Report 9 Advertising

avatar
Created by
sam

Cards (37)

  • Advertising: Global History
    • 4000 BC
    • Earliest known is WALL PAINTING 1st billboard born—the earliest
    • Man curves in a cave in the oldest times
    • 3200 BC
    • Written Language first appears in MESOPOTAMIA
    • The first language they do write is Sumerian
  • Advertising: Global History - 3000 BC
    • Papyrus appears in Egypt and is used for posters and sales messages
    • It is considered the world's earliest identified printed advertising medium
    • Egyptians used papyrus to make sales messages and wall posters
    • Commercial messages and political campaign displays have been found in the ruins of Pompeii and Arabia
  • Advertising: Global History - 100 BC
    • Ancient Rome popularized political posters and campaign advertisements
    • Like Ceasar used political campaigns he gained broad support and popularity among common people
    • In ancient China, the earliest advertising known was oral
    • The earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BCE) of bamboo flutes played to sell products
    • Advertisement usually takes the form of calligraphic signboards and inked papers
  • Advertising: Global History - 1440
    • Gutenberg invented the printing press. Mass production of written advertisements is made possible.
  • Advertising: Global History - 1627
    • The first Newspaper ad promotes a book
    • The divine right of the church government
    • Martin Luther
    • He is actually Protestant
    • He gave birth to reform and his theological beliefs form the basis of Lutheranism
    • Published his 95 theses against Indulgences
    • The printing press helped Martin Luther by making it easier to pass his messages along to his followers
  • Advertising: Global History
    • 1835
    • The first billboard appears in New York to advertise a circus
    • 1891
    • Companies like Kodak began selling their brand, not just their product
  • Advertising: Global History - 1908
    • New companies like Ford staged flashy publicity events and pioneered the art of looking cool
    • The soap opera was born when soap companies discovered the popularity of radio dramas, among women when they did their housework
  • Advertising: Global History - 1908
    • Thomas J. Barratt
    • "Father of Modern Advertising" in London in 1908
    • Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images, and phrases
    • In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster girl for Pears, making her the first celebrity to endorse a commercial product
  • Advertising: Global History
    • 1922
    • Radio ads begin
    • With the first commercial advertising an apartment complex in New York
    • First public demonstration of television
    • 1975
    • The Pepsi challenge leads to cola wars
    • Pepsi launched ads based on the Pepsi Challenge, where people in blind taste tests preferred Pepsi over Coca-Cola, emphasizing taste preference
  • Advertising: Global History
    • 1990
    • The world wide web was invented
    • This has led to the largest shift in media buying since the radio
    • 1995
    • Pop-up ads
    • Begin to annoy internet users the world over
    • 2000
    • Google introduces AdWords
    • A game-changing platform for targeted online advertising using a pay-per-click model, revolutionizing digital marketing.
  • Advertising: Global History
    • 2008
    • Tiny ads appear within smartphone applications
    • Marking a shift towards mobile advertising and monetization within apps
    • 2012
    • The ad revenue of FB is $4.28 billion, google $43 billion, and television $140 billion showcasing the enduring influence and reach of traditional media channels despite the rise of digital advertising platforms
  • Advertising: Local History - Print Ads During Spanish Occupation
    • 1821
    • Spanish Colonial Rule; Manila formally exposed to world trade.
    • 1846
    • La Esperanza (first daily newspaper) emerged with paid advertisements
    • 1896
    • Most Philippine newspapers and magazines were subsidized (supported financially)
    • Advertisements were primarily textual, indicating products or services.
  • Advertising: Local History - Print Ads During Spanish Occupation
    • Early 1900s
    • Renacimiento Filipino magazine featured only nine ads in a 36-page magazine, influencing the use of color and artwork in commercials
    • Competition led to the use of pictures and color in ads.
    • Vicente Garcia Valdez pioneered color in ads.
    • El Pajaro Verde: a stylish weekly that changed color with every issue
  • Advertising: Local History - Arrival of the Americans
    • Late 1800s
    • English became the main language in advertisements
    • American companies set up shop in the Philippines, and they played a big role in shaping advertising
    • 1920s
    • Manila and the Philippines became more Americanized
  • Advertising: Local History - 1920s
    • Local department stores sold American-made goods that cater only to native elites and international clienteles (American, Spanish and Chinese mestizos)
    • Pacific Commercial Company was one of the largest American companies, featuring one-man advertising agencies
    • Newspapers and magazines became important places for ads to reach people
    • Outdoor advertising included information on where products could be purchased
    • The use of billboards to promote products and services emerged during this period
  • Advertising: Local History - Early Cinema and Radio Advertising
    • Early 1900s
    • Cinema advertising in the Philippines dates back to the early 1900s when local films were shown in theaters
    • Advertisements were often simple slides displayed before the start of a movie
    • Radio broadcasting began in the Philippines in the early 1920s.
