Article from Inquirer.net by Tarra Quismundo

One of the non-traditional advertising channels used by advertisers are the social networking sites. Facebook is one of the many sites thatuse targeted advertising as a way to promote products, services, or ideas. This strategy is one of the fastest growing ways to advertise here in the Philippines since more than 94% of Filipino Internet users have Facebook accounts. A new study conducted by PhD students Edson Tandoc Jr. and Heather Shoenberger showed the relation between the Facebook habits of Filipino users and their personality types and inclinations.

Targeted advertising is a strategy that makes use of the Internet to keep track of the websites that a certain user visits the most. This is done to determine what type of products will appear on a user’s account. If done correctly, this will be an effective way of promoting products and ideas because the advertisers are confident that the user is interested in their products.Targeted advertising in the Internet will work only if there is a high click-through rate. Whether it be in “like” pages where brands can technically sell and advertise for free or go through the process of online paid advertisements, the whole strategy depends on the company as to how they are going to maximize online advertising.

Although in the short term this may be considered a difficult strategy because the advertisers would need to find a way to check each user’s interests, this will no longer be a problem later on. This is because they know the interests of the user. They are assured that future advertisements about the same line of products will be interesting to the user. However, this poses a problem due to the fact that people have changing preferences so they would always have to keep track of the users’ latest interests.

While there is an expansion of digital media, the traditional forms of advertising, such as radio, newspaper, magazine, and television, will be affected as demand can decrease when advertisers resort to lower costs of advertising. This will give the advertising agencies another challenge to face. The internal rivalry may intensify the competition within the industry.

Authors:
Adriano, Angela
Galang, Gianne
Rivera, Carmina


 

News article from Tribuneonline.org by Fernan J. Angeles

Politics may greatly affect the advertising industry especially when the election season draws nearer. Aspiring politicians spend millions of money on outdoor and TV advertising. However, in the case of some advertising executives, their action of showing an advertisement to the public with President Noynoy Aquino and TESDA Chief Joel Villanueva in it provoked a backlash to the public especially the ones active in social media sites in the Internet.

We believe that advertising agencies should be very cautious to what they show to their audience. In the Advertising Code of Ethics, political advertisements are not required to go through the screening clearance. With this, we see why politicians always use the media---billboards, tv ads, etc.—to conduct their political campaigns because it is the easiest way to reach the general public. To this, politicians can take advantage of it that the advertising industry wants to spare
itself from losing integrity and sincerity in political advertising. Moreover, advertising must be used positively, and with politicians advertising themselves on national programs, it somehow shows that they are selling themselves to the public, instead of showing the public the success of their programs. The public then can mistakenly honor the politicians’ name instead of the politicians’ contributions to nation-building, thus, contributing to the politicians’ campaigns for the coming
elections.

We believe that more advertising agencies should be aware of the environment or types of advertising that certain product or services belong to. Responsible advertising must first be prioritized in order to serve the general public.

Although we strongly believe that advertisers and advertising agencies must be responsible in all the ads they show to the public, we also consider the fact that the audience should be more responsible in making judgments about the advertisements they see. Not all advertisements with politicians and powerful men wish to seek the vote of the public. However, in the case that the ads are actually for election purposes, the public must be wise enough to look more into what the politicians have achieved more than what they see on advertisements. Advertising may be a powerful tool for gaining votes for elections, but we think that a more powerful tool are the contributions to the betterment of the public.

Authors:
Adriano, Angela
Galang, Gianne
Rivera, Carmina 
 

News article from Philstar.com by Lawrence Agcaoili

     In the most recent National Rural Ratings Data (June 2012) survey conducted by Kantar Media, Filipinos are said to be one of the longest TV viewers in Asia, spending 4 to 5 hours a day. According to the survey also, TV commercials are still dominated by hair care products since 6 out of 10 commercials are about shampoo and conditioner products.

     Advertising can be delivered in many mediums, including the television, newspapers, magazines, radio, and billboards. With Filipinos being among the longest viewers in Asia, it goes to show how TV is the most effective mode of advertising of products as 72 million viewers have access to the television.

     We think that this survey results will have an effect to our study because it shows how the television is such a huge medium for advertising. It will help us evaluate and differentiate how effective TV advertising is by the number of people in the rural and urban areas who have access to television. The survey results may help advertising agencies/advertisers think of the proper placement of their commercials. Based on observation, shows during primetime (6-9pm) have the most number of commercials. This is because more people are watching at that time of the day.

     In Nielsen Media Research (2007) findings, TV is leading on ad spending, having $1.9 billion in 2007. Also, TV commercials take place in between shows and viewers will always see the advertisements no matter what. The Advertising industry now has a bigger load on its shoulder as they should not just worry about the effectiveness of the strategy they use, but also to consider its ethical dimension as a bigger set of audience, of all ages, and social classes, is being catered. Furthermore, the results show that advertisers should try to shift their focus on the rural households in Visayas and Mindanao. This news/survey shows a positive effect to the Advertising industry especially to TV advertising. 


Authors:
Adriano, Angela
Galang, Gianne
Rivera, Carmina