Notes by Eleanor Kawsek Credit me if you happen to use this.

1. Mkt 121 Advertising Management
Professor: Albert Cuadrante
I. Introduction
Creative ads work and are memorable, but effective ads make you
want to buy the product
Marketing
o Creating preference for a product or service by building
a relationship with your target consumers
1. Creating preferences - in marketing, we sell brands,
not products or services.
2. Relationship – it is more difficult to ask for money
from people we don’t have relationships with.
Otherwise, there will be an elimination of choices.
Marketers want you to think of their brand when
you need something. Price is not always the
rationale for buying something.
Advertising
o E = I (Advertising is an expression to create an
impression)
1477 – First print ad (English print ad advertised in Church prayer
books)
“Advertising” - first introduced in the English language in 1655 and
meant “to sell”
Difference between the product and a brand
o Product – the thing you sell
o Brand – identity of your product or service. It is
important to brand because we need to distinguish our
brand and because we need to establish a relationship
with consumers.
Brand equity
o What your brand stands for in the mind and hearts of
your target consumers
o This is what people pay for.
Types of advertising
o Brand advertising (thematic advertising) – ads focused on
enhancing and strengthening brand equity. (ex.
Commercials)
o Retail advertising – focuses on ads that sell the brand at
the point of sale. (ex. Posters you see upon entering a Nike
store)
o Political advertising – pushes for a propaganda, platform
or campaign of individuals or groups of people.
o Direct advertising – ads designed to stimulate sale via a
replied mechanism. You can reply to direct advertising.
(ex. Direct mail and telemarketing)
o Business-to-business advertising (B2B) – targeted
consumers are professionals

2. o Corporate advertising – ads designed to establish and
strengthen corporate identity (ex. Nestle’s 100 years ad)
o Advocacy advertising – public service ads that are usually
done for free for a good cause (ex. DOH’s dengue season
ads)
o Directory – designed to let you know where you can avail
of the product or service (ex. Yellow pages, 500 km to the
nearest Jollibee store)
5 key players in the advertising industry
o Client / advertiser
o Creative agency – advertising agency that develops the
advertising
o Media agency – in charge of placing the advertising that
was created by the creative agency
o Production agency – produces and executes the ad into
TV, radio or print ad
o Freelance producers – not connected to any agency
Consumer understanding  concept development  copy
strategy  advertising brief  advertising development  media
Types of consumers (not always exclusive)
o Decision maker – typically has the money / purchasing
power. This person does not always have the final say.
1. Categories:
a. High-involvement products – expensive
products (ex. Insurance, real estate)
b. Medical or health-related products –
technical terms are used
c. Telecommunications – (ex. Diapers)
o Purchaser–household products, dishwashing liquid,
impulse purchases like chocolate
o User – personal products (ex. Snacks, personal care
products, fashion and clothing, beauty products)
Target market
o Group of people who are most likely to respond favorably
to your brand’s benefit
1. Make people open up their minds and make them
consider the product in the future
2. Marketing does not create a need, but makes the
consumer aware of a need that he did not know
about beforehand
Difference between a trend and a fad
o Trends last longer while fads fizzle out
o Make sure that our product is more a trend than a fad
o Weed out products that have a short life
o How to spot trends vs. fads
1. Will the product/service fit basic lifestyle changes?
(ex. The increasing number of women in the
workforce, the increasing vanity of men, health-
conscious)

3. 2. Are your products able to deliver an immediate
benefit? (If your product or service takes a little
more time for the consumer to appreciate, then they
tend to be fads) (ex. Olay’s promise of 7 day anti-
aging)
3. Can your product be personalized? (The more a
product can be customized, the longer the product’s
life is)
4. Is your product or service a trend or just a side effect
of the trend? (ex. Mobile communication is a trend,
and cellphones are the side effect of the trend) (If
something has been there for more than five years,
then it is a trend.)
5. Do other developments support this product or
service benefit? (ex. Miniaturization can become a
trend, but it goes up and down)
6. Who has adapted to the change? Who are the
trendsetters?
Perception
o Perception is a process by which we receive information
through our senses and assign meaning to them
o Perception is reality
o It is very expensive to undo perception.
o Three types we create perception:
1. Selective exposure – when we subject ourselves to
only things that are pleasing to us.
2. Selective distortion – when we interpret information
in a way that is consistent with our own opinion or
experience.
3. Selective retention – when we save information for
future reference. This information may not be
relevant to you now, but you are interested in it for
later.
o What can distort perception?
1. Family
2. Society
3. Reference groups – group of people we use as role
models for behavior for particular situations
4. Culture – tangible and intangible things that define a
people (ex. Customs, traditions)
Decision process
o Need recognition – advertising makes you aware of a
need
o Information research – advertising makes you aware of
the options that you have
o Evaluate and comparison – advertising allows us to make
a decision on the options that were available
o Outlet selection – advertising can direct us to where we
can avail of the product or service

