Don Honorio Ventura State University
Sto. Tomas Extension Campus
Module 1 in
Advertising
Intended Learning Objectives
At the end of this module the students will be able to:
1. Discuss and define advertising and distinguish it from other forms of
marketing communications
2. Discuss how Advertising has evolved.
Look around. If your TV or radio is
on, If you’ve recently reading a
magazine, or if you’ve just updated
your status on facebook it is likely
that you’ve just seen a brand. In
fact, you’ve probably been exposed
to many brand messages today.
Write at least 5 advertising
strategy that you know.
1. ________________________
2. ________________________
3. ________________________
4. ________________________
5. ________________________
Don Honorio Ventura State University
Sto. Tomas Extension Campus
There are many communication tools that companies and organizations use to initiate and
maintain contact with their customers, clients, and prospects. You may refer to them all as
“advertising”. But in fact, the correct term for these tools is marketing communications. And
advertising is just one type of marketing communications.
So, then, what is advertising?
At the beginning of the 20th century, Albert Lasker, who today is generally regarded as
the father of modern advertising, defined advertising as “salesmanship in print, driven by a
reason why. But that was long before the advent of radio, television, or the Internet. The
nature and scope of the business world, and advertising, were quite limited. A century later, our
planet is a far different place. The nature and needs of business have changed, and so have
the concept and practice of advertising.
Advertising, the techniques and practices used to bring products, services, opinions, or causes
to public notice for the purpose of persuading the public to respond in a certain way toward what
is advertised. Most advertising involves promoting a good that is for sale, but similar methods
are used to encourage people to drive safely, to support various charities, or to vote for political
candidates, among many other examples. In many countries advertising is the most important
source of income for the media (e.g., newspapers, magazines, or television stations) through
which it is conducted.
Advertising (Arens, et. Al. 2016) is the structured and composed nonpersonal communication
of information, usually paid for and usually persuasive in nature, about products(goods,
services, and ideas) by identified sponsors through various media.
Let’s take a closer look at this definition. Advertising is, first of all, a type of
communication, which is commonly defined as the process through which meaning or
information is exchanged between individuals using some system of symbols, signs, or
behavior. It is actually a very structured form of applied communication, employing both verbal
and nonverbal elements that are composed to fill specific space and time formats determined by
the sponsors.
Second, advertising is directed to groups of people, usually referred to as audience,
rather than to individuals. These people could be consumers, who buy products like cars,
shampoo, or food for their personal use. Or they might be businesspeople who buy fleets of
cars for commercial or government use. The messages are delivered via media, such as
television on the Internet, rather than through direct, personal contact between a seller and a
buyer. Advertising is, therefore, a kind of nonpersonal, or mass communication.
Most advertising is paid for by the sponsors. SM Supermalls, Toyota cars, and Jolibee
pay the magazine or the radio or TV station to carry the ads you read, see, and hear. But some
sponsors don’t have to pay for their ads. The Red Cross is among the many organizations
whose public service manages are carried at no charge because of their nonprofit status.
Of course, most advertising is intended to be persuasive – to make decisions more
favorably disposed toward a product, service or idea. In addition to promoting tangible goods
such as oranges, oatmeal, and olive oil, advertising helps publicize the intangible services of
bankers, beauticians, car repair shops, and bill collectors. Advertising is also used to advocate
Don Honorio Ventura State University
Sto. Tomas Extension Campus
a wide variety of ideas, whether economic, political, religious, or social. In this book, the term
product encompasses goods, services and ideas.
Finally, advertising reaches us through a channel of communication referred to as a
medium. An advertising medium is any nonpersonal means used to present an ad to a large
audience.
A basic Model of Communication
Over the years, a basic model of the various elements of the communication process
has evolved. Two elements represent the major participants in the communication process, the
sender and the receiver. Another two are the major communication tools, message and
channel. Four others are the major communication functions and processes: encoding,
decoding, response, and feedback. The last element, noise, refers to any extraneous factors in
the system that can interfere with the process and work against effective communication.
Source Encoding
The sender, or source, of a communication is the person or organization that has information
to share with another person or group of people.
Encoding – involves putting thoughts, ideas, or information into a symbolic form.
