ADVERTISING

-Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by
an identified sponsor
-note(Provide a company or country how much they spend in their advertising put reference)

FUNCTIONS OF ADVERTISING
 Informing
Advertising can inform potential customers about a product or service, including its features, benefits,
and pricing. By providing information, advertising can help customers make informed purchase decisions.
 Persuading
Advertising can persuade potential customers to consider a product or service, by highlighting its unique
benefits, solving a problem, or creating a need. By using persuasive messaging and visuals, advertising can
influence customer behavior.
 Reminding
Advertising can remind customers about a product or service, by maintaining a consistent presence in
the marketplace. By reminding customers about a product, advertising can help build brand awareness
and increase customer retention.
 Building brand identity
Advertising can help establish and reinforce a brand’s identity, by associating it with certain values,
attributes, or benefits. By creating a distinctive brand identity, advertising can differentiate a brand from
competitors and create customer loyalty.
 Generating demand
Advertising can stimulate demand for a product or service, by creating interest and desire among potential
customers. By generating demand, advertising can help increase sales and revenue for a business.
 Supporting sales efforts
Advertising can support sales efforts by creating a positive perception of a product or service in the minds
of potential customers. By providing information and generating interest, advertising can help sales teams
close deals and increase

MAJOR DECISIONS IN ADVERTISING

THE SCOPE OF ADVERTISING
 The scope of advertising refers to the range of activities and functions involved in creating, delivering,
and measuring advertising messages.
 The scope of advertising is constantly evolving, as new technologies and media channels emerge. For
example, the rise of social media has created new opportunities for advertising, such as influencer
marketing and social media advertising.
 The following are the scope of advertising:
1. Advertising research
Conducting research to understand consumer behavior, identify target audiences, and assess the
effectiveness of advertising campaigns.
2. Advertising strategy
Developing a strategic plan for advertising, including defining the target audience, selecting appropriate
media channels, creating a messaging platform, and setting campaign objectives.
3. Advertising creative
Developing creative content and visuals that communicate the brand message and resonate with the
target audience.
4. Advertising media planning and buying
Selecting appropriate media channels to deliver the advertising message, negotiating rates, and
purchasing ad space.
5. Advertising production
Producing and delivering advertising content across various media channels, such as TV, radio, print,
digital, and outdoor.
6. Advertising evaluation and optimization
Measuring the effectiveness of advertising campaigns, analyzing data, and optimizing future campaigns
based on insights and performance metrics.

SETTING ADVERTISING BUDGET

PLANNING OF ADVERTISEMENT MEANING AND PROCESS
 The planning of an advertisement refers to the process of developing a strategy for promoting a
product, service, or brand through advertising.
 The planning process is critical to the success of an advertising campaign, as it ensures that the
advertisement is aligned with the overall marketing strategy and is targeted to the right audience
through the most effective channels.
 The process typically involves several key stages, including:
1. Defining objectives
This involves determining what the advertising campaign is meant to achieve, such as increasing sales,
raising brand awareness, or promoting a specific product or service.
2. Identifying target audience
This involves understanding the characteristics and behaviors of the ideal customer or audience that
the advertisement is intended to reach.
3. Establishing a budget
This involves determining how much money will be allocated to the advertising campaign, taking into
account the available resources and the expected return on investment.
4. Developing a creative concept
This involves coming up with the idea or message that will be communicated through the
advertisement. The creative concept should be based on the objectives, target audience, and budget
of the campaign.
5. Choosing media channels
This involves selecting the platforms or channels through which the advertisement will be delivered,
such as television, radio, print, online, or social media.  Creating the advertisement: This involves
developing the visual and audio elements of the advertisement, such as designing the layout, writing
the copy, and creating the graphics or video content.
6. Measuring and evaluating results
This involves tracking the performance of the advertisement over time, analyzing the data, and
making adjustments as needed to improve its effectiveness.

ADVERTISING STRATEGIES MESSAGE EXECUTION

ADVERTISING BUDGET
 refers to the amount of money that a company allocates for advertising its products or services to its
target audience.
 It is a financial plan that outlines the amount of money that a company is willing to spend on
advertising for a specific period, usually a year.
 It is an important aspect of a company’s marketing plan because it helps to determine how much
money should be allocated to different advertising channels such as television, radio, print, online,
social media, and others. T
 he budget is based on various factors such as the company’s marketing objectives, the target
audience, the competition, and the industry trends
ADVERTISING BUDGET FEATURES
The features of an advertising budget may vary depending on the company’s size, marketing goals, and
industry. However, some common features of an advertising budget include:
 Budget allocation
The advertising budget outlines how much money will be allocated to different advertising channels or
mediums, such as print, radio, television, digital, or social media.
 Timeframe
The advertising budget defines the duration of the advertising campaign and how much money will be
spent during that period.
 Objectives
The advertising budget is based on the company’s marketing objectives, which could be to increase brand
awareness, generate leads, drive sales, or achieve any other specific goal.
 Cost estimation
The advertising budget estimates the costs associated with each advertising medium, including creative
development, production, media buying, and other related expenses.
 Return on Investment (ROI)
The advertising budget considers the expected ROI of the advertising campaign and how it will impact the
company’s revenue and profitability.
 Flexibility
The advertising budget should be flexible enough to adapt to changes in market conditions, consumer
behavior, and emerging technologies.
 Tracking and evaluation
The advertising budget includes metrics to track and evaluate the success of the advertising campaign,
such as reach, engagement, conversion rates, and sales

