Lesson 1: Advertising Principles ●​ films, hoardings, banners and in many

promotional campaigns
Introduction to and Overview of the Advertising
Advertising Types
The Scope of Advertising
1. Print advertising:
The range of activities and functions involved in This includes ads in
1.​ Creating ●​ newspapers
2.​ Delivering ●​ magazines
3.​ Measuring advertising messages. ●​ brochures
●​ flyers and other printed materials.
The scope of advertising is constantly evolving, as new 2. Broadcast advertising: includes ads on TV and radio,
technologies and media channels emerge. as well as cinema and outdoor advertising.
3. Online advertising: Includes ads on
1. Advertising research: Conducting research to a. Websites
understand consumer behavior, identify target audiences, b. Social media platforms
and assess the effectiveness of advertising campaigns. c. Search engines
2. Advertising strategy: Developing a strategic plan for d. Mobile apps.
advertising, including 4. Outdoor advertising:
a.​ defining the target audience a. includes ads on
b.​ selecting appropriate media channels b. Billboards
c.​ creating a messaging platform c. Posters
d.​ setting campaign objectives. d. banners
3. Advertising creative: Developing creative content and e. other outdoor signage.
visuals that communicate the brand message and 5. Direct mail advertising: This includes physical
resonate with the target audience. mailings, such as
4. Advertising media planning and buying: Selecting a. Flyers
appropriate media channels b. Postcards
a.​ to deliver the advertising message c. Catalogs
b.​ to negotiate rates d. delivered directly to consumers’ mailboxes.
c.​ to purchasing ad space 6. Product placement: This involves integrating a product
5. Advertising production: Producing and delivering or brand into
advertising content across various media channels, such a. a TV show
as TV, radio, print, digital, and outdoor. b. movie
6. Advertising evaluation and optimization: Measuring c. other form of media content
the effectiveness of advertising campaigns, analyzing 7. Influencer marketing: This involves partnering with
data, and optimizing future campaigns based on insights a. social media influencers
and performance metrics. b. bloggers to promote a product or brand to their
followers
Nature of Advertising 8. Native advertising: This involves creating sponsored
content that blends in with the non-sponsored content on
a website or social media platform.
1. Attention seeker 9. Guerrilla marketing: This involves using
●​ ‘advertising‘ is derived from the Latin word unconventional and often low-cost tactics to promote a
‘advertere’ that means ‘to turn the attention’. product or brand such as flash mobs or street
●​ Every piece of advertising attempts to seek the performances.
attention of your audience towards a product or
service. Advantages of advertising:
2. Has a unique selling proposition
●​ unique selling proposition (USP). 1. Builds brand awareness: help businesses build brand
●​ makes the product or service stand out of the awareness by getting their name and message in front of
crowd. potential customers.
●​ attempts to persuade and influence the audience 2. Increases sales: Effective advertising can increase
through the different kinds of appeal. sales and revenue for businesses by encouraging people
3. Visually attractive to buy their products or services.
●​ visual and non-verbal elements play a dominant 3. Targets specific audiences: Advertising can be
role in advertising. targeted to specific audiences based on
●​ eye-catching advertisement uses crisp information a. demographics
and focuses on the visual treatment to convey the b. Interests
message. c. Behavior
●​ isual elements used in the advertisements, tell a ●​ allowing businesses to reach the right people with
story. their message.
4. Consumer oriented 4. Builds customer loyalty: Advertising can help build
●​ broadens the knowledge of the consumers. customer loyalty by reinforcing
●​ consumers can have the know how of the a. a brand’s message and values
products b. creating an emotional connection with customers.