    • The first radio station, KZKZ, went on the air in 1922, followed by KZRM in 1924
    • Early radio ads were often simple and straightforward, featuring announcers reading sponsored messages
  • Advertising: Local History - Establishment of Advertising Agencies
    • 1921
    • First recorded advertising agency in the country - Philippine Publicity Service
    • Late 1920s
    • Philippine Agency Service Company acted as a clearinghouse for all advertisements coming from the United States
    • 1929
    • Philippine Advertising Bureau and other advertising outfits emerged
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    • Radio (1930s-1940)
    • Radio advertising expanded rapidly as more stations went on air
    • Companies began to produce more elaborate radio commercials with music, sound effects, and voice actors.
    • Soap operas and other sponsored programs became popular, with companies sponsoring entire shows to promote their products
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    • Radio (1950s-1960s)
    • "Golden Age" of radio in the Philippines, with radio dramas and variety shows attracting large audiences
    • Radio advertising often began past midnight due to the lack of proper recording studios, utilizing the stations' off-air time
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    Television
    • 1950s
    • DZAQ-TV began commercial television operations on October 23, 1953, marking the start of television broadcasting in the Philippines
    • Judge Antonio Quirino's Tawag became the first TV program, and Lindeberg was recognized as the "Father of Philippine TV
    • Early 1960s
    • Channel 5 of the Roces group debuted, followed by Channel 11 of the Lopezes, after ABS and CBN (Chronicle Broadcasting Network) of the Lopezes amalgamated in 1957
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    Television
    • 1960
    • The first local television advert was for Tide washing powder
    • Intense competition for laundry goods in the 1960s led to increased acceptance of advertising as a marketing tool
    • 1966
    • ABS-CBN became the first TV network to broadcast shows in color, and Colgate-Palmolive aired the first color TV ad
    • Significant shift towards color television and the growing importance of television advertising in the Philippines
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    Audio / Cinema
    • Aurelio German created and launched the first cinema audio advertising in the nation.
    • The first audio commercial was played at Rizal, Magallanes, State and Avenue Theater
    • 1950s
    • Three types of movie advertising emerged: local advertisements using cine slides (often without music), film advertisements, and casual cinema advertisements.
  • Advertising: Local History - Post-War Advertising (1930s-1960s)
    Audio / Cinema
    • Early 1960s
    • Movie theater advertising increased in popularity with most advertisements adhering to Western advertising principles
    • 1961
    • Luis Nepomuceno established fame, an outfit which offered cinema ads to all theaters around the country on an exclusive basis
  • Advertising: Local History - Advertising in the 1970s and 1980s
    • News was filtered under the Marcos Administration, with certain events only aired by GMA Network
    • The government made rules about advertising, but people cleverly conveyed their messages while following the rules
    • They used humor and clever words to get the point across
    • Advertising suffered significantly due to the Marcos Administration, with major media outlets closed down or forced under military control
  • Advertising: Local History - Advertising in the 1990s and 2000s
    • October 27, 1994
    • First online advertising banner appeared
    • The radio evolved into the digital and satellite age, remaining a major source for information, entertainment, and advertising
    • Mobility became a necessity for the masses, leading to the popularity of advertising on Wi-Fi-enabled mobile devices
  • Advertising: Local History - Modern Advertising
    • Traditional advertising means are still existing, but they are now executed differently due to advancements in technology
    • Modern advertising heavily relies on digital platforms like social media, search engines, websites, and mobile apps for targeted advertising based on user data
  • Advertising: Remarkable People - David Ogilvy
    • Father of Advertising
    • Founder of nationwide advertising firm Ogilvy & Mather
    • Understanding of consumer habits
    • We understand what the consumer is looking for, which hasn’t changed much since his time in the mid 1900’s
    • “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product."
