ADVERTISING REVIEWER

Lesson Number 1: Modern Advertising

Defining modern advertising

Advertising is any paid, non-personal form of communication of information about goods, services
and idea that influence the target audience to purchase the product or avail the service or adapt the
idea.

Six basic attributes of advertising:

1. Paid communication

2. Sponsor is identified

3. Can be one-way, two-way, multiple-way

4. Reaches a broad audience

5. Conveyed through mass media, interactive media, word of mouth

6. Seeks to inform or persuade

Is advertising the only tool?

Other tools in the promotional toolkit:

 Events & Public relations

 Sales Promotion

 Personal Selling

 Direct Marketing

Together, these tools are known as marketing communication, or marcom.

Why advertising?

The marketing and communication role

 It transforms a product into a distinctive brand by creating an image.

Economic and societal roles

 It works to create demand for brands and lower prices for consumers.

 It shapes our self-image and sense of style through things we wear and use.

A key principle

“Advertising generates cost efficiencies by increasing demand among large groups of people,
resulting in higher levels of sales and ultimately, lower prices.”

Types of advertising

 Brand advertising

Focused on long-term brand identity and image

 Retail or local advertising

Focused on selling merchandise in a geographical area

 Nonprofit advertising

Used by not-for-profit organizations to reach customers, members, volunteers, and

donors

 Public service & Governmental advertising

Usually produced and run for free on behalf of a good cause

Bringing it all together

All advertising:

 Demands creative, original messages.

 Must be strategically sound, well executed.

 Is delivered through some form of media.

 Is developed as single ads or campaigns.

Key Components of Advertising

1. Strategy
The logic behind an advertisement stated in objectives that focus on areas such as sales,
emotional appeal, or brand reputation.

2. Message
The concept behind a message and how it is expressed based on consumer insights.

3. Media
Targets prospective buyers by matching their profiles to media audiences.

4. Evaluation
Based on strategic objectives and professional standards

Lesson Number 2: The Agency World

The Agency World

Who are the key players?

The advertiser

 The organization sponsoring the message

 Likely to have a marketing team that initiates the advertising effort

 Hires the advertising agency

The agency

 Creates, produces, and distributes the message.

 Employs experts who are passionate about their work.

 Can negotiate the best media deals for clients.

The media

 Channels of communication that carry the message to the audience.

 Mass media enables advertisers to reach many people with a single message in a cost-
efficient way.

Professional suppliers
and consultants

 Provide specialized services to advertisers and agencies.

 Includes artists/models, writers, photographers, producers, printers, and other freelancers.

Types of agencies

 Full-service agency

◦ Encompasses account management, creative services, media planning, and account

planning.

 In-house agency

◦ Is a part of the advertiser’s organization; helps to control costs and maintain control over
brand image.

 Specialized agency

◦ Specializes in certain functions, audiences, industries or markets.

 Creative boutique

◦ A small agency that works only on the creative execution of an idea or product.

 Media buying service

◦ Specializes in the purchase of media for clients

The five main areas how Agencies works:

Account management

 This team acts as a liaison between the client and agency.

 The account executive interprets the client’s marketing research, strategy for the agency.

Account planning and research

 This team gathers market intelligence and acts as the voice of the consumer.

 Strategic specialists research consumers’ wants, needs and brand relationships.

Creative development and production

 Includes copywriters, art directors, and producers.

Media research, planning, and buying

 This department provides research, planning, and buying services.

Internal operations

 Includes traffic, print production, finance, and human resources.

Integrated Marketing Communication

The first principle of IMC:

“Everything communicates!”

 This principle applies to all marketing communication:

◦ Media: print, broadcast, out-of-home, digital.

◦ Platforms: advertising, events & public relations, sales promotion, personal selling, and
direct marketing.

 All communications efforts are planned for maximum synergy.

Generalization:

Effectiveness in advertising is gauged according to predetermined objectives of the company who

planned to advertise. Thus, effective ads deliver the message the advertiser intended, and that
consumer’s respond to as the advertiser hoped they would.

Lesson Number 3: Marketing Concepts

What is Marketing?

Marketing is designed to build brand and customer relationships that:

 generate sales and profits.

 for nonprofits: volunteers and donations.

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.”
Why Marketing 101?

Marketing is the way a product is:

 Designed

 Tested

 Produced

 Branded

 Priced

 Distributed

 Promoted

 Marketing also focuses on managing customer relationships to benefit all of a brand’s

stakeholders.

 Stakeholders are all individuals and groups who have a stake in the success of the brand.

 Positive relationships create value for a brand.

Traditionally speaking…

 The objective of most marketing programs has been to sell products, i.e, goods, services, or
ideas.

 This is done by matching a product’s availability to the consumer’s need, desire or demand.

Who are the key players?

There are five categories:

1. Marketers

2. Suppliers

3. Vendors

4. Distributors

5. Marketing partners

A market is not only a place, but a type of buyer. They include:

1. Consumer

2. Business-to-business

3. Institutional

4. Channel

How does the marketing process work?