●​ products or service is designed in a way to keep 5. Supports sales efforts: Advertising can support sales
the consumers satisfied. efforts by creating
5. Uses various media
●​ ads presence can also be seen in audiovisual Benefits of advertising
platforms
1. Launch of a new product:
 ●​ very significant role in the introduction of a new
product in the market.
●​ stimulates the people to buy or know about a Forms of Ads
product.
2. Increases markets: Advertising can take many forms, such as
●​ helps expand their markets. ●​ print ads in newspapers and magazines
●​ opens the horizons for new markets for the ●​ commercials on TV and radio
product or service. ●​ billboards and posters
3. Mass sales: facilitates mass production to goods that ●​ social media ads
ultimately results in a raised volume of sales. ●​ search engine ads
4. Keeps the competitive spirit alive:
●​ helps in keeping the competition and the An advertisement can vary widely, from humorous and
competitors at bay. entertaining to emotional and informative.
●​ keeps a regular check on the performance of your
brand or product. What is the role of advertisement?
5. Creates goodwill:
●​ builds goodwill of a brand. 1. Creating awareness:
●​ is a crucial source through which the audience ●​ Advertising can help introduce a product or
gets to know about a brand or product. service to potential customers who may not have
●​ means they care to make their consumers aware. been aware of it previously.
6. Creative minds: ●​ By raising awareness, advertising can generate
●​ Every place has a rich pool of strategic and interest and stimulate demand for the product or
creative minds, media and professionals. service.
●​ Every advertising organization possesses such 2. Building brand identity:
talents ●​ Advertising can help create a distinctive brand
7. Consumer awareness: identity for a company or product, by associating it
●​ is educational and dynamic in nature. with certain values, attributes, or benefits.
●​ educates the customers about the new products ●​ Effective advertising can help establish a brand’s
and their diversifications. personality, voice, and tone, and differentiate it
8. Direct link: from competitors
●​ aims at establishing a direct link between the 3. Communicating product benefits:
manufacturer and the consumer. ●​ Advertising can help communicate the unique
●​ rules out the possibility for a middlemen to be features and benefits of a product or service to
involved in between. potential customers.
9. Creates employment: ●​ By highlighting the benefits, advertising can
●​ provides and creates more employment persuade customers to consider the product or
opportunities for many talented people in the service and potentially make a purchase.
industry. 4. Shaping consumer attitudes and perceptions:
●​ Advertising can help shape the way customers
Disadvantages of Advertising perceive a brand or product.
●​ By using persuasive messaging, emotional
1. Cost: appeals, and memorable visuals, advertising can
●​ particularly for businesses with limited budgets. influence how customers think and feel about a
●​ making ads difficult for businesses to get their product or brand
message across. 5. Increasing sales and revenue:
2. Ineffective messaging: ●​ Effective advertising can lead to increased sales
●​ poorly crafted advertising messages can be and revenue for a business.
ineffective ●​ By generating interest, building awareness, and
●​ may even have a negative impact on a brand’s communicating product benefits, advertising can
reputation. help drive customer acquisition and retention.
3. Ethical concerns: 6. Supporting other marketing efforts:
●​ Some forms of advertising may be considered ●​ Advertising can complement other marketing
unethical efforts, such as public relations, social media, and
●​ false or misleading claims, or targeting vulnerable promotions.
groups. ●​ By working together with other marketing tactics,
4. Over-saturation: advertising can help create a consistent and
●​ so much advertising in the marketplace integrated marketing message
●​ difficult for businesses to stand out and get their
message heard Advertising function