4. o Actual purchase – advertising influences your decision at
point of purchase
o Post-purchase evaluation – make up your mind and see if
you want to do this again. Advertising affirms this
decision to make a repurchase or make you switch next
time.
Concept
II. Group assignment
Think of a product that does not yet exist in the Philippine market
o Brand it yourself
o Realistic
o 3 products that are not here yet. Mark with an asterisk
which one is your first choice.
o Go through the toothpaste exercise with the target market
and attach to the paper
o Interview at least 30 people
III. The Persuaders
Consumers are like roaches because they develop immunity to
advertising
Once a culture becomes advertising friendly, it ceases to be a
culture at all
Adidas advertisement
You cannot walk down a street without seeing advertisement
Over the last 20 years, New York has become an advertisement
city
Even the subway tunnel is an advertisement backdrop
The more messages advertisers create, the more messages they
have to create to reach us (causing clutter, which causes more
clutter)
The moment they stop advertising, they fade from memory
Advertising wants to become the atmosphere, not just suffuse the
atmosphere
The Persuasion Industry – where will the advertising arms race
lead?
Song – new airline that is a subsidiary of Delta airlines. Their way
of persuading us that they can compete with hip, low-cost airlines
like Jet Blue
o It’s not enough to launch a new airline. They had to invent
a culture of flying
o Started with focus group – capture idea of travel
o Airlines ignored a target group: women (name: Carrie)
o Goal: forge a real connection with women
o Andy Spade – co-creator of Kate Spade (a brand that
caters to people like Carrie)
o Take an idea and make it something bigger
o Downplay the airline’s new features in order to highlight
its soul

5. o Communication drives commerce
o What differentiates something – creating something that
communicates to people on anything other than the
logical level
o Should the pitch be aimed at the head or the heart?
o We no longer believe that one product is better, brighter,
cleaner than the other
o New approach to marketing – not just what the product
did, but what the product means (ex. Nike, Starbucks)
o Pseudo-spiritual marketing (ex. Nike is about
transcendence through sports)
o Brands can forge emotional or spiritual bonds with
consumers
o Create and maintain a whole meaning system. Be a
community.
o Find out why people join cults and apply this to brands
o Because: People need to belong and they want to make
meaning. We need to make what the world is about and
we need to be with others
o Meaning system – can be based on all-time values of the
community
o Emotional branding – fill the empty places where non
commercial institutions could have once done the job
o Brands are an invitation to a lifestyle and community
o More spiritual trend in advertising put pressure on the
advertising agencies
o Publicists, Interpublic, WPP, Adcon (?)
o There is fear in the advertising agencies
Feel a world through your five senses that can create loyalty
beyond reason – that is where premium profits lie
Love Marks – a brand that has created loyalty beyond reason,
where it is recognized immediately as having some kind of iconic
place in your heart
Tide is not just a laundry detergent. It is a liberator. Move it from a
detergent to the heart of the family
For Song, there is a spirit that cannot be copied. Song is not an
airline. It is a culture.
Can consumers see through the brand experience and go to the
thing that the product is?
I know I’m wasting half my ad dollars, but I don’t know which half.
What works? Where does it work?
TV audiences are watching fewer ads, and people watch online
(without ads)
If the audience is skipping commercials to get to the program, then
ads should be part of the program
Madison+Vine – integration between advertising and programs
that begins even before the show is conceptualized
It’s not product placement. It’s the seamless integration of product
and narration (lie)

6. Advertising as a piece of entertainment that people will not only
tolerate; they will look for
Webisodes – AmEx starring Jerry Seinfeld (prompts people to sign
up for AmEx)
Tie-ups between people and ads – to reach wider audiences (ex.
Victoria’s secret and Bob Dylan)
Market research – Consumers are driven by unconscious needs
and impulses
o Unconscious associations with everything we buy (mental
connection with every word in an advertisement)
o Why do people do what they do? (ex. Past reason, through
emotion to the primal core where all purchase reasons
rely)
o Reptilian hot buttons – what prompts us to act (not
intellectually)
People who want to do well do not necessarily get the best results.
Marketers should understand the real need of the customers. Give
them what they want.
It’s not what you want to tell the public. It’s what they want to
hear.
HEED THE PUBLIC WELL. Know how to listen.
What words will best sell an issue?
80% of our life is emotion and 20% is intellect.
Narrow-casting – reaching out to voters on a one-to-one basis
Life stage segments – how Acxiom divides the consumer base
Understand more about consumers
People are focused on their own needs and desires
As long as we are thinking about ourselves, we are better
consumers
Consumers are always the focus of attention
The persuaders listen to us when others won’t. They make us feel
powerful.
How does the problem of clutter become solved? Marketers find a
way deep inside us so it doesn’t’ feel like clutter anymore. We’re all
persuaders
Reduce the person to persuade himself. That is the secret to all
persuasion.
Marketing is about understanding which translates to choosing
proper communication (visuals, words and people that you use)
IV. In Search for the Illusive Insight -- talk of Tats Caluag-Cruz, Senior
Executive Officer of PublicisJimenezBasic (#1 Advertising Corporation
in the Philippines)
A new communication landscape has emerged
o Old school marketing – talk to consumers and bombard
them with information about your brand

