Podcast
Questions and Answers
What should advertisements in the Philippines primarily promote?
What should advertisements in the Philippines primarily promote?
- Luxury and premium products
- Individual success and wealth accumulation
- Consumerism and brand loyalty
- Improvement of quality of life and positive family values (correct)
Which aspect of advertising content is prohibited according to the guidelines?
Which aspect of advertising content is prohibited according to the guidelines?
- Inclusion of celebrities for brand endorsement
- Profanity, obscenity, and vulgarity (correct)
- Comparative advertising
- Use of humor in advertisements
What is considered a key component of the customer journey in advertisements?
What is considered a key component of the customer journey in advertisements?
- Aggressive marketing techniques
- Cultural appropriation
- Advocacy and retention (correct)
- Comparative analysis against competitors
How should the portrayal of individuals in advertisements be managed?
How should the portrayal of individuals in advertisements be managed?
What is a specific requirement for promotions and contests in advertisements?
What is a specific requirement for promotions and contests in advertisements?
What type of advertising strategy is permissible as long as it complies with guidelines?
What type of advertising strategy is permissible as long as it complies with guidelines?
What is essential to respect in advertisements according to Filipino cultural values?
What is essential to respect in advertisements according to Filipino cultural values?
What step follows 'awareness' in the customer journey?
What step follows 'awareness' in the customer journey?
What should not be depicted in advertisements according to health and safety guidelines?
What should not be depicted in advertisements according to health and safety guidelines?
How should prices be presented in advertisements for fast-moving consumer goods (FMCG)?
How should prices be presented in advertisements for fast-moving consumer goods (FMCG)?
What is a recommended labeling for prices at quick service restaurants (QSRs)?
What is a recommended labeling for prices at quick service restaurants (QSRs)?
Which of the following is emphasized in the protection of children during advertising?
Which of the following is emphasized in the protection of children during advertising?
What is a requirement for advertisements regarding non-prescription drugs and regulated products?
What is a requirement for advertisements regarding non-prescription drugs and regulated products?
What type of marketing team relies on external resources for campaigns?
What type of marketing team relies on external resources for campaigns?
When promoting health and safety, what kind of eating or drinking should be discouraged in advertisements?
When promoting health and safety, what kind of eating or drinking should be discouraged in advertisements?
What is the focus of campaign analytics in social media marketing?
What is the focus of campaign analytics in social media marketing?
What is prohibited in advertisements regarding mental or physical handicaps?
What is prohibited in advertisements regarding mental or physical handicaps?
Which characteristic is NOT considered when analyzing the target market?
Which characteristic is NOT considered when analyzing the target market?
What aspect of advertising must not involve disparagement?
What aspect of advertising must not involve disparagement?
What is the primary goal of public relations as described?
What is the primary goal of public relations as described?
Which of the following is an essential element of a marketing strategy?
Which of the following is an essential element of a marketing strategy?
Which element is NOT included in the analysis of a digital marketing strategy?
Which element is NOT included in the analysis of a digital marketing strategy?
What is an important consideration regarding accessibility in advertising?
What is an important consideration regarding accessibility in advertising?
Which factor is NOT relevant to product characteristics in advertising?
Which factor is NOT relevant to product characteristics in advertising?
What is one of the main goals of understanding your target audience in branding?
What is one of the main goals of understanding your target audience in branding?
Which type of branding appeals to individuals through creative word choice and visuals?
Which type of branding appeals to individuals through creative word choice and visuals?
Which element is NOT listed as a consideration when designing promotional merchandise?
Which element is NOT listed as a consideration when designing promotional merchandise?
Which branding strategy combines two brands to leverage their collective brand equity?
Which branding strategy combines two brands to leverage their collective brand equity?
What appeal aims to evoke feelings associated with romance in branding?
What appeal aims to evoke feelings associated with romance in branding?
Which aspect is essential to effectively align design elements with branding messages?
Which aspect is essential to effectively align design elements with branding messages?
Which type of branding focuses on establishing a memorable appeal through sound?
Which type of branding focuses on establishing a memorable appeal through sound?
Which element should be considered to ensure branding is accepted and relevant?
Which element should be considered to ensure branding is accepted and relevant?
What does Brand Voice refer to in the context of branding?
What does Brand Voice refer to in the context of branding?
What type of branding aims to represent a specific location or region?
What type of branding aims to represent a specific location or region?
What is the primary purpose of copywriting in social media advertising?
What is the primary purpose of copywriting in social media advertising?
How does the arrangement of visual elements contribute to design?
How does the arrangement of visual elements contribute to design?