What is advertising? 1. Informing: Advertising can inform potential customers

●​ refers to the communication of a message about a about a product or service, including
product service and idea ●​ Its features
●​ Through various media channels such as TV, ●​ Its benefits
radio, print, digital, or outdoor. ●​ Its pricing
●​ It is a form of marketing communication that aims By providing information, advertising can help customers
to persuade or influence potential customers to make informed purchase decisions.
take action, such as making a purchase, trying a 2. Persuading:
product, or changing their attitude towards a brand ●​ Advertising can persuade potential customers to
or idea. consider a product or service
●​ by highlighting its unique benefits, solving a
problem, or creating a need.
 ●​ by using persuasive messaging and visuals 2. Domino’s Pizza: “We GUARANTEE – Fresh hot
●​ advertising can influence customer behavior. pizza, delivered in 30 minutes or less or it’s FREE!”
3. Reminding: advertising can remind customers about a 3. Branding
product or service, ●​ refers to the process of creating a unique identity
1. by maintaining a consistent presence in the or image for a product, service, or company in the
marketplace. minds of consumers.
2. by reminding customers about a product ●​ developing a name, logo, design, color and other
●​ Advertising can help build brand awareness and elements that help to distinguish a business from
increase customer retention. its competitors and create a sense of recognition
4. Building brand identity: and loyalty among customers.
●​ Advertising can help establish and reinforce a
brand’s identity, by associating it with certain 4. Call to Action (CTA)
values, attributes, or benefits. ●​ a phrase or button designed to prompt an
●​ By creating a distinctive brand identity, advertising immediate response or action from a potential
can differentiate a brand from competitors and customer.
create customer loyalty ●​ provide a clear direction to the audience about
5. Generating demand: Advertising can stimulate what action they should take next
demand for a product or service
1. by creating interest and desire among potential Example
customers. “Buy Now,” “Sign Up Today,” or “Learn More.”
2. by generating demand
●​ Advertising can help increase sales and revenue 5. Headline
for a business. ●​ a group of a few words or sentences that promote
6. Supporting sales efforts: a product or service.
●​ Advertising can support sales efforts by creating a ●​ use unique language, humor, or a provocative
positive perception of a product or service in the message to capture the audience’s attention and
minds of potential customers. set the ad apart from the competition.
●​ By providing information and generating interest, ●​ can make or break the success of a campaign.
advertising can help sales teams close deals and
increase revenue Ad Headlines
1. Ask a question: "Hungry?“
Definitions of Advertising 2 Solve a problem: "Having trouble sleeping? Try our
●​ derived from the Latin word ‘advertere’ that means Sleep Well mattresses."​
‘to turn the attention’. 3. Call to action
●​ means of informing and influencing a vast ●​ “Visit our website"
audience to buy a product or service through ●​ "Live life to the fullest" or "Seek adventure."
visual, oral or written messages. 4. Convey urgency: "Call now, and we'll deliver for free!“
●​ described as a paid form of non-personal 5. Appeal to emotion: "Bundle of joy"
presentation and promotion of ideas, goods or 6. Make a joke
services 7. Respond to doubt
8. Show a benefit: "Save time"
Elements of Advertising 9. Offer a deal: "50% off your first order,"
10. Highlight what's unique: “ you plant a tree every time
1. Target Audience YOU buy one of our products”.
●​ Demographic factors may include age, gender,
income, education, and geographic location. 6. Visuals
●​ Psychographic factors may include personality, ●​ refer to any type of visual element that is used to
values, beliefs, and interests. communicate a message to an audience.
●​ Behavioral factors may include purchasing habits, ●​ can effectively convey a message to an audience
brand loyalty, and decision-making processes. in a concise and impactful way.
●​ can capture attention, evoke emotions, and make
Better understanding of customer needs: a lasting impression on viewers.
●​ know who your target audience is,
●​ gain insights into their needs, pain points, and 7. Channels
preferences ●​ refer to the different methods or platforms used to
deliver an advertising message to the target
2. Unique Selling Proposition (USP) audience.
●​ a fundamental concept in marketing that ●​ include traditional advertising channels such as
encapsulates the distinctive and compelling television, radio, and print media, as well as digital
qualities that set a product, service, or brand apart channels such as social media, email, and search
in a crowded marketplace. engines.​
●​ help a business to differentiate itself in a crowded
marketplace. 8. Metrics
●​ attract and retain customers. ●​ are measurements or quantitative indicators used
●​ focus its marketing efforts and allocate resources to evaluate the effectiveness and success of
more effectively. advertising campaigns.
●​ help advertisers understand how their ads are
Unique Selling Proposition (USP) performing and make data-driven decisions to
optimize future campaigns.
1. Bellroy: “Slim your wallet without turning your world
upside down” Clicks: The number of times users click on an ad to reach
a website or landing page
 1. Advertising is marketing, marketing is not
Engagement rate: The percentage of people who advertising.
interacted with an ad, such as by liking, commenting, or 2. Marketing involves many other types, including
sharing it on social media.. often paid channels.
3. Advertising involved in your strategy involve organic
9. Competitive Advantage marketing, inbound or outbound, public relations.
●​ refers to the unique attributes or benefits that set a 4. The goals between marketing and advertising are
product, service, or brand apart from its similar, but the methods differ.
competitors. 5. Marketing concentrates on product, price,
●​ value proposition makes the advertised offering promotion, place, people, and process.
more desirable or advantageous to the target 6. Advertising concentrates on the promotion of the
audience. product

10. A Sense of Urgency Objectives of Advertising By: Tarun Pal

●​ refers to creating a feeling of time sensitivity or
immediate need for the product or service being 1. Introduce a Product
promoted. 2. Introduce a Brand
●​ aims to encourage potential customers to act 3. Convince Customer
quickly and not delay their purchase decision. 4. Customer Retention