7. o Today’s new reality – main objective is to your
communication to strike conversations among consumers
so they talk about your brand
They don’t want an insight into your mind, thrilling as it might be.
They want an insight from their own mind.
o You don’t just tell the consumers about your product. You
make it important to them.
Finding the insight is important because it makes you understand
people around you
o This is the way we can make our product relevant to the
consumer. Make the product enter their lives.
Everything that makes the world go round is grounded on strong
insights.
The best advertising campaigns are grounded on strong insights.
o An insight is a launch pad and can turn a reaction from
your consumer into an action (purchase)
What is an insight? What is not an insight? (Difference between
insight and observation)
o An observation is the action or process of looking closely
and carefully in order to gain information. We observe
through market research, immersion, FGDs and the like.
These are insight generation activities that lead to
insights.
o Insight originated from “inner” and “sight”. It should have
a deeper viewpoint than what is just obviously seen or
observed. Insights are motivators that usually enlighten
and provide Eureka moments. The search for insight is a
never-ending process.
o Insights are understandings about human nature, culture,
products, etc. that bring products to life. They are the
underlying human truths that explain the behavior of
people in relation to brands.
o Focus on your strongest insight and don’t give many.
How do we find insights and use them?
o Every category has a consumer conversation about it. The
conversation revolves around a product.
o The breakout brands have had the biggest insights and
have had the most talked-about conversations.
o Successful brands inject an idea into the culture that is
based on an insight that is worth talking about. This
changes the expectations for the entire category.
Where do we search for these insights?
o Market – how I buy (traditional consumer insight)
o Trends - What influences my choice
o Social structure – how I engage in society
o Culture - what are the things I do subconsciously
o Human psychology – how I think about life—joy, sorrow,
aspiration
Insights can come from any place.

8. o Category (business offering)
o Brand (business offering)
o Culture – where your product is marketed (human need)
o Consumer (human need)
Your insight should always be grounded in the brand and the
consumer.
Discuss getting insights:
o Category
1. The characteristics and messaging of the category?
2. What are they offering?
o Brand
1. Image, spirit, truth and views of brand/Product?
2. What it really stands for/core quality?
o Culture
1. What are the macro cultural and societal trends?
2. How the world is affecting us, influencing us and
changing us?
o Consumer
1. The needs, wants and behavior (in relation to the
category)?
2. What are they getting and not getting from the
category?
Some tips in insight writing
o Insights can come from any place—category, brand,
culture and consumer. But it should reign true however
way you dissect it.
o An insight may be good but the way you write it makes it
even better. The language, choice of words, the
tension…makes a huge difference.
o An insight should be simple and easy to understand. If it
becomes too complicated to put down in words, it may
not be real.
o Insights should be inspiring, as they inspire the creative
work. Lack of inspiration leads to uninspiring advertising.
o Insights should be able to move people. If they do not,
they are just mere observations. They are meaningless.
V. Insights
Goal: get the ad to make the customer pay attention
Insights – the unarticulated truths behind the purchase behavior
of consumers
o Product insights – habit or product focused
(functionality of the product/service; the way people use
products; may include attitudes borne out of previous
experience with the product’s functional benefits). How
will we get product insights?

9. 1. What is the accepted standard of excellence? (ex.
Whitens like bleach; deodorants protecting male
athletes from sweat)
2. When do products fail? (ex. Overnight dryness is
important for diapers; a coal miner calling with
Globe from the core of the earth)
3. Is the way the product works different from the way
consumers think it works?
o People insights – more emotional or situational. Allows
us to go beyond what consumers do or believe. Goes
deeper than what we hear or see.
1. How does your product improve peoples’ lives? (ex.
Ariel taking time away from doing laundry so the
housewife can spend time with her family)
2. What is the most important moment for which the
product is used and why is it important? (ex.
Feminine napkins; deodorants)
3. Who will notice? (ex. there is always an appreciating
guy in a beauty commercial)
4. Who can I trust or believe to help me solve my
problem? (ex. Endorsements by pediatricians for
children’s milk)
Laddering – research technique used to gain a deeper
understanding of consumers’ motivations, attitudes and desires
behind their product preference. This usually results in a
progression of needs from functional to emotional.
Advertising that does not seem interesting probably does not have
a good insight
Maslow’s Hierarchy of Needs – brands need to satisfy the base
needs before going to higher need levels
o Physical survival needs – water, food, sleep, sex
o Need for safety and security – physical safety, economic
security, cleanliness, comfort
o Social needs / belonging – acceptance, group
membership, love and affection
o Need for self esteem – important projects, recognition of
strength, prestige and status
o Need for self actualization – luxury goods; challenging
projects, opportunities for innovation and creativity,
learning at a higher level
VI. Concept
Concept is the promise that a brand makes to resolve an unmet
need or a consumer frustration; the reason why it will be able to
satisfy that need or frustration and other elements that may affect
the product or service perception
We need a concept because people need to understand what your
product is all about.

10. What to remember when writing a concept:
o The concept is written to target consumers as the
audience; therefore, you should write it in consumer
language (not conversational = not consumer language)
o Everything you write in a concept should be executable in
a 30 second ad. The concept should be able to be read in
30 seconds.
Parts of a concept:
o Accepted consumer belief
o Benefit statement
o Reason to believe
o Headline
Elements of a strong concept: REPTILE
o Relevant benefit
o Elimination of a negative
o Product superiority
o Trend growth
o Identified competitive advantage – know how your
product is better or different
o Loved brand
o Excellent value – people should be convinced that your
product is worth it
Parts of a concept
o Accepted consumer belief (ACB) – statement in the
concept that expresses the target consumer’s frustration
of an unmet need. It can also contain your insight. Main
role: create empathy from your target consumers. It also
allows you to set up your benefit statement. 3 types of
ACBs:
1. ACB about existing belief or perception – ex.
Eating too much sweets can cause tooth decay
2. Statements that set up a problem or describe a
paradox – ex. Healthy chips often taste bad; chewing
gum can prevent tooth decay; strong on germs, mild
on hands
3. Statements which establish competitive
positioning – ex. Downloading via dial-up is slow
o Benefit statement – the product or service’s promise.
Answers the consumer question “what’s in it for me?”
This is what your product wants to stand for. Two types
of benefit statements:
1. Product benefit – describes the benefit in objective
or functional terms. Focuses on how the product
works.
2. People benefit – it describes the promise in more
subjective terms and uses emotional or non-
functional benefits of the product. Answers the
question “what is the benefit of the benefit?” People
benefits should always be based on the product’s

