This document discusses key aspects of advertising strategy and execution. It covers chapter objectives like explaining advertising objectives, mix, budget, and testing. The advertising mix involves deciding the message, copy strategy, media selection, scheduling, budget, and effectiveness measurement. Execution styles include slice of life, scientific evidence, and testimonials. Media planning considers television, radio, newspaper, and factors in the advertising budget. Testing divides consumers into recall, involvement, and persuasion categories to measure ad effectiveness.

2. I. Chapter Objectives
II. Advertising Strategy
i. Purposes of Advertising
III. Advertising Objectives
i. To inform target customers
ii. To persuade target customers
V. Advertising Mix
i. What to say
Positioning
Repositioning

3. ii. How to say it
Copy Strategy: How to say message
i. Where to say it
ii. When to say it
Media Plan: Where and When to advertise
iii. How much to spend
Advertising Budget
iv. How to measure effectiveness of results
Advertising Testing
V. Advertising Execution
i. Nine execution styles

4. ii. Media Plan: Where and When to advertise
Television
Cable TV
Radio
Newspaper
VI. Advertising Budget
i. Factors in setting Advertising Budget
ii. Accumulated Depreciation
iii. Accountable Advertising
Four elements compromise a direct
mail piece

5. VII. Advertising Testing
Recall
Involvement
Persuasion
VIII. Summary

6. Chapter Objectives
• Explain the purposes of advertising strategy.
• Discuss the advertising objectives.
• Explain the advertising mix and how does it
apply to the products.
• List the nine advertising execution styles.
• Explain the use of Media Plan.
• Demonstrate the use of advertising budget.
• Explain the different ways to test effectiveness
of advertising materials.

7. ADVERTISING IS A PULL STRATEGY
SALES PROMOTIONS IS A PUSH
STRATEGY
 BRAND ADVERTISING
INSTITUTIONAL ADVERTISING
CLASSIFIED ADVERTISING
PROMOTIONAL ADVERTISING
ADVOCACY ADVERTISING

8. ADVERTISING OBJECTIVES
MUST BE RELEVANT TO THE
EXISTING MARKET SITUATION
OBJECTIVES MUST BE SMART
•SPECIFIC
•MEASURABLE
•ATTAINABLE
•REALISTIC
•TIME BOUND

9. TO INFORM TARGET
CUSTOMERS ABOUT
1. NEW PRODUCT
2. PRODUCT FUNCTION
3. CORRECT USAGE
4. NEW USES
5. NEW DISTRIBUTION
6. PRICE ADJUSTMENT

10. TO PERSUADE TARGET
CUSTOMERS ABOUT:
1. BRAND PREFERENCE
2. BRAND SWITCHING
3. URGENCY TO BUY NOW
4. ACTION TO BE TAKEN

11. 1.
2.
3.
4.
5.
6.
WHAT TO SAY (MESSAGE/POSITIONING)
HOW TO SAY IT (COPY EXECUTION)
WHERE TO SAY IT (MEDIA SELECTION)
WHEN TO SAY IT (MEDIA SCHEDULING)
HOW MUCH TO SPEND
HOW TO MEASURE THE EFFECTIVENESS
OF RESULT

12. ADVERTISING MIX
BRAND AWARENESS LEADS TO
BRAND ASSOCIATION AND THIS IS
WHERE POSITIONING COMES IN.
THERE ARE TIMES WHEN BRAND
AWARENESS IS HIGH BUT BRAND
ASSOCIATION IS NEGATIVE.

13. ADVERTISING MIX
 POSITIONING IS ALSO ACHIEVED
NOT ONLY IN TERMS OF MEDIA
COMMUNICATION BUT ALSO IN
TERMS OF ADOPTING MARKETING
POLICIES CONSISTENT WITH ITS
DESIRED IMAGE.

14. ADVERTISING MIX
POSITIONING IS THEREFORE
THE ACT OF COMMUNICATING
TO CONSUMERS THE OVERALL
POSITIVE IMPRESSION FOR A
BRAND , RELATIVE TO
COMPETITION.

15. ADVERTISING MIX
TWO CONCEPTS :
1. CHANGING AN OLD
BRAND POSITIONING TO
NEW BRAND
POSITIONING
2. CHANGING CONSUMER
PERCEPTION

16. ADVERTISING MIX
COPY BRIEF IS THE BASIC
PROPOSITION, CONSUMER PROMISE OR
STATEMENT OF BENEFIT.
IT INCLUDES THE PRODUCT FEATURES AND
PROOFS THAT JUSTIFY THE PROPOSITION TO
MAKE CONVINCING AS POSSIBLE.
INCLUDES BRAND IMAGE TO BE
PROJECTED, AND FREQUENTLY THE CONSUMER
IMAGE, OR THE PICTURE THAT TARGET USERS
ASCRIBE TO THE BRAND.

