The document outlines the roles of advertising and public relations within the promotion mix, emphasizing the major decisions involved in developing advertising programs and public relations strategies. It discusses various advertising techniques, budgeting, and media selection, and provides insights into public relations functions, including crisis management and communication tools. Additionally, it lists top advertising agencies in the Philippines, highlighting their clients and services.

1. Advertising andAdvertising and
Public RelationsPublic Relations
Prepared by:Prepared by:
Hayzel Sarte del HugoHayzel Sarte del Hugo
University of the City of ManilaUniversity of the City of Manila
Graduate School of ManagementGraduate School of Management
CC
HH
AA
PP
TT
EE
RR
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2. Learning Objectives:Learning Objectives:
1.1. Define the Role of Advertising inDefine the Role of Advertising in
Promotion MixPromotion Mix
2.2. Describe the Major Decisions involved inDescribe the Major Decisions involved in
developing an Advertising Programdeveloping an Advertising Program
3.3. Define the Role of Public Relations inDefine the Role of Public Relations in
Promotion MixPromotion Mix
4.4. Explain how companies use PublicExplain how companies use Public
Relations to communicate with theirRelations to communicate with their
publicspublics

4. Ancient RomanAncient Roman
Gladiator-fighting-Lion in an ArenaGladiator-fighting-Lion in an Arena

6. LearningLearning
ObjectiveObjective
Define theDefine the
Role ofRole of
Advertising inAdvertising in
Promotion MixPromotion Mix
11
Advertising:Advertising:
- Any paid form of nonAny paid form of non
personal presentation andpersonal presentation and
promotion of ideas, goodspromotion of ideas, goods
and services by an identifiedand services by an identified
sponsorsponsor

7. LearningLearning
ObjectiveObjective
Define theDefine the
Role ofRole of
Advertising inAdvertising in
Promotion MixPromotion Mix
11 Proctor & GambleProctor & Gamble spent $3.34spent $3.34
billion on adsbillion on ads
 TV: $1.85 billionTV: $1.85 billion
 Magazines: $1.01 billionMagazines: $1.01 billion
 Newspapers: $203 millionNewspapers: $203 million
 Internet: $169 millionInternet: $169 million
 Other: $1.30 billionOther: $1.30 billion
Source: AdAge 100 Leading National Source: AdAge 100 Leading National
Advertisers IndexAdvertisers Index

8. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
1. Setting Advertising1. Setting Advertising
ObjectivesObjectives

13. Comparative Advertising or attack AdvertisingComparative Advertising or attack Advertising

16. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
2. Setting the Advertising2. Setting the Advertising
BudgetBudget
1.1. Stage in Product Life CycleStage in Product Life Cycle
2.2. Market ShareMarket Share

18. Market ShareMarket Share
 The percentage of an industry or market'sThe percentage of an industry or market's
total sales that is earned by a particulartotal sales that is earned by a particular
company over a specified time period.company over a specified time period.
company sale .company sale .
total sales in the industrytotal sales in the industry

19. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
3. Developing Advertising3. Developing Advertising
StrategyStrategy
1.1. Creating Advertising MessageCreating Advertising Message
2.2. Selecting Advertising MediaSelecting Advertising Media

20. 1. Creating Advertising Message1. Creating Advertising Message
1.1. Breaking through the ClutterBreaking through the Clutter

21. -must be better planned-must be better planned
-more imaginative-more imaginative
-more entertaining-more entertaining
-more emotionally engaging-more emotionally engaging

22. 1. Creating Advertising Message1. Creating Advertising Message
1.1. Breaking through the ClutterBreaking through the Clutter
2.2. Merging Advertising and EntertainmentMerging Advertising and Entertainment

23.  Covert advertisingCovert advertising is a product or a brandis a product or a brand
that shows in a movie or in a TV showthat shows in a movie or in a TV show
Men in Black 3 with FORD TaurusMen in Black 3 with FORD Taurus

24. Meet The SpartansMeet The Spartans

25. 1. Creating Advertising Message1. Creating Advertising Message
1.1. Breaking through the ClutterBreaking through the Clutter
2.2. Merging Advertising and EntertainmentMerging Advertising and Entertainment
3.3. Message StrategyMessage Strategy

26. Message:Message:
Obsession forObsession for
PerfectionPerfection

27. 1. Creating Advertising Message1. Creating Advertising Message
1.1. Breaking through the ClutterBreaking through the Clutter
2.2. Merging Advertising and EntertainmentMerging Advertising and Entertainment
3.3. Message StrategyMessage Strategy
4.4. Message ExecutionMessage Execution