The seven steps:

1. Research the consumer market.

2. Set objectives for the marketing effort.

3. Segment the market and target specific markets.

4. Differentiate and position the product.

5. Develop the marketing mix strategy.

6. Execute the strategies.

7. Evaluate the effectiveness of the strategy.

The marketing concept says…

“Marketing should focus first on identifying the needs and wants of the consumer, rather than just the
company’s production capabilities.”

What key concepts drive marketing practices?

 Differentiation makes the brand stand out from

its competition.

 This is known as positioning.

 How a brand is different and superior is called competitive advantage.

Added value

 Marketing communication activities are also useful because they add value to a product.

 Added value makes a product more valuable, useful, or appealing to a consumer.

Advertising Campaign

An ad campaign is a set of advertisements that revolve around a single message and are intended to
achieve a particular goal. For example, a company might create an ad campaign to meet one of the
following business objectives: To create brand awareness for a new product. To drive sales of a
product or service.

Generalization:

Information from the marketing mix and marketing communication can add value to a product.

Added value makes a product more useful or appealing to a consumer or distribution partners.

Lesson Number 4: Marketing Mix and Branding Strategy

What is the marketing mix?

 The set of controllable, tactical marketing tools that the firm blends to produce the response it
wants in the target market.
Product

 Is anything that can be offered to a market for attention, acquisition, use or consumption that
might satisfy a want or need.

Pricing

It is based on:

 The competition.

 What the consumer can afford. The relative value of the product.

Place (distribution)

 It includes the channels used to make the product easily accessible to customers.

 allows customers easy access to product and support.

 Marketers may use a “push” or “pull” strategy.

Promotion

 Or more specifically, marketing communications, include all the activities designed to bring a
company’s product to get the attention, interest, desire, and favorable action of customers.

Marketing communication

This includes:

 Advertising

 Public relations

 Events and sponsorships

 Sales promotion

 Direct marketing

 Personal selling

 Digital media & E-Marketing

 And more

“Every part of the marketing mix, not just marketing communication, sends a message.”

What is marcom’s role in branding?

Let’s define “brand:”

A brand is a perception, often imbued with emotion, which results from experiences with and
information about a company or a line of products.”

Products carry brands, but so do organizations…

What are the key components of a brand?

Successful brands:

 Are distinctive

 Create an association

 Offer a benefit

 Are simple

 Are often based on a distinctive graphic:

a logo, trademark, character or other visual cue

How is brand equity developed?

Brand value

The value of branding lies in the power of familiarity and trust to win and maintain consumer
acceptance.

Brand value comes in two forms:

1. Value to a consumer

2. Value to the corporation

Brand equity defined

“The intangible value of the brand based on the relationships with its stakeholders as well as its
intellectual property value.”

Generalization:

IMC (Integrated marketing communications) is the practice of unifying all marketing communication
messages and tools, as well as the messages from the marketing mix decisions so that they send a
consistent message promoting the brand’s strategy.

“You can’t be integrated externally if you are not integrated internally.”

Lesson Number 5: Brand Communication and Strategy

What are the debates about Marcom’s social role?

Demand Creation

 Critics say advertising creates demand, driving consumers to buy

products unnecessarily.

 Proponents say companies invest in research to find out

what consumers want.

 Audiences can refuse to buy products they don’t need.

Overcommercialization

 Does advertising lead people to be too materialistic?

 Critics say advertising heightens expectations.

 The lines between advertising, news, and entertainment have become blurred.

As a class:

What is your response to this criticism?

Poor taste and offensive advertising

 Viewer reaction may be affected by sensitivity to:

◦ the product category

◦ the timing

◦ whether the viewer is alone or with others

◦ the context

 Creating guidelines is difficult because “good taste” varies.

 What is considered “offensive” changes over time.

Sex appeals, body image

 Advertising that portrays people as sex objects is considered demeaning.

 Responsible advertisers now use models of normal size and weight to reduce pressure on
young people.
Other social responsibility issues

 Message-related issues

 Misleading claims

 Comparative advertising

 Endorsements and demonstrations

Dunkin Donuts hopes to convince coffee drinkers to switch

from Starbucks based on results from a national taste test.

Product-related issues

 Marketers must carefully consider what they choose to produce and advertise.

 Areas of concern:

◦ Controversial products

◦ Unhealthy or dangerous products

Ethical decision-making tools…

◦ The TARES Test of Ethical Advertising

Ask yourself:

◦ Are the ad claims in the message Truthful?

◦ Is the claim an Authentic one?

◦ Does the ad treat the receiver with Respect?

◦ Is there Equity between the sender and receiver?

◦ Is the ad Socially responsible?

Generalization:

Social responsibility in marketing involves focusing efforts on attracting consumers who want

to make a positive difference with their purchases. Many companies have adopted
socially responsible elements in their marketing strategies as a means to help a community via
beneficial services and products.

Lesson Number 6: Effectiveness of Marketing Communication

Does advertising work?