11. functional benefit.This is because the people benefit
is a result of how you use the product.
Guidelines in writing an ACB:
o Use consumer language
o Focus on one problem / frustration at a time (be single-
minded)
1. Be realistic – do not set up a problem you cannot
solve
2. Try not to say anything nice about your competitor –
ex. “Sa ibang leading brand”
o Make sure your benefit is relevant and distinctive (ex.
Solar flashlight)
o Whenever you can claim superiority, claim it.
Reason to believe (RTB) – the part of the concept that lends
credibility to your benefit. Answers the question “why should I
believe you?” This helps address consumer skepticism. It’s not
always necessary to have an RTB. You only put an RTB when you
need to prove. If you do not have one, do not invent one. 3 types of
RTB:
Product feature or Endorsement Distinct product action
ingredient
o Quality of the o Professional o Technical
ingredient endorsement performance
o Product o Celebrity (ex. Colgate on
aesthetics endorsement a shell)
o Lack or o Testimonials o Visual demo
absence of (ordinary o Torture test
ingredient people)
o Unique
ingredients
o Unique feature
Guidelines in writing RTB
o Use consumer language
o Make sure that your RTB tightly supports the benefit
o Check the logic of consumers
o Do not be too technical (be creative with technical terms)
Headline - Expresses the most important idea of a concept
(written last)
o Guidelines in writing the headline:
1. Use consumer language
2. Headline should be benefit-based (one sentence
only) – focused and single minded
3. Make it the last thing you write because it
summarizes the product
Concept writing guidelines

12. o Put only in concept what you can realistically translate to
advertising
o Use consumer language. Avoid technical jargon.
o Target reading comprehension of a Grade 4 student
o The concept should be able to be read aloud in 30 seconds
or less.
o The brand name should be evident and prominent.
o The exact variants and prices should be explicitly stated.
o For high involvement products such as food, use a picture
(preferably an actual photo) of the product.
Example: Nike
o Nike allows you to be the best that you can be
o ACB: in sports or any activity, it is always your goal to
win. You, therefore, choose the equipment and gear that
you think will help bring out your best.
o Benefit: Nike shoes and athletic great provide users
superior performance in their chosen sport or activity.
o Reason why: because Nike products are used by the
world’s best, Nike allows you to be the best that you can
be.
The Promise Board
o I promise you ____________ (Benefit)
o I promise you will __________ (benefit)
o I know that it’s important to you because ___________________
(ACB)
o You can believe and trust my promise because _________
(RTB)
o Here are the different ways you can experience my
promise: ___________ (variants)
o To summarize, I promise ______________
o Here is what the experience will cost you: ____________
Choosing your strategy: The three U’s:
o Increase Users (non-users)
o Increase Usage(current users) (frequency) – brush your
teeth thrice instead of twice
o Increase Uses (current users) – getting you to use the
product in different occasions
Types of non-users:
o Non-category or non-subcategory users – people who
don’t use that product at all
1. More difficult to convince because they still do not
appreciate the value of the product
2. Ex. Detergent bar users (vs. powder use), Landline
only users (vs. cellphone users)
o New Market Entrants – about to be ready to use your
products
1. May be open to your message because they are
starting to have new needs they didn’t have before
2. Ex. Household appliances (newlyweds)

13. o Competitors’ Users
1. May be relatively easier to convince because they
are already using competitive products.
Types of users:
o Loyal / heavy / regular users
1. The users you must always ensure will continue to
patronize you
2. These also represent the “low hanging fruit” users
o Occasional users
1. Moderate or low usage / consumption / patronage o
your product
2. Low consumption may be due to less need or
competitive product usage, including the so-called
“variety seekers” or even users who may have
concerns about repeating.
o “Loose” user
1. Current users that you are nevertheless in danger of
losing
2. Risk of loss may be due to a decline in consumption
due to changing needs or encroachment by
competitors
Strategy Map / StratMap
o A simple yet effective way of thinking through what must
be done to effect the desired change in the target
audience’s mindset (and hence, behavior)
Current Future
Target audience Then they will do
currently does this (desired
this behavior)
Because they
If I can make
currently think
them think this
(Benefit Barrier)
Benefit barrier – the thought that prevents the target
audience from believing or accepting your benefit

14. ACTION ACTION
“If I can make
Existing beliefs
them believe…”
and attitudes
(incorporate
(Benefit barrier)
strategic benefit)
Insight
Insight – opens up the mind of your target audience for
the benefit barrier
VII. The Copy Strategy
o The precise articulation of what we want consumers to
understand about what our brand stands for. Why the
should prefer it over competition. It serves as the basis for
developing the brand’s equity advertising. The Copy
Strategy is a long-term document and not normally
subject to revisions.
o Positioning statement
Concept vs Copy Strategy
Concept Copy strategy
Audience is the Audience is Ad agency
consumer Written in business
Written in consumer language
language Objective is to create
Objective is to test equity advertising
relevance and appeal of
benefit
Accepted Consumer
Belief
Benefit Benefit
Reason to believe Reason to believe
Brand character
Brand character
o Describes the personality, human traits or attitude that
your brand stands for and embodies in its advertising.
o It helps your brand establish rapport and be more
relatable to your target market.
o Brand character examples:

