Model Of Communication Process PDF

MODEL OF COMMUNICATION PROCESS  Sender/Source Encoding The person or entity initiating The process of converting the communication. This can thoughts, ideas, or be an individual, a company, information into a form that or an organization. can be transmi...

MODEL OF COMMUNICATION PROCESS  Sender/Source Encoding The person or entity initiating The process of converting the communication. This can thoughts, ideas, or be an individual, a company, information into a form that or an organization. can be transmitted (e.g., words, images, sounds). Message Medium/Channel The actual content that is The method or means used to being communicated. It could transmit the message (e.g., be an idea, information, email, phone call, social instruction, or opinion. media, face-to-face conversation, TV).  Receiver Decoding The person or group for The process by which the whom the message is receiver interprets or makes intended. sense of the encoded message. Feedback Noise The response or reaction of Any interference or disruption the receiver to the message, that affects the clarity or sent back to the sender accuracy of the message. It can be physical (e.g., loud environment), psychological  Sender/Source Encoding A brand launching a new Crafting an advertisement product. that highlights the product’s key features and benefits. Message Medium/Channel This product will help your life Social media, TV easier. commercials, and print ads.  Receiver Decoding Target audience (consumers). Consumers watch/read the advertisement and interpret how the product could benefit them. Feedback Noise Sales, customer reviews, or Misinterpretation of the ad comments on social media. due to cultural differences, poor sound quality, or competing advertisements. THE ROLE OF CREATIVITY IN ADVERTISING  Creativity Helps Advertising Persuade It allows brands to appeal not only to logic but also to emotions, values, and aspirations, making the audience more likely to take action Creativity Helps Creativity Helps Advertising Inform Advertising Remind essential in delivering information Creativity is key to ensuring that about a product or service in a advertising remains fresh and way that grabs attention and is engaging, even when the primary easily understood by the audience. goal is to remind consumers about an established brand or product.  LIVE AD CAMPAIGN: Presenting Your Brand ELECTRONIC MEDIA IN ADVERTISING IN THE PHILIPPINES  Electronic Media in Advertising in the Philippines Television Radio Social Media Online Streaming Digital Display and Video and Mobile Television (TV) remains one Radio remains a popular The Philippines is known as Advertising Advertising of the most powerful forms of advertising medium, the "Social Media Capital of electronic media in the particularly in regions outside the World," with a large With the increasing use of With over 79 million Philippines, reaching millions urban centers. It is a cost- percentage of the population smartphones and faster smartphone users, mobile of households across the effective platform with broad active on platforms such as internet connections, online and digital display country. reach. Facebook, YouTube, video consumption in the advertising is essential in the Instagram, TikTok, and X Philippines has skyrocketed. Philippines. (formerly Twitter). Platforms like YouTube and Netflix have become key channels for advertising. The Pros and Cons of Broadcast TV Advertising in the Philippines  Pros of Broadcast TV Advertising Wide Reach and High Engagement Emotional and Visual Credibility and Repetition and Mass Appeal and Attention Impact Prestige Frequency Television is one of the most TV ads can capture the full TV ads can leverage both Advertising on TV often gives TV advertising allows for accessible forms of media in attention of viewers, visuals and sound to create a brand a sense of credibility high-frequency ad the Philippines, with millions especially during prime time, an emotional connection with and prestige, as TV placements, which can of households tuning in daily. when popular teleseryes viewers. commercials are typically reinforce brand recognition (soap operas), news associated with established and recall. With repeated programs, and variety shows and reputable companies. exposure, consumers are air. more likely to remember the product or service.  Cons of Broadcast TV Advertising High Costs Limited Targeting Decreasing TV Inflexibility and Ad Skipping and Viewership Among Long Lead Times Viewer Fatigue Younger Audiences Producing and airing TV Unlike digital ads, which allow TV advertising requires With the rise of digital commercials in the for precise targeting, TV ads Younger Filipino audiences significant lead time for streaming and DVRs, many Philippines is expensive, reach a broad, general are increasingly shifting to production and placement. viewers now have the ability particularly during prime- audience. This may result in digital platforms such as Once a campaign is created, to skip or fast-forward time slots. This includes the wasted impressions if your YouTube, Netflix, and TikTok it is difficult to change or through ads, reducing their cost of production, talent, product or service is aimed at for entertainment adapt quickly if the market effectiveness. and purchasing airtime on a specific demographic that dynamics shift or if feedback leading networks. may not align with the TV from viewers suggests program’s audience. improvements. Radio Broadcasting in the