EMERGING TECHNOLOGIES RESEARCH PAPER

ADVERTISING INDUSTRY

Caleb Dexter Dionisio S13

calebdionisio@gmail.com
IT Department, College of Computer Studies,
De La Salle University Manila

Maria Karinna Littaua S13

icestarblue@yahoo.com
IT Department, College of Computer Studies,
De La Salle University Manila

Efren Rodriguez Jr. S13

Paper_stainer@yahoo.com
IT Department, College of Computer Studies,
De La Salle University Manila
 ABSTRACT
The Advertising industry came from a long way and it is
one of the most effective ways of informing the consumers
and the public. In this paper, the history of Advertising or
how advertising started will be discussed. Also written in
this paper, are the different types of advertising media that
are present today. Another topic that the paper will discuss
is the local issues that are present in our society today and
its trends. And lastly this paper aims to give the readers the
view on the role of technology to advertising and how
emerging technologies can contribute to this industry.
1. INTRODUCTION
According to Manohar, “Advertising is the promotion of a
company’s products and services carried out primarily to
drive sales of the products and services but also to build a
brand identity and communicate changes or new product
/services to the customers. Advertising has become an
essential element of the corporate world and hence the
companies allot a considerable amount of revenues as their
advertising budget.”
Advertising is the most effective way to send a
message to the public.
2. HOW IT BEGAN
Advertising has been a form of glorifying or gaining
publicity for goods and merchandize since very early times.
In fact, advertising has been around as an informal concept
since the beginning of civilizations and former methods
were oral advertising or claiming the benefits of products
verbally when merchants sold goods to people directly on
the streets. However with the advent of paper and writing,
advertising took a more formal shape. With the growth of
mass media and different forms and avenues of
communication like radio, TV, newspapers, magazines, and
of course the internet in the 20th century, advertising started
becoming an important aspect for commercialization of
products. People started understanding the potential of
advertisements and it became a business with the
establishment of advertising agencies with the first
advertising agency in US opened in 1841. With advertising
becoming a business in itself, the methods of using
advertisements became even more formalized, controlled
and systematic and the advertisements for products started
appearing as newspaper ads, on billboards, hoardings, as
handbills, leaflets, on magazines, newspapers, on TV and
radio as commercials and more recently on the internet.
Web advertising is now a very powerful means to take the
message across to the customers. However to actually
appeal to customers, advertising will have to work in
accordance with the principles of psychology and sociology.
Thus an advertiser or an advertising professional will also
have to be a sociologist and a psychologist to really have an
impact on the minds of consumers.
The principles of advertising are largely based on
cognitive psychology and the psychological processes of
attention, perception, association and memory to bring out
the complete impact or uses of a product or ‘brand’. Any
advertisement will have to first focus on the attention that it
is able to capture of the consumers.
Once the attention is drawn with the colors and the
sounds or words, the focus is on retaining consumer
interests by using ‘association’. Themes or products which a
particular segment of customers could associate with are
used thus for baby food, mothers and babies are featured so
association would have more to do with relevance or context
of the advertisement.
The association should be such that it not only
serves the purpose of quick understanding and perception of
the consumers but is also retained in their memory for a
long time. Thus memory or retention is an important aspect
of the psychology of advertising as only an advertisement
that consumers can easily remember for a long time for its
novelty or use of words, colors and figures will be the most
effective.
The development of a ‘brand’ is just as effective
because a brand helps in driving attention, in developing
association (for example, we associate Coca Cola with
youth, celebration and a soft drink popular for all occasions)
and in memory or retention of any image associated with a
service or product. A brand is recognized in terms of its
name, its quality and its reputation with advertisements
these days highlighting the uniqueness of brands.
Whatever it is, the mantra is to create an impact
and have a lasting effect on the minds of the consumers. The
message of the product, the motto of the brand and the mind
of the consumer, these are the three Ms that are important in
advertising.
However it is important to understand that advertising will
have to be different for different media. Radio ads should
focus on the strength of sounds and words; internet ads will
focus on visuals and colors; newspaper ads will focus on
space and the theme; and TV ads would focus more on the
emotions and the context used. Using motion, capitalized
letters, contrasting colors etc are all important and in order
to draw attention to the product, some form of highlighting
of the product is also done.
How does all this affect the masses, the consumers
who will actually buy the product? Apart from the attention
drawing process, the retention producing sounds and words
that help memory and the associative value of the products
and the advertisements, there is another factor namely
necessity of the consumer. Advertising is not just enough, as
a customer is driven to buy a product largely considering the
necessity, quality, features and price of the product. The
features are as important as the price. Then of course, the
‘hype’ that triggers a certain mass psychology in a certain
way so people sometimes queue up for newly released also offers options like promotional brochures and fliers for
products The longer term establishment of a product is advertising purposes.
through real quality, usability and price and all companies
should emphasize on these ultimately. Usually most 3.2. Outdoor Advertising
products advertised as unique and not even remotely similar
to other products can have a positive effect and can
effectively generate hype and consumer curiosity. Focusing
on the unique and highlighting the dissimilarity and novelty
of a product in a way that attracts curiosity is a certain
method to improve popularity of a product, so this gives
consumers the reason to know more and they will enter the
shops to enquire about the product.
The final goal of all advertisers and promoters is to
ensure that products and services sell and to increase sales
and potential consumer interest creating curiosity is a first
short term step while introducing a new product into the
market. Retaining customer interest is a different ballgame
and requires reputation of the brand, product quality, right
pricing and continued high quality advertising to ultimately
ensure success of the product [4].
Taken From:
3. TYPES OF ADVERTISING MEDIA http://www.summitmedia.com.ph/images/billboards/billboards.jpg

There are different kinds advertising media. Below are some
examples of the different media that are used here in the
Philippines and abroad.
3.1. Print Advertising
Outdoor advertising is also a very popular form of
advertising, which makes use of several tools and
techniques to attract the customers outdoors. The most
common examples of outdoor advertising are billboards,
kiosks, and also several events and tradeshows organized by
the company.

