Advertising Regulation & Ethics (Preliims) PDF

MM5730: ADVERTISING (PRELIMS) Trishia Khoon - 4M6 Industry representatives Advertising Regulation & Ethics Consumer representatives Legal experts Philippine Board of Advertising...

MM5730: ADVERTISING (PRELIMS) Trishia Khoon - 4M6 Industry representatives Advertising Regulation & Ethics Consumer representatives Legal experts Philippine Board of Advertising Health and Safety experts (PBA) Ethics and Standards Earliest advertising code Advocates of ethics, established in 1974. Types of Disputes and Complaints 1989 renamed as - AdBoard (Advertising Board of The Complaints by a party of Philippines) interest against an Mandated by IRR of RA 7394 advertisement the ASC has or the Consumer Protection approved and is already Act on-air/published/displayed/ posted. Ad Standards Council Complaints by a government Non-stock, non-profit sector, professional organization that aims to organization, an individual promote truth in consumer or consumer group, advertising by regulating or the general public shall advertising content. be handled by the ASC PANA - represents the Crisis Committee for advertisers review. 4 A’s - represents the advertising agencies. KBP - represents the media Fundamental of Art Direction Generally, the code applies to The most crucial aspect of all advertising and other advertising is the big marketing communication, idea. Once this idea is including Digital Marketing. established, the next step is for the art director to Complaints between two parties focus on crafting it into a may involve disputes on powerful and memorable advertising content and visual representation. procedures related to decisions Associated with visual on advertising content. communication 5 ASC Panelists: Best Art Direction - Grabs Introduction to Advertising attention to the advertising message without grabbing Advertere - turn the minds attention to itself. or to turn the attention. Refers to promoting a Role of the ART DIRECTOR product, service, or idea Professional who is in to a target audience charge of developing and through various forms of maintaining a creative media. vision. Goal: create Awareness, Interest, and Desire. Tools for Art Direction Plays a critical role in Graphic design and promoting and selling illustration software are products/services today. the bread and butter of the Art Director. Features of Advertising These tools enable the 1. Communication - means of creation of visual content. mass communication reaching the masses. Creating The Adverts 2. Information - informs the How to make an Advertisement buyers about the benefits Define target audience they would get. Conduct market research 3. Persuasion - creates a Decide on Ad format and favorable attitude, which platform will lead to favorable Determine Ad’s purpose actions. Choose platform 4. Profit Maximization - Set budget doesn’t attempt to maximize Craft message profit by increasing the Develop creative assets cost but by promoting the sales. MEDIA 5. Non-Personal Presentation - - TV - Social media Salesmanship is personal - Radio - Video Game selling - Print - VR/AR 6. Identified Sponsor - The - Film - Social Media sponsor may be an - Website individual or a firm who pays for the advertisement.  7. Consumer Choice - - Educates customers Advertising facilitates about new products consumer choice. and their uses. 8. Art, Science, and 7. Support to Media Profession - represents a - Provides an essential field of creativity. source of revenue for 9. Element of Marketing Mix - various forms of an important element of the media. promotion mix. 10. Element of Creativity - KEY Players Good advertising campaign 1. Advertisers - are the involves creativity and companies or individuals imagination. who pay for advertising campaigns to promote their Importance of Advertising product or services. 1. Promotion of Sales 2. Advertising Agencies - - Promotes sales of specialized in developing goods and services by and executing advertising informing and campaigns for their persuading people. clients. 2. Introduction of New Product Ex: McCANN world group, BBDO, - Helps introduce new Ogilvy products to the market. 3. Media Companies - 3. Creation of Good Public organizations that provide Image platforms for advertising - Builds up the messages to reach the reputation of the audience. advertisers. Ex: GMA, ABS-CBN, PhilStar 4. Mass Production 4. Creative Professionals - - Facilitates individuals responsible for large-scale developing the creative production. aspects of advertising 5. Research campaigns. - Stimulates research 5. Production Companies - and development responsible for producing activities. content used in advertising 6. Education of People campaigns. Ex: Universal Studios, any mobile device with Paramount, Warner Bros. internet. 