MODULE II.

THE ADVERTISING MEDIA-MEANS TO - Print advertisements that appear

CONVEY THE ADVERTISING MESSAGE in local, national, daily, or weekly
news periodicals.
PART I. ADVERTISING MEDIA
- Newspaper advertising has been
Advertising around longer than any other type
- has been around for a long time, much longer than of advertising and is still considered
most of us realize. as the most credible form of
advertising.
- the first advertisement was spread through word of
mouth. It was most Likely before recorded history. 2) Magazine
- can give your brand center stage in
- not only has the concept of ads changed, but their popular publications across an
forms have changed too. immediate area or the United
1. TRADITIONAL ADVERTISING MEDIA States. Plus, when it comes to
magazine ads, you are only limited
- Traditional Advertising refers to the use of traditional by your creativity.
mediums such as television, radio, newspapers, 3) Direct Mail
magazines, and billboards to promote products or - you can target a specific
services. demographic in direct mail. You can
also measure your result using a
- These mediums have been around for decades and
variety of methods.
have proven to be effective in reaching a large audience.
- is cost-effective and highly
Traditional media individualized to the recipient.
4) Brochures
- or old media, is mostly non-digital advertising and
marketing methods. These are marketing methods that - establish your authority, credibility
businesses have relied on for years. and brand all in the same format.

Traditional media examples: - most affordable ways to get the

word out about your business.
Some examples of traditional media include:
 Billboards and off-site signs
 Television advertisements
- is the practice of marketing a company,
- places your business on television
brand, product, service, or campaign by
through sponsored content, such as a
using a large-scale print advertisement
commercial or an infomercial.
(a billboard, or hoarding). Billboards are
 Radio advertising often positioned in heavy traffic
- is the practice of purchasing ad spots locations.
on popular radio stations to promote
 Cold calling
your products and services.
- is the solicitation of business from
 Print advertising potential customers
- is a form of marketing that uses - it is referred as an over-the-phone
physically printed media to reach process, making it a source of
customers on a broad scale. Ads are telemarketing,[3] but can also be done
printed in hard copy across different in-person by door-to-door salespeople.
types of publications such as
 Door-to-door sales
newspapers, magazines, brochures, or
- D2D sales, is a direct selling and lead
direct mail.
generation strategy
- 4 Types of Powerful Print Advertising
 Banner ads
Print media
- A web banner or banner ad is a form of
- allows you to showcase your brand advertising on the World Wide Web
and products across multiple formats. delivered by an ad server.
1) Newspaper
 - It is intended to attract traffic to a
website by linking to the website of the 2. Pay-per-click advertising
advertiser. - is an online advertising model in which advertisers
- Banner ads are image-based rather than pay each time a user clicks on one of their online
text-based and are a popular form of ads.
website advertising.
 Telephone & SMS Marketing
3. Content marketing
- The technique of sending marketing
- is a strategic marketing approach focused on
communications by text message is known as
creating and distributing valuable, relevant, and
SMS marketing.
consistent content to attract and retain a clearly
- It is a type of opt-in marketing in which
defined audience.
contacts must subscribe.
- Quality content is part of all forms of marketing,
including:
2. THE INTERNET AND DIGITAL ADVERTISING
o Email marketing - Consistently great
Internet content trains your audience to anticipate,
- is the backbone of industry, making it easier than open and read emails from your brand.
ever to set up shop and to turn your passions into an o Social media marketing - Content
income. - with no printing costs, digital ads tend to run marketing strategy comes before your
cheaper than print ads. social media strategy.
o SEO - Search engines reward businesses
Digital advertising that publish quality, consistent content.
- no quick win for businesses. o PR - Successful PR strategies should
- is the distribution of promotional content through address issues readers care about, not their
online channels. business.
- In simpler terms, it’s advertising for the internet o PPC - For PPC to work, you need great
- is a broad category with new types of “ads” cropping content behind it.
up every day. o Inbound marketing - Content is critical to
driving inbound traffic and leads.
New media o Digital marketing - Content marketing
- also called digital media, consists of methods that are forms the foundation for an improved or
mostly online or involve the Internet in some sense. rebooted integrated digital marketing
- It usually involves digital channels that gained strategy.
popularity in the last decade or so. o Content strategy - Content strategy (which
determines how content is created and
New media examples managed throughout an organization) must
1. Search engine optimization be considered in any content marketing
- or SEO, is the process of improving a website or a approach.
web page to increase its visibility and relevance in
search engines, such as Google and Bing. 4. Social media
- can help you attract more organic traffic. - Social media advertising is a digital marketing
- is an important part of digital marketing, as it can strategy that enables you to run paid
help you reach your target audience, increase your advertisements on social media platforms.
brand awareness, and generate more leads and - This strategy involves paying to promote content
conversions on social media sites to reach interested leads and
- is often combined with other marketing get them to check out your business.
strategies, such as pay-per-click (PPC) advertising, - What type of social media advertising is right for
social media marketing, email marketing, and me?
content marketing, to create a comprehensive and
effective online presence.
i. Facebook advertising - With 1.5 billion  Canvas ads: Combine videos,
active users, Facebook is most popular photos, text, and buttons to create
among adults aged 18-29. a mini landing page for your ad

