WEEK 5-6 Flashcards
“The most powerful element in advertising is the truth.”
-Bill Bernbach
Advertising has its roots from the Latin word “Advertere” meaning “ ?????” and from the French word “Advertir” which
later developed to an English term “Advert” to become “Advertise” in
the late Middle English
Turn Around
A false claim about the characteristics of the goods or service, e.g.
– a product is a different colour, size or weight to what is advertised.
Misleading Illustrations
Occurs when companies or service providers tack on additional fees that are not disclosed to customers in the advertised price. This has become a common practice among mobile phone provider and credit card companies.
Pricing-Based Deception
This takes place when an advertisement compares one item with another-but only in areas where it is superior, omitting any features of the other item that are superior to the advertised item. This is a strategy that is resorted to by dishonest store owners
Inconsistent Comparison
When the prospective buyers arrive and mention the newspaper ad, they are told
that the company is no longer offering that special deal, but the sales in-charge will happily show them other units.
It is done with the hope that more customers will come, look at the other units being offered and increase their sales.
Bait-and-Switch
Refers to any published claim or advertising materials that gives
customers an incorrect understanding or belief about a product or service
being offered.
False Advertising
In ancient China, the first advertising
known was ????, as recorded in the Classic of Poetry (11th to 17th centuries BC).
oral
– tycoon and founder of Ogil vy and
Mather. was also known as the “Father of Advertising”.
DAVID MACKENZIE OGILVY
is a form of marketing communication used to promote or sell something. Other than creating awareness about a product or brand, it also attempts to reassure customers and stakeholder that a company is both viable and successful
ADVERTISING
It helps in shaping or improving the image and perception of prospective
customers about a product or a brand.
BRAND POSITIONING
It helps in making people aware of a brand in case it is new or when it
is not yet popular.
GENERATE AWARENESS
the wider the coverage of an advertisement, the more people are
reached out and thus, more mileage and market penetration are created
INCREASE THE REACH
The general objective is to increase brand awareness or to demonstrate the
differences between product and competing products to be able to sell them over the competitors.
Product Advertising
The CSR vision of Philippine companies is normally captured in a statement that guides them in pursuing their individual initiatives
Corporate Advertising
Promotional methods in which a prospective customer is requested to respond directly and immediately to the advertiser, through the use of a “devise” provided in the advertisement. include the following:
Coupon to cut and mail
Business reply card
DIRECT RESPONSE ADVERTISING
Can help a company attract funds if there are plans for expansion and other major investments. This type of advertising is intended for investors, loan, banking and mortgage consumers.
FINANCIAL ADVERTISING
A form of advertising that uses physically printed media like magazines and newspapers, to reach prospective
customers.
PRINT ADVERTISING
Also known as Out-of-Home Advertising, is the type that reaches consumers when they are outside of their homes.
There are different kinds of outdoor advertising: Billboard advertising
OUTDOOR ADVERTISING
Is a very popular medium that constitutes several branches to include television, radio or the internet. It aims to persuade consumers about the benefits of a particular products or
services.
BROADCAST ADVERTISING
Also known as Advertising in Movies.
A particular product or brand is incorporated in some entertainment and media channels like, “teleserye” in
television and even during sports events.
COVERT ADVERTISING
Celebrities are seen in practically all types of advertisement all over the world. This involves the signing up of the celebrities for advertising campaigns and their personal appearances in various launching and events.
CELEBRITY ADVERTISING
it states “that the State shall protect the consumer from misleading advertisement and fraudulent sales promotion practices.”
Republic Act No. 7394 (Consumer Act of the Philippines) Under Article 8. DTI.
states “that it shall be unlawful for any person to disseminate of any false, deceptive or misleading advertisement by Philippine mail or in commerce by print, radio, television, outdoor advertisement, or other medium for the purpose of inducing or which is likely to induce directly or indirectly the purchase of consumer products or services.”
Article 110 of the same Act. DOH.
YEAR – advertisers in the Philippines formed the Philippine Association of National Advertisers which is engaged in a continuing campaign to regulate abuses by untruthful advertisers.
1958