Philippines  Types of Radio Broadcasting in the Philippines AM Radio FM Radio AM stations in the Philippines are known for FM radio stations cater primarily to music news, current affairs, talk shows, and public lovers, offering a wide range of genres service programs. They are particularly such as pop, rock, OPM (Original Pilipino popular in urban centers and rural areas Music), and hip-hop. FM stations are where access to television or the internet popular among younger audiences due to may be limited. their music-driven format. Radio's Role in Philippine Society News and Public Service 01 Radio is often the most accessible and affordable source of information, especially during emergencies, disasters, and elections. Entertainment and Cultural Influence 02 FM radio plays a crucial role in promoting OPM and local artists. Radio stations have been instrumental in shaping the music industry, supporting rising artists, and broadcasting concerts or music awards shows. Radio and Religion 03 Radio is a key platform for religious broadcasts in the Philippines, especially with the predominantly Catholic population. Stations like Radyo Veritas offer religious programs, masses, and spiritual discussions, which resonate with large segments of the population.  Advertising on Philippine Radio Cost-Effective for High Frequency and Local Businesses Repetition Radio advertising is a cost-effective With frequent ad spots throughout the day, medium compared to television, making it radio allows advertisers to reinforce their an attractive option for small and brand message through repetition. Jingles medium-sized enterprises (SMEs), and catchphrases are often used to create particularly local businesses aiming to brand recall. reach regional or provincial markets. Challenges and Future of Radio Broadcasting Competition from Digital Media 01 Younger generations are moving away from traditional radio to digital platforms like podcasts, streaming apps, and online radio. Declining Ad Revenues 02 Advertisers are shifting more of their budgets to digital and TV ads, which offer better targeting and analytics. Adaptation and Innovation 03 Some stations are adopting hybrid formats by combining traditional broadcasting with interactive online content, social media engagement, and live streaming. Types of Radio Broadcasting  Types of Radio Broadcasting AM (Amplitude FM (Frequency Satellite Radio Internet Radio Modulation) Radio Modulation) (Online Radio) Primarily focuses on news, talk Radio Satellite radio offers a wide Internet radio stations shows, public affairs, Primarily focuses on music, range of programs, including broadcast via the internet, commentary, and entertainment, and lighter talk music, news, sports, talk offering a wide variety of educational programming. shows. FM stations are known shows, and specialty content from music to talk AM radio is particularly for playing a wide variety of channels that cater to niche shows, podcasts, and niche effective for long-distance music genres including pop, interests. It is subscription- programming. broadcasts. rock, jazz, and OPM (Original based and provides hundreds Pilipino Music). of channels.  Benefits Of Enterprise Resource Planning Community Radio College/University Pirate Radio Shortwave Radio Radio Community radio stations Pirate radio stations operate Shortwave radio broadcasts focus on local issues, culture, Run by educational without a government license over long distances, often and music. These stations are institutions, college radio and often broadcast internationally. It is commonly often run by local stations typically feature a alternative music, used for global news, cultural communities, non-profit mix of music, student-led underground culture, or programming, and outreach organizations, or educational discussions, educational political content that may not in remote areas. institutions. content, and campus news. be mainstream. The Pros and Cons of Radio Advertising in the Philippines Pros of Radio Advertising Wide Reach, Especially in Rural Areas 01 Radio has extensive reach across both urban and rural areas in the Philippines. Cost-Effective 02 Compared to TV and digital media, radio advertising is relatively affordable. Localized Advertising 03 Radio stations in the Philippines often broadcast in local languages or dialects, allowing advertisers to craft messages that resonate with specific communities. Pros of Radio Advertising Frequent Exposure and Repetition 04 Radio ads can be played multiple times a day, ensuring high frequency and repeated exposure. Adaptable and Timely 05 Radio ads can be quickly produced and aired, making them a flexible medium for time-sensitive campaigns. Audience Engagement 06 Many radio stations in the Philippines are interactive, with DJs encouraging listener participation through call-ins, shout-outs, contests, or social media. Cons of Radio Advertising Limited Visual Impact 01 Radio relies solely on audio, which limits the creative expression that can be achieved through visuals, unlike TV or digital ads. Declining Popularity Among Younger 02 Audiences With the rise of digital streaming platforms like Spotify, YouTube, and podcasts, younger generations are moving away from traditional radio. 