Surprisingly, many experts are not sure how advertising works, or even if it works well.

This is even more of a problem for the new digital media and other forms of marketing
communication.
The problem: poorly executed advertising doesn’t communicate well to its intended audience or have
the impact its creators desired.

The mass communication approach

Mass communication is a process. Consider:

The SMCR Model:

1. Source / Sender

2. Message

3. Channels of communication

4. Receiver

Feedback is obtained by monitoring the response of the receiver to the message.

Adding interaction to marketing communication

 Mass communication is traditionally a one-way process with the message moving from
sender to receiver.

 Interactive communication is two-way—a dialogue—and is where marketing communication

is headed.

◦ The source and receiver change positions as the message bounces back and forth
between them.

The move toward interactivity

 Interest in buzz marketing indicates that marketing communication is moving beyond two-way
communication.

 Consumers can now:

◦ react to messages with comments, phone calls, e-mail inquiries.

◦ Initiate communication as well as receive it.

 Advertisers must learn to receive (listen) as well as send information.

 Feedback is now occurring in real time through:

◦ personal selling

◦ customer service

◦ online marketing

◦ toll-free numbers

◦ E-mail

Technology has radically changed our conversation.

 (texting, chatting, twitting).

What are the Effects Behind Effectiveness?

AIDA of Marcom

 Attention

 Interest

 Desire (mahilig sa product? Loyal sa product?) ETO YUN.

 Action (not bili…. If no desire)

Domains - Messages have various impacts on consumers simultaneously in:

1. Perception

2. Learning

3. Persuasion

What effects are critical?

According to pioneer David Ogilvy:

 Information processing is key for certain types of ads.

 Emotion, is equally important informing attitudes.

 Persuasion is a key function as well.

Problems with traditional approaches

1. They presume a predictable set of steps.

2. Some effects are missing—brand linkage and motivation.

Ultimately, brand communication is the most important consideration.

Generalization:

Marketing communication tools are a set of diversified programs designated to communicate

with your target audience effectively. Any good marketer knows the importance of utilizing
marketing communication tools that are best suited for specific marketing campaigns in order
to reach your audience.
Lesson Number 7: The Creative Side

 Effective marketing communication is a product of both logic and creativity.

 The advertisement translates the logic of planning decisions into a creative idea that is original,
attention getting, and memorable.

Who are the key players?

 Creativity is a product of teamwork between:

◦ Copywriters

◦ Art directors

◦ Creative directors

◦ Account planners

◦ Broadcast directors

 Team members work together to generate concept, word, and picture ideas.

Storyboard for TVC’s

Storyboards are sketches of the scenes and key shots in a commercial. They also reflect camera
positions.

Consider the “Three Ps” of innovation in

Advertising:

1. Place
Areas of the agency, office or workspace
that impact creativity.

2. Person
How do creative people think and behave?

3. Process
Creative product: the actual campaign.

What is the role of creativity?

 Creativity is a special form of problem solving.

 In advertising, creativity is both a job description and a goal.

The creative brief

 The creative strategy phase brings together the art and science of advertising.

 A winning marketing communication idea must be:

◦ creative (original, different, novel, unexpected)

◦ strategic (right for the product and target; meets advertising objectives)
◦ Creative strategy or message strategy: what the ad says.

 Execution: how it is said.

 The creative brief spells out the creative strategy and key execution details.

 It is prepared by the account planner to summarize the basic marketing and advertising
strategy.

Message objectives - Based on the Facets Model of Effects:

 See/hear
Create attention, awareness, interest, recognition.

 Feel
Touch emotions and create feelings.

 Think/understand
Deliver information, aid understanding, create recall.

 Connect
Establish brand identity and associations, transform a product into a brand with distinctive
personality and image.

 Believe
Change attitudes, create conviction, and preference.

 Act/do
Stimulate trial, purchase, repurchase or some other form of action.

Generalization:

Creativity and innovation are essential to gaining an edge in crowded markets. Especially for
advertising marketing, thinking outside the box can pay off in a major way. 
Lesson Number 8: Creative Strategic Formats

Strategic formats

 Lectures

◦ A series of instructions is given verbally.

◦ Speaker presents evidence to persuade the audience.

 Dramas

◦ Funny or serious stories about how the world works.

◦ Characters speak to each other and audience infers lessons from them.

 Psychological appeals

◦ An appeal uses an emotional (heart) approach to make the product attractive or

interesting.

Rational customer-focused strategies:

 Benefit: what the product does for the user.

 Promise: benefit the user will get by using the product.

 Reason why: the logic behind why you should buy.

 Unique selling proposition (USP): a benefit unique to the product and important to the user.

Other message formulas:

◦ Straightforward message

◦ Demonstration

◦ Comparison
◦ Problem solution /problem avoidance

◦ Spokesperson

◦ Teasers
Generalization:

A storyboard is a planning document. It is created before the final product is developed and

used to illustrate a story or show the changes of scene. In many cases this will be based on a timeline
but could also be decided by the user's choices of selection or navigation.