Local Retail Advertising - Sample Essay
Is there such thing as a Filipino ad? Frankie Lacambra, head of Link Advertising, Inc. , holds, “a good as has no nationality because a good idea is universal-simple, powerful, timeless, and it belong to the world. But a Filipino look in an ad is always welcome. Ad men should strive for it whenever an idea calls for it. ” All ads are the same in the sense that all advertising hopes to sell or persuade. If one wishes to attach a qualifying nationality, then one can say the advertising campaign focuses on Filipino products, Filipino services, Filipino people and Filipino institutions.
These ads directed at or oriented to Filipino consumers, necessarily, bear Filipino characteristics and only in this case these ads be properly called “Filipino ads”. But still, we cannot hide from the reality that even with Filipino products or Filipino people or Filipino services being advertised, not much of the Filipino is projected. Advertising practitioners in the country are at variance in their explanations. Most agree that there is no concerted, conscious effort on their part to show what is characteristically or essentially Filipino in the ads or commercials they create.
Therefore, employing the Filipino approach means using a concept or theme that is Filipino and articulated the way a Filipino would-in English or in the national language. A Filipino concept or theme revolves on core or basic Filipino values, ideals, customs, traditions, even idiosyncrasies, and set in a Filipino environment, perhaps in the city or in the countryside, modern or traditional as may relate to the theme. The executional style could either be serious or funny. The Filipino brand of humor, besides, often comes into the picture and distinguishes it from other ads.
Filipino-oriented ad, therefore, tries to communicate with the Filipino market in terms of what the Filipino market needs, believes in or what it thinks is valid. ADVERTISING MEDIA Advertising media can be classified as follows: newspapers, magazines (consumer magazines, business publications, farm publications, professional journals), television, radio, direct mail, outdoor media (signs, posters, painted bulletins, electric displays), transit media (car cards, outside displays, station posters), and miscellaneous (dealer displays, theater-screen advertising, specialties, directories, point of sale).
There is no single best medium for all advertising situations. Each has its own character, and each advertising situation presents a unique set of circumstances. Each medium must therefore be considered in terms of how well it meets the individual advertiser’s requirements. 1. Newspaper Advertising The newspaper was the offspring of Johann Gutenberg’s invention of printing from movable type (about 1438), which, of course, changed communication methods for the whole world. About forty years after the invention, William Caxton of London printed outdoor ad on English-a handbill of the rules for the guidance of the clergy at Easter.
This was tacked up on church doors. (It became the first outdoor ad in English. ) But the printed newspaper took a long time in coming. Its rally emerged from the newsletters, handwritten by professional writers, for nobles and others who wanted to by kept up to date in the news, especially of the court and other important events-very much in the spirit of the Washington newsletters of today. Categories of Newspaper Advertising The two major categories of newspaper advertising are classified advertising and display advertising. We will discuss them in turn. Classified Advertising
Classified advertising constitutes a major part of a newspaper publisher’s income. The three major categories of classified are employment, real estate, and automotive. Newspapers also carry advertisements in the classified section with illustrations. These are known as classified display and normally are run in the automotive and real estate section. All fall under the heading of classified advertising, which has its own rate card and is usually a department on itself. Display Advertising All newspaper advertising except classified falls into two classes: local (or retail) and national (or general).
Local (Retail) Advertising It is done by local merchants or service organizations to attract customers either in person, by mail, or by phone, to buy the goods and services they have to offer. Furthermore, this refers to all the advertising placed by local businesses, organization, or individuals. National (General) Advertising National newspaper advertising refers to the advertising refers to the advertising done by any marketer who seeks to send readers to ask for a branded product or identified service at any store, showroom, or agency office dealing in such products or services.
Newspapers are a basic local medium, with all the advantages of local media for the national advertiser: (1) freedom to advertise to a widespread audience when and where desired, and (2) the ability to conduct a national campaign, adapting the headline to each city market or running test ads in a number of markets. Reading newspapers is a daily ritual in most homes and on commuter trains. Comics are syndicated, and space in the comic supplement is sold by national or sectional groups or papers although space is also sold by individual papers.