28. Message Execution StylesMessage Execution Styles
a. Slice of Life – Nescafea. Slice of Life – Nescafe
b. Lifestyle – Biguerlai Teab. Lifestyle – Biguerlai Tea
c. Fantasy – BDOc. Fantasy – BDO
d. Mood or Image – McDonaldsd. Mood or Image – McDonalds
e. Musical – Rejoice Shampooe. Musical – Rejoice Shampoo
f. Personality Symbol – Mr. Muscle, Liveraidef. Personality Symbol – Mr. Muscle, Liveraide
g. Technical Expertise – San Miguel Beerg. Technical Expertise – San Miguel Beer
h. Scientific Evidence – Colgateh. Scientific Evidence – Colgate
i. Testimonial Evidence – Pantenei. Testimonial Evidence – Pantene

29. 1. Creating Advertising Message1. Creating Advertising Message
1.1. Breaking through the ClutterBreaking through the Clutter
2.2. Merging Advertising and EntertainmentMerging Advertising and Entertainment
3.3. Message StrategyMessage Strategy
4.4. Message ExecutionMessage Execution
5.5. Consumer-generated messageConsumer-generated message

32. 2. Selecting Advertising Media2. Selecting Advertising Media
1.1. Determining Reach, Frequency andDetermining Reach, Frequency and
ImpactImpact

33.  ReachReach is a measure of theis a measure of the percentagepercentage ofof
people in the target market who arepeople in the target market who are
exposed to the ad campaign during aexposed to the ad campaign during a
given period of time.given period of time.
 FrequencyFrequency is a measure of how manyis a measure of how many
timestimes the average person in the targetthe average person in the target
market is exposed to the message.market is exposed to the message.
 Media impactMedia impact—the—the qualitative valuequalitative value ofof
message exposure through a givenmessage exposure through a given
mediummedium

34. 2. Selecting Advertising Media2. Selecting Advertising Media
1.1. Determining Reach, Frequency andDetermining Reach, Frequency and
ImpactImpact
2.2. Choosing Major Media typesChoosing Major Media types

35. TABLE | 15.2 Profiles of Major Media Types
Medium Advantages Limitations
Television
Good mass-marketing coverage;
low cost per exposure;
High absolute costs; high clutter;
fleeting exposure; less
combines sight, sound, and
motion; appealing to the audience selectivity
Senses
Newspapers
Flexibility; timeliness; good local
market coverage; broad
Short life; poor reproduction
quality; small pass-along
acceptability; high believability audience
The Internet
High selectivity; low cost;
immediacy; interactive
capabilities
Potentially low impact; the
audience controls exposure
Direct mail
High audience selectivity;
flexibility; no ad competition
Relatively high cost per exposure;
“junk mail” image
within the same medium;
allows personalization

36. TABLE | 15.2 Profiles of Major Media Types
Medium Advantages Limitations
Magazines
High geographic and
demographic selectivity;
credibility
Long ad purchase lead time; high
cost; no guarantee
and prestige; high-quality
reproduction; long life and of position
good pass-along readership
Radio
Good local acceptance; high
geographic and
Audio only; fleeting exposure;
low attention (“the halfheard”
demographic selectivity; low cost medium); fragmented audiences
Outdoor
Flexibility; high repeat exposure;
low cost; low message
Little audience selectivity;
creative limitations
competition; good positional
selectivity

37. Alternative MediaAlternative Media

40. 2. Selecting Advertising Media2. Selecting Advertising Media
1.1. Determining Reach, Frequency andDetermining Reach, Frequency and
ImpactImpact
2.2. Choosing Major Media typesChoosing Major Media types
3.3. Selecting Specific Media VehiclesSelecting Specific Media Vehicles

41. Editorial QualityEditorial Quality
Audience EngagementAudience EngagementAudience QualityAudience Quality

42. 2. Selecting Advertising Media2. Selecting Advertising Media
1.1. Determining Reach, Frequency andDetermining Reach, Frequency and
ImpactImpact
2.2. Choosing Major Media typesChoosing Major Media types
3.3. Selecting Specific Media VehiclesSelecting Specific Media Vehicles
4.4. Deciding On Media TimingDeciding On Media Timing

43. ContinuityContinuity
PulsingPulsing

44. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
4. Evaluating Advertising4. Evaluating Advertising
Effectiveness and The ReturnEffectiveness and The Return
on Advertisingon Advertising
Two Types of Advertising result:Two Types of Advertising result:
1.1. Communication effectsCommunication effects
2.2. Sales and profit effectsSales and profit effects

45. Communication effects

46. Sales
and
profits

47. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
5. Other Advertising5. Other Advertising
ConsiderationsConsiderations
1.1. Organizing for AdvertisingOrganizing for Advertising
2.2. International AdvertisingInternational Advertising
DecisionsDecisions

48. Advertising Agency
A marketing services firm that
assists companies in planning,
preparing, implementing, and
evaluating all or portions of their
advertising programs.