03 Lack of Targeted Advertising Unlike digital platforms, where advertisers can precisely target demographics based on interests, location, and behavior, radio offers limited targeting options. Cons of Radio Advertising Short Shelf Life 04 Radio ads are fleeting; once an ad airs, it’s gone. Listeners cannot review or replay the ad, unlike in digital formats, where ads can be saved or shared. Background Noise 05 Many people listen to the radio while multitasking (e.g., driving, working, or doing chores), which can result in ads being heard in the background rather than fully absorbed by the listener. Competition for Attention 06 Radio stations often run multiple ads during commercial breaks, leading to potential ad clutter.  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature ADVERTISING By: BIENVENIDO T. SANCHEZ, MAOD The Advertising Industry The advertising industry in the Philippines plays a critical role in shaping consumer perceptions and driving business growth. It has evolved significantly over the past few decades, adapting to technological advances and cultural shifts. Below is an exploration of the industry's structure, key players, careers, consumer behavior, and the importance of advertising research—all within the Philippine context. 1. Structure and Functions of Advertising Agencies in the Philippines Advertising agencies in the Philippines vary in size and specialization, from full-service agencies to digital-focused agencies. They offer a range of services to clients, including creative development, media planning, and research, similar to their global counterparts but often tailored to the unique cultural and economic landscape of the country. Types of Agencies:  Full-Service Agencies: These agencies provide end-to-end advertising services, including market research, media buying, creative design, and campaign execution. For example, BBDO Guerrero is one of the top full-service agencies in the Philippines, known for producing creative campaigns for major brands like Pepsi and Johnson & Johnson.  Creative Agencies: Focus primarily on content creation, such as producing television ads, print ads, and digital marketing materials. Ace Saatchi & Saatchi has produced several award-winning campaigns by tapping into local culture and emotions.  Media Agencies: Handle media strategy, planning, and buying to ensure ads are placed in the most effective channels. OMD Philippines is a prominent media agency that manages multi- platform advertising campaigns for large corporations like Unilever and Globe Telecom.  Digital Agencies: These agencies specialize in online marketing, social media campaigns, search engine  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature optimization (SEO), and web-based advertising. With the rise of internet use and social media in the Philippines, digital agencies like NuWorks Interactive Labs are growing in demand, catering to brands like Nestlé and Jollibee. Functions of Advertising Agencies: 1. Research and Strategy Development: Agencies conduct market research to understand local trends and consumer preferences, often segmenting the population based on factors like income levels or urban vs. rural markets. They craft campaigns that resonate with these diverse groups. 2. Creative Development: Creative teams produce the actual advertising content, such as TV commercials, print ads, and social media posts. For example, the iconic “Kwento ng Jollibee” series of commercials plays on Filipino values like family, love, and resilience. 3. Media Planning and Buying: Media planners select the appropriate channels for delivering ads, whether it's primetime TV, radio, billboards, or digital platforms like YouTube and Facebook, both of which have a significant reach in the Philippines. 4. Campaign Execution and Monitoring: Agencies ensure that campaigns run smoothly across all chosen media and monitor their effectiveness using analytics tools. 2. Key Players in Advertising in the Philippines The key players in the Philippine advertising landscape include:  Advertisers (Brands): Large corporations such as Jollibee, San Miguel Corporation, PLDT, and Cebu Pacific dominate advertising spending. These companies frequently launch high-budget campaigns, particularly during festive seasons like Christmas.  Advertising Agencies: The big local and multinational agencies (like BBDO Guerrero, Ogilvy & Mather, Publicis Manila) drive the creative and strategic direction of Philippine advertising.  Media Networks: TV remains one of the most powerful advertising mediums in the country. Major TV networks like ABS-CBN, GMA Network, and TV5 command significant ad revenues from prime-time slots. Digital media giants like Facebook, Instagram, and YouTube are also key players due to the high penetration of social media in the country.  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature  Consumers: Filipino consumers are a key part of the advertising ecosystem. With over 100 million people, the Philippines offers a large and diverse market for advertisers. Consumers are highly engaged with digital platforms, making the country one of the world's most active social media markets. 3. Careers in Advertising in the Philippines The advertising industry in the Philippines offers various career paths, many of which align with global industry roles but often involve specific adaptations to local culture and market conditions.  Creative Directors: Creative directors in the Philippines, such as those at Publicis Manila, lead campaigns that reflect Filipino values and sentiments, which are crucial for local brand success.  Copywriters and Art Directors: Copywriters craft the language that resonates with Filipino audiences. For instance, many ads are written in a mix of Tagalog and English (Taglish), a reflection of the nation's bilingual nature. Art directors ensure that visual elements of ads appeal to local tastes and aesthetics.  