An Engineering Science
TECHNOPRENEURSHIP
UEP College of Engineering
Engr. Elaido Jao Jr.
ES 311: TECHNOPRENUERSHIP 101
ADVERITISEMENT
Introduction
Advertising is a process by which we create a desire for a product. When a desire is
created we tend to buy that particular product. Advertising serves to bring opinions,
services or causes to the public. This enables the public to respond in a particular way.
Advertising informs people about a particular product, its specialties and unique selling
propositions.
According to Hall, Advertising is salesmanship in writing, print or pictures or spreading
information by means of the written or printed words and pictures. American Marketing
Association defines advertisement as any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor. Albert Lasker considered
to be the father of modern advertising, describes advertising as salesmanship in print,
driven by a reason why. Stephen Leacock describes advertising as the science of
arresting human intelligence long enough to get money from it.
During the very early days, most of advertisements were in the form of announcements
and word of mouth. By the 18thcentury, advertising became a business. The Industrial
Revolution brought a change in relationship between the manufacturer and the buyer.
Towards the beginning of the 19thcentury, advertising agencies were established to
broker for space in newspapers. The development of transport and communication
systems reflected growth of print media. Education became a vital factor in the
development of advertising and by the 20th century, agencies were producing the
advertising message itself, including copy and artwork.
The rise of new-age electronic media like radio, television, email and e-commerce has
also contributed to a rise in advertising. Advertisements can be found in airports, railway
stations, bus stands, newspapers, magazines, radio, TV and on the Internet.
Advertisements can also be found on the bogies of trains, cricket pitch, and calendars
and even on roads and bridges.
Advertising is the main source of income for newspapers and they are able to keep the
price low because of this. Whatever the reader wants, advertisers attempt to satisfy their
desire. Sale of goods, public service messages to promote charity, direct mail, billboards
and posters are certain advertising avenues.
Importance of Advertisements
An advertisement is basically a message designed by the manufacturer, in order to
persuade the end consumer to go for his products or services. There are several types of
advertising that can be channelized through different means of mass media. At the end of
the day, these messages are meant to give suggestions to the consumer, and therefore
they need to be appealing. In order to make them appealing, the manufacturers are ready
to spend millions of dollars on the advertising agencies which promotes their products
and services.
Today, the advertising industry has become a multi-billion dollar industry, and going by
the trends, its growth is not going to cease anywhere in the near future. Advertising is one
of the most important tools of marketing when it comes to buying and selling of goods and
services.
Why is Advertising important for the consumer:
Advertising is important for the consumer as it makes him aware of the various choices
that are available. Even though we get irritated every time a commercial break starts, or
every time pop ups appear while surfing, we do go through them religiously when we
intend to buy products. To some extent advertisements do tend to influence the decision
of the consumer, but that is alright as long as the consumer gets the best options
possible.
Economic impact of advertising
According to advertisers, people are capable enough to set their mind and no one can
force them to buy anything which they dislike or which they think is not a necessity.
Advertisers also think that there are positive impacts of advertising on our society and
culture. For example, it can be used to generate awareness among the public that which
product is OK or to which they should say NO. In other words, advertising also acts as an
educator in the sense that it educates people what is good and what is bad for them and
puts a ceiling on the harmful products like smoking and drinking etc.
There are economic advantages as well. Without advertising, the media, including
newspapers, television and radio would never be so strong. Advertising provides revenue
for commercial mediums which would otherwise need to be funded by the actual
consumer of these mediums. So, we can see a major economic infrastructure based
around advertising, in which the big companies fund and subsidize the commercial media
by the way of advertisements.
Advertising has positive as well as negative, social and economic impacts on our society.
Advertisements about Global warming, conserving water or saving electricity can be
considered as having positive social impact.
Various techniques are used to persuade consumers to buy the product that is being
advertised. For instance, an automobile advertisement will highlight the mechanical
attributes of a vehicle. It will most likely concentrate on the exhilaration, reputation and
social progression it may bring to the buyer.