Facebook ad objectives:
ii. Instagram advertising - allows you to make
 Awareness - If you’re looking to
creative photo and video ads to engage
reach new customers or boost
your audience.
awareness of your business,
Types of Instagram ads
products, and services, you’ll want
 Photos: Include a photo and short
to select this objective. Facebook
snippet of copy
offers two awareness objectives to
 Videos: Include a short video clip to
help you increase buzz about your
promote your business, products,
business.
or services
- Brand awareness
 Carousel: Includes numerous
- Reach
photos in one ad that users can
 Consideration - After creating
scroll to view
awareness, you’ll want to drive
 Stories: In addition to the paid ad
people down the purchase funnel
options above, can also use
with consideration objectives.
Instagram stories — videos that
Facebook advertising offers six
appear on your account for 24
consideration objectives, including:
hours — to engage followers.
- Traffic
- Engagement
iii. Twitter advertising - With nearly 336
- App installs
million monthly active users. Twitter is
- Video views
ranked the fifth most popular social media
- Lead generation
network
- Messages
Types of Twitter ads
 Conversion - If you’re looking to
 Promoted tweets: Reach a new
drive conversions with your
audience or boost engagement
Facebook ads, this objective is for
among followers with promoted
you. For Facebook ads, you can
tweets that appear in users’ feeds
select from the following
 Twitter GIF: Engage users with
conversion objectives:
creative GIFs in your Twitter ads
- Conversions
 Promoted video: In-feed, auto-
- Catalog sales
playing videos engage users in their
- Store visits
timelines
 In-stream video ads and
Types of Facebook ads
sponsorships: Supplement pre-roll
 Single image ads: A single image
video with branded video content
with a link to your site, headline,
 Website card: Image and video
copy, link description, and call-to-
website cards allow you to share
action
creative image and video content
 Photo ads: Include photo and text
that drives your audience to a
ad copy
designated landing page
 Video ads: Feature video ad
 App card: Drive installs and mobile
content
app engagement with media-rich
 Carousel ads: Add numerous
Twitter ads
photos in a scrolling carousel
 Direct message card: Provide
personalized brand experiences
 and spark conversations in Twitter’s - is commonly considered a low-cost and high-impact
Direct Messages tool with the ability to increase customer engagement
and drive sales.
iv. LinkedIn advertising - This type of social - it is often a cornerstone of many digital marketing
media advertising gives you access to strategies created today.
LinkedIn’s professional network of more - is when a business uses email to communicate and
than half a billion users. connect with their customer base.
Types of LinkedIn ads - Email is one of the most popular modes of online
 Sponsored content: Appears in communication.
users’ feeds along with posts and
content from other businesses Common types of emails include:
 Text ads: Appears on the side, 1. Welcome emails
bottom, or top of users’ feed and 2. Email newsletters
include CTAs to direct people to 3. Promotional emails
your website 4. Lead nurturing emails or re-engagement emails
 Sponsored InMail: Send 5. Transactional emails, such as confirmation emails
personalized messages directly to or password reset notices
prospective clients via LinkedIn 6. Feedback or survey emails
messenger 7. Milestone emails, such as for customer birthdays or
anniversaries
v. Snapchat advertising - Popular with
millennials and Generation Z, Snapchat As you are working on creating your own email
boasts a userbase of 300 million active marketing campaign, keep the following tips in mind:
accounts each month. 1. Craft eye-catching email subject lines - A subject
Types of Snapchat ads line catches the reader’s attention and prompts
 Snap ads: Appear in the midst of them to open the message, while the content of
stories when users view friends’ the message elaborates on your value proposition
stories on Snapchat and urges readers to act.
 Collection ads: Show a series of Some ways to improve your subject lines include:
products and make it easy for users  Clearly state a promotion.
to shop and buy  Create a sense of urgency.
 Story ads: These ads appear in the  Evoke a sense of curiosity.
“For You” and “Discover” areas of  Highlight a specific time period.
Snapchat and are located with  Personalize it.
other popular content from news
sources and media outlets 2. Intentionally structure your message - Structure is
 AR lenses: Augmented reality (AR) an important piece of any writing, but especially so
lenses use animated filters to alter for marketing emails. Effectively structuring the
the appearance of users’ faces content of your message will allow you to
 Filters: Create branded filters users immediately articulate your value proposition to
can apply to their photos your reader so you don’t waste their time.