49. Top Advertising Agencies in theTop Advertising Agencies in the
PhilippinesPhilippines
1. Ogilvyone Worldwide Manila1. Ogilvyone Worldwide Manila – Ayala, BMW,– Ayala, BMW,
DHL , Lenovo, Levi’s, Nestle, Nike, IBM , PAL,DHL , Lenovo, Levi’s, Nestle, Nike, IBM , PAL,
Ponds, HSBCPonds, HSBC
2. BBDO Guerrero Ortega / Proximity Philippines2. BBDO Guerrero Ortega / Proximity Philippines
– DOLE, FedEx, Pizza Hut, Baygon, Pepsi– DOLE, FedEx, Pizza Hut, Baygon, Pepsi
Max, SM Store,Max, SM Store,
3. TBWASantiago Mangada Puno3. TBWASantiago Mangada Puno – Meralco,– Meralco,
Unilab, KFC, Unicef, Super Ferry, Tuseran,Unilab, KFC, Unicef, Super Ferry, Tuseran,
Firefly, ABC5, SamsungFirefly, ABC5, Samsung

50. LearningLearning
ObjectiveObjective
Major DecisionsMajor Decisions
Involved inInvolved in
DevelopingDeveloping
AdvertisingAdvertising
ProgramProgram
22 Major Advertising Decisions:Major Advertising Decisions:
5. Other Advertising5. Other Advertising
ConsiderationsConsiderations
1.1. Organizing for AdvertisingOrganizing for Advertising
2.2. International Advertising DecisionsInternational Advertising Decisions

52. LearningLearning
ObjectiveObjective
Define the RoleDefine the Role
of Publicof Public
RelationsRelations
in Promotionin Promotion
MixMix
33 Public Relations:Public Relations:
 Building good relations withBuilding good relations with
the company’s variousthe company’s various
publics by obtaining favorablepublics by obtaining favorable
publicity, building up a goodpublicity, building up a good
corporate image, andcorporate image, and
handling or heading offhandling or heading off
unfavorable rumors, stories,unfavorable rumors, stories,
and eventsand events

53. LearningLearning
ObjectiveObjective
Define the RoleDefine the Role
of Publicof Public
RelationsRelations
in Promotionin Promotion
MixMix
33 Public Relations FunctionsPublic Relations Functions
1.1. Press Relations orPress Relations or
Press AgencyPress Agency
2.2. Product publicityProduct publicity
3.3. Public affairsPublic affairs
4.4. LobbyingLobbying
5.5. Investor relationsInvestor relations
6.6. DevelopmentDevelopment

54. LearningLearning
ObjectiveObjective
Define the RoleDefine the Role
of Publicof Public
RelationsRelations
in Promotionin Promotion
MixMix
33
a.a. Public awarenessPublic awareness
b.b. Crisis managementCrisis management
-managing unfavorable publicity-managing unfavorable publicity
-coordinated effort to handle the-coordinated effort to handle the
effects of unfavorable event.effects of unfavorable event.
Ex: airline crashes, oil spills, plantEx: airline crashes, oil spills, plant
closing, illness in cruise ships,closing, illness in cruise ships,
energy blackoutsenergy blackouts
Public Relations:Public Relations:
The Role and Impact of PRThe Role and Impact of PR

55. ““PR professionals are storytellers,PR professionals are storytellers,
articulating official views on issues ofarticulating official views on issues of
relevance. But beyond image buildingrelevance. But beyond image building
and reputation management, publicand reputation management, public
relations practitioners are also agentsrelations practitioners are also agents
of change,”of change,”
-Charmaine Canillas, Chairman-Charmaine Canillas, Chairman
PR Society of the PhilippinesPR Society of the Philippines

56. LearningLearning
ObjectiveObjective
Explain howExplain how
companies usecompanies use
Public RelationsPublic Relations
to communicateto communicate
with their publicwith their public
44
1.1. NewsNews
2.2. SpeechesSpeeches
3.3. Special EventsSpecial Events
4.4. Written MaterialsWritten Materials
5.5. Corporate Identity MaterialsCorporate Identity Materials
6.6. Public ServicePublic Service
7.7. Internet WebsitesInternet Websites
MajorMajor Public Relation ToolsPublic Relation Tools

58. ReferencesReferences
 Principles of Marketing 14E by Philip Kotler andPrinciples of Marketing 14E by Philip Kotler and
Gary ArmstrongGary Armstrong
 groupl.wordpress.comgroupl.wordpress.com
 www.slideshare.net/anumkhan110011/advertising-www.slideshare.net/anumkhan110011/advertising-
and-public-relationand-public-relation
 GoogleimagesGoogleimages
 http://www.youtube.com/watch?v=QAyJVtEIAtMhttp://www.youtube.com/watch?v=QAyJVtEIAtM
 AdAge 100 Leading National Advertisers IndexAdAge 100 Leading National Advertisers Index
 http://en.wikipilipinas.org/index.php/Top_10_Advertihttp://en.wikipilipinas.org/index.php/Top_10_Adverti
sing_Agencies_in_the_Philippinessing_Agencies_in_the_Philippines

61. NEXT TOPIC
Personal Selling and
Sales Promotion