11. Smart Ad Placement: ●​ Advertisers use different methods to keeP

●​ involves strategically choosing the most relevant customers back such as discount sales, new
and effective platforms, media channels, and advertising, some work done on the packaging,
locations to display the advertisements. etc.
●​ It’s about reaching the target audience in the right
place and at the right time. 5. Build Awareness: Advertising needs to capture
people’s attention and make them aware of the products
12. A Means to Respond: or their features in the market.
●​ refers to providing the audience with a clear and 6. Acquiring Customers or Brand Switching Influence
easy way to respond to the advertisement, usually the customers and create passion in such a way that they
through a call-to-action (CTA). do brand switching,
●​ A CTA could be to visit a website, call a phone 7. Differentiation & Value Creation: If a competitor is
number, sign up for a newsletter, or make a advertising features while your firm advertises promises
purchase. and commitments, naturally more customers will “trust”
other brands rather than yours.
Relative Similarities 8. Brand Building: When a brand regularly advertises
and delivers quality products and meets the promises it
Advertising can be utilized to: makes, the value of the brand is automatically built.
1. Instruct customers on the benefits of a product or 9. Product Positioning – Product and Brand Recall
service. ●​ Position is achieved by first having a very
2. Boost customers to take action and buy a product premium product line that is high priced.
or sign up for a service. ●​ Achieved by buying premium advertising and
3. Enhance the reputation of a brand. placing the ads in media vehicles that are very
4. Expand the customer base. premium.
5. Highlight new products or services within a brand. 10. Increase Sales
6. Reach a broader range of customers. ●​ The audience is not targeted correctly, advertising
can fail in its objective.
What marketing is. ●​ Ice cream brands which advertise heavily during
A strategic process that involves: the summer months because they know that
●​ understanding customer needs advertising will immediately influence the sales
●​ developing and promoting products or services figures.
that meet those needs 11. Increase Profits: Advertising should never be looked
●​ delivering them to the target audience at as an expense or a liability. It is an investment for a firm,
●​ creating value for customers just like a brand.
●​ building strong relationships 12. Create Desire
●​ ultimately generating revenue for the business. ●​ Create many stories about peoples’ lives
●​ Create something that the product worth
Similarities between marketing and advertising: remembering due to its actractiveness.
13. Call-To-Action
Both advertising and marketing ●​ Objectives of digital advertising and digital
●​ Boost customer awareness and, ultimately, sales. marketing is to get a call to action.
●​ Both have a plan to promote a product or service. ●​ Brands invest in banner ads, link ads, and social
●​ They require a strategy: involves identifying goals ads to get their potential customers to take action.
and how you will measure them. ●​ Action can be filling up an Email form, clicking on
●​ They promote brand. a link, watching a video, giving a survey
●​ They have research and planning requirements
Classifications of Advertising
Marketing vs advertising is not always the same thing.
1. Print advertising
Advertising is a subset of marketing. ●​ Refers to printed advertisements, seen in
newspapers and magazines.
 ●​ This category also includes other printed ●​ Advertising, a company pays to have their product
materials, such as brochures, directories and embedded in media content
flyers. ●​ In television show or movie.

