Advertising Reviewer PDF

**HISTORY OF ADVERTISING** **Definition of Advertising** Latin Origin: \"ad-\" (toward) + \"vertere\" (to turn) = \"to turn one\'s attention.\" ***Modern Definition***: The act of making something generally known, often with the intention to sell (Cambridge Dictionary). **Difference Between Adve...

**HISTORY OF ADVERTISING** **Definition of Advertising** Latin Origin: \"ad-\" (toward) + \"vertere\" (to turn) = \"to turn one\'s attention.\" ***Modern Definition***: The act of making something generally known, often with the intention to sell (Cambridge Dictionary). **Difference Between Advertising and Marketing** - - **Early Advertising in the Philippines** ***4th Century BC:*** The Philippines was a commerce center, with early advertising primarily relying on word of mouth due to a lack of written records on perishable materials. ***Impact of Colonialism***: Western technology brought by Spain and the US introduced modern advertising. ***The Renaissance and Advertising*** Renaissance Impact: Increase in trade, prosperity, and education led to the flourishing of arts and scientific discoveries. One key invention was the printing press, which allowed for: More books → increased literacy. Increased literacy → a wider market for print advertisements. **Philippines' Renaissance**: Lagged behind; began in the 19th century with the rise of the Illustrados and the push for nationalism through newspapers. **Industrial Revolution and Advertising** - - - - **Digital Age and Advertising** ***The Internet***: Enabled businesses to reach a global audience without physical limitations. Key features: - - - - **Key Takeaways** - - - **ADVERTISING THEORIES** **Communication Models** - - **AIDA (AWARENESS-INTEREST-DESIRE-ACTION)** ➔ Created by Edward Strong in 1925, is a behavioral model that has as purpose to make sure that a single advertisement raises awareness, stimulates interest, and leads the customer to desire and eventually action (Hackley, 2005) ➔ The model is seen as highly persuasive and is said to often unconsciously affect our thinking. **AWARENESS**: Commands, Attention **INTEREST**: Leads to interest in the product **DESIRE**: And thence to Desire to own or use the product **ACTION**: finally leads to Action/purchase **AIDA (NEW MODEL)** ➔ One of the most used advertising models today as it also fits small and medium enterprises (SMEs) ➔ It\'s no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA. ➔ The AIDA funnel could be referred to as a communications model rather than a decision-making model. ➔ Can be used to identify how and when to communicate during each stage of their customer journey **AWARENESS:** Brand awareness campaigns; outreach strategies **INTEREST:** Content Strategy; reputation building; spreading info **DESIRE:** Emotional connection; customer service; perks **ACTION:** Call-to-action (CTA); booking pages; shop pages **RETENTION:** Maintain brand loyalty online and offline **DAGMAR (Defining Advertising Goals for Measured** **Advertising Results)** ➔ Created by Russell Colley in 1969 to encourage measurable objectives for each stage of communication (Smith & Taylor, 2002) and does not deal purely with the message; Often used by major brands as it involves a systemic and creative (and more expensive) approach to achieve their goals. ➔ Focuses on the levels of understanding that a customer must have for the organization and on how to measure the results of an advertising campaign. ➔ The DAGMAR meaning implies a marketing model that helps set advertising goals and measure effectiveness. Its primary objective lies in building customer relations rather than sales. - - - - **Lavidge & Steiner Hierarchy-of-Effects Model** Lavidge & Steiner Hierarchy-of-Effects Model, introduced by Robert J. Lavidge and Gary Steiner in 1962, explains how advertising influences consumer behavior, moving them from not knowing about a product to eventually buying it. - - - **Awareness:** The consumer notices the brand but knows little about it. **Knowledge:** The consumer learns more about the product and its features. **Liking:** The consumer starts to have positive feelings toward the product. **Preference:** The consumer begins to prefer this product over others. **Conviction:** The consumer is convinced they want to buy the product and feel confident about it. **Purchase:** The consumer makes the purchase, and a good experience can lead to loyalty or larger purchases. **ADVERTISING AND DESIGN** **"Form ever follows function." - Louis Sullivan** *"\[It\] goes as deep as making connections between your company, brand, and customers."* **- Eusebio, 2022** **CORE DESIGN CONCEPTS IN ADVERTISING** - - - **MAIN CLASSIFICATION OF TYPEFACES** **"sans"** means **"without";** typefaces without serifs**.** Typefaces that have small features on the ends of strokes in some fonts called **"serif."** **"Script"** Decorative typefaces that take direct influence from hand lettering **"slab serif"** is a type of serif typeface characterized by thick, block-like serifs. **5 BASIC PRINCIPLES OF HIERARCHY** - - - - - **Color Theory** is the study of how colors work together and how they affect our emotions and perceptions. **RED** - - **ORANGE** - - **YELLOW** - - **GREEN** - - **BLUE** - - **PURPLE** - - **PINK** - - **BLACK** - - **CLASSIFICATIONS OF ADVERTISING** **Area-based Classification** Advertising tailored to the audience's location, considering factors like retail location, routes, weather, and behavior. - - - **Audience-based Classification** Targets specific groups of people likely to be interested in a product, service, or issue, based on demographics, partnerships, or social causes. - - - **Action-based Classification** Focuses on the specific actions advertisers want the audience to take, emphasizing the desired outcome rather than the platform or format. - - - **Media-based Classification** Categorizes campaigns based on the platform or medium used. Advertisers choose channels that offer the best results for the least cost, depending on the campaign\'s goals and the target audience. - - - - **Function-based Classification** - - - **LAWS AND ETHICS OF ADVERTISING** **Various Governing Bodies in the Philippines:** - - **AGENCIES THAT REGULATE ADS IN THE PHILIPPINES** **Ad Standards Council (ASC)** - - - - - - - - - - **Materials Covered by the ASC Code of Ethics and Manual of Procedures** **Advertisement** means the form through which the advertising information is disseminated, which includes but is not limited to print, broadcast, cinema, out-of-home, merchandising materials, digital, and mobile ads. Advertisements, whether foreign-produced or canned, locally-produced, station-produced, branded, corporate or organizational, national, local, advocacy-related, are covered by the ASC Rules. **Advertising** means dissemination of information or messages for a business purpose, usually intended to promote commercial transactions, or to enhance a general standing of an entity or business in the marketplace or the community. **The following criteria shall, likewise, determine if a material is an advertisement:** - - - **Political ads** are ads produced specifically during the election period, as defined by the Commission on Elections (COMELEC), paid for (whether cash or in kind) and by bonafide electoral candidates. **ADVERTISING ETHICS** **Advertisement-** a notice or announcement in public media encouraging someone to take an action. (Salus, 2023) **Commercial Advertising**- the use of advertising produced into cash. (Sandeep Nair, 2023) **DIVERSITY AND INCLUSION IN ADVERTISING** Why does it matter in advertising? - - - - If one single person has their own set of shared experience and knowledge, imagine what 8 Billion people are capable of.