This document provides information about an advertising course. It includes: - House rules for the class that emphasize respect, no phones, and consequences for absences. - Expectations for students such as listening to lectures, participating in discussions, and reading lessons. - An outline of advertising topics that will be covered like integrated marketing communication, consumer behavior, and advertising trends. - Samples of quiz questions about the 7Ps and 1C of marketing as well as commonly used marketing programs. - Definitions of advertising and descriptions of its main functions like marketing, communication, education, and economic. - Classifications of advertisements based on target audience, geographic area, medium, and function or purpose

1. Marketing Management 105
ADVERTISING
Roy Dominic Damasco

2. Main Text Book Sources:
Second Edition
Contemporary Advertising
COURTLAND BOVÉE / WILLIAM F. ARENS
Fourth Edition
Advertising and Promotion
An Integrated Marketing Communications Perspective
GEORGE BELCH / MICHAEL BELCH
ADVERTISING

3. House Rules
1. Respect one another.
2. No Phones. Turn it off or put in silent mode.
3. Anything you miss when late or absent, you cannot retake.
4. Request for extra credits is welcome.
5. 2 times late = 1 absent.
6. 6 unjustified absences = Incomplete/Drop/Fail
HOUSE RULES

4. 1. Listen to lectures
2. Participate in discussions
3. Read Lessons
4. Be on time
EXPECTATIONS

5. • Definition, Classifications, and Functions of Advertising
• Integrated Marketing Communication
• Consumer Behavior
• Advertising Media
• Developing, Planning, Strategies
• Monitoring, Evaluation, and Control of Programs
• Advertising Regulations
• Ethical, Social, and Economic Aspects of Advertising
• International Advertising and other Special Types of Advertising
• Advertising Trends
• Online Advertising
ADVERTISING

6. 1. What are the 7P’s and 1 C of Marketing? P
2. P
3. P
4. P
5. P
6. P
7. P
8. C
FIRST QUIZ!!!

7. 9. And 10
10. Give 2 examples of commonly used Marketing
Programs/Tools
11. and 12
12. What do Marketing Satisfy to Customers
13. And 14
14. Give 2 examples of market segments
15. And 16
16. Give 2 examples of Media platforms used in advertising
FIRST QUIZ!!!

8. 1. Positioning
2. Product
3. Place
4. Promotion
5. Packaging
6. People
7. Price
8. Customer
FIRST QUIZ!!!

9. 9. Advertising, Market Research, Public Relations, Promotions,
Sponsorships
10. TV/Radio Commercials, Surveys, Posters, Banners, Flyers,
Sale promo, Coupons, Discount schemes, Motorcades, Celebrity
Sponsorships, Contest Sponsorships
11. Needs, Wants
12. Demands
13. Behavioral, Demographic
14. Geographical
15. TV, Radio, Print
16. Internet
FIRST QUIZ!!!

10. Definition:
Advertising is the communication of
information, persuasive in nature, about products,
service, or ideas by identified sponsors though
various media.
ADVERTISING

11. Marketing Function
– Most prevalent function of Advertising
– Advertising serves as a tool to market products services for
companies to generate sales and therefore gain profit.
FUNCTIONS OF ADVERTISING

12. Communication Function
– one of the main objectives of advertising, communicating an
idea is the most basic form of advertising.
– advertisements serves as a platform where sponsors
communicate their message to their target audience.
FUNCTIONS OF ADVERTISING

13. Education Function
– people learn about new products and services, their availability,
location, and other various information in advertisements.
– It speeds the adoption of new, untried, technologies, in doing
so, uplifts the quality of life itself.
FUNCTIONS OF ADVERTISING

14. Economic Function
– advertising makes people aware of products, services
and ideas therefore promoting sales and commerce.
– it promotes competition among companies, as a result,
it drives the economy.
FUNCTIONS OF ADVERTISING

15. Social Function
– it encourages competition among products, making
companies continuously improve value for the
population therefore improving the standard of living.
SOCIAL FUNCTION

16. Target Audience Consumer Advertising
Business Advertising
Geographic Area International
National
Regional
Local
Medium Print Media
Radio
Television
Online
CLASSIFICATIONS OF
ADVERTISMENTS

17. Function or Purpose
Product – intended to sell products and services (product ad)
Non Product – intended to sell ideas. (also known as: corporate or
institutional)
Commercial – promote products, services, ideas for a business to make
profit.
Non-commercial – sponsored by charitable institutions, civic groups,
religious or political organizations;
Direct action – intended to bring direct action.
Indirect action – intended to build image of a product or familiarity to a
brand name seeking indirect action.
CLASSIFICATIONS OF
ADVERTISMENTS

18. EVOLUTION OF ADVERTISING

19. EVOLUTION OF ADVERTISING