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ADVERTISING

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by

Sopia Centeno

on 11 September 2013

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Transcript of ADVERTISING

What is
A
DVERTISING?

Isabelo Crisostomo
It is a paid communication about goods, services through mass media designed to inform/influence one or more people
It is the most persuasive possible selling message to the right prospects for the products or service at the lowest possible cost.
Frank Jefkins
Where it all
ST
A
RTED?

Adedge
- traced the beginning of advertising to the "primal scream".
Tanaga
- Tagalog poetic compositions, suspected as a trademark or brand names (Batangas & Mindoro)
Town crier
- first public announcement system
Boston News Letter
- released the first regular print ad in 1704
PH history
JWT president said "Because of our American heritage, we were first to get into marketing. Brought sooner than in other Asian countries, especially in Southeast Asia... we had the three biggest advertisers - Colgate, Procter and Unilever in the 1950s. As a result, we were miles ahead of our closest Asian neighbors.
Early 1900s
- The lead practice was the Manila Bulletin with their shipping notices called
pink pulp
in 1900.

- However, it was pointed out that
La Esperanza

was already able to produce paid advertisement since 1846.
1920-1941
*Philippine Publicity Service Inc.
- first documented advertising agency managed by H. Edmund Bills
1950s to 1970s
- National Artist like Hernando Ocampo (1991), Cesar Legaspi (1900), J Elizalde Navarro (1999) rose from advertising agencies.
- New digital production equipments/ video effects
-Other alternatives boomed in these decade.
-First Philippine advertising abroad was established in California as a branch of AMA.
*Philippine Agency Service
- followed; managed by Rogers, Jenkins, Herier and Velasco. It later became Phil Ads (TVT) promotion company.
*Philippine Advertising Bureau
- third; established by Herald's Florentino Garriz
The War and Shortly After
-established the first space buyer agency for American advertising.
-
Phil Ads
later known as
J. Walter Thompson Philippines Inc.
-Commercial Advertising Company (Comadco) of Gene Hubilla
-
Philippine Promotion Bureau Inc
, the first Filipino agency in 1945.
-In June 1946, more agencies cropped up.
- Advertising took a slightly new direction
(Filipino kind)

-
Philippine Advertising Counselors, Inc (PAC)
- first use Tagalog in its campaign ad
(San Miguel Beer)
-
Mamimili
- consumer protection publication by Oscar Lagman w/c made audiences and consumers cautions about products being advetised.
Early 1980s
The 1990s
-Global brands started to enter the market.
-Increase in number of Malls
-Higher competition in television progrmas
-The launch of TFC.
-Mainstreaming of internet
Early 2000s
-ABSCBN maximized advertising spending
-GMA 7 pulled away from KBP.
-Product placements, sponsorship, mobile text votes
-ABSCBN engaged in audio-visual
production for the advertising
needs of advertisers.
STRUCTURE
Six major dept of
A
dvertising
A
gencies
These can be split into other sub-departments, or given various creative names, but the skeleton is the same.
1. Account Service
2. Account Planning
3. Creative
4. Finance & Accounts
5. Media Buying
6. Production
Larger agencies may also separate out the following departments:
1. Human Resources & Facilities
2. Research
3. Web development
4. Traffic
TYPOGR
A
PHY

1. Institutional or corporate
2. Trade or professional
3. Retail
4. Promotional Retail
5. Industrial
6. National Consumer
7. Direct market
8. Public Service
ISSUES
A
ND
TRENDS
1. New and Converging Technologies
2. Increase Audience Segmentation
3. Psychographics
4. Globalization
Advertising is...
1.Intrusive
2. Deceptive
3. Exploits children
4. Demeans & Corrupt Culture
Magazine
Radio
TV
Full transcript