Comprehensive Study Notes: Advertising Principles - Marketing Communications Approach

Introduction to Advertising

• Advertising and other forms of promotion are an integral part of the marketing process in most organizations.
• Source attribution: Advertising Principles: Marketing Communications Approach by Ruby F. Alminar-Mutya, DBA.

Basic Concepts in Marketing and Communications

• BASIC TASK OF MARKETING: to combine the elements of promotional mix into a comprehensive program that facilitates exchange with a target market.
• INTEGRATED MARKETING COMMUNICATIONS (IMC): coordinating the various marketing and promotional elements to achieve more efficient and effective communication programs.

What is Advertising?

• 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.
• ADVERTISING? Never FREE, it is always PAID.
• Advertising Principles: Marketing Communications Approach (author: Ruby F. Alminar-Mutya, DBA).

Time, Space, and Payment in Advertising

• TIME and SPACE: advertising is delivered via broadcast and print media.
• ADVERTISING BASIS OF PAYMENT: payment structure tied to time and space in media (e.g., time on TV/radio, space in print).

Units of Measurement in Advertising

• UNITS OF MEASUREMENT:
  • Per column centimeter (print media, magazines) $ext{Per column centimeter}$
  • Per agate line (classified ads) $ext{Per agate line}$
  • Per thirty seconds (broadcast media) $ext{Per thirty seconds}$

Column-Centimeter Example (Layout Reference)

• Example shown: Column-based ad space labelled as "PER COLUMN CENTIMETER" with visual references (brand text such as CHANEL Rouge Extrême in layout).
• Note: serves as illustration of how space is measured in print ads.

Agate Line Example (Classifieds Reference)

• Example shown: Classifieds layout with multiple small ads (mortgage solutions, rent-to-own properties, carpentry, student loans, careers, English classes, bookkeeping, etc.).
• Purpose: demonstrates multiple small ad blocks and their space usage in classified sections.

Advertising is Non-Personal

• ADVERTISING IS NON-PERSONAL because mass media deliver messages without face-to-face contact.
• Reasons: presence of mass media (TV, radio, newspapers, magazines, posters) means products are seen/heard without direct personal contact.

Scope of Advertisements

• Advertisements are not only for tangible products but also for:
  • Intangible goods (SERVICES)
  • Ideas (taglines, vision, or values)
  • Institutions’ or organizations’ image

Advertisement as a Marketing Function

• ADVERTISEMENT AS A MARKETING FUNCTION: openly persuasive and convincing in order to sell or secure favorable consideration.

Advertising and Sales Hexagon (Conceptual Framework)

• MARKETING: a total system of business activities designed to plan, price, promote and distribute want-satisfying goods and services to present and potential market.
• SALES HEXAGON: consists of elements where the general goal is to promote product or service saleability.
• 6 ELEMENTS OF THE SALES HEXAGON: Advertising; Personal selling; Publicity; Public relations; Sales promotion; Merchandising.

Advertising as Imformative, Educational, and Persuasive

• ADVERTISING: performs the function of informing, educating, and persuading the prospective market or buyers.

Personal Selling

• PERSONAL SELLING: direct, face-to-face contact among buyer, seller and product; intended to convince the buyer to purchase the product offered for sale.
• IN-STORE vs NON-STORE selling are two key modes.

In-Store Selling

• IN-STORE SELLING: buyer has a defined need; buyer goes to selling outlet to purchase needs; buyer can be assisted by a sales clerk or saleslady.

Non-Store Selling

• NON-STORE SELLING: prospect does not have a defined need; salespeople develop attention, interest, desire and action to convince acceptance; the salesman visits the prospect in their place of business or residence for a sales presentation.

Publicity and Public Relations

• PUBLICITY: non-paid, non-personal communication about products/services; uses mass media.
• PUBLIC RELATIONS: aims to create goodwill and build a good image.

Sales Promotion and Merchandising

• SALES PROMOTION: activities that increase sales through freebies, samples, premiums, price-offs, contests.
• MERCHANDISING: planning for the right product/service at the right time, for the right market and price; final element of the Sales Hexagon.

Classifications of Advertising

• ADVERTISING CLASSIFICATIONS: according to Source/Origin; according to Media Used; according to Objective; according to Audience Targeted.

According to Source or Origin

• The advertiser is the party who requested the advertisement; can be producers/manufacturers; wholesalers/retailers; service businesses; organizations/institutions; governmental units; private individuals.

According to Media Used

• Print media; Broadcast media; Outdoor media; Transit media; Field media; Movie advertising; Direct response media.

According to Media Used (Examples)

• PRINT MEDIA examples include newspaper and magazine layouts (e.g., "NEWS"; slogans like "Book is GREAT!"; product ads).
• BROADCAST MEDIA examples include Radio and Television.

According to Objective

• Promotional advertisements; Institutional advertising.

Promotional Advertisements

• Advertisements identifying the brand of the item for patronage (brand-focused messaging).
• Example visuals include brand names such as Jollibee, Sprite, etc.illustrating promotional placements.