2. Direct mail advertising Examples

●​ is a type of print advertising that sends ●​ a soda brand target teenagers. Company can pay
advertisements to customers through the mail. to have their beverages advertised via product
●​ include brochures, catalogs, newsletters and placement in a popular teen film franchise.
flyers. ●​ In the film who drink soda will drink that
3. Television advertising: A type of broadcast advertising company's beverage, and the label will be visible.
where companie advertise their products or services 14. Public service advertising
through 20-, 30- or 60-second TV commercial ●​ refers to advertisements that promote a cause or
1. The ad length initiative rather than a product.
2. The time of day ●​ called public service announcements (PSAs
3. The television show ●​ ads aim to inform the public about a topic in a way
4. Frequency of airing that benefits them or others.
5. The geographic reach ●​ Organizations can use public service advertising
6. The number of networks in various formats, such as television, radio or
4. Radio advertising online video advertising.
●​ plays ads during programming breaks.
●​ Customers can listen to radio advertisements Stages of Advertising
while conducting other activities, driving or doing
household chores. The Four Key Stages of an effective Advertising
5. Podcast advertising: Podcast advertising, companies Campaign
can sponsor podcasts or have advertisements for their
products or services played during the episodes. 1. Identify your target audience: Identify and research
6. Mobile advertising: Reaches consumers through any your target audience before launching into a full-blown
mobile device with internet connectivity, such as a advertising campaign.
cellphone or table. 2. Establish a clear message: Messaging objectives
7. Social media advertising need to be identified –what is the goal of the advert?
●​ Promote products or services on various platforms 3. Design the advertising
●​ Enables companies to target specific audiences ●​ Designers, copywriters, marketers to be
●​ Focus on reaching customers based on their responsible for the design
geographic location, age group or buying habits ●​ Presenting a series of messages and repeat it to a
8. Paid search advertising sufficient degree
●​ Type of online advertising, sometimes referred to ●​ Promote the ‘big idea’ – a concept that expresses
as pay-perclick (PPC) advertising. every aspect of the product, service or
●​ Companies that use PPC advertising only pay a organization in a tangible, eye-catching an
fee when users click on their ad. memorable manner.
9. Native advertising 4. Choose the media type and media schedule
●​ Is paid content that looks like a traditional ●​ For a construction business, a digital marketing
webpage, widget or social media post. strategy is one of the most effective advertising
●​ Because of their design, native ads can attract strategies.
more clicks from consumers since the ad looks ●​ Utilization of internet advertising gives marketers
like a natural part of the website. the ability to reach more clients as well as
10. Display advertising targeting the correct businesses.
●​ a type of digital advertising that uses identifiable
ads. CURRENT TRENDS IN ADVERTISING & ADVOCACY
●​ include banner ads at the tops or sides of web CAMPAIGN
pages and popup ads.
●​ would be the video ads that appear before or Current Advertising Trends
during streaming video content.
11. Outdoor advertising Advertising trends are strategies and activities that brands
●​ refers to advertisements that consumers see use to stay relevant in their industry
outside their homes.
●​ called out-of-home advertising. Inspired by changing consumer needs or new technology.
●​ include billboards and advertisements seen in Some advertising trends to watch in 2024 include:
public places or transit vehicles, on the sides of
buses or inside subway cars. 1. Video ads
12. Guerrilla advertising ●​ Short-form video ads are becoming more popular,
●​ Refers to less conventional that are generallY reflecting the preferences of mobile users.
low-cost and employ creative techniques to draw ●​ Short-form videos demonstrate the “picture
attention. superiority effect” with viewers retaining 95% of
●​ A common strategy is ambient advertising, a the information presented.
company places ads in public places but uses an 2. Content-centric advertising
unconventional manner. ●​ images as the cornerstone of communication.
Examples: ●​ leverages the inherent power of visuals to capture
●​ advertising on a bus stop attention, evoke emotions, and convey messages
●​ a company may paint a mural on the sidewalk instantaneously.
advertising their services. ●​ transcending the barriers of language and literacy.
13. Product Placement Advertising ●​ perspective of consumer psychology, images are
processed by the brain at an astonishing speed,
 making them a potent tool for creating first instructions. Determining the camera’s movement, framing
impressions and lasting memories. and angles may be necessary.

4. Sound and dialogue: Include essential information

WHAT IS A STORY BOARD? related to audio elements. This includes descriptions of
background music, sound effects and most importantly,
Storyboarding is a sequence of images, with some dialogue text or speech bubbles that convey character
directions and dialogue, that represent the shots you plan conversations, narration or voiceovers.
to film.
5. Transitions: During the production of movies and
The purpose is to pre visualize the story and the shots videos, transitions between shots or scenes are usually
before going into production and to communicate your documented in the storyboard.
vision to the crew as clearly as possible. ●​ Examples of this include cuts, fades, dissolves
and other visual transitions.
7 steps to create an effective storyboard
by: Tobi Ojenike 6. Images/Drawings: The action or narrative is primarily
represented visually in a storyboard. Any visual
Step 1: Define your project and objectives representation that represents what will appear on screen
●​ Define your project’s purpose and objectives. or in the finished product can be utilized for this, including
sketches, drawings, photos and more.
Step 2: Develop your script or narrative
●​ Write a detailed script that outlines the dialogue, 7. Shot description: Each panel is accompanied by a
action and sequence of events. caption or description that provides key details about what
●​ Break down your script into key scenes, actions is happening in the scene. All relevant visual elements
and transitions that are essential to conveying such as characters, activities, camera angles, etc should
your story effectively. be covered.

