issues supported by different organizations,
agencies, and individuals. Your task is to list at least two specific names of a person or group known for
supporting such advocacy. Write your answer on a separate sheet of paper.

1. Upholding human rights

2. Gender equality
3. Free college education
4. Persons with disabilities
5. Overseas Filipino Workers
6. Animal rights
7. Environmental issues
8. Road safety
9. Mental Health
10. Technology

References:
https://ctb.ku.edu/en/table-of-contents/advocacy/media-advocacy/paid-advertising/main
https://smallbusiness.chron.com/five-essential-elements-advertisement-25767.html
https://ctb.ku.edu/en/table-of-contents/advocacy/media-advocacy/working-with-media/main

Prepared by:
5
Republic of the Philippines
Department of Education Region III
Schools Division of San Jose del Monte
SAPANG PALAY NATIONAL HIGH SCHOOL
Fatima V, CSJDM, Bulacan

John Roben M. Ambas

Journalism 10 Teacher