Junamil C. Zamora
Four features:
1. A verbal and/ or visual message
2. A sponsor who is identified
3. Delivery through one or more media
4. Payment by sponsor to the media carrying
the message.
 According
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Consumer advertising
Business-to-business advertising
 According
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to what is being advertised
Product (or service)
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to target audience:
Direct action – seeks quick response
Indirect action advertising –longer period of time
Institutional (or corporate)
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Customer service advertising – personal service available
Public service advertising – improve the quality of life
 According
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Primary-demand advertising
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to objective sought
Designed to stimulate demand for generic category
such as parmesan cheese, Brazilian coffee, or cotton
garments
Selective-demand advertising

Intended for individual brands such as Kraft cheese,
Nescafe coffee, and Bench clothing
Before designing an advertising campaign,
management must undertake the ff.:
1. Identify the target audience
2. Establish over-all promotional objectives
3. Determine an overall promotional theme
 Steps:
1.
2.
3.
4.
5.
Defining objectives
Establishing a budget
Creating a message
Selecting a media
Evaluating effectiveness
In general, advertisers expect to accomplish
four broad communication goals.
1. to generate attention
2. be understood
3. believed
4. remembered
 Once
a marketing communications budget
has been established, it is allocated among
the various activities making up the overall
marketing communications program.
Types of major advertising formats:
 Storyline
 Product uses and solutions
 Slice of life
 Demonstration
 Testimonials
 lifestyles
 Still life – portrays the product in a visually
attractive setting
 Association
 Montage
 Jingles
There are general factors that influence media choice:
a. Objectives of the advertisement – the purpose of a
particular advertisement and the goals of the
entire campaign influence the choice of media to
use.
b. Audience coverage – the audience reach by the
medium should match the desired geographic area
in which the product is distributed.
c. Requirements of the message – the medium should
fit the message
d. Time and location of the buying decision
e. Media cost
Major Media
 Newspaper
 TV
 Direct mail
 Radio
 Magazines
 Out-of-Home Advertising
 Specialty Advertising
 Yellow pages
 Infomercials – information with entertainment
and product promotion
 WWW
 Management
tool designed to favorably
influence attitude towards an organization,
its products, and its policies.
 Publicity is any communication about an
organization, its products or policies through
a medium that is not paid for by the
organization.
 Appearances
- talk shows
 Event sponsorships - charitable institutions
 The
media schedule or media plan is a time
schedule identifying the exact media to be
used and the dates when the advertisements
are to appear.
 There are some specific media vehicles that
requires reach and frequency:

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Reach is the number of people exposed to an
advertisement in a given medium.
Frequency is the number of times an individual
is expected to be exposed to an advertiser’s
message.
 Reference:

Marketing: A Simplified Approach
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Zenaida S. Diola
Edgar M. Tichepco