ADVERTISING

STRATEGY
EF F E C T IV E A D V E RTI SIN G IN F LU E N C ES
B E H AV I O R O R T H O U G H T PAT T E R N S

ADVERTISING
Theactivityofproducinginformationforpromotingthesaleofcommercialprodu
ctsorservices.
Referred to as product PULL.

Because it takes an indirect longer-term

approach to gain customers.

SALES PROMOTION
is one level or type of marketing aimed either at the consumer or at the
distribution channel
It is used to introduce new product, clear out inventories, attract traffic, and to
liftsalestemporarily.
Referred to as product PUSH.

Because this resorts to a direct shorterterm objective of increasing volume

ADVERTISING & SALES PROMOTION

Are designed to make prospective buyers
aware of the brand, create or change
brand attitudes, and stimulate purchase
intentions

ADVERTISING MAY SERVE SEVERAL

PURPOSES
Brand Advertising aims to stimulate demand for a particular
brand
Institutional Advertising aims to develop goodwill for a
company or industry
Classified Advertising aims to inform prospects regarding
opportunities such as buy and sell, events and employment.
Promotional Advertising aims to inform prospects about
promotional activities such as special sale.
Advocacy Advertising aims to convince audiences regarding a
particular cause

MARKETING FUNCTION OF
ADVERTISING
Inform to give information about a certain brand or
product to customers or potential buyers of products
or services
Persuade to attract customers and change their
behavior towards a certain product or product
Reminding to make customers remember about a
certain product brand/service.

ADVERTISING OBJECTIVES
ACCORDING TO ITS FUNCTIONS
To INFORM target customers about:
1. New Product
2. Product Function
3. Correct Usage
4. New Uses
5. New Distribution
6. Price Adjustment

ADVERTISING OBJECTIVES
ACCORDING TO ITS FUNCTIONS
To PERSUADE target customers about:
1. Brand Preference
2. Brand Switching
3. Urgency to buy now
4. Action to be taken

ADVERTISING OBJECTIVES
An advertising objective must be:
S Specific
M Measurable
A Attainable
R Realistic
T Time Bound

ADVERTISING MIX
1.WHAT to say (message/positioning)
2.HOW to say it (copy execution)
3.WHERE to say it (media selection)
4.WHEN to say it (media scheduling)
5.HOW MUCH to spend
6.HOW to measure effectiveness of results

POSITIONING/MESSAGE: WHAT TO
SAY TO CONSUMERS
Brand awareness leads to brand association and this is where
positioning comes in.
The role of public relations in advertising is building awareness
and positive brand association.
Considered as an inseparable
twin of advertising
Positioning is the act of communicating to consumers the
overall positive impression for a brand, relative to competition

POSITIONING/MESSAGE: WHAT TO
SAY TO CONSUMERS
Firms launch activities that are relevant to their market and their
communities, thus endearing them to the public.
The high level of trustworthy image created can prevent any
backlash against the company in the most unlikely event that an
unfortunate incident happens.
Positioning is also achieved not only in terms of media
communication but also in terms of adopting marketing policies
consistent with its desired image.

POSITIONING/MESSAGE: WHAT TO
SAY TO CONSUMERS
It is important to differentiate product attributes or features
that are satisfiers versus motivators.
What should be emphasized are attributes that rate highest in
importance among consumers and which the company can
also provide better than competition.
Ex. Positioning a chocolate drink as having a good chocolate
taste is weak unless the brand has a unique chocolate taste
different from other brands

POSITIONING/MESSAGE: WHAT TO
SAY TO CONSUMERS
Product positioning compliments market segmentation.
Market segmentation looks at the demand side, Positioning
looks at the supply side
In cases where there is no actual physical differentiation, a
positioning differentiation can be created

ALTERNATIVE POSITIONING
Price Beer na Beer: Kuhang kuha sa lasa, sa mas mababang
halaga.
Product Attribute French Baker: The Freshness Baker
Product Category Ascof Lagundi: The leading cough remedy
that is all natural.
Product Source Ginseng: Proudly Korea
User Segment Duty Free Shopping: For Balikbayan shopping
Usage Behavior Viva Mineral Water: Wash away your
excesses
Experience/Feeling Chowking: Dito kumakain and masarap
kumakain

REPOSITIONING
Is done to change the past perceptions of the target market or consumer.
As a general rule, the more extreme the change, the more difficult the
repositioning.
Repositioning has 2 concepts
1. Changing an old brand positioning to a new brand positioning.
2. Changing consumer perception of competitors.

COPY STRATEGY: HOW TO SAY THE

MESSAGE
How will you convey your advertisements
to the people?
In what manner or way?
How will it be created?
Who will create it?
Evaluation

ADVERTISING EXECUTION
Advertising messages can be presented in at least nine execution styles
which are:
1. Slice of Life shows one or more persons using the product in a normal
setting
2. Specific Evidence shows evidences in the brand claims
3. Testimonial Evidence Involves people or groups that gives their positive
feedbacks on a certain product
4. Technical Expertise Shows a companys expertise and experience in
making the product
5.
6.
7.
8.
9.

Lifestyle Emphasizing on how a products fits a certain lifestyle

Fantasy Make believe scenes are created around the product
Image Use of images without explicitly claiming anything
Musical has a background music or uses bands to promote their products
Personality Symbol uses associates their brands on famous artists or
personalities.

MEDIA PLAN: WHERE AND WHEN TO

ADVERTISE
Exposure is the placement of the advertisement in a media vehicle such as TV, Radio,
Billboard, Print and the internet. Exposure creates awareness.
3 important exposure variables to be considered in media planning:
1. Reach number of consumers exposed to a particular advertising at least once
during a specified duration
a. Registration or people who correctly recall and playback something meaningful
b. Recognition or people who could not playback anything meaningful, but
recognize the
advertisement
2. Frequency number of times consumers are reached
3. Impact qualitative value of an exposure through a given medium size.