15. 1. The Miracle of Everyday Life (Immodium)
2. Approaches the dishwashing with good optimism
(dishwashing liquid)
3. The ultimate expression of love that a Mother can
give (diaper)
4. Part of the family tradition (Pillsbury)
5. Mom’s magical helper – what’s hard for others is
child’s play for her (Mr. Clean)
6. Energetic and youthful in spirit; fun and easy going
(Rejoice)
7. Young, self-confident, sensual woman who openly
enjoys her femininity (sanitary product)
In order to be effective, a copy strategy must be precise:
o Expressed in clear and simple business language
o Direct-to-the-point
o Decisive (prioritizes)
Your brand’s strategic benefit, as articulated in the benefit
statement, must be distinctive. Note however that the
distinctiveness can also come from the Reason Why, Brand
Character or actual advertising execution.
Evaluating copy strategies:
o Are you committed to execute the benefit in all your ads?
(long-term)
o If you have more than one benefit, are they prioritized?
o Are there executional elements in your strategy?
1. Don’t specify “Michael Jordan.” Specify “top
basketball athletes in the world” so the agency has a
choice.
o Does your RTB tightly support the benefit?
o Is your brand character specific and clear?
o Is it simple and unambiguous so that everyone has a
common understanding and appreciation of the strategy?
10 things to remember when you write a copy strategy:
o Do not have hidden benefits
1. Writing a benefit statement with two benefits when
you say one
o Do not have too many benefits
o Do not write vague benefits
o Avoid the word “best”
o Avoid unclear comparative statements
1. “Whitens your teeth better”
o Do not have unprioritized benefits
1. If they are equal then use the word “and”
o Avoid vague RTBs
1. “Special ingredient for cleaning product”
o Do not have too many RTBs
1. Comes across as defensive
o Always have a brand character
o Avoid vague brand characters

16. 1. “Trustworthy”, “happy”, “honest”
VIII. Advertising Brief
Summary of the mutually agreed elements by client and agency in
developing the advertising
2 primary functions:
o To guide the agency
o To inspire the creative people
10 parts of the ad brief:
o Project name
1. Nice title to tag your commercial (does not have to
relate to your product)
o Advertising objective
1. Generally can be summarized into three:
a. Inform (ex. New product; pharmaceuticals)
b. Persuade (ex. Make people switch; telecom
providers)
c. Remind (ex. Remind people why they chose
it; Johnson & Johnson)
o Target Market
1. Demographics
a. Basic socio-economic information that helps
me try to imagine who the people are
2. Psychographics
a. Lifestyle descriptions
b. Behavior descriptions
o Current Mindset
1. Lifted from StratMap
o Consumer Insight
o Desired Mindset
o Copy Strategy
1. Benefit Statement
2. RTB
3. Brand Character
o Executional considerations
1. Things we strive to minimize; best if we have none
(to give the agency creative freedom)
2. Things that the agency should have in the ad. What
needs to be there:
a. Price / mechanics
b. Selling line
c. Logo
d. Etc.
o Material required
1. TVC (length: 15s, 30s or 60s)
2. Radio commercial
3. Print
4. Etc.

17. o Budget
Importance of ad brief
o Needed to be seen and reflected in the ad
IX. TV Advertising
2 types of TV ads:
o Thematic advertising
1. Ads developed to strengthen and push the brand’s
core equities (what we will focus on)
o Tactical advertising
1. Created to communicate short-term business needs
of the brand (ex. Promotions)
4 elements in creating thematic advertising:
o Advertising idea – the creative transformation of your
benefit into an executional idea. The advertising idea will
most likely come from the ad agency (this deals with how
they take your strategy and make it creative). Also called
the creative magnifier.
1. What to remember about the ad idea:
a. The advertising idea is not the benefit. It is
not the insight. It is not necessarily the
selling line, although good advertising ideas
can make good selling lines.
2. Why do we want to have an ad idea?
a. Ad ideas give rise to good campaigns
b. Ad ideas give the agency a little bit more
room for creativity
3. How to know if the ad idea is good:
a. Ad idea must be related to your benefit
b. Ad idea should be provocative or interesting
c. Ad idea has to be relevant
d. Ad idea is preferably distinctive vs.
competition
4. Campaign – a series of executions with the same
idea
5. Example: Allied Dunbar Financial insurance – allows
you to have peace of mind (BS). Idea: when life is
uncertain, you have to face the music.
6. Bounty Paper Towels – let your kid be a kid (idea)
7. Ariel: removes stains without scrubbing (Benefit),
Ariel sets you free (idea)
o Drama – the story in advertising. We look at 2 things:
1. Dramatic Focus
a. Is the drama or the story centered on the
benefit?
b. Can the commercial exist without the brand’s
benefit being communicated?
2. Dramatic Effect