The major economic negative aspect of advertising is that it boosts the price of goods and
services. The source of this contention is that, when organizations subsidize the mass
media with advertising, we, the purchaser, subsidize advertising by compensating a
grossly increased price for heavily advertised goods and services. An easy example of
this a box of Surf washing powder that generally retails around higher price, in reality
would only cost lesser price. The fact behind this is that the remaining proportion goes in
heavy advertising in television and print media.
Our society and the marketing of products depend very heavily upon advertising.
Companies have become so much dependent on advertising that even its negative
impacts can never outweigh the many positive social and economic effects.
New Trends In Advertising
Advertising is always dynamic. The competition is getting tough day by day and
marketers are try to find out more effective ways to reach the target audience and to spur
continuous growth. While some old trends have been modified new trends keep evolving.
The old advertising trends indicate a very simple equation i.e. more people = more sale.
In the previous years the marketers were concerned about reaching more target
audience. Nowadays, instead of attracting more customers companies are interested in
retaining their existing customers. The marketers are working hard to offer better
customer satisfaction. Marketers are no more concentrating on a single medium. They
are exploring various avenues to reach their target market. Online marketing is gaining
more popularity day by day. Social networks as well as social media promotion are also
getting more prominent.
Green marketing
More and more companies are investing in green marketing because this is no more a
fancy trend. People have started believing in it. So the companies are trying to produce
environment friendly products or offer environment friendly services. The business
owners have realized the necessity of taking action to save the earth and performing their
social responsibility. Therefore most of the companies are running Go Green campaign.
This has affected all the areas of the market, specially food, skin care products, cars,
baby products etc.
QR-codes
A QR codes (short for Quick Response) is a specific matrix barcode (or two-dimensional
code), readable by dedicated QR barcode readers and camera phones. The code
consists of black modules arranged in a square pattern on a white background. The
information encoded can be text, URL or other data.
The QR-Ad, a new way of banner advertising
QR-Ads reach out to the internet and web users at the same time. A visiting card printed
with a QR code can detail the bio-data of the person.
The QR-Ad uses the banner format in two ways
a) as a normal banner to click, to go to a web destination page
b) as a support for a QR Code which can be scanned with a mobile phone equipped with
a QR code reader
Advertisement as a product
The primary goal of a company is to convince it’s consumers that they’re getting their
money’s worth with any particular product. Sometimes, a good advertisement design will
go a long way in the industry. In order to advertise a product, an advertising campaign
needs to be established. No matter the product, it is essential to convince the potential
buyer that this product is worth their money. Successful advertising can make or break a
product. Apple is a great example of this: They generate a lot of product hype and
develop gorgeous ads for their products well before they come out. As a result, Apple can
convince its consumers to pay ridiculous amounts of money for their products.
Advertisement as a service
The advertising techniques used to promote commercial goods and services can be used
to inform, educate and motivate the public about non-commercial issues, such as
HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its
non-commercial guise, is a powerful educational tool capable of reaching and motivating
large audiences. "Advertising justifies its existence when used in the public interest—it is
much too powerful a tool to use solely for commercial purposes”.
Public service advertising, non-commercial advertising, public interest advertising, cause
marketing, and social marketing are different terms for the use of sophisticated
advertising and marketing communications techniques .Public service advertising
reached its height during World Wars I and II under the direction of more than one
government.
Advertisements in different industries
Different types of industries advertise at different times during a financial year. Due to the
onslaught of new channels and increased marketing activity, advertisements increase
each specially. Important industries that advertise are the automobile, pharmaceutical,
telecom and food industry.
Other industries that advertise include the IT related products, health care, retail stores
and precious metals including gold and diamonds.
Advertisements in Institutions (Institutional Advertising)
The promotional message aimed at creating an image, enhancing reputation, building
goodwill, or advocating an idea or the philosophy of an organization, instead of sales
promotion is generally attributed as Institutional Advertising. Institutional advertisement
also promotes sites that advocate people to stop smoking. They also render support to
those who find it hard to break a habit. Alcoholic advertisements encourage drinkers to
not drive drunk.