Step 3: Storyboard structure and format 8. Notes: Additional notes or comments may occasionally
●​ You can opt for traditional, digital, vertical, be added to provide context, explanations or instructions
horizontal or animatic formats depending on your to the production team. Use them to highlight specific
project’s requirements. criteria or specifics.
●​ Determine the number of frames or panels you’ll
need to represent each scene, shot or sequence 9. Timing and duration: The length of each shot or scene
effectively. can occasionally be defined, which helps with pacing and
timing the project.
Step 4: Sketch the frames
●​ With your script or narrative as a reference, start 10. Props and clothing: If props and attire are included in
sketching each frame. Visualize and draw the the storyboard, the production team will be more likely to
scenes, characters, objects and backgrounds in comprehend the precise visual aspects required for each
each frame. scene. Collaboration between the costume department
●​ Pay attention to composition, framing and camera and the art department is also beneficial to ensuring a
angles to convey the mood and emotion of each cogent and attractive final product.
scene accurately.
11. Special effects: If necessary, special visual effects
Step 6: Review and revise instructions for real-world effects or CGI
●​ Seek feedback from team members, collaborators (ComputerGenerated Imagery) can be provided.
or stakeholders to ensure that your storyboard
aligns with the project’s goals and effectively 3. Voice search and audio advertising
communicates your vision. ●​ Optimizing your website so that voice assistants
●​ Be open to making revisions based on feedback, like Siri or Alexa can find it when people ask for a
focusing on improving clarity, storytelling and certain query.
visual composition. ●​ are changing the digital advertising landscape,
allowing brands to connect with consumers in a
Step 7: Finalize and share personalized and conversational way.
●​ Once you’ve gathered feedback and made
necessary revisions, create a polished version of 4. Immersive technology
your storyboard with clean, legible drawings and ●​ is a way to create a simulated experience that
annotations. feels real to the user by combining the physical
and digital worlds.
11 Key elements you should include in your ●​ uses computer-generated simulations to create a
storyboard frame by: Tobi Ojenike sense of immersion through sight, sound, touch,
smell, and taste.
1. Title: The storyboard should contain the project’s title, ●​ transforms the digital experience by bringing
the date it was created and any other relevant project together the virtual with users' sight, sound and
information. event touch.
●​ Cookie less advertising is a way to target users
2. Panel number: Each page of the storyboard should be without relying on third-party cookies:
given a number and the panels should be arranged in the
right order to ensure that the plot develops logically. Cookies advertising: refers to the alternative strategies
and methods advertisers use to target users without
3. Camera directions: To assist the camera operator, relying on 3rd-party data
projects in film, television or video may include camera
What does "third-party cookies" mean?
●​ Third-party cookies are cookies that are set by a ●​ Advocacy advertising uses methods and
website other than the one you are currently on. strategies similar to traditional advertising, but its
purpose is to drive action or change on societal,
For example, you can have a "Like" button on your political, or environmental issues.
website which will store a cookie on a visitor's computer, ●​ Advocacy advertising uses methods and
that cookie can later be accessed by Facebook to identify strategies similar to traditional advertising
visitors and see which websites they visited ●​ Purpose is to drive action or change on societal,
political, or environmental issues.
What are cookies?
●​ are small pieces of data that contain personal Some examples of advocacy advertising Include:
identifiers and are collected by web browsers.
●​ are small text files that websites send to a user's 1. Bicycles don't come with bumpers
web browser to store information about the user ●​ An advertisement that depicts the consequences
and their browsing activity. of drivers not sharing the road with bicyclists
●​ are a key part of the modern internet, helping to 2. Planet or Plastic?
personalize the user experience and make ●​ A multi-platform campaign by National Geographic
websites more user-friendly. to raise awareness about single-use plastic usage
●​ Advertisers use cookies to serve relevant ads 3. Earth Hour
based on a user's interests and preferences. ●​ An annual program that asks people to turn down
their lights to raise awareness of environmental
Advertise in “walled gardens” like Google, Facebook, and responsibilities
Amazon. They have vast amounts of user data and allow 4. Kainang Pamilya Mahalaga
businesses advertising on their platforms to leverage the ●​ This campaign, which translates to "Family
insights. Mealtime Matters," was started by Monde Nissin
Corporation in 2007.
A walled garden is a closed platform where the publisher ●​ The campaign aims to improve the future of
or technology provider controls access to hardware, Filipino families by encouraging parents to spend
applications, content, and user data. quality time with their children during dinnertime.

In this environment, all advertising activities—from ad What Makes an Advocacy CampaignSuccessful?

buying and serving to measurement and reporting—take
place exclusively within the platform's ecosystem 1. SMART Goals
2. Good Stakeholder Knowledge: This involves
6. Facebook ecommerce? identifying individuals who can empower or hinder you
●​ A shop is an online storefront where people can from achieving your goals, assessing how much influence
browse, explore and purchase your products they can have on your campaign, then thinking of ways to
directly on Facebook and Instagram. engage with them.
●​ With customizable collections and simple design 3. Work With a Reliable Core Team: Get a team to help
tools, you can showcase featured products, bring you out and distribute tasks based on everyone’s skillsets.
your brand to life and make shopping seamless For starters, fill up the roles for the lead organizer,
for your customers. campaign marketer, and volunteer head—then branch out
from there
What is an Advocacy Campaign? 4. Send Out a Clear Message: Starts with creating a
●​ An advocacy campaign is an organized set of compelling narrative that the audience can relate to. Be
actions designed to raise awareness on issues clear about your message and remove white noise.
and influence change. 5. Implementation Plan: Outlining your main activities
●​ Often led by a group of leaders— such as and timeline.
students—who mobilize volunteers to support a
particular issue or call for new policies. Advocacy Campaigns Samples
1. Human Rights
Advocacy Advertising 2. Animal Rights
●​ a marketing strategy that uses paid 3. Climate Change
advertisements to promote a cause or social 4. Gender Equality
issue, rather than selling a product or service. 5. Mental Health
●​ the use of marketing to support a particular 6. Education
message or cause. 7. Poverty
●​ Goal of advocacy advertising is to influence public 8. Housing
opinion and inspire action to address a specific 9. Senior Care
issue. 10. Breast Cancer Awareness