5. Email marketing 3. Keep your design simple - There is a thin line

- is a form of digital marketing that uses email to between eye-catching and distracting. On one
connect with potential customers, raise brand hand, you want to create a dynamic visual design
awareness, build customer loyalty, and promote that attracts attention. On the other, you want to
marketing efforts. make sure that key information is easily conveyed
and highlighted. A simple design, then, is generally
more effective than a more complicated one.
 Some key considerations when designing a changes, you may find a paid ad is just what you
marketing email include: need to attract more followers.
 Use three or fewer colors in your email.  Restroom Advertisements - Restroom
 Emphasize your logo and branding. advertisements have the unique ability to reach
 Visually emphasize CTAs. consumers in an undistracted environment,
 Optimize your message for mobile devices. which means they are more likely to notice and
remember your message. Determine what
types of establishments your audience
4. Only email people who opted into your list - It is
frequents and place ads in those locations.
important that you only email individuals who have
purposefully opted to receive them.  Giveaways – Everyone loves free stuff, and
while freebies are a tried-and-true marketing
tactic, there are many new ways to promote
5. Strategically time your emails - sending the right
your giveaways. Hold a raffle on your website,
message at the right time is the best strategy to
launch a contest on your Facebook or Twitter
improve customer engagement and meet your
page, or give an eBook to those who join your
email marketing goals. email list — the possibilities are endless.

6. Keep tabs and run tests - this data can be  Sponsor Local Events/Organizations – Show
consumers you care about the community by
invaluable to finding more efficient approaches to
sponsoring a school athletic team, a public
reaching and communicating with your target
concert, or festival. Not only does it help others
audience. out but it generally offers quick exposure to
large numbers of people.
Email marketing platforms and tools
Some common email marketing platforms include: II. LEGAL AND ETHICAL ISSUES IN ADVERTISING
1. Sendinblue Advertising is a powerful tool for promoting products
2. Mailchimp and services, but it also raises legal and ethical
3. Omnisend concerns.
4. Get Response
5. Constant Contact Legal Issues in Advertising
6. Active Campaign 1. False Advertising: Making false or misleading
claims about a product or service.
2. Deceptive Advertising: Using misleading or
Alternative forms of Advertising ambiguous language or images to misrepresent
ALTERNATIVE ADVERTISING IDEAS a product or service.
 Vehicle Advertisements – Connecting with on- 3. Comparative Advertising: Making unfair or
the-go customers is a challenge, so why not untrue comparisons between a product or
meet them where they spend a lot of their time service and a competitor’s product or service.
— on the road. Vehicle ads (especially wrapped 4. Endorsements and Testimonials: Using
vehicles) can make a bold statement and are endorsements and testimonials without
hard to miss. disclosing any material connections between
the endorser and the advertiser.
 Sponsor a Restaurant - If you believe the 5. Children’s Advertising: Advertising to children
statistics, most Americans eat out 2 to 5 times in a way that is unfair or deceptive, or that takes
per week. That presents a great opportunity to advantage of their credulity.
advertise your brand on napkin holders,
coasters, placemats, etc. Ask around to local Ethical Issues in Advertising
restaurants and see how much they charge for 1. Stereotyping: Using stereotypes or promoting
sponsorship. harmful or offensive images or ideas.
2. Exploitation: Using vulnerable groups, such as
 Social Media Ads – At this point, social media children or the elderly, for commercial gain.
isn’t exactly alternative advertising, but many 3. Privacy: Collecting and using personal data
businesses still haven’t taken advantage of without the individual’s consent.
social ads. With Facebook’s recent algorithm
 4. Cultural Sensitivity: Using images or language MISSION
that may be offensive or insensitive to certain
cultures or groups. To champion truth and fairness in advertising within the
5. Environmental Impact: Advertising products or context of the local environment and within the
services that may have a negative impact on the constraints of the laws of the land.
environment.
VISION
Self-Regulation in Advertising
Self-regulatory system - is overseen by organizations To be seen as the ultimate and respected authority in
such as the Advertising Standards Council of India the effective implementation of the policies and
(ASCI), which provides a code of conduct for advertising regulations governing advertising content.
in India.
VALUES
Best Practices for Ethical Advertising
1. Be Honest: Ensure that all claims made in
advertising are truthful, and avoid using Truth, fairness, professionalism, respect, leadership,
misleading or ambiguous language. and service.
2. Be Respectful: Avoid using stereotypes or
images that may be offensive or harmful to What ASC does
certain groups.
3. Protect Privacy: Ensure that personal data is The Ad Standards Council is a self-regulating,
collected and used in a way that respects the independent, non-profit organization that’s here to
individual’s privacy and data protection rights. protect consumer interest. We screen the content of ad
4. Be Transparent: Disclose any material materials across all media types or platforms in the
connections between endorsers and Philippines to make sure these are honest, fair, and
advertisers, and be transparent about any most of all, responsible.
environmental or social impact of products or
services. Self-Regulation
5. Foster Responsibility: Take responsibility for
the impact of advertising on the environment, - is the process whereby stakeholders create a
society, and culture, and strive to minimize any framework on content regulation as part of its
negative impact. responsibility to develop truthful, honest, decent
communications with the objective of upholding
consumer protection.
Ad Standards Council (ASC)-For Responsible
Advertising
- This self-regulation framework is the industry’s
The Ad Standards Council (ASC) commitment to support R.A. 7394 (The Consumer Act
of the Philippines) with the following guiding principles:
- is a non-stock, non-profit organization which aims to
promote truth and fairness in advertising through self-
regulation of advertising content. How the ASC helps