Message – contains the information or meaning the source hopes to convey. The message
may be verbal or nonverbal, oral or written, or symbolic.
Marketers must make decisions regarding the content of the message they send
to consumers as well as the structure and design of these messages.
Content refers to the information and /or meaning contained in the
message
Structure and design refer to the way the message is put together in order to deliver the
information or intend meaning.
Channel – is the method by which the communication travels from the source or sender to the
receiver.
Personal channels of communication are direct interpersonal (face-to-face) contact with
target individuals and groups.
Nonpersonal channels of communication are those that carry a message without
interpersonal contact
Receiver/ Decoding
Receiver is the person(s) with whom the sender shares thoughts or information.
Decoding is the process of transforming the sender’s message back into thought.
Noise – extraneous factors that can distort or interfere communication process with its
reception.
Response/Feedback
Response – the receiver’s set of reaction after seeing, hearing, or reading a message
Feedback – a part of the receiver’s response that is communicated back to the sender.
Analyzing the Receiver
To communicate effective with their customers, marketers must understand who the
target audience is, what (if anything) it knows or feels about the company’s product or service,
and how to communicate with the audience to influence its decision-making process. Marketers
must also know how the market is likely to respond to various sources of communication or
different types of message.
Don Honorio Ventura State University
Sto. Tomas Extension Campus
Identifying the Target Audience
The marketing communication process really begins with identifying the audience
that will be the focus of the firm’s advertising and promotional efforts.
How does Advertising evolved?
History of Advertising
Various forms of advertising have been around for thousands of years. The Egyptians
used papyrus to advertise goods and services. In ancient Rome and other parts of the
ancient world mosaics, pictures on signs or walls were used by businesses to
advertise their wares. The Athenians, however, took advertising to a whole new level
by using town criers to stroll the streets advertising products and services (very similar
to our television and radio commercials) and can probably be credited with being the
inventors of advertising as we know it today.
Fast forward again to about 1950. This is when Johannes Gutenberg invented the
movable type printing press. This invention really opened the floodgates for
advertising. The movable type printing press allowed mass distribution of circulars
possible. This in turn allowed for a huge audience to be reached through this medium.
The first advertisement in English appeared in 1472. This advertisement was simply a
handbill advertising a prayer book that was for sale. A couple hundred years later, the
first newspaper advertisement was published. It was a reward ad, offering a reward for
twelve stolen horses. In 1704, the Boston News-letter became the first regularly
published newspaper in America to run advertisements. From printed advertisements,
new forms of advertisements began to arise. The introduction of the radio at the end of
the 1920s gave advertising a firm establishment in which messages could be
broadcasted to a large audience. However, the radio did not stay on top for long, for in
the 1940’s the television started to become the preferred medium for advertising.
The television has been a huge medium for the advertising industry. The television not
only allows for the use of movable pictures, but it also allows sound to be used in
conjunction. This blending of mediums creates a more immersive and powerful
advertisement; this ultimately being the advertiser’s goal. Advertising on the television
has evolved with the times as well. While the methods of old would be for a company
to sponsor a television show, it is more customary now for multiple sponsors to run 30
second to 1 minute advertisements during dedicated times throughout the show.
These smaller advertisements are now the bread and butter of television advertising.
The trend that is quite interesting is the shift in the content of the advertisements. More
and more, television advertisements act as entertainment sources with a produce or
company’s name tagged on to the end.
Don Honorio Ventura State University
Sto. Tomas Extension Campus
Activity 1: Processing Questions
Three words/ terms I like from this topic
1.____________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________
Two new concepts I learned from this topic
1. _____________________________________________________________________
2. _____________________________________________________________________
One thing I want to ask/clarify
____________________________________________________________________________
References:
Arens, W., Weigold M., & Arens, C. (2016). Contemporary Adverting. New York: McGraw-Hill
Belch, G., Belch, M., Kerr, G., & Powell I. (2012). Advertising. Australia: McGraw-Hill
[Link]
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Prepared and
Submitted by:
Faculty : MYLENE T. CANTA, MBA
Email Address : my_tubera@[Link]; mhyetubera@[Link]
mtcanta@[Link]
Contact Number : +639229057057
Consultation Hours : Day and Time (specific if online) TBA