Pages: Advertising 101, by Jacs and Perl Jacalan-A A +A
By John Pages
Business as a team sport
Wednesday, September 18, 2013
ASAP. That’s the name of their company. Why ASAP? Well, first, because the founder/creative director himself lives by the motto, “ASAP.” Meaning, fast. At work. At play. (This includes his speedy Half-Ironman and marathon times.)
Meyrick and Perlita Jacalan started Advertising Services and Promotions (ASAP) nearly 20 years ago. Since then, they’ve risen to become one of the top — and best — advertising minds outside Manila. Here’s our Q & A:
Why advertise? Perl: “Advertising is how you communicate with your customers. No matter how great a product or service you have, if no one knows about it, it will not succeed. Companies are streamlining, people are holding on to their money, its a dog-eat-dog marketplace. This is when advertising becomes more crucial. We learned this from two of our biggest clients: SuperFerry and Toyota. When a crisis hit Toyota and stocks were depleted due to simultaneous incidents in Asia, they never wavered. We
were told to retain the budgets and keep the plans in place.”
What’s the impact of social media? “Mainstream media – print, broadcast (TV & Radio) – has been sort of ‘watered down’ and it is evident in our clients’ advertising budgets.
First it was the OOH (out-of-home) campaigns which sliced off traditional media budgets. As more people were traveling, demand for billboards, signages, e-billboards rose. Nowadays, it’s the SNS (social networking sites) campaigns eating into traditional media.
“Although the impact in the Phils., specically in VisMin or in Cebu, is still insignicant. Not even 1% of our clients’ budgets are spent on SNS. It is, however, a medium that we see growing. We saw how Facebook impacted the campaign we did for 7-Eleven when they launched in Cebu and Bacolod. As we were targeting the youth, we realized that the top media we needed was rst radio then SNS. OOH and print had minimal exposure but still ate a huge part of the budget because of the cost.”
How about the traditional media? “With internet marketing on the rise and as more phases of our lives turn digital, people think the end of traditional media is coming.
True, the recent generation is more inclined to digital devices but print and broadcast still remain relevant.
“Print maintains its position in the advertising market because they —newspapers, magazines —are picked up by people who have an interest in them. Print ads have more possibilities of sale than random surfers clicking on a page. This is even more important when advertising an event or a sale. Print ads are also excellent for solidifying brand identity as long as you maintain a consistent campaign look and readers can establish brand recognition.
“Radio is one of the lower-cost traditional media. Though it lacks visual imagery, it does not require the equipment and logistics of producing expensive TV ads or photoshoots. Radio spots are less expensive. Often, the cost of a print ad in one issue is equivalent to a month’s airing in a local radio station. Both radio and TV offer the most timely ad placements. So it is benecial for advertisers looking for quick turn-arounds like when one is advertising an event.
“TV is the best media in terms of reach. Though costs are prohibitive - production and spot buys - advertisers have the best chance to reach a huge audience at the fastest time. If your major objective is to generate brand awareness, then TV is for you. TV also offers the best opportunity for creativity. It has visual elements and offers dynamic movements lacking in both print and radio. You can give a brand more meaning by telling a story that will have an impact on the audience.”
Advertising budget? Meyrick: “There is no magic formula when setting up one’s advertising budget. Sometimes you only need one campaign or one push of your product to the market. And if your product or service is really good, then it will sell by itself. On the other end, you can only sell a bad product or service once.”
Published in the Sun.Star Cebu newspaper on September 19, 2013.