- established by the Kapisanan ng mga Brodkaster ng 1. Advertisers - We help advertisers make sure that
Pilipinas (KBP), the Philippine Association of National their ads are compliant with the law, and protect
Advertisers (PANA), and the Association of Accredited consumers from false, misleading claims and more.
Advertising Agencies - Philippines (4As)
- started operations in March 31, 2008, after the signing 2. Businesses - We help businesses by safeguarding
of a Memorandum of Agreement between the their ads and commercials from possible sanctions and
Advertising Board of the Philippines (AdBoard) and the penalties prescribed by the law.
ASC, where the latter took over the screening function
of the Advertising Content and Review Committee 3. People new to Ad Compliance - We help potential
(ACRC) of the Advertising Board of the Philippines advertisers and any member of the general public learn
(AdBoard).
more about advertising compliance and consumer FALSE 2. Advertisement from the past and present have
protection. changed the concept but the forms remain.
FALSE 3. Traditional advertising had been around
recently and was proven to be effective.
FALSE 4. Traditional media, or old media, is mostly
ESSAY: digital advertising and marketing methods.
1. Module 1: What did you learn in Module 1? TRUE 5. Customers that read newspapers are proactive
and engaging.
2. Module 2: Malay ko.
FALSE 6. Commerce has been around included even in
the early internet.
ENUMERATION: TRUE 7. Direct-mail is cost-effective and highly
individualized to the recipient.
(5) Article II. STANDARDS OF PRESENTATION FOR TRUE 8. Brochures establish your authority, credibility,
CONSUMER PROTECTION AND SAFETY and brand all in the same format.
A. Advertisements must be honest, truthful, accurate, TRUE 9. Banner Ads are image-based rather than text-
and created for the benefit of the consumer and the based.
general public. FALSE 10. Digital Ads tend to run cheaper as print ads.
B. Advertisements should not be deceptive or mislead TRUE 11. Digital Advertising is broad category with new
the public. types of ads cropping up every day.
D. Advertising copy, slogan, or terms should not tend to FALSE 12. New media is different from digital media.
mislead or confuse the consumer as to the materials, TRUE 13. Digital Advertising is simply advertising for the
content, origin, utility, or function of any product or internet.
service. FALSE 14. Billboards are often positioned in least traffic
G. Advertisements must not use expressions reserved locations.
for important news and public service announcements, TRUE 15. In pay-per-click advertising, businesses
e.g., newsflash. running ads are only charged when a user actually clicks
H. Advertisements should not unduly capitalize on fear on their ad.
or sow panic. TRUE 16. Effective content marketing requires a
documented content marketing strategy.
(5) Legal Issues in Advertising FALSE 17. A web banner is different from Ad banner.
1) False Advertising FALSE 18. In SMS marketing, contacts need not need to
2) Deceptive Advertising subscribe.
3) Comparative Advertising TRUE 19. Social media advertising is a digital marketing
4) Endorsements and Testimonials strategy that enables you to run paid advertisements on
5) Children’s Advertising social media platforms.
TRUE 20. Digital advertising is sure quick win for the
Ethical Issues in Advertising business.
1) Stereotyping
2) Exploitation
3) Privacy
4) Cultural Sensitivity
5) Environmental Impact

Best Practices for Ethical Advertising

1) Be Honest
2) Be Respectful
3) Protect Privacy
4) Be Transparent
5) Foster Responsibility

Quiz 2-True or False

TRUE 1. It was believed that the first advertisement was
spread through the word-of-mouth.