Institutional Advertising

• Communicating message of public interest or seeking to develop goodwill; also mentions the name of the organization or business entity.
• Example: Adidas campaign donating 10% of proceeds to orphans in Africa.

According to Audience Targeted

• Consumer advertising; Industrial advertising; Trade advertising; Professional advertising.

Consumer Advertising

• Targets ultimate users of the product for personal or household use.

Industrial Advertising

• Targets businessmen to purchase the product for use in their operations.

Trade Advertising

• Targets businessmen to buy the product for resale.

Professional Advertising

• Targets physicians, educators, and other groups; should be supplemented by personal selling, sales reps, sales promotions with samples or trial sizes.

Stages in the Advertising Cycle

• Introductory Stage; Competitive Stage; Retentive Stage.

Introductory Stage

• Used in launching publicity for a product or service that is entirely new or unknown to the market.
• Objectives: First, develop consumer awareness for a new product; Second, advertise an established product with a new feature; Latter, inform the public about product innovations.

Competitive Stage

• Seeks to urge consumers to prefer the advertiser’s product over competing brands.
• Emphasizes a selling point unique to the product or service; highlights features that make the brand better than others.

Retentive Stage

• Attempts to develop or establish consumer loyalty by keeping the buying public reminded of the name/brand.
• Suitable for products with market share, aiming to hold onto their loyal customers by periodic, not intensive, repetition.

The Advertising Triangle

• Components: ADVERTISING AGENCY; ADVERTISER; ADVERTISEMENT; ADVERTISING MEDIA.

The Advertiser (Client)

• The client or sponsor desiring an advertising project; can be producer, manufacturer, service business, institution, governmental unit, or individual.
• Becomes the advertiser upon application for an advertising project at an agency.

The Advertiser as an Account

• Referred to as an ACCOUNT within the agency.
• The agency evaluates: budget adequacy, meeting deadlines, and reasonable commission; ensures feasibility of the project.

The Advertiser as a Sponsor

• Upon completion of the project and readiness for media schedules; broadcast programs rely on advertisers for production subsidies.

The Advertising Agency

• An independent service organization outside the advertiser's control; dedicated to advertising, merchandising, and related promotional activities.
• It is a separate business from the advertiser and serves the client’s promotional needs.
• The agency is a service company that develops ideas for advertising, merchandising, and other promotional activities; assists in public relations, sales promotions planning, store layout, and personal selling strategies.

Internal Divisions of the Advertising Agency

• Internal divisions include: Account Management; Research; Copy; Art; Media; Production; Traffic.

Account Management Department

• Headed by the Account Executive.
• Serves as the primary communications liaison between the advertiser and the agency; negotiates requirements, budget, deadlines, and agency commission.

Research Department

• Gathers additional information when client data is insufficient; conducts small-scale market, consumer, product, and advertising research.

Copy Department

• Prepares the text or words of the advertisement; may include storyboard for TV, script for radio, or layout for print; highlights features, advantages, and benefits of the product/service.

Art Department

• Translates words into pictures; responsible for visual presentation; creates illustrations that accompany the copy.

Media Department

• Prepares detailed media schedules; divides into space-buying for print and time-buying for broadcast; headed by a Media Director responsible for media planning across print, broadcast, outdoor, and other tools.

Production Department

• Handles mechanical requirements of the advertisement; produces master tapes, blueprints for distribution to media, typography, and color reproduction.

Traffic Department

• Ensures advertisements are shown/published on schedule; delivers master tapes to media and supervises execution.

Advertising Theme and Appeal

• THE ADVERTISING THEME: central idea or motif guiding the advertisement.
• ADVERTISING APPEAL: the central buying incentive in the message; can be positive or negative; serves as stimulus to an expected response.

Positive vs Negative Advertising Appeal

• POSITIVE ADVERTISING APPEAL: emphasizes benefits the consumer gains from using the product.
• NEGATIVE ADVERTISING APPEAL: uses fear or negative framing to motivate action by highlighting an unpleasant outcome of not using the product.

Attention-Getting Factors

• INVOLUNTARY ATTENTION-GETTING FACTORS: techniques to capture attention when the audience would otherwise direct attention elsewhere; use more colors, full-page/bleed layouts, etc.
• VOLUNTARY ATTENTION-GETTING FACTORS: rely on audience’s explicit interest; e.g., ads in buy-and-sell magazines where readers seek ads for items they intend to purchase.

Closing

• This set of notes consolidates key definitions, structures, roles, and processes in advertising as laid out in the provided transcript.
• The content links marketing concepts (IMC, the sales hexagon) with organizational roles (advertiser, agency, internal departments) and promotional classifications (by source, media, objectives, and audience).
• Real-world relevance includes examples of institutional campaigns (e.g., Adidas charitable initiative) and a range of media (print, broadcast, online-like classifieds) as demonstrated in the slide content.
• Practical implications include budgeting, media scheduling, and the integration of different promotional activities to achieve coherent and effective communication.
• Ethical or philosophical discussions are not explicitly covered in the slides; the focus is on definitions, structures, and practical applications of advertising within the marketing ecosystem.