In 1920's the establishments of one man firms offering advertising services signaled the beginnings of

what was soon to develop into what is known as the advertising industry.

Pioneers in the Industry

The Industry After the Wars Years

The early 30's saw the emergence of more advertising agencies in response to expanding market
composed of client companies who were convinced that the only way to attract more business and keep
competition under control was possible only through one avenue- an aggressive advertising scheme.

The aftermath of world war II saw the establishment of Philprom, Inc. followed by other firms such as J.
Walter Thompson Company Inc., Great Wall Advertising, HDM, DYR, Alcantara and Ace-saatch and
saatchi Advertising company.

$1.25

Friday, November 21, 2014

Chapter 2

Philippine Advertising

-dates back to the era of spanish galleon trade.

During that time, traders and merchants printed materials and posted announcements which were
distributed to potential buyers to inform them of the availability, kind, quantity, and other such
necessary information as regards merchandise for sale.

It was in 1960's that ushered the golden age of a Philippine advertising. At that time the Philippines
proudly took its place among the leading advertising powers in Asia and was held up as a model at the
first asian advertising congress. In due time, large companies based in Singapore, Bangkok, Taiwan and
Indonesia consigned their advertising commitments in manila's advertising agencies, considered the
best in the region.

Advertising in the Philippines

During the Martial Law (1970's)

Advertising suffered significant mainly due to the reign of the Marcos Administration. Every major
television and radio network as well as publishing companies in the country were either closed down or
forced under military control to prevent airing of rebellious propaganda. Foreign citizens and entities
were disallowed from owning and operating media companies in the Philippines.

1973- Mass Media Council together with the leaders of all communication organizations in the country
develop new rules and regulations for media and advertising agencies. (

Code of Ethics)

The Advertising Board of the Philippines (ABP)

In May 1973, the ABP was created. It has founding members the 3 groups which forged the code of
ethics. This code of ethics/rules and regulations underwent several revisions.

1st, disposable income was rising and companies tended to be more competitive in bid for a larger share
of the market.

2nd, there was an increase in the number of television and radio stations and newspaper plus
development of new media like the cinema and billboard/ outdoor signs.

There was a extravagant media spending during the elections. Advertising related such as photography,
typesetting; market research, test marketing and public relations.

January 1981- the print Media Council and Broadcast Media Council were abolish but the ABP keep its
screening and regulatory functions.

The Economic slump in the early eighties there was a minimal financial growth, but there was an
increase in the number of advertising agencies.

1983- when Benigno Aquino was assassinated, advertising was among the industries which suffered the
most. There was a massive retrenchment and several agencies closed down.

1986- The Advertising sector likewise went back on its fleet.

1987- the economy was again threatened as the peace and order situation deteriorated.

National Organizations. the Advertising Board of the Philippines has 8 national organizations under its
wing.

1) Philippine Association of National Advertisers (PANA)

2) Accredited Advertising Agencies- Philippines (AAA-P)

3) Kapisan ng mga Brodkaster sa Pilipinas (KBP)

4) Print Media Organization (PRIMO)

5) Advertising Suppliers Association of the Philippine (ASAP)

6) Cinema Advertising Association of the Philippines (CAAP)

7) Outdoor Advertising Association of the Philippines (OAAP)

8) MORES
The Advertising Industry

Like any other sector, the advertising industry has its own problems which have continually affected it
over the years. There is dearth of skilled man power since it is only very recently that schools have
included marketing communications as a major subject leading to a bachelors degree. The rampant
piracy of personnel from one advertising agency or advertiser to another continues. This practice leads
to higher production costs and fees as talented individuals are offered higher and higher salaries.

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