TOOLS FOR MARKETING
AND BRANDING STRATEGY
Module 5
Chapter 1
Advertising Players
Intended Learning Outcomes
• Focus on the main tool for marketing and branding:
marketing mix, BCG charts, SWOT analysis, benchmarking,
market research, and the creation of a branding strategy.
Primary Players in Advertising
The Advertiser
The Advertising Agency
The media
The Suppliers/Vendors
The Target Market
The Media
The Media
Media are the channels of communication that carry the
messages from the advertiser to the audience such as
magazine, newspaper, radio, television, billboards and
internet.
Advertising Standards
(Highlight from the KBP Television Code)
Radio
• There shall be a maximum of six (6) breaks per one hour
program.
• Commercial placements of competing products, services or
firms shall not be placed within the same clutter.
Print Advertising
• Poster
• Newspaper
• Magazine
• Leaflet/ Brochures
Standard Element of Newspaper Ad
• Copy
"Copy" is a media term that means the word content of an ad; these are
the words your readers will read.
Standard Element of Newspaper Ad
• Extra Elements
Some advertisers offer special elements in their ads. Coupons, for
example, is one technique. An ad may become more effective when
readers have the ability to physically take something away.
AMBIENT MEDIA
GUERILLA ADVERTISING
GUERILLA ADVERTISING
Chapter 2
The Media and Direct Mail
Intended Learning Outcomes
• Focus on the main tool for marketing and branding:
marketing mix, BCG charts, SWOT analysis, benchmarking,
market research, and the creation of a branding strategy.
TV AND CINEMA
• Television advertising is similar to radio advertising in the
sense of relaying a specific sales pitch in a limited amount of
time. The medium of television is considered by many
marketing experts to be the ultimate platform for targeted
advertising. With time limitations, most televisions spots must
be precisely 30 or 60 seconds in duration.
TV AND CINEMA
• Cinema advertising it allows brand messages to be
communicated to captive audience that is waiting to be
entertained and willing to absorb information presented on big
screen.
RADIO
DIRECT MAIL
Advertising mail, also known as direct mail, junk mail, or admail, is
the delivery of advertising material to recipients of postal mail.
Contacting carefully targeted prospects with custom tailored offers
or promotional material (such as brochures, circulars, letters,
newsletters) on one-to-one basis via ordinary mail or email.
References
How to Calculate Conversion Rates with Tactile Marketing Automation . [Link]
calculate-conversion-rates-with-tactile-marketing-automation/
The parallelism of technology and business . [Link]
technology-and-business
Lead generation . [Link]
Direct Mail Marketing . [Link]
Advertising mail . [Link]
The Essence Behind Radio Advertising . [Link]
advertising/#:~:text=Radio%20advertising%20is%20based%20on,appropriate%20bed%20of%20background%
20music.
References
The Fundamentals of Creative Advertising .
[Link]
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bl&ots=xqZvh5CyZp&sig=ACfU3U0QRSLsRl8fxcI-qRDlbBYl6q36-
g&hl=en&sa=X&ved=2ahUKEwjdyK3rrurpAhVTyYsBHRHBC7AQ6AEwAHoECAkQAQ#v=onepage&q=Television
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9s%20message.%20It%20can%20show%20real%20people&f=false
When People Pay Attention to Video Ads and Why . [Link]
video-ads-and-why
References
The Fundamentals of Creative Advertising .
[Link]
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rpAhWcyYsBHSbVA80Q6AEwAHoECAoQAQ#v=onepage&q=It%20takes%20the%20audience%20by%20surpris
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What is Ambient Advertising? . [Link]
ambient-advertising/
Ambient marketing . [Link]
Definition of 'Ambient Advertising' . [Link]
advertising#:~:text=Definition%3A%20Ambient%20Advertising%20is%20about,which%20makes%20it%20mo
re%20effective.
References
The Advantages of TV Advertising Vs. Print Advertising . [Link]
[Link]
Fundamental Tips for Designing Ads for Your Digital Magazine .
[Link]
magazine/#:~:text=When%20viewing%20a%20magazine%20ad,down%20and%20in%20the%20center.
11 Simple Tips to Creating An Effective Ad . [Link]
The Fundamentals of Creative Advertising .
[Link]
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hDQAQ6AEwAHoECAgQAQ#v=onepage&q=Newspaper%20suffer%20from%20poor%20reproduction.%20Colo
ur%20pages%20are%20limited%20in%20some%20newspaper.&f=false