Code of Ethics of the Philippine Association of National Advertises

1. Good advertising recognizes both economic and social responsibility to help reduce distribution costs and serve public interest. 2. Good advertising depends its success on public confidence. 3. Good advertising aims to inform the consumer and help him buy intelligently. 4. Good advertising tells the truth. It is accurate, honest and trustworthy. It avoids exaggeration, misstatement of facts, as well as possible deception through implications or omission.

advertisements about its catering services. d. Advertisements by organizations. Example: Philippine School of Business Administrations course offerings and enrollment schedule. e. Advertisements by governmental units. Example: Meralcos advertisement for power interrupts in some areas. f. Advertisements by individuals. Example: Political campaign of a candidate for national election.

2. According to media used.

a. Print media. Basis for payment is space measured per column centimeter or agate line. These are advertisements in newspapers, magazines, journals. b. Broadcast media. Basis of payment is time, measured per 390 seconds. These are advertisements in television, radio. c. Outdoor advertising. Neon signs, streamers, billboards, poster panels, aerial signs. Measured on the basis of space occupied, duration of occupancy, and degree of traffic. d. Transit advertising. Billboard/neon advertisements on public utility vehicles. e. Field advertising. Uses a vehicle which roams around a subdivision or places announcing a new product through loud speaker. f. Movie advertising. Advertisements in theaters, important consideration for advertising fee is seating capacity of the movie house and class.

5. God advertising conforms not only to the laws but also to the generally accepted standards of good taste an decency and to the moral sentiments of the country. 6. Good advertising seeks public acceptance on the basis of positive and constructive statements made on the merits of the product or service advertised. 7. Good advertising does not allow any activity which involves the exploitation of goodwill attached to any other firm, product or service. 8. Good advertising helps to dignify individual and contributes to the building of a civilized society.

Classification of Advertising 1. According to source or origin.

a. Advertisements by manufacturers. Example: Colgate Toothpaste with calcium where advertiser is ColgatePalmolive, Philippines, Inc. b. Advertisements by resellers (wholesalers and retailers). Example: Rustans Superstore advertisement on specialty goods they sell. c. Advertisements by service businesses. Example: Toppings food chain

g. Direct advertising. Hand-outs, leaflets, catalogues, brochures, advertising a product or service.

3. According to objective. a. Promotional advertising. It mentions a brand of product or service intended to stimulate demand. b. Institutional advertising. It advertises an outlets name without mentioning any brand, intended to develop goodwill. 4. According action desired. a. Direct or immediate action advertising. These are promotional advertisements. b. Indirect action advertising. These are institutional advertisements. 5. According to audience targeted. a. Consumer advertising. Advertisements of products in finished form for personal use by the buyer. b. Industrial advertising. c. Advertisements targeting businessmen to buy products advertised for use in their business operations, either for manufacturing or facilitating operations. d. Trade advertising. Advertisements targeting re-sellers to buy product advertised for re-sell purposes in the same form, in order to gain profit. e. Professional advertising. Advertisements targeting professionals like physicians, engineers or educators to prescribe the product advertised. Commonly supplemented by samples like medicines, or complimentary copies like books or magazines.

Stages in the Advertising Cycle 1. Introductory advertising. It is a stage of advertisements where a product, service, idea or institution is publicly launched. The objective of this is to develop consumer awareness about the product advertised. It commonly uses these words in the headline: new, Introducing, Narito na, and the like. 2. Competitive advertising. This aims to encourage the consumers to prefer the advertisers product or service against competitors products. It emphasizes a unique selling proposition, features or benefits. Headline uses words such as: Better, Improved, and No 1. 3. Retentive advertising. This stage attempts to develop consumer loyalty by reminding the public about the product or service through repetitive advertisements. The advertising message is generally brief and concise.

Sales Promotion
Sales promotion as a tool in marketing gives rise to increase in product usage as well as expansion of markets for product or introduction of new product. Presented below are its specific objectives: Objectives of Sales Promotion 1. To motivate consumers to try a new product or an improved model of an established product. 2. To attract new customers 3. To encourage present customers to use the product or service more frequently. 4. To beat competitors promotional activity. 5. To increase the amount of impulse buying by consumers. 6. To get greater cooperation from retailer s.

Sales Promotion Planning All sales promotion activities must be carefully planned employing the following aspects: a) the goal; b) the allocation of resources; c) the method of evaluation; and d) the relationship of business organization to other activities. 1. The goal of sales promotion. Generally, sales promotion is planed in order to increase sales. Specifically, its goal will depend on how it is used, to whom it is directed and on how it is transmitted. There are three forms and goals of sales promotion: a. Those sales promotions intended to increase sales of product being promoted and communicated directly to the consumer. b. Those sales promotions whose goal is to make consumers buy a product at a specific retailers place of business, aimed at the consumers through the retailers. c. Those sales promotions intended to motivate and stimulate channel of distribution like wholesalers and retailers to handle a line of goods and to prove it more actively. 2. Allocation of resources. This is another aspect to planning sales promotion programs which include: a. The procedure for recording and administering expenditures. b. The budget allotted to be spent on sales promotion devices. 3. Evaluation of sales promotion. The importance of accurate method for evaluation of sales promotion effectiveness cannot be overemphasized. Parts of the sales promotion program may be effective and others not.

In evaluating sales promotion, first step is to restate the specific sales promotion goals, to determine what level was attained. Second is evaluation of the sales promotion itself b ales volume level; brand share; shipments from plants and factories. Final step is the actual evaluation process The basic elements of a sound sales promotion plan consist of: