Advertising Ethics in Filipino Culture

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Questions and Answers

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?

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?

Aggressive marketing techniques

Cultural appropriation

Advocacy and retention (correct)

Comparative analysis against competitors

How should the portrayal of individuals in advertisements be managed?

Individuals must not be depicted as sex objects Signup and view all the answers

What is a specific requirement for promotions and contests in advertisements?

Clear statements of price and purchase terms Signup and view all the answers

What type of advertising strategy is permissible as long as it complies with guidelines?

Indirect or unbranded comparison advertising Signup and view all the answers

What is essential to respect in advertisements according to Filipino cultural values?

Diverse religious beliefs and cultural traditions Signup and view all the answers

What step follows 'awareness' in the customer journey?

Interest Signup and view all the answers

What should not be depicted in advertisements according to health and safety guidelines?

Drinking alcohol Signup and view all the answers

How should prices be presented in advertisements for fast-moving consumer goods (FMCG)?

Clearly stated as Suggested Retail Price (SRP) Signup and view all the answers

What is a recommended labeling for prices at quick service restaurants (QSRs)?

Price Varies Signup and view all the answers

Which of the following is emphasized in the protection of children during advertising?

Avoiding exploitation and demeaning behavior Signup and view all the answers

What is a requirement for advertisements regarding non-prescription drugs and regulated products?

Should avoid false claims and misleading promises Signup and view all the answers

What type of marketing team relies on external resources for campaigns?

Outsourced Marketing Team Signup and view all the answers

When promoting health and safety, what kind of eating or drinking should be discouraged in advertisements?

Excessive eating or drinking Signup and view all the answers

What is the focus of campaign analytics in social media marketing?

Measuring the effectiveness of marketing strategies Signup and view all the answers

What is prohibited in advertisements regarding mental or physical handicaps?

Suggesting a product can enhance sexual performance without FDA approval Signup and view all the answers

Which characteristic is NOT considered when analyzing the target market?

Faith Signup and view all the answers

What aspect of advertising must not involve disparagement?

Social class distinctions Signup and view all the answers

What is the primary goal of public relations as described?

To build mutually beneficial relationships Signup and view all the answers

Which of the following is an essential element of a marketing strategy?

Price impacts on profit and sales Signup and view all the answers

Which element is NOT included in the analysis of a digital marketing strategy?

Traditional advertising methods Signup and view all the answers

What is an important consideration regarding accessibility in advertising?

Ensuring products are easy to find Signup and view all the answers

Which factor is NOT relevant to product characteristics in advertising?

Ethnic background of consumers Signup and view all the answers

What is one of the main goals of understanding your target audience in branding?

To trigger an emotional reaction that leads to support or purchase Signup and view all the answers

Which type of branding appeals to individuals through creative word choice and visuals?

Creative Appeal Signup and view all the answers

Which element is NOT listed as a consideration when designing promotional merchandise?

Target Group Size Signup and view all the answers

Which branding strategy combines two brands to leverage their collective brand equity?

Co-Branding Signup and view all the answers

What appeal aims to evoke feelings associated with romance in branding?

Romance Appeal Signup and view all the answers

Which aspect is essential to effectively align design elements with branding messages?

Aligning design to creative messaging Signup and view all the answers

Which type of branding focuses on establishing a memorable appeal through sound?

Music Appeal Signup and view all the answers

Which element should be considered to ensure branding is accepted and relevant?

Clear communication of brand identity Signup and view all the answers

What does Brand Voice refer to in the context of branding?

The personality and emotion in communications Signup and view all the answers

What type of branding aims to represent a specific location or region?

Geographical Branding Signup and view all the answers

What is the primary purpose of copywriting in social media advertising?

To promote and influence brand loyalty Signup and view all the answers

How does the arrangement of visual elements contribute to design?

It enhances the balance of design Signup and view all the answers

Which strategy is NOT recommended in copywriting for social media?

Overdo the hard sell approach Signup and view all the answers

What aspect of design helps create an appealing layout according to copywriting principles?

Symmetrical balance Signup and view all the answers

What is one of the goals of using social media as a marketing platform?

To create a community of followers Signup and view all the answers

What design aspect helps in conveying a sense of completeness?

Unity in design elements Signup and view all the answers

What does the copywriting objective of brand identity focus on?

Building recognition and recall of the brand Signup and view all the answers

What is the significance of using hashtags in social media copywriting?

They help in brand engagement and visibility Signup and view all the answers

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.

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.

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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Description

This quiz explores the ethical standards and cultural considerations for advertising in the Philippines. It covers topics such as respect for religion, Filipino traditions, and the protection of children, ensuring that advertisements promote positive values without exploiting vulnerable groups.