Public Service Advertisements
Public Service Advertising (PSA) 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. David Ogilvy who is considered to be one of
the pioneers of advertising and marketing concepts had reportedly encouraged the use of
advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence
when used in the public interest - it is much too powerful a tool to use solely for
commercial purposes."
The most common topics of PSAs are health and safety. A typical PSA is part of a public
awareness campaign to inform or educate the public about an issue such as obesity,
smoking tobacco or compulsive gambling. The range of possible topics has expanded
over time. From time to time a charitable organization enlists the support of a celebrity for
a PSA.
The Ready campaign has created suites of advertisements directed towards individuals
and families, owners and managers of small and medium-sized business, and Spanish
speakers. Because the Ready ads are PSAs, they run entirely in donated media space.
Business PSAs include radio, print, outdoor, and Web advertisements.
Print media ads
Print media ads include advertisements in Newspapers, Magazines, Brochures, and
Fliers. 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 also offers options like promotional brochures and fliers for advertising purposes.
Often the newspapers and the magazines sell the advertising space according to the area
occupied by the advertisement, the position of the advertisement (front page/middle
page), as well as the readership of the publications. For instance an advertisement in a
relatively new and less popular newspaper would cost far less than placing an
advertisement in a popular newspaper with a high readership. The price of print ads also
depend on the supplement in which they appear, for example an advertisement in the
glossy supplement costs way higher than that in the newspaper supplement which uses a
mediocre quality paper.
Electronic media ads (Television, Radio and the Internet)
Broadcast advertising is a very popular advertising medium that constitutes of several
branches like television, radio or the Internet. Television advertisements have been very
popular ever since they have been introduced. The cost of television advertising often
depends on the duration of the advertisement, the time of broadcast (prime time/peak
time), and of course the popularity of the television channel on which the advertisement is
going to be broadcast. The radio might have lost its charm owing to the new age media
however the radio remains to be the choice of small-scale advertisers. Recent trends
show that FM and Digital Space radios are gaining popularity. Hence ads are also on the
increase. The radio jingle have been very popular advertising media and it has a large
impact on the audience, which is evident in the fact that many people still remember and
enjoy popular radio jingles, Radio mango, Red FM
New media ads
New media includes cable and satellite television, satellite radio, business-to-business e-
media, consumer Internet, movie screen advertising and video game advertising. They
play an important role in advertising.
Google in 2011 (March) launched a new format for video ads on Google.com. The ads
appear as small thumbnails with a play button, and when a user clicks on the thumbnail,
the video ad expand and take over the Google search page, playing the video ad in a
larger player. The ads seem to be a natural extension of Google’s existing ad products,
but are interesting when you consider the focus on media.
As Google says in its blog post, the entire viewing experience is meant to draw the
viewer’s attention to the video in a more visually appealing experience.
Non-Mass Media ads
Non Mass media cane be termed as a section of the media designed to reach a limited
number of audience. It can be a limited area or locality. They can also be termed as
"personal" media (point-to-point and person-to-person communication. They include
speech, telephony, fliers, postal mail, novelties etc.
Billboards
A billboard is typically a large structure that holds an advertisement. It is also known as
hoardings. Hoardings can be found in the highways and traffic signal junctions. These
hoardings are strategically placed so that the drivers, passengers and walkers can see
and read the catchy slogans and associate themselves with the larger-than-life image.
Bulletins afford greatest visibility due not only to their size, but because they allow
creative "customizing" through extensions and embellishments.
Many billboards tend to distract the driver and these in-turn cause accidents. Billboards
have migrated from early metal boards to glossy flexible and colorful ones. Some boards
are kept on vans and trucks and paraded around the town. Triangular-shaped wedges
that allow for 3 ads to be arranged on a motorized platform is a novelty. Every 15
seconds, the triangular wedge moves thereby displaying a new Ad.
