UST Ad Principles Syllabus

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