Different from commercial advertising because it doesn't What is included in a storyboard?

promote a product or service. It's often used by:
1. Non-profit organizations: To gain public support for 1. Action: Each main activity in the film should be
their agenda depicted in at least one thumbnail or frame. To
2. Private groups: To advance a message or agenda indicate motion within the shot, use arrows and
to the public action lines (usually marked in red).
3. Corporations: To support or oppose legislation that 2. Shot numbers: Number the shots in accordance
may help or hurt them with their appearance on the video’s shot list.
3.Type of shot: Establish the type of shot (close-up
Focus on a variety of issues, including: Economic issues, or bird’s-eye view, for example), plus the camera
Social issues, Environmental issues, and Political issues. angle and camera movement for each shot. Camera
 movements are usually expressed using arrows called a “cowboy shot” because it is used in
placed at the edge of each individual panel. For Westerns to frame a
example, use a sidewards-pointing arrow to signify a gunslinger’s gun or holster on his hip. Here's an example
panning shot, or an upwardspointing arrow for a tilt. of the cowboy shot size from one of the best movies of
4. Dialogue or narration: Write down any text 2017 Wonder Woman.
spoken or heard in the shot.
5. Special effects: Mention any relevant special Medium Shot (MS)
effects that will be added to the shot, such as sound ●​ The medium shot is one of the most common
effects or design elements like typography. camera shots. It's similar to the cowboy shot
above, but frames from roughly the waist up and
How to make a storyboard through the torso. So it emphasizes more of your
subject while keeping their surroundings visible
1. Break down your script: This can be done in the form
of a list, or a chart with each action listed in a separate Medium Close Up Shot (MCU)
cell. Number each of your actions. These same numbers ●​ The medium close-up frames your subject from
should later align with the numbering of the panels on your roughly the chest up. So it typically favors the
storyboard. face, but still keeps the subject somewhat distant.
2. Create blank panels: Create a grid to act as the
wireframe of your storyboard. There are plenty of Close Up (CU)
storyboard templates online, which you can use as a ●​ You know it’s time for a close-up shot when you
reference when making your own. Alternatively, find a want to reveal a subject’s emotions and reactions.
downloadable template that suits your project’s needs. The close-up camera shot fills your frame with a
3. Add textual descriptions: By each panel, write text to part of your subject. If your subject is a person, it
describe the action that will be shown in each frame. Do is often their face.
this in accordance with the script breakdown from the first
step. Be sure to include any spoken dialogue or narration. High Angle Shot
4. Sketch your narrative: Drawing out the panels is the ●​ A high-angle shot is a cinematography technique
most important part of storyboarding, as it’s where you where the camera points down on the subject
envision and visualize the film. But you don’t have to be from above. High-angle shots are used to make
an expert illustrator in order to get it right. While good the subject or object seem vulnerable, powerless,
drawing skills can definitely come in handy, as any or weak.
professional storyboard artist would tell you, what matters
most in a storyboard is not the art itself, but rather the Low-angle shot
information itn conveys. ●​ A low-angle shot is a film shot taken from a
5. Make an animatic: Once your storyboard is finalized, camera angle positioned below the average eye
you can take it to the next level by creating an animatic, or line and pointing up. Low-angle views can be used
in other words, an animated version of your storyboard. in conjunction with wide shots, medium shots,
closeups, and most other standard cinematic
TYPES OF SHOT AND CAMERA ANGLE shots.