Fliers
A flyer (also spelled flier or called a circular, handbill or leaflet) is a single page leaflet
advertising an, event, service, or other activity. Flyers are typically used by individuals or
businesses to promote their products or services. They are a form of mass marketing or
small scale, community communication. Flyers, along with postcards, pamphlets and
small posters, are forms of communication for people who want to engage the public but
do not have the money or desire to advertise over the internet, in telephone directories, or
classified or display advertising in newspapers
Novelties
Advertisements are trying to become as novel as possible in order to attract the mass and
thereby sell their goods. David Ogilvy, the father of modern advertising, created one of
the most iconic automobile ads ever when he released this ad. "At 60 miles an hour, the
loudest noise in this new Rolls Royce, comes from the electric clock. "
It did not have loud graphics or brilliant colors but it does have an advertising punch.
Advertisements in the form of a “scented billboard,” are unique. It an outdoor
sign that emits the odors of black pepper and charcoal to suggest grilled steak
being sold at the Bloom grocery chain in USA.
Spontex, a well-known sponge manufacturer, released an ad with the image of
an African woman, carrying their super absorbent sponge, instead of a bucket
to carry water.
Dynamic pricing ads are also a novel way to advertise. Based on the viewer
ship, advertisers pay more for their ads to be placed in strategic sites.
Pay-per-click ads are also gaining prominence. Here, companies paying for the
number of times that customers have clicked and viewed their sites.
An email you got from your friend --the one featuring the water skiing squirrel.
After you stopped laughing (and wondering why anyone would fashion tiny
water skis to strap on a squirrel) you noticed a product logo in the corner of the
screen. And before you realized it, you had "consumed" a brand message, and
experienced one of the new advertising trends. This form of sponsorship,
known as "viral videos," is among many recent promotional vehicles replacing
conventional advertising. Thanks to YouTube, blogs, TiVo, Facebook and basic
email
ACTIVITY 1 :
INSTRUCTION: Answer the activity on an A4 bond paper landscape folded. Make sure to
have a clear inscription.
Marketing is an essential part of business venture. Without it, your business might be at risk
and your financials might lead to bankruptcy. As successful Entrepreneur someday you
should be innovative in your marketing strategy.
There are several types of marketing innovation as mentioned above. First is the printed
marketing strategy in which you present your product through written advertisement. Second
is the unprinted marketing strategy in which you present your product through verbal and
visual advertisement.
In this activity will focus on the printed matters. From your first business plan submitted,
you are going to make a BROCHURE on your product containing the following parts:
1. Picture of your finished product.
2. Product description
3. Materials
4. Procedures in making your product
5. Financial Viability Analysis
6. Where will be your product be available
Make sure to follow instruction above and be innovative in presenting your output. Your
Output will be evaluated with the following criteria Originality (30%), Creativity (30%) and
Concept delivery (40%).
ACTIVITY 2 :
INSTRUCTION: Answer the activity on a video presentation. Make sure to have a clear
inscription.
1. Make a 2 minute video advertisement on the business used in your activity 1. Make sure
all the six parts in your brochure output is present.
ACTIVITY 3 :
INSTRUCTION: Answer the activity on a sample product. Make sure to have a clear
inscription.
1. Make a package design of your product output of your business used in activity 1. Make
a short description on your design why you choose such design, its color and its size.
2. Make a sample bar code on your product. Make sure to justify how you represent
numbers on your barcode.
ACTIVITY 4 :
INSTRUCTION: Answer the activity on a descriptive form.
1. Make a financial analysis projection on your methods of advertisement by tabulating the
expenses from your activity 1, 2 & 3.
2. Interview 3 persons which among the advertisement is best for them this serves as
feedback for your advertisement made,
REFERENCES:
https://www.premclt.com/uploads/9/1/5/9/9159993/module_1.pdf
https://www.premclt.com/uploads/9/1/5/9/9159993/module_3.pdf
http://www.businessdictionary.com
Microsoft® Encarta® 2009. © 1993-2008 Microsoft Corporation
Kahan, David. 2013. Entrepreneurship in Farming. Farm Management Extension Guide.
FAO. E-ISBN 976-92-5-107548-7
Nazareno, JB and Sajorda, RC. 2014. Agricultural Crop Production (Entrepreneurship)
Module 1. Learner's Material. Department of Education.