17. 1.
2.
3.
4.
5.
6.
7.
8.
9.
SLICE OF LIFE
SCIENTIFIC EVIDENCE
TESTIMONIAL EVIDENCE
TECHNICAL EXPERTISE
LIFESTYLE
FANTASY
IMAGE
MUSICAL
PERSONALITY SYMBOL

18. ADVERTISING EXECUTION
A. TELEVISION
> 11.8 MILLION HOMES W/TV
SETS, OUT OF 15.3 MILLION
HOMES NATIONWIDE.
> BIGGEST TV NETWORK IS ABSCBN W/ PENETRATION LEVEL
COVERING 97%, FOLLOWED BY
GMA 7

19. ADVERTISING EXECUTION
B. CABLE TV
> THERE ARE ABOUT 2.5
MILLION HOMES WITH CABLE
TV.
>OVER 40% OF METRO MANILA
HOMES AND ABOUT 10% OF
HOMES IN PROVINCIAL AREAS
SUBSCRIBE TO CABLE TV.

20. ADVERTISING EXECUTION
C. RADIO
> THERE ARE 871 STATIONS, 815 OF
WHICH ARE LOCATED IN THE
PROVINCIAL AREAS.
>DZRH, DZMM AND DZBB ARE THE
3 LEADING RADIO STATIONS IN
TERMS OF AM AUDIENCE SHARE
>SOME 6,600 RADIO SPOTS ARE
PLAYED DAILY IN 56 GMA RADIO
STATION

21. ADVERTISING EXECUTION
D. NEWSPAPER
>IN TERMS OF
CIRCULATION, PHILIPPINE DAILY
INQUIRER LEADS AMONG ALL
NEWSPAPER W/CLOSE TO 300,000
COPIES, FOLLOWED BY MANILA
BULLETIN AND PHILIPPINE STAR.

22. PRODUCT CATEGORY- PRODUCT
WITH SEVERAL COMPETITION OR
SUBSTITUTES, PRODUCTS THAT
ARE NON – ESSENTIAL IN
NATURE, PRODUCTS THAT ARE
USED EVERYDAY, OR NEW
CONSUMER PRODUCTS ARE
NORMALLY ADVERTISED MORE
HEAVILY

23. COMPETITION AND MARKET SHARES
- SINCE AWARENESS IS THE FIRST PREREQUISITE TO CONSUMER’S PURCHASE
INTENTION, HIGHER MARKET SHARE
TARGRTS WOULD REQUIRE INCREASE
IN AWARENESS LEVEL, SPECIALLY
WHEN COMPETITION IS HEAVILY
ADVERTISED.

24.  ADVERTISING FREQUENCY –
THE NUMBER OF TIMES
NEEDED TO PUT ACROSS A
BRAND’S MESSAGE TO
CONSUMERS IS AN
IMPORTANT VARIABLE TO
CONSIDER.

25. ADVERTISING BUDGET
WHILE INVESTMENT IN FIXED ASSETS LIKE
BUILDINGS AND EQUIPMENTSARE ALLOWED
TO BE DEPRECIATED OVER A LONG PERIOD
OF TIME, INVESTMENT IN ADVERTISING HAS
TO BE TREATED AS A CURRENT EXPENSE.
SOME PRO-TAX LEGISLATORS WOULD
LIMIT ADVERTISING TO A SPECIFIC
PERCENTAGE OF A COMPANY’S SALES
REGARDLESS OF PRODUCT OR INDUSTRY.

26. ADVERTISING BUDGET
 DIRECT MARKETING SEEKS TO
GENERATE A DIRECT AND MEASURABLE
RESPONSE TO ADVERTISING.
IT CAN TAKE A FORM OF DIRECT
MAIL, TELEMARKETING, FAX MAIL, AND
DIRECT RESPONSE MEDIA ADVERTISING.
DIRECT RESPONSE MEDIA
ADVERTISING CAN TAKE THE FORM OF
PRINT SUCH AS WHAT VISA OE MASTER
CARD REGULARLY PLACE IN NEWSPAPER.
IT CAN ALSO BE BROADCAST SUSH AS
IN TV, RADIO, OR CABLE.

27. ADVERTISING BUDGET
FOUR ELEMENTS COMPRISE A
DIRECT MAIL PIECE :
 OUTER ENVELOPE
LETTER
BROCHURE
REPLY CARD

28. ONE ADVERTISING RESEARCH MODEL
AVAILABLE CALLED THE BUY TEST
DEVELOPED BY DR. MILTON SHERMAN
GROUP INC. OF NEW YORK.
 BUY TEST UTILIZES A ONE-ON-ONE
INTERVIEW TECHNIQUE WITH A
MINIMUM OF 130 RESPONDENTS PER
ADVERTISING MATERIAL TO BE TESTED.

29. THE BUY TEST DIVIDES
CONSUMER IN 3 DISTINCT
CATEGORIES:
RECALL
INVOLVEMENT
PERSUASION

30. In
this chapter, we concentrate in brand
advertising the most frequently used purpose of
advertising. The objectives of advertising which
is to inform and persuade the target customers.
It shows the critical advertising decisions to be
made before an advertising program can be
implemented. The different execution styles that
leave a mark or message in advertising. We
discuss the expenses in product and what are
the things to be considered, and the process in
advertising.

31. “If you don’t make a mark or
you’re not even noticed; you’ll
never have a chance.”
By: Francis Lumen,
President of Nation Broadcasting
Corporation
Thank You!