Media Planners: These professionals must understand Filipino media consumption habits, balancing traditional media like TV and radio with the growing digital landscape. Media planners at OMD Philippines may strategize a mix of Facebook, TV, and billboard ads to target different socioeconomic groups.  Account Managers: These professionals liaise between agencies and clients, ensuring that campaigns stay on track and meet both creative and business objectives. They often work with clients from top Philippine brands like PLDT, Ayala, and Nestlé. 4. Consumer Behavior in the Philippines Understanding the Filipino Consumer Filipino consumers are heavily influenced by family, tradition, and social trends. They are brand- conscious but also seek value for money. Advertising that appeals to emotions, family values, and shared cultural experiences is highly effective in the Philippines.  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature  Example: Ads from Jollibee or San Miguel Beer often emphasize family and togetherness, tapping into the strong familial bonds in Filipino culture. The Buying Decision Process The decision-making process for Filipino consumers often mirrors the global buying decision process but with certain unique cultural nuances: 1. Problem Recognition: In the Philippines, problem recognition can be influenced by external factors like word- of-mouth from family and friends, especially in closely-knit communities. 2. Information Search: Filipino consumers are active on social media and online platforms, frequently searching for reviews, endorsements, and influencer opinions. A consumer looking for a new smartphone, for example, might rely on Facebook groups and YouTube reviews. 3. Evaluation of Alternatives: Filipinos compare brands based on price, quality, and social status. Local brands often compete with international brands, making the competition for consumer attention fierce. 4. Purchase Decision: Promotions, discounts, and special offers play a significant role in converting Filipino consumers. 5. Post-Purchase Behavior: Filipinos are highly engaged in post-purchase behavior, often sharing their experiences on social media or relying on family and peer feedback. The Psychology of Advertising  Emotional Appeal: Emotional storytelling is central to many successful ad campaigns. For example, PLDT’s “Father’s Day” ad uses emotion to connect with consumers, portraying touching stories of father-child relationships.  Social Proof and Influencers: Filipinos are heavily influenced by endorsements from celebrities and online personalities. Local celebrities and influencers like Maine Mendoza and Anne Curtis play significant roles in driving product endorsements.  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature 5. Advertising Research in the Philippines Advertising research in the Philippines is essential for understanding a diverse and segmented market. Research helps brands tailor their advertising strategies to the distinct demographic and psychographic groups within the country. Market Research and Audience Analysis Filipino market research firms like Kantar and Nielsen Philippines provide critical insights into consumer behavior, spending habits, and media consumption. They track audience engagement across TV, radio, digital platforms, and other media. Understanding Demographics and Psychographics  Demographics: The Philippine population is relatively young, with a median age of about 25. This youth demographic is highly engaged with digital media, making platforms like Facebook, Instagram, and TikTok vital for reaching the target market.  Psychographics: Filipino consumers are socially active and value family, community, and convenience. Advertising often emphasizes themes like "bayanihan" (community spirit) and "pakikisama" (smooth interpersonal relationships). Tools and Techniques for Advertising Research  Surveys and Focus Groups: Used to gather qualitative insights on consumer preferences and reactions to ad campaigns. For instance, a focus group might be used to test an upcoming TV ad for Selecta Ice Cream to ensure the messaging aligns with consumer expectations.  Digital Analytics: Tools like Google Analytics and Facebook Insights help brands track engagement and reach. These are particularly important in digital campaigns as they offer real-time data on how Filipino consumers are interacting with content.  A/B Testing: This method helps advertisers determine the most effective versions of an ad. For example, a brand like Shopee might test two versions of a digital banner to see which one drives more conversions during a sale period.  Republic of the Philippines University of San Jose - Recoletos Magallanes St., 6000 SCHOOL OF ARTS AND SCIENCES Department of Communication, Languages and Literature Conclusion: The advertising industry in the Philippines is deeply intertwined with the country’s cultural values, media consumption habits, and technological advancements. Advertising agencies play a vital role in creating campaigns that resonate with the Filipino audience, while market research ensures that strategies are data-driven and effective. As the industry continues to grow, driven by digital media and evolving consumer behavior, the Philippine advertising landscape remains dynamic and full of opportunities for innovation. Prepared by: Bienvenido T. Sanchez, MAOD