ust ad principles syllabus
DESCRIPTION
SyllabusTRANSCRIPT
Advertising
Mr. Dan Pascual
Advertising
It’s all about branding…truth well told based on
truthful consumer insights
Brands
Brands
Wisdom
&
Magic
Art & Science
Advertising
Advertising as part of Integrated Marketing
Communications
• Public Relations
• Direct Marketing
• Sales and Promotions
Advertising
Three main qualities
• First, it is signed (the person who runs the advertising puts his brand name at the bottom of it. If it were anonymous, it would be publicity or propaganda)
• Second, it is paid for (the advertiser pays to assure that the text, illustration or commercial appear exactly when and how it was conceived. If the advertiser simply released this without paying for it, this would be publicity)
Advertising
Three main qualities • Third, it does have a specific purpose (it is intentional
communication designed to affect behavior or attitudes.)
Advertising
Five elements • any paid form
• non-personal
• presentation, promotion or communication
• ideas, goods or services
• an identified sponsor
Advertising
Advertising is defined as “any paid form of non-personal presentation, promotion or communication of ideas, goods or services by an identified sponsor.”
Advertising
Process AIDA • Attention • Interest • Desire • Action
Advertising
AIDA
Attention Interest Desire Action
Advertising
General Role • Inform • Persuade • Remind
Advertising Goals
• To turn or convert non-buyers to buyers of a particular brand
• To turn or convert buyers of another brand to buyers of one’s brand
• To establish loyalty (repeat purchase) between brand and buyer
Advertising
Society
Marketing Communication Economic
Society
Advertising
• Above-the-line advertising • Print advertising- Newspaper or magazine
• Television advertising • Radio advertising
• Below-the-line advertising • Outdoor advertising
• Interactive/Digital advertising
Forms
Advertising
• Institutional or Corporate
• Product or Brand
• Thematic
• Advocacy or Values
Types
Advertising ABS-CBN
Advertising Bayantel
Advertising Coca-Cola
Advertising Ford EcoSport
Advertising V-Pocket Drink
Advertising Singapore Binge Drinking
Advertising
• Alfred Erickson and Harrison McCann believed that everything the consumer is exposed to is advertising
• Advertising is not a medium
Advertising
Trust Me