6. Research Firms - Provide 7. Social media Advertising - market research to help promotes their products on advertisers and advertising various platforms. agencies understand the 8. Paid search Advertising - target audience. online advertisements 7. Ad Tech Companies - referred to as provides technology pay-per-click advertising. solutions to support 9. Native Advertising - advertising campaigns. digital advertising that looks similar to the rest Types of Advertising if the page content. 1. Print Advertising - printed 10. Display Advertising - advertisements, often seen digital advertising that in newspapers, magazines, uses identifiable ads. brochures, flyers, etc. 11. Outdoor Advertising - 2. Direct Mail or Email refers to advertisements Advertising - sends that consumers see outside advertisements to customers their homes. through the mail. 12. Guerrilla Advertising - 3. Television Advertising - a less conventional methods type of broadcast that are generally low-cost advertising where companies and employ creative advertise their products techniques to draw through 20-60-second TV attention. commercials. 13. Product Placement 4. Radio Advertising - plays Advertising - The company ads during programming pays to have its product breaks. embedded in media content. 5. Podcast Advertising - 14. Public Service companies sponsor podcasts Advertisement - promote a or display product cause or initiative rather advertisements during the than a product. episodes. Advertising’s Role in Marketing 6. Mobile Advertising - - It plays a critical role in reaches consumers through marketing by bridging the gap between a company’s  products or services and market trends and customer its target audience. preferences. Brand Awareness Brand Loyalty - Helps and builds brand - Consistent and positive recognition advertising reinforces brand identity and loyalty. Information Dissemination - Informs potential consumers BRANDING about a product's features, - Process of creating a benefits, and availability. unique identity or image Persuasion for a product, service, or - Persuades consumers to company in the minds of choose a particular product consumers. or service over - Involves developing name, competitors. logo, design, and other elements that help to Emotional Connection distinguish a business from - Aims to create an emotional its competitors. connection with the audience. Importance of BRANDING Increased recognition Market positioning Differentiation - Helps in positioning a Increased perceived value brand or product withing a Building trust and specific market segment. credibility Increases customer loyalty Sales Promotion - Drives immediate sales CALL TO ACTION through promotions, - Advertising and marketing discounts, and special message that asks the offers. audience to do something specific. Feedback and Adaptation CHANNEL - Generate feedback from - It is a medium a company consumers, providing utilizes to market and valuable insights into advertise its brand, products, and promotions.  6. Influence on Purchase HEADLINE Intent - studies show that - A group of words or a celebrity endorsements can phrase that promotes a increase consumers’ product or a service. It intentions to purchase. aims to grab the attention 7. Trends and Aspirational of people. Marketing - celebrities often set trends. TARGET AUDIENCE - Specific group of consumers that might buy your products or might avail your service. Two Sides of Advertising Positive Aspects Influence of Celebrity Endorsement to Consumer Behavior Economic Benefits Boosts economic growth 1. Trust and Credibility - Supports media and celebrities have a entertainment substantial following, and their endorsements can lend Informational Value credibility to a product. Educates consumers 2. Brand Image - they can help Promotes innovation shape a brand’s identity. 3. Emotional Connection - can Brand Awareness and Recognition create an emotional bond Builds brand identity with consumers. Fosters loyalty 4. Social Proof - seeing a celebrity use or endorse Social and Cultural Impact product can service as Supports public awareness social proof, suggesting campaigns that the product is popular Encourages diversity and worth trying. 5. Target Audience Reach - Negative Aspects different celebrities appeal to various Consumer Manipulation demographics. Excessive Persuasion  Materialism and Coordination Overconsumption 7. Monitoring and Evaluation Performance metrics Privacy Concerns Feedback and Data collection adjustments Targeted Advertising 8. Long-term Strategy Brand building Misleading Information Learning and False claims improvement Unrealistic expectations Economic Disparities Advertising saturation Unequal exposure MESSAGE PLANNING AND STRATEGIES 1. Defining Objectives Identify goals Align with business goals 2. Understanding the Target Audience Audience research Segmentation 3. Crafting the Message Core message Supporting points Tone and style 4. Choosing the Right Channels Media selection Channel integration 5. Creative development Concept and design Testing and refinement 6. Implementation and Execution Campaign launch