18. a. The ability of your commercial to sustain
your viewer’s attention
b. How to achieve dramatic effect?
i. Dramatic intensity
ii. Surprise ending
iii. Humor
c. Drama is most affected by brand character
o Big picture – the way by which your brand tells its story
in the visuals. The Big Picture is the visual that most
appropriately and recognizably visualizes your benefit.
1. If you see a commercial, ask yourself what you
remember the most.
2. What you look for:
a. Substance – does the visual you have
communicate your benefit?
b. Provocativeness – is the visual distinctive and
recognizable?
3. We try to avoid:
a. Unbalanced visuals – dwelling too much on
the problem than the benefit
b. Unclear visuals – visual elements that are
abstract or too far removed from reality
i. When do we get unclear visuals? Ex. In
pharmaceuticals, if they try to explain
how the product works
c. Difficult visuals – hard to visualize (ex.
Feminine napkins use blue liquid not red)
d. Off-strategy visuals – visuals that are
inconsistent with your copy strategy,
particularly your brand character
o Selling line – the expression of your benefit using
consumer language. Sometimes known as the tagline.
1. What makes a good selling line?
a. Substantive – by reading the selling line, you
can derive the benefit.
b. Distinctive and memorable, can be used for a
long time
2. What do we avoid with selling lines?
a. Selling lines need to be distinctive – cannot
have a generic selling lines
X. Storyboards
What to do when the agency is presenting the storyboard:
o Understand
1. Understand what the storyboard elements are (what
the picture says)
2. Understand the copy / the words

19. 3. Understand what the agency is trying to get you to
agree to
o Evaluation
1. Learn to trust your gut (80% of the time it is correct)
a. Your gut is the basic consumer reaction to an
ad, and we are all consumers
2. Check if the ad brief is in your storyboard
a. Check for insight
b. Check for copy strategy
3. Check for the ad idea
a. Overall – what is the overall reaction to the
storyboard? Gut feel.
b. Strategy – check for ad brief. Is the
storyboard on strategy?
c. Visuals – is there a big picture? Is the drama
focused?
d. Drama – check the focus and effect if it is
consistent with brand character. Check if the
ad idea is effectively dramatized
4. Communicate your comments well to the agency
a. Communicate your opinion.
b. Don’t always try to find a fault if there’s no
fault.
c. Don’t comment too much on the execution
d. “I’m not sure I’m with you on this board.”
e. “Maybe there’s another way of expressing
this story. Maybe there’s another way we
can...”
f. “I’ve seen this story before. It might not make
our brand stand out.”
XI. 6 General formats of TV commercials
o Demo ad
1. Focuses on executing how the product works (in
terms of features, functionality, special instructions)
o Product as the Hero ad
1. Glorifies or romanticizes products, especially food
o Vignettes
1. Treatment where you see several episodes driving to
a common message. Hair and beauty commercials
show lots of different scenes then cut to the product
and then show someone with smooth hair.
o Endorsements and Testimonials
1. Endorsers are celebrities/well-known people, while
testimonials are the common user
o Day In A Life (DIAL)

20. 1. Commercials where they show a typical day in the
life of the target market, dramatizing how the
product plays a role in the daily life of the person
o Infomercial (Information Commercial)
1. Infomercial is designed to educate and inform the
target consumer about how the product works in the
general product category it operates in. Example:
dengue prevention
XII. Print Advertising
4 elements of print: ad idea, drama, big picture, selling line
General creative principle in print: choose whether you send a
postcard (heavily visually driven) or write a letter (copy-driven
and text heavy)
What makes good print ads:
o Headline and visual should be integrated
o Benefit should either be in the Headline or Visual (or
both)
o The Headline should be provocative
o Use simple direct language – avoid cleverness
o The visual should be the dominant element in the layout –
unless you don’t have one
o Show the product / brand
o Bold colors are better than pastel
o Keep your layout simple (upper left to lower right)
Violator or Headline  Key visual  Brand
o Keep your copy or text as short as possible
o Keep your ad human
XIII. Radio Advertising
Hearing is passive while listening is active.
Hearing is indifferent and listening requires attention.
Hearing is more auditory and listening involves comprehension.
Consumers tend to be hearers than listeners
Types of Radio Listenership
o Music
1. Usually FM and mostly young adults
o News and Information
1. Usually AM and mostly older
o Entertainment
1. Dramas, talk shows, interactive programs, (Top 10
lists, Dear Dr. Love, etc)
2. Predominantly female listeners
o Sports
1. Mostly male listeners
Advantages of Radio:

21. o Very targeted – can easily tailor to listener profile (ex.
Teens) and time of day (morning, noon or night)
o Speed – easier to produce a radio commercial (1 day);
allows you to be more reactive to competitive threats
o Lower cost – average cost of radio commercial is
P250,000 to P300,000
o Wider reach – more people own a radio (99%)
o Localized versioning / flexibility – can easily do dialect
ads
o Maximizes Mental Imagery – especially good for
benefits that are hard to visualize (ex. Contraceptives)
Disadvantages for Radio
o Attention span is shorter for radio – radio is normally
used as ambient noise; so more hearing vs. listening
o No visuals – more challenging to engage the listener
o Harder to break out of clutter – due to no visuals and
noise pollution
o Listenership is declining – due to iPods, CDs, internet
radio, etc.
Signature sound – the audio device that magnifies the benefit of
the product. It replaces the big picture.
XIV. Digital Marketing: An Overview
Digital landscape
o Asia Pacific accounts for 42% of worldwide internet users
with 21.5% penetration rate
o Philippines has 29.7% internet penetration
o Immature internet penetration does not equal immature
digital behavior
o Most intensive: Social networking and Messenger
o Most popular activities: Portals, search and entertainment
Philippine online numbers
o Highest percentage of internet users: Ages 10-19 and 20-
29
o Internet café usage has gone lower, while home internet
has increased
o Top online activities
1. Visiting social networking sites
2. Search
3. Instant messaging
4. Internet portal
5. Visiting public chat rooms
6. Email
7. Played games online
8. Listen to songs on music websites
9. Downloaded or uploaded music files online
10. Shared/posted something online that you created