Extreme Long Shot (ELS) or Extreme Wide Shot (EWS)

●​ An extreme long shot (or extreme wide shot)
make your subject appear small against their Evolution of Advertising by brad vision insight
location. You can use an extreme long shot to
make your subject feel distant or unfamiliar. A. Origin of Advertising
B. History of Advertising in the World (focus on the
Long Shot (LS) or Wide Shot (WS) United Kingdom and USA)
●​ The long shot (also known as a wide shot, C. History of Advertising in the Philippines
abbreviated “WS”) is the same idea, but a bit D. Current Advertising Trends
closer. If your subject is a person then his or her E. Advocacy Advertising
whole body will be in view — but not filling the
shot. ●​ Advertising has always been a reflection of its
time, embodying the ethos, trends, and values of
Full Shot (FS) the several eras it has been produced in.
●​ Now let's talk about camera techniques in film that ●​ Significant shifts have taken place in the world of
let your subject fill the frame while keeping advertising, from the eye-catching posters
emphasis on scenery. designed in the Art Deco style that were popular in
●​ The film shooting camera slowly moves (or tracks) the 1920s to the digital landscapes that will
towards Django. dominate in the 2020s.
●​ It come along with us how advertising developed
Medium Wide Shot (MWS) and adapted over time to meet the challenges
●​ A medium long shot (aka medium long shot) posed
frames the subject from roughly the knees up. It ●​ by shifting social, technological, and cultural
splits the difference between a full shot and a norms.
medium shot. Here's an example of the medium ‍
wide shot size from one of the best crime movies, 1920s: The Roaring Art Deco Era
The Usual Suspects: ●​ The 1920s marked a time of rapid social change
and economic prosperity.
Cowboy Shot ●​ The Art Deco movement influenced advertising,
●​ A variation on this is the Cowboy Shot, which bold geometric designs and vibrant colors gracing
frames the subject from roughly mid-thighs up. It’s posters and billboards.
 ●​ Brands used this style to tempt consumers with ●​ The internet transformed advertising, enabling
images of, fast travel, machinery, and luxurious hyper-targeted campaigns and personalized
lifestyles reflecting the era's desire for experiences.
modernization and progress. ●​ Social media emerged, reshaping how brands
engaged with consumers.
1930s: The Great Depression and Streamlined Design ●​ Viral marketing and user-generated content
●​ ‍Amidst the challenges of the Great Depression, became powerful tools.
advertising took a more streamlined approach.
●​ Art Deco's opulence gave way to simpler, more 2010s: Social Responsibility and Authenticity
relatable imagery. ●​ The 2010s were defined by social responsibility
●​ Brands focus on family values, hope, and the and authenticity.
promise of a better future. ●​ Brands embrace purpose-driven marketing,
●​ The use of emotional appeals helped lift spirits aligning themselves with social and environmental
during tough times. causes.
●​ Storytelling became paramount, with emotional
1950s: The Rise of Consumerism narratives that resonated deeply with audiences
●​ The post-war boom of the 1950s marked a shift
towards consumerism. 2020s: Digital Domination and Data-Driven Insights
●​ Advertisers emphasized the idealized suburban ●​ In the 2020s, digital advertising continued to
lifestyle, showcasing modern conveniences and dominate.
household products. ●​ Brands leveraged big data and AI-driven insights
●​ Television became a dominant medium, giving to deliver hyper-personalized content.
birth to jingles, catchy slogans, and iconic brand ●​ Influencer marketing gained prominence, while
mascots that remain etched in our memories. virtual and augmented reality transformed how
products were showcased.
1960s: creativity and Counterculture ●​ Sustainability and inclusivity remained key
●​ The 1960s were a period of social upheaval and concerns.
cultural revolution.
●​ Advertising mirrored the era's vibrancy and
rebellion with psychedelic designs and innovative
visuals.
●​ Brands tapped into the youth movement and
counterculture, reflecting changing attitudes
towards authority, tradition, and norms.

1970s: Diverse Voices and Nostalgia

●​ The 1970s embraced diversity and authenticity.
●​ Advertisers began acknowledging different cultural
backgrounds and voices, reflecting the changing
demographics.
●​ Nostalgia for previous decades also influenced
campaigns, tapping into a sense of familiarity and
comfort.

1980s: Materialism and Technological Leap

●​ The flashy, high-energy 1980s celebrated
materialism and excess.
●​ Brands adopted bold colors, neon lights, and
futuristic aesthetics.
●​ The era of MTV introduced music-driven ads,
while technological advancements paved the way
for video game marketing and personal computing
campaigns.

1990s: Irony, Grunge, and Globalization

●​ Irony and a sense of distance were prevalent in

the 1990s.
●​ Brands adopted a self-aware tone, often poking
fun at traditional advertising tropes.
●​ The grunge movement's influence was evident in
fashion and advertising, reflecting a shift towards
authenticity.
●​ Globalization introduced a more interconnected
world, impacting how products were marketed
internationally.

2000s: Digital Revolution and Personalization

●​ The new millennium brought forth the digital
revolution.