the class of Atty. Thyrone Sanchez
Lyceum of the Philippines - University
in Partial Fulfillment
of the Requirement for the Subject
Leonel M. Carurucan
Edward Kervin B. Mojares
January 9, 2010
Lyceum of the Philippines – University
College of Business Administration
Topic: NEW STRATEGIES, TECHNIQUES, AND APPROACHES IN ADVERTISING
At the end of our report our classmates should be able to:
1. Know the new opportunities that sprout in the world of advertising; 2. Determine the importance of establishing advertising objectives and conducting advertising research in order to reach out the growing online audiences; and 3. Know on how to select the right advertising approach for a particular product or service.
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers, to purchase or to consume that particular brand. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, and billboards. But the trends in advertising are changing over time. The competition is going tough day by day. Thus, marketers are trying to find out more effective ways to reach the target audience. But these changes have not occurred suddenly. There is a continuous growth in advertising trends with the passing time. While some old trends have been modified some new trends have evolved. 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. According to the market trend of the earlier days the marketers equate more customers with more business. But this had been an outdated policy for 2009. As the advertising trend reports of 2009 show, marketers are concentrating on customer satisfaction these days. Instead of attracting more customers they are interested in retaining their existing customers. This differs from the earlier market trends. The marketers are working hard to offer better customer satisfaction. They are focusing on the niche because being focused can earn them better return on investment. Marketers are no more concentrating on a single medium. They are exploring various avenues to reach their target market. In fact the marketers are looking for more personalized ways to reach the consumers. They have started preferring one to one solution instead of the same solution for all. In addition to this the new advertising trends concentrate on quality than on quantity. Nowadays, 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 but specially food, skin care products, cars, baby products etc. According to the advertising trend reports marketers are not only trying to satisfy the customers with quality products or concentrating on their sale but at the same time playing a great role to save the environment. For them, when you think you've seen everything advertising has to offer, something comes along that sounds so unbelievable it just might work.
III. NARRATIVE REPORT
Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet. With the dawn of the Internet came many new advertising opportunities. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw...