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A. Brief History General 2000 BC outdoor advertising in Egypt 79 AD - world's first Sonic logo 1631 - LA Gazette prints the first classified newspaper ad 1750 - Britain leads the world in advertising 1841 - the first ad agency is set up by Volney Palmer 1892 - direct marketing is born when 8,000 handwritten postcards were sent out 1905 - first celebrity endorsement

licensed commercial television station in the Philippines 1960s image of brand era 1980 Filipinization of advertisements; bland advertisements B. Scope of Industry ` Local Advertising Institutional Advertising Cooperative Advertising National Advertising Advertising as Communication Advertising messages has both informational and persuasive dimension. PERSUASION 1. Continuity of the theme

1917 - the American Association of Advertising Agency is found 1920 - Frank Conrad founds KDKA, the world's first commercial radio station 1930 - the first TV commercial was aired Philippine Context 1700s-1800s earliest known billboard usage and rental 1920s rise of Philippine publicity service through posters, radio, and advertising agencies 1940s post-war advertising agencies through drama programs (KZ FM) 1950s DZAQ-TV began commercial television operations on October 23, 1953, the first fully

- message, tone, and formate - array of possibilities - main idea 2. Integration of popular culture - familiar symbols in mass media - strong emotions from youth culture 3. Advertising communication - give new information - reinforce current practice - change predisposition 4. Relationship marketing - one-to-one communication

- brand loyalty 5. Direct marketing - immediacy 6. Understanding the consumer needs - buying motives C. Types of Products Offered TRADITIONAL MODES 1. Print advertising - newspapers, magazines, brochures, fliers 2. Outdoor advertising billboards, kiosks, trade-shows, events 3. Radio Advertising 4. Television Advertising MODERN TYPES OF ADVERTISING 1. Online advertising 2. Covert advertising advertising in movies 3. Surrogate advertising advertising indirectly 4. Public service advertising advertising for social causes 5. Celebrity advertising 6. In-store advertising point of purchase advertising 7. Coffee cup advertising placement of small ads on paper cups 8. Digital out of home advertising THE FUTURE OF ADVERTISING 1. Digital signage installation of LED or plasma screens on public places

2. Smartphone advertising displaying of ads in downloads 3. Niche advertising targeting select groups of consumers 4. User-generated advertising creating own brands for an ad D. Advantages and Disadvantages ADVANTAGES: 1. Advertising can inform people about different products and services, their utilities, cost and other requirements, and help us in making better purchases. 2. Advertisements of non-commercial issues like AIDS, Polio can help in educating people and notifying them of events and programs related to them. 3. Advertisements create a brand name for the product being promoted. People can recognize the products from the catchy advertisements they see and thus sales are also improved. DISADVANTAGES: 1. Wrong info about the product. 2. Consumers expect results like those they've seen in the advertisement. 3. Advertisements force people to buy new products even though they dont need it. E. Problems encountered by the industry 1. People behind advertising do not have same goals 2. Dependency of media companies on advertising

3. Manipulating images of people in commercials and advertisements 4. Product placement: Who is in charge - the producer or the product brand manager


http://www.globalissues.org/article/160/media -and-advertising http://www.speakhuman.com/ch05_The_Probl em_With_Advertising http://prezi.com/v67ar2ngaxvj/advertisingtimeline/ http://prezi.com/djzzqdhyvj7h/history-ofadvertising-in-the-philippines/ http://www.nonlineagency.com/multimedia/th e_history_of_advertising/

http://www.authorstream.com/Presentation/aya17 0320-1595727-scope-advertising/

http://mises.ca/posts/articles/russell-taylor-inpraise-of-people/ http://www.studymode.com/essays/Advertise ments-Advnatages-and-Disadvantages243669.html http://mhtpbykl.wordpress.com/2011/04/12/a dvantages-and-disadvantages-ofadvertisements/ Straubhaar, J. and Larose, R. (2002) Media Now: Communications Media in the Information Age