    • Rinso - Stain removal techniques
    • Dove - Creams your skin when you bathe
  • Advertising: Remarkable People - William Bernbach
    • Subtle, low-pressure advertising
    • Hallmark of the agency Doyle Dane Bernbach, Inc.
    • Beaten path in advertising
    • “Properly practiced creativity can make one ad do the work of ten.”
    • 1961 Beetle - Never reach a dealer
    • VW engineer, Kurt Kroner
    • DDB Copywriter, Julian Koenig
    • Graphic Director, Helmut Krone
  • Advertising: Remarkable People - Rosser Reeves
    • Television marketing
    • Chairman of the Ted Bates Agency
    • Primary goal of an advertisement is not to showcase the marketing team's ingenuity but rather to sell the product for its worth.
    • Unique Selling Proposition (USP) > Copywriter's creativity
    • Theory the Unique Selling Proposition (USP)
    • M&Ms - Melts in your mouth, not in your hand
    • “Buy this product, and you will get this specific benefit.”
  • Advertising: Current Global State
    • Distribution of Ad Spending by Medium
    • Digital advertising, television, outdoor, and radio advertising
    • Leading Markets in Advertising
    • US, China, Japan, UK, Germany, France, Indonesia, Canada, Australia, Brazil, and India
    • Trends in TV and Radio Advertising
    • TV - Renounced strongly surpassing pre-pandemic levels
    • Radio - Competitions with digital platforms
    • TV & Radio - Largest market share
  • Advertising: Current Global State - Rise of Out-of-Home Advertising
    • Billboards, posters, and other physical displays - Resurgence in popularity due to increased travel and outdoor activities
    • Additionally, the advent of digital out-of-home advertising has catalyzed further growth in this sector, outpacing traditional outdoor ads and offering new opportunities for advertisers to engage with consumers
  • Advertising: Current Global State
    • Mobile Advertising and the Internet
    • Internet - Topo choice of advertisers
    • Rise of internet users
    • Mobile Advertising - Growing segment
    • Trend of consumers
    • Alter their strategies
    • Use of algorithms
    • Towards brand visibility
    • Social Media Advertising
    • Social Media - Predominant
    • Facebook - Preeminent social media 
    • Annual growth rate of 4.02% in social media
  • Advertising: Current Local State
    • WHY ARE ADVERTISEMENTS SO IMPORTANT
    • Filipinos are brand-conscious by nature
    • Filipinos are promotion-driven
    • Freebies and Deals/Sales
    • STATISTICS
    • 2022, 2.55 Billion US Dollars, with the 60.9% of that coming from digital channels
    • 2023, 1.608 Million US Dollars spent on digital advertising
    • 2024, it is predicted to exceed around 490 Million US Dollars
    • 84.45 Million active social media users
  • Advertising: Current Local State
    • LAW AND REGULATIONS
    • RA 7394, or The Consumer Act of the Philippines - Protects the consumers from harm, and establishes safe conduct for businesses and industries present
    • ASC, or the Ad Standards Council - Oversee the screening of advertisements, and content regulations, with or without advertising claims
    • EXPECTATIONS
    • Can expect from advertisements in the coming years
    • VIDEO DOMINANCE
    • TikTok and YouTube, Instagram Reels, will remain relevant
  • Advertising: Current Local State
    • AUTOMATIONS and AI
    • Huge role in order for more personalized ads for consumers
    • INTERACTIVE CONTENT
    • AR (Augmented Reality) and VR (Virtual Reality)
    • E-COMMERCE INTEGRATION
    • Online Shopping becoming even more popular
    • SUSTAINABILITY MARKETING
    • Focus more on advertising sustainable products
  • Advertising: Issues in Mass Media
    • Misleading claims or message that give public false information
    • distract the public from important matters and reduce their thinking skills
    • Public confusion
    • the activity of selling products or services together in a way that makes it very difficult to decide which company's products or services are cheapest and more convenient to them
    • Influence individual behavior
    • People become more materialistic and somehow we have like unbalance eating
  • Advertising: Issues in Mass Media
    • Self-development
    • Social media influence the public’s behavior and attitudes in negative ways, such as creating unrealistic expectations, stereotypes, and biases
    • Monopoly advertisement
    • Firms in monopoly, monopolistic competition, and oligopoly use advertising when they expect it to increase their profits.
    • Rivalry in advertisement
    • intensity of a firm's competition with its advertising rivals, where an advertising rival is a peer firm that advertises in at least one same product category.