Advertising is a form of non-personal communication that pays for use of media to convey facts about goods, services, ideas, or institutions in an openly persuasive way. It aims to sell or secure favorable consideration. Fees for advertising are calculated based on factors like duration, frequency, rates, and dimensions. The objectives of advertising include introducing new products, increasing market share, securing dealers, familiarizing customers with brands, making more buyers accessible to salespeople, and increasing middlemen's knowledge of a company's products.

1. Chapter 6
Advertising; its elements

2. • Advertising is a form of communication
• It pays for the use of the communication media
• It is non-personal selling
• It communicate facts and information , not the
actual goods service ,idea , or institutions
• It is openly persuasive and convincing , in order to
sell or secure favorable consideration

3. 1. If advertising is;
a. Close- up toothpaste ,in Channel X ,Program ABC where advertising rate is
Php 18,500/30`s.
b. Advertisement duration is 30 seconds ,frequency is two spots in same show.
To compute for the fee to be paid to TV producer: Php 18,500/30`S X 2 Php
37,000 is the advertising fee.
2. If advertisement is ;
a. ‘’Mababa Presyo’’ Supermarket , in Bulletin Today ,Sunday issue .Rate per
column centimeter on Sunday is Php 18.25.
b. Advertisement measure ten centimeters in length
ADVERTISING PAYS FOR THE USE OF THE COMMUNICATIONS MEDIA

4. Number of column centimeters
= Length in cm. x Width in cm.
= 10 cm x 13cm
= 130 column centimeters
Advertising fee
= 130cl. cms. X P 18.25/cl. cm.
= Php 2, 372.50
To compute for the fee to be paid to the publisher;

5. Objective of Advertising
1. Aids in the introduction of new products to specific target
markets.
2. Increase market share
3. Assist in securing new dealers
4. Make prospective customers more familiar with company’s
brand
5. Make more buyers accessible to the company’s salesmen
6. Increase the middlemen’s knowledge about profitability of
the company’s product.