20 November 2008
You are watching a TV show. It goes on and on and on without a single second commercial interruption. You are reading a newspaper and all you see are opinion columns from the first to the last page. You are listening to the radio and all you hear are commentaries from sign on to sign off. You drive around the city and all you see are iron billboard frames with nothing on them. You are surfing the net and Facebook, YouTube and other cool sites are gone. All you get are endless streams of bloggers’ angsts.
By Roger Pe
ADVERTISING ADVERTISING
You are watching a TV show. It goes on and on and on without a single second commercial interruption. You are reading a newspaper and all you see are opinion columns from the first to the last page. You are listening to the radio and all you hear are commentaries from sign on to sign off. You drive around the city and all you see are iron billboard frames with nothing on them. You are surfing the net and Facebook, YouTube and other cool sites are gone. All you get are endless streams of bloggers’ angsts.
 
 

Picture a city without advertising. That TV show you are watching or station you are tuned in will soon give way to the “color bar” and eventually switch off the air. The newspaper you are holding will soon become a piece of empty newsprint and its publisher will run out of ink. Those billboard frames will become old and rusty and home for nesting birds. From thousands of hits a day, your blog can hit rock bottom. Eerie.

To be able to entertain viewers more, TV stations must earn revenues, from where else? Advertising. To be able to sustain their shows, where do most networks run to for sponsorships? Advertising. To be able to provide better and innovative programs, what is a big factor for them? Advertising. To be able to reach far flung locations, where do different media groups get a lot of support? Advertising.

To be able to improve on paper and printing quality, publications must rely mainly on what source? Advertising. To be able to use advanced technology and provide high-resolution widescreen images, outdoor advertising groups must essentially depend on? Advertising. To complete and keep the endless cycle going, website owners, too, must earn from where?, You guessed it right, advertising.

Advertising can be a barometer of a country’s growth. The more progressive and sophisticated it becomes, the more you can gauge where the economy is heading.

For all the revenues and immense benefits that it brings, advertising the industry seems to be largely ignored considering that it is the lifeblood of any ad agency of whatever form, size or focus. Advertising advertising seems not to be on the priority list of the very makers of advertising, which is facing serious budget cutbacks every year.

Who’ll give something back, re-energise or bring the excitement back to the industry that is always on the receiving end of every economic crunch?

Prior to the financial crisis that hit most Asian tiger economies in 1997, the Indonesian 4A’s launched an industry-wide competition to convince marketers why they should invest more in advertising and assert its role in business and nation building.

McCann Indonesia won the top prize – an all copy (text) ad with a provocative headline: “Advertising Is A Waste Of Time And Money.” Of course, it attracted everyone’s attention for its bold statement and people were intrigued to read why.

The body copy of the ad explained: advertising is a waste of time and money if people do not want economic growth, benefit from job opportunities that it always provides, allow businesses to grow and companies to improve their products, do not want the country to move forward, and the country’s children literacy to improve, or build a new generation of smart, discerning people. On the same year, the ad went on to win a gold award at a major world advertising festival. Paging our ad industry groups, we deserve more of this kind.

Advertising Advertising In The Philippines

In 2003, UPMG (United Print Media Group), the umbrella group to which most of the country’s newspaper and magazine publications belong, adopted an initiative campaign by DDB Philippines which emphasised the advantages of advertising (on print). It was the country’s first serious crack at advertising advertising.

The campaign leveraged on print’s unique strength by using a close-up shot of a man’s shaved head and argued: Print gives a longer-lasting imprint in consumers’ minds than what a fleeting 15 or 30 seconder TV or radio commercial can do. Prior to its Baguio Ad Congress launch, the 4-ad series enjoyed free, dominant page two-month burst in all UPMG-member publications.

A further step, UPMG is launching the Philippine Press Awards this year, to raise the creative standards of advertising on print medium.

The KBP (Kapisanan ng mga Broadkasters sa Pilipinas) continues to support a noble role – championing the quality of advertising on radio. It anchors the Philippine Radio Awards yearly, and has brought the Philippines to a new age. We never had it so good, winning major metals in major international shows like never before: Cannes Gold Lion, two Silvers at One Show, Bronzes at Clio and Gold at Asia Adfest.

More than giving out awards and pat industry colleagues on the back at every advertising convention, advertising must continue to sell itself in and out of the industry for it provides jobs to tens of thousands (conservative estimate) in the Philippines and to millions of people around the world.

To deliver creative products and services to marketers and their affiliated groups, ad agencies hire copywriters, art directors, accounts servicing, print and broadcast people, liaise with production suppliers in order to create a finished communication product to sell. The job chain is enormously inter-connected.

Advertising informs and educates. Without advertising, consumers are left with fewer options for finding the best value for their hard-earned money. Advertising gives people a choice and inspires makers of goods, commodities and service-oriented entities to continuously improve the brands they are selling.

From GDP to GNP, the ABCs of advertising prop up the country’s economy. Advertising boosts consumer spending, in the process, stirring up both local and foreign markets to attract foreign exchange.

Advertising promotes and enhances the good in an individual or corporate groups. Advertising is a powerful tool to promote social consciousness and responsibility like love for country, environment, preservation of traditions, culture, sense of history, discipline, civic-mindedness, sports, respect for humanity, and religion. Can you live in a world without advertising?

You don't have permission to view or post comments.
Back to top