Advertising - is a paid form of non-personal communication of information about goods, services, ideas or institutions using the mass media of

communication with the intention to sell or secure favorable consideration.

Per column centimeter - is the unit of measurements for advertisements in print media, particularly those in magazines, full color.
Per agate line - is the unit of measurement for advertisements also in print media, but classified advertisements in newspapers.
● Personal selling - is a direct, face-to-face contact among buyer, seller and product, intended to convince the buyer to purchase
the product offered for sale.
● In-store selling - is a selling outlet to purchase whatever product he needs. A buyer can be assisted by a sales clerk or a saleslady in
his desire for a new size, another color, or style. salesmen or sales representatives.
● Publicity - a non-paid, non- personal communication of information about products and services, also uses mass media.
● Sales promotion - includes activities that will promote increase in sales for the product or service, by planning for freebies or samples,
premiums, price off, and contest.
Stages in Advertising Cycle
● Introductory stage - is used in launching publicly a product or service which is entirely new or unknown to the market.
● Competitive stage - seeks to urge the consumers to prefer the advertiser’s product or service over other competing brands.
● Retentive stage - attempts to develop or establish consumer loyalty by keeping the buying public reminded of the name or brand of
the item.
Advertising Triangle
● Advertiser - is called the client, an account or a sponsor.
● Advertising agency - is an independent service organization whose function is to provide advertising, merchandising, and other
promotional activities related to the selling of the client’s products, services or ideas.
● Advertising media - include the mass media of communication in broadcast, print, outdoor, transit, field and movie.
Advertising Agency
1. Account Management Department - is headed by the account executive.
2. Research department - is responsible for gathering additional information under cases where data given by the client may be
insufficient, to start the project. This group may conduct surveys on areas of market, consumer, product and advertising, on a small scale
basis.
3. Copy department - prepares the text or words of the advertisement.
4. Art department - translates the words into pictures. The department is responsible for preparing the visual presentation of the
advertisement.
5. Media department - prepares the detailed media schedule, the list of media selected for the delivery of the advertising message.
6. Production department - is responsible for handling the mechanical requirements of the advertisement including preparing several
copies of the master tape, blueprint for distribution to media, type facing, color reproduction.
7. Traffic department - sees to it that the advertisements are shown or published according to schedule.

● Advertising appeal - The central buying incentive featured in an advertising message is the frame of reference, serving as stimulus
to an expected response from the audience.
● Amusement advertising - Advertisements of movies to be shown, concerts, stage plays, and other activities' schedules for relaxation
or pleasure.
● Classified advertising - Published under different headings; Uniform width, measured in terms of number of lines occupied; Not
allowed to use larger space and typeface; and not allowed to use color.
● Display advertising - It measures per column centimeter; allowed to use larger space and allowed to use color.
● Legal advertising - advertisement by government offices.
● Centrefold advertisement - It is also called 'multiple-unit' ad, is positioned on the two middlemost pages of the magazine issue.
● Full-bleed advertisement - It is known when a magazine advertisement runs all the way to the four edges of the page, leaving
no white space margin
● Partial bleed advertisement - It leaves white space margin on all or any of the four sides of the full page.

Radio Advertising
● Signal - It is the electrical impulses by a radio station.
● Radio waves - These are signals transmitted by electromagnetic waves.
❖ Amplitude modulation - It has variations in sound wave, while frequency remains constant.
❖ Frequency modulation - The sound wave varies with corresponding variations in its frequency.
● Drive time rate - is an advertisement delivered at the discretion of the announcer, while special features advertisements are delivered
just in time with a traffic update, news report, or time report.
● Live commercial - It is delivered in person by the station announcer, disc jockey, newscaster, or station personality.
Common Techniques in Radio Advertisement Production
1. Straight announcer technique - An announcer or personality delivers the entire script.
 2. Two-announcer technique - Two announcers alternate delivering sentences or groups of sentences of advertising copy.
3. Announcer-actor technique - Includes actor or actress voice giving reactions to the line delivered by the announcer.
4. Slice-of-life technique - A dialogue which re-enacts a true-to-life scene involving the listener or talent in a problem situation where
possible solution is the advertised product or service.
5. Jingle-announcer technique - A part of the copy is musical sound or song, combined with a line delivered by the announcer which
sets the product different from other advertisements on radio.
6. Customer-interview technique - The announcer may talk to an actual customer in the field or within his studio booth, relating his
experiences about the product or service advertised.

Storyboard - It is the script for television and advertising.

