2. WHAT IS
ADVERTISEMENTS
Is a paid announcement, as
of goods for sale or services,
in the newspapers,
magazines, radio, television,
emedia and other
communication medium.
a public notice, especially in
print.
the action of making
generally known; a calling to
the attention of the public.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
3. PURPOSE OF
ADVERTISEMENT
Media advertising
should be part of an
overall promotion
campaign that targets a
desired audience. The
type of ad you choose
depends on which type
of action you want from
your users.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
4. PURPOSE OF
ADVERTISEMENT
Delivering message to
convince the consumers
and prospective
consumers about the
company’s products and/or
services.
Enhances the company’s
image.
Demonstrate the new uses
for established products.
Reinforce salespeople’s
individual message.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
6. DOMAIN NAME
ADVERTISING
Commonly done through
pay per click search
engines.
Advertisers often lease
space directly on domain
names that generically
describe their product.
It is also called as “direct
navigation” or “type in
web traffic”
CHELDY S. ELUMBA-PABLEO, MPA;LlB
7. ONLINE ADVERTISING
Form of promotion
that uses the internet
and world wide web
for expressed
purposes of
delivering marketing
messages to attract
customer.
It is delivered by AD
Server
CHELDY S. ELUMBA-PABLEO, MPA;LlB
8. RADIO ADVERTISING
Ads are broadcast as
radio waves to the air
from a transmitter to an
antenna and to the
receiving device.
Airtime is purchased from
a station or network in
exchange of airing the
commercial.
Ads that is broadcast
through a radio station.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
9. PRINT ADVERTISING
If an advertisement is printed on paper, be
it newspapers, magazines, newsletters,
booklets, flyers, direct mail, or anything
else that would be considered a portable
printed medium, then it comes under the
banner of print advertising. CHELDY S. ELUMBA-PABLEO, MPA;LlB
10. TV ADVERTISING
It is a commercial that
has something to with
the audio and video
production.
Is still considered the most
effective MASS-MARKET
advertising format-2014
survey (7 years study)
Used of television as the
main medium for
advertisement CHELDY S. ELUMBA-PABLEO, MPA;LlB
11. ADVANTAGE OF A TV AD
TV advertisements combine video
and audio to make a compelling
sales pitch for most clients. Radio
advertisements may be cheaper,
but they don't offer pictures.
Newspaper advertising has still
pictures, but little else that would
boost a client's sales. In TV
advertisements the money of the
potential clients is well spent to
build their business.CHELDY S. ELUMBA-PABLEO, MPA;LlB
13. TOPICAL AD
is the simplest to produce and has
a specific goal. You want to give
the audience a call to action
EXAMPLE: to tune into tonight's
newscast or pick up tomorrow's
paper.
Use topical ads when you have
exclusive content that will compel
people to read, listen or watch, or
when you need a quick boost in
your audience numbers.
Topical ads have a short shelf life.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
14. INFOMERCIAL
Long-format tv commercials,
typically 5 minutes or longer.
It is portmanteau of words
INFOrmation and
comMERCIAL
Commonly have customer’s
testimonials.
PURPOSE: create impulse
purchase through a toll free
telephone numbers or
websites.
15. IMAGE AD
Considered the opposite of a
topical. It has a long life
because it's not geared
toward getting people to the
newsstand or newscast for
specific content. Instead, an
image ad builds your brand
by highlighting the qualities
you want the audience to
associate with your media
product.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
16. COMPARISON ADVERTISING
puts aside imagery for hard facts.
This is another way to set yourself
apart from competing companies.
If your audience isn't noticing the
reasons why your media product is
unique, comparison ads may be the
solution. But care must be taken not
to appear mean-spirited. If your
station wants to be seen as the
friendly, neighbourly station,
comparison advertising may not
work at all.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
17. PRODUCT PLACEMENT
A product or a brand is
embedded in
entertainment and media.
Personally endorsed by
an actor during a movie or
a teleserye.
EXAMPLE: In a film, the
main character Daniel
Padilla drinks NESCAFE
CREAMY WHITE brand
of coffee. CHELDY S. ELUMBA-PABLEO, MPA;LlB
18. CUSTOMER TESTIMONIAL
allows a user to do the
talking, touting the benefits
of your media company.
These ads are often
considered more credible
than other forms of
advertising because "real
people" are seen as more
trustworthy than an
announcer making the
pitch. CHELDY S. ELUMBA-PABLEO, MPA;LlB
19. JUMP ON THE BANDWAGON
common in advertising. It seeks
to convey that "everyone is
buying a product, so shouldn't
you?"A fledgling Top-40 radio
station can try to convince
listeners that "everyone is
making the switch" away from
the long time #1 rated
competitor. This can persuade
people who want to be part of a
trend and don't want to be left
behind. CHELDY S. ELUMBA-PABLEO, MPA;LlB
20. THE BANDWAGON
TECHNIQUE
Bandwagon is seen in many
commercials where it seems as if
everyone is doing the same thing or
has the same thing so you should
buy it. It is a very important
technique since it is in our nature to
want to fit in to society’s way of
thinking. The people designing the
commercials use that against us to
convince us of what is acceptable
in our society and what is
unacceptable. Overall they tell us
what they are selling is a good fit
and that’s what we want.
CHELDY S. ELUMBA-PABLEO, MPA;LlB
21. THE BANDWAGON
TECHNIQUE USED IN
POLITICS
The bandwagon technique is
so effective that it’s used not
just in television commercials
and posters, but in politics
and microeconomics.
Politicians use the
bandwagon techniques in
campaigns when deciding on
what sides to take in
debates. CHELDY S. ELUMBA-PABLEO, MPA;LlB
22. PROOF OF PERFORMANCE
p.o.p., is unique in that it is
released after a big event. You
want to showcase how your
media company handled a big
story, like an election night or
hurricane."When TYHOON
YOLANDA battered the coast,
Action News was there. We had
live reports, emergency
information and kept you safe
until the danger was over. The
next time bad weather
threatens, turn to ABS-CBN."
CHELDY S. ELUMBA-PABLEO, MPA;LlB
23. But be careful about
bragging too much. That
can be a turnoff,
especially in a crisis
involving the loss of life.
You don't want to say,
"When 10 people died,
we were the first to tell
you!" and have your
audience accuse you of
poor taste. CHELDY S. ELUMBA-PABLEO, MPA;LlB
24. THE BEST MEDIA
ADVERTISING STRATEGY
The best media advertising strategy
doesn't rely solely on any one of these
forms of media promotion. By creating a
mix of ads, you can target the needs of a
specific situation in order to get the most
results from your audience. CHELDY S. ELUMBA-PABLEO, MPA;LlB