22. o Mobile internet usage is more for social networking and
search
o Top Philippine websites:
1. Facebook
2. Google
3. Yahoo
4. YouTube
5. Blogger
6. Wikipedia
7. Twitter
8. Sulit
9. Wordpress
10. Tumblr
o Top local sites:
1. Sulit.com.ph
2. Inquirer.net
3. GMA news
4. Ebay PH
5. ABS-CBN News
6. Philstar
7. PEP
8. Pinoy Exchange
9. Cebu Pacific
10. Ayosdito.ph
The “New” Target Market
o The rise of the internet and mobile led to the “new
consumer”
o Power shifts back to the consumer
o Characteristics of the new consumer:
1. Tech-savvy
2. Multi-taskers
3. Opinion-driven
4. Selective
o Shrinking attention economy – attention span is getting
lower and it is getting harder for marketers to talk to
consumers
o The New Currency
1. More explanation
2. Instantaneous reactions
3. Deeper conversations
4. Consumer opinions
Getting through to the consumer
o Building experiences with the consumer, with technology
as the bridge
o Use content that is:
1. Useful
2. Relevant
3. Entertaining
4. Strikes curiosity

23. o Make it fun
o Build appropriately
o Building to share
o Build to reach
In this shrinking attention economy, we need to be more
deliberate in how we communicate, in order to deliver results.
The next phase of media is to insinuate themselves into our life
streams
Social media
o A type of online media that expedites conversation, which
delivers content and allows readers/viewers/listeners to
participate in the creation or development of the content.
Classifications of Digital Media
o Paid – a channel we pay to use (ex. Display ads, paid
search)
o Owned – a channel a brand owns (ex. Website, blog,
Twitter account)
o Earned – customers are the channel (ex. Word of mouth,
viral buzz, online chatter)
Display ads
o Search engine marketing vs. Search marketing
optimization
Some takes on group buying:
o Consumer is the winner
o Good for businesses in:
1. Building awareness / trial
2. Drive store traffic
3. Free advertising
4. Slow moving items
5. Opportunity to up sell and cross sell
o Not for building loyalty
XV. Media Fundamentals
Advertising
o Creation of the message you want to communicate
Media
o Selection of the channels of communication
The trend:
o Concurrent selection of Advertising and Medium in
creating the message
Update on the Philippine media landscape
o Central Luzon, NCR and Calabarzon are the most
populous region. Calabarzon will have the largest
population by 2010, surpassing the NCR.
o The Philippines is largely populated by young adults.
Communication to them must be relevant because the
adults will be the old (and dead) ones of the future.

24. o The working segment accounts for 45% of the adult
population.
o Key Media Facts:
1. Metro Manila has the biggest ownership of media,
but Davao is second.
2. Challenge is to come up with new, in-sync ideas
(traditional, internet and mobile)
Media Planning Process
Advertiser Media Planner
WHO Target audience Target audience
Consumer contact points
WHAT Message Translation to
Brand character appropriate media
vehicles (wholesome vs.
sexy)
BUDGET Manage spending within
budget (target to save)
AWARENESS Translate awareness into
media-specific measures
SALES Measures
Methods of measurement
DAY AFTER COINCIDENTAL PEOPLE METER
RECALL
BASIC METHOD In home visits to In home visits, Instantaneous
interview telephone measurement
respondent on surveys, or diary using remote
programs viewed, usage to get “real device
the day after time” viewing Measures
individual viewing
LIMITATIONS Requires recall, Difficult to run Requires
which is not during primetime, household
totally accurate, can not read cooperation and
not continuous. switching compliance
Gives advantage accurately; not
to well known continuous
programs
USAGE PSRC-DAR survey Radio surveys AGC-Nielsen –
covers provincial Mega Manila
cities like Baguio, (previously
Dagupan, Naga, Dagupan, Cebu
Legaspi, Bacolod, and Davao)
Iloilo, Cebu,
Cagayan de Oro,
Zamboanga,
Davao, General
Santos
DATA