Visual Techniques for Television Commercial
● Spokesperson - Uses a ‘presenter’ standing in front of the camera delivering the copy directly to the viewer.
● Testimonial - This uses a well-known celebrity who is believable; or a satisfied customer.
● Demonstration - This shows how the product works and how to use it.
● Close-ups - A voice over is used than a presentation by someone on the screen, where a close-up or focus is done on the product
alone
● Story-line - This is similar to making a miniature movie, except that the narration is done off-screen.
● Vignettes and situation - This consists of a series of fast-paced scenes showing people enjoying the product advertised as they enjoy
life.
● Animation - This may use computer-generated graphics and simulations, or cartoonist technique with puppets or photo animation.
● Stop motion - Objects and animals, or the product itself is given life in this technique.
● Rotoscope - Animated and live action sequences are produced separately and then optical are combined.
Elements of Production
● Pre-production phase - includes all the work prior to the actual day of filming the preparation of the storyboard, selection of talents and
casting, choosing and arranging of locations for indoor and outdoor scenes, estimating costs, finding props and costumes.
● Production - is the actual shooting of the advertisement which can be very long and tedious.
● Post-production phase - is where the commercial is actually put together. Scenes are edited, must and sound effects added, voices are
dubbed, and other last minute changes.
Affidavit of performance - is evidence that the commercials were aired as paid for.
TV Households - is the number of households that own television sets.

Copywriter’s Terminology
● Headline - It is commonly presented at the upper portion of the space, in big fonts and a variety of designs.
● Copy - These are the words of the advertisement.
Writing Copy
● Copy platform - is a document that serves as the creative team's guide for writing and producing the advertisement.
Creative Art
● Art in advertising - It refers to the whole visual presentation, how the words are arranged, the size and style of type,
photographs and illustrations, and how they should be organized.
● Art directors - are responsible for the visual presentation of the advertisement. They are initially involved in developing the initial
concept of the advertisement.
● Graphic designers - are people engaged in arranging various graphic elements including type, illustrations, white space in the most
attractive and effective way possible.
● Illustrators - They are the artists who paint or draw the pictures of the advertisement.
● Production artist - responsible for assembling the various elements of an ad and mechanically putting them together the way the art
director or designer has indicated.
● Illustration - It is the visual part of the advertisement.
Types of Printing Process
● Letterpress - is the method of printing based on the principle of a 'rubber stamp', where the plate has a raised area for the image, and the
background is etched below. The raised surface is the area which will be in direct contact with the ink and the paper.
● Offset lithography - photochemical process, using a thin flat aluminum plate moving towards a cylinder.
● Rotogravure - is the opposite of letterpress, wherein the image is etched below and the background is raised from the plate surface.
Typography - The art of selecting and setting type
Print media - is mechanically or electronically generated by impression or photocopying. It is a written or pictorial form of mass
communication.
Print media advertising - is a form of mass communication strategy that uses hard copy printed mediums like newspapers, billboards, and
magazines to reach consumers.
● Newspaper - is a publication regularly printed and distributed, usually daily or twice a day, containing news opinion, items of general
interest and advertisements.
● Magazine - is a paperback publication that is issued at regular intervals, either weekly, monthly, or quarterly. It contains stories,
articles, and other featured items of various writers that may interest readers.
Layout - It integrates the first three parts into one whole print advertisement.
● Billboard layout - It is dominated by big illustrations and minimal copy.
● Comic-strip layout - It is done in pen-and-ink cartoonist technique presented in a humorous concept.
● Conventional layout - It is the most traditional, having the presence of the three parts, space equally divided to headline, illustration,
and copy.
● Editorial layout - This targets highly professional and educated market segments which can visualize the product from lengthy
paragraphs presented, and may have so many inquiries, thus so many facts are given.
● Omnibus layout - It features all products of a single advertiser in one full page, which some advertisers find it economical to use. 56
On-sale date It is the date on which the magazine is issued.
● Photo-caption layout - It is presented in a series of pictures, each photo with caption to communicate the advertising message.
● Rough layout - is drawn to the size of the actual advertisement.

Run-of-paper - Includes rate quoted by a newspaper publisher which entitles the advertisement to be positioned anywhere in the paper that the
publisher chooses to place it.
Seal - indicates the approval of a certain organization for complying with a set of standards.
Slogan - are also called theme lines or tag lines.
Timetable - is a very excellent guide to ensure that creative and production work follows a defined schedule.
Boxes and panels - are used for advertisements with coupons, special offers, reply or order forms.
Combination rate - A special rate for newspapers, such as morning paper and an evening paper issue, set by the same publisher.

❖ Close - It can be a direct or indirect statement for consumers to do something.

❖ Closing date - It is the deadline on which the blueprint or negative must be submitted to the publisher's hands in order to print the
advertisement for a particular issue.
❖ Trial close - It is the initial asking for order.
❖ Cover date - It is the date appearing on the cover.
❖ On-sale date - It is the date on which the magazine is issued.

➢ First cover page - The front cover of the magazine; page 1 of the issue.
➢ Second cover page - The inside of the front cover; page 2 of the issue.
➢ Third cover page - The inside of the back cover; page 49, if the magazine issue has 50 pages.

➔ Lead-in paragraph - is the link between the headline, the subheads, and the sales idea presented in the copy.
➔ Interior paragraphs - are lines where interest and desire of the reader can be built up.