Princples of Advertising Chap 1
Princples of Advertising Chap 1
Princples of Advertising Chap 1
A paid form of non-personal communication of information about goods, services, ideas or institutions using the mass media of communication with the intention to sell or secure favorable consideration (Crisostomo, 2000)
monitor, heard over a radio program, seen over a page of newspaper or magazine, or poster.
A person will never have a face to face contact
Advertisements are not just for tangible products but also for intangible goods in the form of services, ideas in the form of taglines, vision or values; institutions or organizations image. As a marketing function, it is openly persuasive and convincing in order to sell or secure favorable consideration.
Sales Hexagon consists of elements where the general goal is to promote product or service saleability.
Advertising
Must perform the function of informing,
Personal selling
A direct face-to-face contact among buyer, seller
and product, intended to convince the buyer to purchase the product offered for sale
Personal selling
Can be in-store or non-store selling. In-store selling: a selling scenario where the buyer has a defined need; it is the buyer who goes to the selling outlet to purchase whatever product he needs
Non-store selling: prospects do not have defined need, thus salesmen need to develop attention, interest, desire and action within them, in order to convince them to accept the product being offered
Publicity
A non-paid, non-personal communication of
information about products and services, also uses the mass media.
Public relations
Perform the function of creating goodwill and
Sales promotion
Includes activities that will promote increase in
sales for the product or service, by planning for freebies or samples, premiums, price-off, and contests
Merchandising
Planning for the right product or service at the
According to Objective
According to Audience Targeted
preparation of the advertisement, or the party who wants the advertising project be done
Also known as the advertiser (in the contract) Prospective advertisers are the producers or
manufacturers; the wholesalers and retailers; service businesses; organizations or institutions; governmental units; and private individuals
These parties are the sources of advertisements who paid for using the space or time of mass media
Broadcast media: television and radio programs Advertisements are placed on the air to capture viewership or listenership.
routes for interior, exterior advertisements; station or shelter advertisements are placed on waiting shed of commuters, or public buses waiting terminals
around a residential area, with their audio system, announcing the products they are marketing.
To be more effective, should be supplemented by personal selling and sales promotion Audio announcements are followed by special offers
of the advertisement
Bases of payment are theater category and seating capacity.
According to Objective
Advertisements identifying the brand of the item
seeking to develop goodwill, also mentioning the name of the organization or business entity is known as institutional advertising
the product convincing them to purchase the item for personal or household use convincing them to purchase the product advertising for use in their operations convincing them to buy the product advertised for resell
educators, and other groups, for them to prescribe or recommend product advertised
To be effective, advertisement should be supplemented by personal selling, presence of sales representatives, to provide more information about the offering; sales promotion with the presence of samples, complementary copies or trial sizes of the products promoted
Introductory stage
Is used in launching publicity of a product or service
product with a new feature (informing the public about product innovations)
Competitive stage
seeks to urge the consumers to prefer the
unique to the product or service presented; highlight features which makes the brand better than the other brands
Retentive stage
Attempts to develop or establish consumer
loyalty by keeping the buying public reminded of the name or brand of the item
Suitable for products that have gained sufficient
market share, but aims to hold on their consumer loyal group by periodically repeating, but not intensively, the advertisement
Advertiser
ADVERTISEMENT
Advertising Agency
Advertising Media
Advertiser
Producer or manufacturer Wholesaler and retailer
Service business
Organization or institution Government unit Private individual
Advertiser
The client, an account or a sponsor
CLIENT (upon application for an advertising project in an agency) ACCOUNT (upon agreement on the project, deadline and agency commission) SPONSOR (upon completion of the advertising project, and ready for media schedules on the air and on the space)
Advertising Agency
Is an independent service organization whose
function is to provide advertising, merchandising, and other promotional activities related to the selling of the clients products, services or ideas.
Advertising Media
Include the mass media of communication in
A dependent service organization, a functional division within the client or advertisers company
Functions:
Management of the advertising and sales
promotion activities of the company; limited to small scale projects for print media, outdoor or planning for sales promotion programs.
Functions:
Responsible for some public relations programs Supervision of marketing researches, including
advertising agencies
Advertising Appeal
The central buying incentive featured in an
advertising message Positive advertising appeal is build around the concept that the consumer can obtain something beneficial from the use of the advertised product or service
The total advertising theme is focused on a desirable or favorable situation as result of using the advertised item.
Advertising Appeal
Negative advertising appeal features fear motive,
Attention-getting factors
Involuntary holds that mental processes are
directed toward something else, and not focused on looking, listening or watching an advertisement
Techniques to capture portion of the consumers attention includes more color, glossy page, full pages, and full-bleed advertisements
Attention-getting factors
Voluntary can be beneficial to the advertiser
since the mental processes of the consumer is really intended towards checking, looking or reading advertisement
This can be advertisements on buy and sell magazine issue