25. AVAILABILITY
AND RESULTS
T.A.R.P.S.
o Target Audience Rating Points
o The number of viewers expressed as a percentage of the
total number of the specified viewer group with TV
o TARP = number of (target audience) viewers watching the
program or channel x 100% / total number of (target
audience) viewers with TV
o Numerator: target viewers with TV sets ON on the
program
o Denominator: All target viewers with TV (on and off)
TARP Specifications
o Must specify all three specs
o Can aggregate several units
o Gender, Eco class and Age
Ratings and shares
o Ratings – the percentage of household / viewers watching
a particular program, among all viewers with TV,
regardless of whether the TV set is on or off.
o Share - the percentage of household / viewers watching a
particular program, among all household/viewers who
have their TV sets ON.
Reach vs. Frequency
o Reach – the percentage of all individuals who have seen at
least one minute of the event in a week (or in a month).
o Frequency – the number of times a viewer is exposed to
the commercial in a week (or a month).
o Consumption behavior and purchase behavior – to take
note of when you pick reach or frequency. If you are
frequently bought and consumed, then you pick
frequency.
General media strategies
o Flighting – points in the year where you don’t have an ad
out (when you have no budget, when you have a seasonal
product like pharmaceuticals)
o Pulsing – you’re not totally out during the entire year, but
you lay low.
o Continuous
XVI. Below-The-Line advertising
Brochures, leaflets, take 1s
o Things to keep in mind:
1. Use the headline to communicate your selling
message
2. Be single-minded in your primary message as well
as in your visualization

26. 3. Caption your pictures. These are read twice as often
as body copy.
4. Ensure copy-visual lock. This strengthens the
message.
5. Avoid clichés. (ex. Generic pictures of happy family
which everyone uses)
6. Provide complete facts, but present this in a manner
that can be skimmed easily.
7. Make the reader want to keep the brochure, because
of its quality.
8. Makes sure you end with a call to action.
Outdoor advertising
o Average travel time: AB is 1 hour, C/D is 1.25 hours
o While travelling…
1. Look at cars and people: 66%
2. Look at billboards: 45% (only 8% read)
3. Listen to radio: 27%
o Routes frequently travelled:
1. EDSA
2. Rizal Ave. to Taft Ave.
o Important attributes to help awareness and recall in
billboards:
1. Use bright and cheerful colors
2. Use of photographic or real life situations
3. Contains product information
4. Uniqueness of billboard design
5. Use of product illustration
6. Use of celebrity endorser
Point of Purchase
o Point-of-Purchase Advertising (POPA). Refers to materials
and displays designed by the manufacturer and
distributed to the trade, with the objective of promoting a
brand or family of brands at point-of-purchase.
o Key merchandising strategy: achieve presence in the key
contact points of your target consumers
o Why?
1. Consumers are increasingly mobile; they’re not just
at home or in supermarkets
2. Traditional advertising and merchandising venues
are getting cluttered
o Identify some key contact points for Revicon and
Centrum.
o Materials that fall under POP:
1. Banners / bannerettes
2. Shelf dividers
3. Wigglers
4. Awnings
5. Posters
6. Off shelf displays

27. 7. Price cards / shelf cards
o Guidelines in POPA design
1. Consider general eye movement
a. Upper left corner to lower right corner
2. Own a color
a. Ex. Coke is red
3. Own a distinct symbol
a. Ex. Energizer Bunny
4. Maximize your branding; avoid clutter
5. Provide discontinuity – try to be unique in your
material
6. Must be impactful and eye-stopping
7. Demand a consistent look for all materials
8. Whenever possible, clearly present your product
benefit
o Guidelines in POPA design
1. Establish strong in-store presence
2. To create POP awareness of brand’s benefit
3. Inform consumers of special promotions and prices
4. Help push the brand at POP
XVII. Emotional or Rational Advertising
Three basic consumer types:
o Classical consumers – those who choose a brand based
primarily on its functional benefits
1. Dominated in the post-war era
2. Ex. McDonalds with hot and fast food in a self-
service restaurant
o Contemporary consumers – those who choose brands
based on the benefits of the primary functional benefit
1. Ex. McDonalds with convenience and saving time
and a drive-through
o Post-modern consumers – those who choose a brand that
allows him/her to fulfill his/her goals
1. Ex. McDonalds as a place that brings the family
together with a play area
Multiple goals:
o Conflicting goals
1. Ex. Dockers with “business casual” attire
o Neglected goals
1. Goals that we choose to set aside for a while. They
are still important, but we cannot realistically attend
to them at the moment.
o For post-modern consumers, you need to determine the
goals behind the action (via laddering)
Kinds of products and ads:
INFORMATIVE / HIGH AFFECTIVE products
INVOLVEMENT products o Feeling, high
o Thinking, high importance

28. importance o Highly image driven
o Houses, real estate, o Cosmetics,
cars perfumes, fashion
brands, luxury
brands
HABIT products SELF-SATSFACTION /
o Thinking, low IMPULSE products
importance o Feeling, low
o Toothpaste, soap importance
o Cigarettes,
chocolates
When do we use rational ads?
o Rational ads have product insights,
o Rational ads have product benefits,
o Distinctive RTBs
o Product introduction
o Defending against a competitor calls for rational ads
o Technical message about how products works
o Value or price
o Promotions
o Information campaigns – rational ads to explain the
information
When do you do emotional ads?
o Emotional ads have people insights
o Emotional ads have people benefits
o Image brands
o If you have a parity performing product – a product with
no better functions than competitors (ex. Tempra for kids
and Biogesic for working adults)
o Loyalty ads – feel good about your company (ex. San
Miguel)
o No RTB (ex. Johnson & Johnson)
o Service-oriented business (ex. Hotels, resorts)
o Public service or advocacy ads
o Aesthetic or cosmetic brands
XVIII. For the Finals
We are given a P55 million budget. Do not underspend by over 2%.
Do not overspend.
4 million pesos production cost for a 30-second tv commercial
Fill in the TV rate card
Minimize the text in the billboard
XIX.

29. BLAZE