Which strategy is NOT recommended in copywriting for social media?
Which strategy is NOT recommended in copywriting for social media?
What aspect of design helps create an appealing layout according to copywriting principles?
What aspect of design helps create an appealing layout according to copywriting principles?
What is one of the goals of using social media as a marketing platform?
What is one of the goals of using social media as a marketing platform?
What design aspect helps in conveying a sense of completeness?
What design aspect helps in conveying a sense of completeness?
What does the copywriting objective of brand identity focus on?
What does the copywriting objective of brand identity focus on?
What is the significance of using hashtags in social media copywriting?
What is the significance of using hashtags in social media copywriting?
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Study Notes
Respect for Religion
- Advertisements in the Philippines should promote positive family values and quality of life, while respecting diverse religious beliefs.
Filipino Culture & Traditions
- Advertisements should consider and respect Filipino culture and traditions.
UX - Overall Customer Experience
- Focus on the customer journey, including awareness, interest, purchase, retention and advocacy.
Sex, Profanity, Obscenity and Vulgarity
- Advertisements should avoid profanity, obscenity, vulgarity, and offensive content.
- They should not depict individuals as sex objects, or engage in indecent exposure or suggestive portrayals.
Protection of Children
- Advertisements should not exploit or demean children.
Standards for Presentation
- Advertisements should avoid disparaging or attacking individuals based on gender, economic class, religion, ethnicity, race, or nationality.
Comparison Advertising
- Indirect comparison advertising is allowed as long as it isn't misleading, disparaging, or exaggerated.
Price Advertising
- It is important to clearly state the price and purchase terms in contests and promotions.
- When advertising prices, clearly label the price as the Suggested Retail Price (SRP) for fast-moving consumer goods (FMCG) or as "Price Varies" for quick service restaurants (QSRs).
Non-Prescription Drugs, Devices and Treatments
- Advertisements should avoid making false claims and misleading promises.
- Advertisements should not offer false hope of curing or relieving mental or physical handicaps, or suggest that a product can enhance sexual performance or treat sexual weaknesses without FDA approval.
Miscellaneous Terms and Conditions of Contests or Promotions
- Advertisements should clearly state the terms and conditions of contests or promotions.
Marketing Mix
- This consists of Product, Place, Price, and Promotion
Product
- Goods or Services
- Benefits
- Characteristics
Place
- Strategic Locations
- Accessibility
- Location Environment
- Digital Platform
Price
- Affects profit and sales.
- Determines marketing strategy.
- Provides value for money for the consumer.
Promotion
- Marketing Strategy
- Media Channels
- Events, Digital Marketing, B2B, Public Relations
Public Relations (PR)
- A strategic communication process that builds mutually beneficial relationships between organizations and their publics.
- It is used to communicate a promise, trigger an emotional reaction, and lead to support or purchase of a product or advocacy.
Branding
- Corporate Branding - The overall image of the company.
- Personal Branding - Creating a unique and compelling brand for yourself.
- Product Branding - Branding a specific product to differentiate it from competitors.
- Geographical Branding - Associating a brand with a specific location or region.
- Online Branding - Creating a brand presence online.
- Offline Branding - Establishing and maintaining a brand presence in the physical world.
- Co-Branding - Two brands working together to promote their products.
- Service Branding - Branding a service to make it stand out.
- Sports Branding - Building a brand around a sports team, athlete, or event.
Sports Branding: Elements
- Brand Voice - The personality and emotion infused in the communication.
- Balance - Symmetrical and nonsymmetrical designs and elements.
- Movement - How the viewer's eyes travel across the design.
- Unity: The arrangement of visual elements to create harmony and completeness.
Social Media Advertising
- A form of online marketing that involves online engagements, creating, and sharing content and services on different social media networks to achieve marketing and branding goals.
Social Media Advertising Uses
- Online Business
- Brand Awareness
- Creating a Community
- Customer Support Channel
- Generating Engagement and Brand Advocacies.
Copywriting: Objectives
- Product and Service Information
- Brand Identity and Recall
- Promote and Influence Brand Loyalty
- Attract Supporters
- Generate Favorable Responses and Feedback
Copywriting Strategies
- Encourage Audience Engagement
- Use Images with Emotional Copy
- Don’t oversell
- Use Hashtags
Copywriting Formulas
- Storytelling and Emotion
- Problem-Solution
- Features and Benefits
Promotional Merchandise
- It is important for brands to consider merchandise quality, practicality, uniqueness, affordability, design, and brand elements (color, copy, etc.) when making decisions about promotional merchandise.
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