BAMM 6303 - Advertising

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Introduction to Advertising

Module 1 Introduction to Advertising

At the end of this module, you are expected to:

1. Understand the role of advertising in the marketing mix

2. Identify different mediums of advertising

3. Explain the intentions of advertising

Introduction

Almost every one grows up in the world with the mass media, such as;

billboards, television, films, magazines, newspaper, videos, movies, music,

and internet. Regardless of how well designed and planned advertisement is, it

is always depends upon whether transmitted or communicated through

appropriate media or [Link] is known for its impact on consumer’s

mind, as its exposure is much broader. Therefore selection of

advertising media is vital in the area of advertising. Advertising media can be

classified as print media and electronic media. Newspapers, magazine, poster

and journals are example of print media. Electronic media or broadcast

media deals with radio and TV telecast in particular. Advertising ideas will be

wasted if not presented through the right media at the right time and the right

place.

Advertising is one of the 4P’s in the marketing mix. As a marketing

strategy, advertising is a major tool in creating product awareness in

Course Module Edmel O. Bulandos, MSMA
the mind of a prospective consumer to take purchase decision.

Sales promotion, public relations and advertising are mass

communication tools available to marketers. Television is one of the

strongest and effective medium of advertising because it can

influence not only the consumer’s behavior, attitude, life style,

exposure and even the culture of the country.

Any business oriented organization that provide products or services

cannot make to be a well known brand until they invests in their marketing

promotional activities, for which consumer market have been dominating

through advertisements. As the ultimate mission of advertiser is to

influence consumer buying behavior, attitudes, and awareness. They spend

a money to keep consumer’s interest in their products. They need to

understand what makes prospective customers behave the way they

would like. It also appears that advertising may have the potential to contribute

to brand choice among customers.

Concept and Meaning of Advertising

Word "advertising" is derived from the Latin "adverto," formed by two root

words: "ad" meaning "toward" and "verto" signifying "to turn." Thus,

advertising aims to turn the people toward a store. And a business

concern advertises goods, and services to make consumers turn their

attention to the business entity.

Philip Kotler, defines advertising as, "Advertising is any paid farm of non-

personal presentation of ideas, goods and services by an identified

sponsor.
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Introduction to Advertising

The American Marketing Association (AMA) defines advertising as "any

paid form of non-personal presentation and promotion of ideas, goods,

or services by an identified sponsor." Hence, advertising consists of those

activities by which visual and oral messages are addressed to selected people

for the purpose of persuading them to buy products and services, to act

favorably toward , persons, trademarks, ideas or institutions.

Advertising is grouped with personal selling and sales promotion as one

of the major methods used for demand creation. All devices have as their

underlying aim the encouragement of the purchases of goods

and services. They are most effectively combined together in an

integrated program and supplements each other.

Advertising is salesmanship in print, and persuasion through motion,

sound and sight. In business, advertising is simply one of the many

tools that might employ to gain customers.

Various authors defined advertising but certain characteristics of

advertising may be noted.

They are:

1. The message may be visual or oral and addressed to selected people.

2. It is a paid form of presentation to the public.

Course Module Edmel O. Bulandos, MSMA

3. It is sponsored by identifiable sponsor.

4. It is a non-personal communication of a sales message to actual

message to actual or potential customers.

Paid Form

When a business or a product / service is mentioned favorably in a

news media, the item which provides information and

entertainment as the case may be, is an example of publicity. Paid

form phrase is designed to distinguish advertising from publicity.

Regardless of whether the favorable comment appears in printed media

newspapers and magazines or through the radio or on a TV program,

no expense is incurred since no payment is made by the organization.

However, the advertiser that has purchased space in a magazine or

newspaper or in a radio or telecast program must bear the cost of

the advertisement.

Non-personal Presentation

When products or services are presented and offered on a personal

or face- to-face basis. It is called personal selling. While

advertising is a substitute to personal selling, the element of

personal presentation is totally absent.

While, personal selling and advertising at times appear intertwined

owing to their complementary functions, as two different activities,

a boundary line can be drawn between them.

While the ultimate objective of most advertising is to sell goods to

prospects, an increasing number of advertising is intended to

increase the consumers awareness of its goals by accepted social

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Introduction to Advertising

responsibility. Advertising has now become an effective force

in advancing a host of worthy causes which are social in character

rather than commercial.

The Identified Sponsor

The phrase is useful in distinguishing between advertising and what

has been a popular concept of propaganda. Propaganda is an

"attempt" to disseminate doctrines, information , or informal

opinions, which may be based on facts or falsity to influence the

behavior of consumers. Perhaps the difference between

propaganda and publicity is that the former may give falsehoods

freely deliberately to achieve its purpose while the latter is usually

confined to actual statements. To some people, the

word "propaganda" carriers a connotation of distortion, manipulation

unlike advertising. In fact, in advertising, there is a disclosure

of identity of the sponsor and the source of information.

The word "identifiable" in relation to a sponsor indicates that the

receiver of the message is able to identify both purpose and

source. He knows who is responsible for the message, and

he recognizes its purpose is to persuade him to accept the ideas

or opinions it represents.
Course Module Edmel O. Bulandos, MSMA
Role of Advertising

The goal of every business is to make more business for the

business. More business more income, therefore, more profits and

continuous growth.