3.3. Broadcast advertising

Taken From: www.nestle.com.ph/recipe/nc2/celeb04.asp

Broadcast advertising is a very popular advertising medium

Taken From:
http://ph.88dbmedia1.jobsdb.com/DB88UploadFiles/2008/07/24/9
C1EE92B-E4F5-4BD9-A293-C8AD080A064C.jpg
The print media have always been a popular advertising
medium. Advertising products via newspapers or magazines
is a common practice. In addition to this, the print media
that constitutes of several branches like television, radio or
the Internet.
3.4. Covert Advertising
Covert advertising is a unique kind of advertising in which a
product or a particular brand is incorporated in some
entertainment and media channels like movies, television
shows or even sports. Some of the famous examples for this
sort of advertising have to be the appearance of brand Nokia
which is displayed on Tom Cruise’s phone in the movie
Minority Report, or the use of Cadillac cars in the movie
Matrix Reloaded.
3.5. Surrogate Advertising
Surrogate advertising is prominently seen in cases where
advertising a particular product is banned by law. Common
examples include Fosters and Kingfisher beer brands, which
are often seen to promote their brand with the help of
surrogate advertising.
3.6. Public Service Advertising
Taken From:
http://img505.imageshack.us/img505/5265/img3703qg6.th.jpg
Public service advertising is a technique that makes use of
advertising as an effective communication medium to
convey socially relevant messaged about important matters
and social welfare causes like AIDS, energy conservation,
political integrity, deforestation, illiteracy, poverty and so
on.
3.7. Celebrity Advertising
Taken From: http://www.youtube.com/watch?v=paWg1doei1I
Although the audience is getting smarter and smarter and
the modern day consumer getting immune to the
exaggerated claims made in a majority of advertisements,
there exist a section of advertisers that still bank upon
celebrities and their popularity for advertising their
products.
4. LOCAL ISSUES
4.1. AGB-NIELSEN SCANDAL
AGB-Nielsen Media Research is a company that provides
transparent audience measurement systems.
According to GMANews.tv: “GMA Network said that
according to AGB Nielsen’s Data Review on the panel
intervention issue released on January 15, 2008, ABS-CBN
also contacted metered homes during their promotional
activities in the Visayas and Mindanao.”. GMA claims that
ABS-CBN has visited metered homes to check the signal
clarity in exchange for gift offerings and also offering home
owners P300.00 monthly and some groceries in exchange
for their loyalty to the network.
This allegations cannot be determined to be a fact but
because of this, AGB Nielsen excluded the some of the
ratings of the alleged network.
It is hard to say which network is telling the telling the truth
because at the end of the day, it is us consumers and viewers
who will be affected by this scandal.
5. CONCLUSION
The Advertising industry evolved through time. From
simple print ads to intricate ads for consumers. Through
time the advertisement have evolved to cope with the times.
It also has to cope with what the consumers want to see in
their ads.
There are different kinds of advertising media
which was discussed. The most commonly seen in the ads
are celebrity endorsing different products. In local settings,
the hottest stars can be seen endorsing almost everything.
Issues concerning the AGB Nielsen should not be
neglected because we, viewers are the most affected since
we don’t know which information to trust now, two
networks saying different stories and a marketing research
firm caught in the middle.
In advertising, there is no boundaries in which you
can do but they are limitations, specifically credibility and
integrity of your company because it is the viewers who
make your network gain popularity and high profits. We
should advertise information as facts not false facts that
deceive its viewers for money.
The crab mentality among Filipinos should stop
since the advertising industry is very influential that they
make an impression to the public that it is ok to make false
statements against public figures or fellow countrymen.
 REFERENCES

[1] Manohar, U. (10 Apr 2008) Different Types of Advertising. Retrieved on January 26, 2009 from
http://www.buzzle.com/articles/different-types-of-advertising.html

[2] Manohar, U. (6 Oct 2008) Modern Advertising Methods. Retrieved on January 26, 2009 from http://www.buzzle.com/articles/modern-
advertising-methods.html

[3] (n.d.) Advertising. Retrieved on January 26, 2008 from http://www.buzzle.com/articles/advertising/

[4] Roy, S. (2 Dec 2007) The Psychology of Advertising. Retrieved on January 26, 2009 from http://www.buzzle.com/articles/the-
psychology-of-advertising.html

[5] (16 Jan. 2008) AGB report says ABS-CBN also contacted panel homes during promos – GMA Network. Retreived Jan. 26, 2009 from
http://www.gmanews.tv/story/76782/AGB-report-says-ABS-CBN-also-contacted-panel-homes-during-promos--GMA-Network