CHAPTER 17 ADVERTISING PROFILE AND ANALYSIS OF PHILIPPINE ADVERTISING INDUSTRY Brian
Bantugan
The creative world of advertising has always been associated with the by word "out-of-the-box." The
more extraordinary and unconventional the advertising material is, the more it will stand out of the
media clutter. However, never has that word been so felt by the whole industry at the macro-level until
the development of digital technology and the phenomenon of globalization where media forms
converge and companies out in the global market. fight it this change, the advertising industry trying
redefine With has been to itself. With a new business climate changing now commercial and its
communication processes, advertising must find configuration. own Hence, the definition of advertising
before the birth of the Internet old situation. dynamics of the present updated to reflect the must be
Defining Advertising wrote Background, Isabelo T. (1993 4) in Advertising : Crisostomo : about
communication paid is a that "advertising Practice Theory and mass media designed through the
institutions ideas and services, goods, accordance with the people in more one or influence and/or
inform to edition of fourth in the 5) Jefkins (2000 : Frank advertiser." intent of the Advertising
Advertising of Practitioners in of Institute The stated that message selling possible persuasive most as
"the advertising defines England possible lowest the at service product or for the prospects right the to
cost."