Every business endeavors to make use of every strategy and tool

available to it in the pursuit of its objectives. And one such tool is

advertising.

Advertising plays an vital informational role in our economy

because products :

(1) are available in such wide varieties,

(2) new products are offered in such great numbers, and

(3) existing products must be called to the attention of new

consumers who are added to the market as a result of expansion

of incomes, population explosion, and changes in taste.

The most advertised products are widely used items that are

consumed by wide segments of the market. This does not

mean that everyone buys all the products or buys them to the

extent that he can. Some products may be substituted for the others.

Professor Stiegler pointed out that “information is a valuable

resource,” and advertising is the most “evident method of

identifying buyers and sellers which reduces drastically, the

cost of research that it is clearly an immensely powerful

instrument for the elimination of ignorance.”

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Introduction to Advertising

While John K. Galbraith recognized that “a new consumer product

must be introduced with a suitable advertising campaign to provoke an

interest in it.” He said, “the path for an expansion of outlay must be

pave by a suitable expansion in the advertising budget. Outlays

for the manufacturing of a product are not more important in

the strategy of modern business enterprise than outlays for

the manufacturing of demand for the product.

The creation of interest is followed by the stimulation of desire.

Buyers sufficiently motivated are enveloped with a desire to have

the product whether it will merely serve to inflate their ego of it will

be used for rational purpose. The creation of interest on a product

is achieved through persuasive advertising.

Persuasive advertising seems to lie on the recognition that in so

many instances most people do not know what they want. They

have little idea, as to what they need or desire. When consumers are

uncertain to what they want, there is opportunity to persuade

them. Persuasion may take the form of helpful guidance and advice by

interested friends. The more usual form of a persuasion though is

that of commercial advertising by producers who have goods or services

Course Module Edmel O. Bulandos, MSMA

to sell. If the goods or services are those which consumers need to

have, the persuasive influence of advertising would be beneficial.

Advertising’s Dual Character

Advertising is a social institution, an intangible but a powerful force

in our society. Advertising is also a process of mass communication which

produces tangible microcosmic segments of the institution, called

advertisements. We can see the examples, just as we can see the

University of the Philippines or the Royal Pontifical University of Sto.

Tomas, popularly called the “Catholic University of the Philippines”

as worthy examples of that intangible institution, education. In either

case, generalization from a few specific examples are of questionable

validity.

Second, advertising must be recognized as an institution, complex

as it may be, representing only one of several in a hierarchy of institution.

Business is only one agent of the economy, and the economy is

only one part of human society.

Advertisements make advertising most visible of all these

interlocking institutions, and hence, the easiest target of criticism.

Appealing to the consumer.

 “Buy now while we have sufficient Stocks.”

 “Call us and we will deliver the merchandise to your doorsteps

without delay.”

Wherein towards the end, there may be a direct appeal or

command. But, not a few consumers hate being told what to do. Thus,

advertisement having such tone may create negative reaction.

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Introduction to Advertising

Making it easy for the consumer to act.

Most advertisements contain coupons for the convenience of the

consumers. Simply by cutting the coupons and filling the name

and address of the sender, much time and effort could be saved.

Offering the inducements to act immediately.

Discounts are sometimes offered as inducements to consumers

when they buy large quantities of the advertised products.

The Advertising Concept.

The role of advertising is contained in the word AIDA which means:

(1) to attract ATTENTION,

(2) to create INTEREST,

(3) to induce DESIRE, and

(4) stimulate ACTION.

The AIDA concept associated with every advertising that leads

to action involves the following process:

1. Learning – trying to know what the product is;

2. Feeling – sensuous impression toward the product; and

3. Acting – putting forth the decision supported by concrete

action

Course Module Edmel O. Bulandos, MSMA

 Consumers are not persuaded by illogical promises and ca see

through ill- conceived ideas. Think about yourself as a consumer

for a moment. How do you respond to the advertising you are

exposed to each day? Do you run out and buy everything you

can see? Are you easily convinced that you absolutely need to buy

a product?

The key to creating advertising that engenders persuasion is to

have a sound and properly focused marketing strategy

specifically advertising. It is important to understand who the

consumer is and what his/her attitudes and product usage habits in order

to develop this strategy.

Advertising strategy identifies the potential target and defines wants,

needs, and desires. This information must be clearly and creatively

executed, and translate to a call of action.

Video Lecture:
[Link]

References and Supplementary Materials

Books and Journals
1. Ruby F, Alminar-Mutya; 2009; Advertising Principles; Mandaluyong City 1550;
atlas Publishing Co. Inc.
2. Belch / Belch; 2009; Advertising and Brand Promotion: An Integrated
Marketing Communications Perspective; McGraw-Hill Education (Asia)
Online Supplementary Reading Materials
1. Sam Ashe-Edmunds; Marketing, Advertising and Promotions; January
29, 2020 [Link]
[Link]
Online Instructional Videos
1. Intro to Advertising | Features, and Importance of Advertising;
[Link] January 29, 2020;