Creating Advertorial and

Advocacy Campaigns
Quarter 2 Lesson 1
Create advertorial and advocacy campaigns
(SPJ10SEG-IIa-15)
Juneja, P. (2015). Broadcast Advertising. Retrieved from
https://www.managementstudyguide.com/outdoor-advertising.htm
 Generally speaking, broadcast advertising
is radio, television, and Internet
advertising. The commercials aired on radio
and televisions are an essential part of
broadcast advertising.

The broadcast media like radio and television

reaches a wider audience as opposed to the
print media. The radio and television
commercials fall under the category of mass
marketing as the national as well as global
audience can be reached through it.

The role of broadcast advertising is to

persuade consumers about the benefits
Juneja, P. (2015). Broadcast Advertising.
of the product. It is considered as a very
Retrieved from effective medium of advertising. The cost of
https://www.managementstudyguide.com/outdoor- advertising on this channel depends on the
advertising.htm
time of the commercial and the specific time
at which it is aired. For example, the cost of
ADVERTORIALS AND
ADVOCACY CAMPAIGNS ● Television
advertising is
usually considered
the advertising for
the corporate giant,
though even the
small businesses can
benefit from it. A
strong audio and
video combination
Juneja, P. (2015). Broadcast Advertising. Retrieved from
https://www.managementstudyguide.com/outdoor-advertising.htm
is a must for the
success of the
ADVERTORIALS AND ● It is extremely
ADVOCACY CAMPAIGNS important that
whatever has been
advertised in the
commercial is true. For
this reason, organizations
such as Federal Trade
Commission (FTC) are
there to monitor the
commercials on television
and radio. This ensures
that the advertisers are
not making any false
Juneja, P. (2015). Broadcast Advertising. Retrieved from
https://www.managementstudyguide.com/outdoor-advertising.htm claims to lure consumers
to buy their products.
 WHAT IS ADVOCACY
CAMPAIGNS?

Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
 your opportunity to make a real
ADVERTORIALS AND difference in this saturated
marketplace. After all, the
ADVOCACY CAMPAIGNS brand advocate in your team is
more than just a loyal customer
– they’re someone who’s
willing to shout about the
values of your products and
services to anyone who’ll
listen.
● Whether it’s a satisfied
employee or a happy customer,
a brand advocate can help you
to achieve your goals by
convincing leads that
you’re just as valuable and
trustworthy as you say you
are. For most companies,
brand advocacy is the ultimate
way
Harvey, S. (2018). Advertising with advocates: How to create your very own toadvocacy
brand get uncertain customers
programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
ADVERTORIALS AND
● Simply put, a brand
ADVOCACY CAMPAIGNS advocate is someone
who’s willing to help your
business grow. By now,
you probably know all-too-
well that what one person
says about your brand has
the ability to convert unlike
anything else. In a digitally-
connected world, customers
are more empowered, more
social, and more vocal than
ever before.

Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
 HOW TO GET STARTED
WITH BRAND ADVOCACY

Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
1. Define your ● The first thing you need
to do when you’re
community building a brand
advocacy program is
research your existing
community and find
out what kind of
people are loyal to
your business.
● Remember, you need to
make sure that the
people you empower to
speak on the behalf of
your brand are saying
Harvey, S. (2018). Advertising with advocates: How to create your very ownthe right
brand advocacy things
programme. infrom
Retrieved the
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
 advocacy, the more you’ll discover
that there are different strategies
2. Choose “organic” over available for getting people to talk
positively about your brand. The
“paid” best reason for anyone to
advocate for a brand is that they
love that company or the
products and services they offer.
Use the right strategies and
demonstrate the perfect brand
purpose and you won’t need to ask
someone to advertise your company
for you – they’ll just do it.
● While it is possible to pay for your
brand advocates and ask people to
write positive reviews in exchange
for money – this is rarely the right
option for most companies. Not only
do these testimonials come across
as fake, harming your brand
authenticity, but they can also end
up harming your long-term brand
reputation because your customers
Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
won’t know whether to trust genuine
 ● For most companies, successfully
3. Showcase your brand investing in brand advocacy starts
with building affinity with a target
values audience. The only way to convince
your customers that they want to
support you is to show them that
you share values that align with
their own morals and goals. The
great news is that there are plenty
of ways to demonstrate your values.
● Some companies show off their
values within their visual media. For
instance, a company that cares
about the environment might put an
image that suggests sustainability
into their logo. Other organisations
simply use their content and
marketing materials to demonstrate
their values. For instance, you could
share blogs that showcase some of
the recent community outreach
Harvey, S. (2018). Advertising with advocates: How to create your very ownprogrammes you’ve taken
brand advocacy programme. part
Retrieved fromin.
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
4. Listen to and engage
with your customers ● Make sure that you don’t
just listen to the positive
things that people are
saying about your
company. While it’s difficult
to deal with complaints
when you want people to
love your business and
everything it does, brands
that address concerns
quickly can transform
unhappy clients into
incredible brand advocates.

Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
 ● Finally, brand advocacy is all about
5. Ask people to speak giving your customers a voice to
speak about your brand and the
out! benefits it has to offer. Many
customers today appreciate being
asked for a review or testimonial
because this indicates that your
company cares about their opinion.
Of course, while everyone might not
respond to your request for a
comment, a few are likely to get
involved, and that’s where you can
start your brand advocacy program.
● Just remember that no matter
what someone says about your
company – you should always
thank them for their comments.
Take steps to alleviate any issues
that unhappy customers are having,
and then ask them to share their
thoughts again once the issue has
been settled.
Harvey, S. (2018). Advertising with advocates: How to create your very own brand advocacy programme. Retrieved from
https://fabrikbrands.com/how-to-create-a-brand-advocacy-programme/
COCA COLA
and their
HAPPINESS
MACHINE
 KITKAT’s
HAVE A BREAK
BENCH
 TELEVISION
ADVERTISEMENT
TECHNIQUES

Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-

techniques-18629.html
 ● Television is a visual and
Television Advertisement auditory medium that,
unlike print media, affords
Techniques advertisers additional
methods and opportunities
for influencing your
customers' decisions. The
sights and sounds of
television help
advertisers appeal to
different senses at the
same time -- if a visual
doesn't attract you, the
music may, or vice versa.
Unlike print or radio ads,
which focus on one sense or
the other, television
advertising can hit your
Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-
techniques-18629.html audience with both at once.
 ● Whether a company's motto and

Deliberate Word Choice promises are made by a celebrity, a

pitch man or a simple voice-over,
television advertisers choose their
words carefully. What the
advertisement tells you and what it
sounds like it tells you may be
different, but the commercial is
typically over so quickly that you
don't have time to analyze the
potential disparity. For example,
when a commercial tells you that a
diet pill is "proven to increase weight
loss," you may not realize that the
fine print at the bottom of the screen
says that it only increased weight
loss by 2 pounds every 12 months.
You are given auditory and
visual information at the same
time, and you can only give your
full attention to one source --
because of this, the advertiser
can use semantics to its
Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-
techniques-18629.html advantage.
Attractive Visuals ● Since television is a
primarily visual medium,
advertisers appeal to your
senses through attractive
sights. Commercials with
special effects or otherwise
high production values
capture your attention, while
advertisements that feature
scantily clad models and
spokespeople give the
product sex appeal. When
you are drawn into the
commercial by its attractive
visuals, it has your attention
and can pitch you whatever
it has to offer.
Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-
techniques-18629.html
Slogans and Jingles
● Unlike print advertisements,
TV commercials have the
benefit of sound. The use of
music in television
advertisements may include
pop songs meant to elicit
specific emotions or brand-
specific jingles. A jingle is
music written specifically for
a commercial and makes the
viewer retain information
about the product -- or even
simple awareness of the
product -- in his
subconscious.
Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-
techniques-18629.html
 ● Television commercials may
High Volume sometimes take the simple
approach of bombarding you
with sensory information as
loud as they can. Television
advertisements, when they
are filmed, compress their
audio tracks differently than
film or television programs
do. This has the effect of
making commercials louder
and therefore more
attention-grabbing.
Contrasting sound levels
take the viewer by surprise
and force him, even
momentarily, to pay
attention to the message on
Ryan, T. (n/a). Television advertisement techniques. Retrieved from https://smallbusiness.chron.com/television-advertisement-
techniques-18629.html the screen.
THANK YOU!