ADVANTAGES & DISADVANTAGES OF ADVERTISING

Advantages:
Builds brand awareness: Advertising can help businesses build brand awareness by getting their name
and message in front of potential customers.
 Increases sales: Effective advertising can increase sales and revenue for businesses by encouraging
people to buy their products or services.
 Targets specific audiences: Advertising can be targeted to specific audiences based on demographics,
interests, and behavior, allowing businesses to reach the right people with their message.
 Builds customer loyalty: Advertising can help build customer loyalty by reinforcing a brand’s message
and values, and creating an emotional connection with customers.
 Supports sales efforts: Advertising can support sales efforts by creating a positive perception of a
product or service in the minds of potential customers.

Disadvantages
 Cost: Advertising can be expensive, particularly for businesses with limited budgets.
 Can be ignored: Many people ignore or tune out advertising, making it difficult for businesses to get
their message across.
 Ineffective messaging: Poorly crafted advertising messages can be ineffective, and may even have a
negative impact on a brand’s reputation.
 Ethical concerns: Some forms of advertising may be considered unethical, such as false or misleading
claims, or targeting vulnerable groups.
 Over-saturation: With so much advertising in the marketplace, it can be difficult for businesses to stand
out and get their message heard.

PUBLIC RELATIONS
- Building good relations with the company’s various publics by obtaining favorable publicity,
building up a good “corporate image” and handling or heading off unfavorable rumors, stories and
events.
PUBLIC RELATIONS’ FUNCTION
 Press Relations or Press Agentry
- is an on-going process of establishing and maintaining good relations with the news media reporters
and editors to help place newsworthy information about company products or objectives in their
vehicles.
 Product Publicity
- seeks news coverage of specific products usually in conjunction with other promotional efforts.
 Public Affairs/ Investor Relations
- Involves creating and managing internal and external communications promoting understanding the
of company and its objectives.
- Counseling of management on public issues may be included in corporate communications functions
in some companies.
 Lobbying
- involves dealing with legislators and government administrators.
- Lobbying has justly earned a bad reputation for the “special interest” favors awarded some companies.
But it is also true that a great deal of lobbying is ethical and fair -- a point not typically found in the popular
press. Also, federalism is designed precisely so that “special interests” can be taken into consideration.
Not all “special interests” are bad for society as a whole.
 Development
- It is to raise awareness, build trust, engage stakeholders, influence policy, manage crises, and maintain
a positive image to ensure the success and sustainability of development initiatives.
PUBLIC RELATION TOOLS (MAG TUNGA ANG DUHA DRI NGA MA ASSIGN)

IMPACT OF PUBLIC RELATION

1. Lower Cost

Public relations is less expensive because it relies on free media coverage through press releases,
events, and stories, instead of paying for advertising space or airtime.

2. Stronger Impact on Public Awareness

Public relations has a stronger impact because people tend to trust information from news stories,
articles, or influencers more than paid advertisements, making PR messages more credible and
influential.

CONCLUSION (suggest create tables)

 Cost

 Advertising: Paid media where companies buy space or airtime to promote their products
or services. It can be expensive as you're paying for each placement.
 Public Relations: Earned media, where organizations seek free coverage through press
releases, events, or media pitches. It’s generally lower in cost compared to advertising.

 Control

 Advertising: Full control over the message, timing, and placement since it's a paid
service. The company decides exactly how the message is delivered.
  Public Relations: Limited control over how media outlets present the story. The message
is shaped by journalists or influencers who cover it.

 Credibility

 Advertising: Since it’s paid for, audiences often see it as biased or promotional, making
it less trusted.
 Public Relations: Information is more credible because it comes from third-party sources
like news outlets or influencers, which are perceived as impartial.

 Longevity

 Advertising: Usually lasts for the duration you pay for (e.g., a one-time ad or short
campaign). Once it’s over, the exposure ends.
 Public Relations: Can have a longer-lasting effect if the story is picked up by multiple
outlets or widely shared, creating ongoing awareness.

 Message Purpose

 Advertising: Focuses on direct promotion, aiming to sell products or services with a

specific call to action (e.g., “Buy now”).
 Public Relations: Aims to build a positive image, credibility, and relationships with the
public, often focusing on long-term reputation management rather than immediate sales.

 Target Audience Reaction

 Advertising: Consumers know it’s a paid effort to promote a product, and may
sometimes view it as interruptive.
 Public Relations: Messages are seen as more organic or newsworthy, making audiences
more likely to engage and respond positively.