ADVERTISING PROPOSAL

CONDUCTED BY

Pentagon-Dot-Hiraya Ad Agency

March 25, 2010

Please direct all of your questions or comments at 418-4574

E-mail: pdh_theadagency@yahoo.com
CM 2219 Recto, Manila
Client Information:

Carla Bauto

Geoffrey Estevez

Leni Gonzales

Valerie Curaman

Project:
Lenten Season Ad
Public Service Advertising
I. Key Recommendations

After the assessment of the client’s objectives, we have cited

recommendations of having a Public service advertisement as a
part of the campaign for the upcoming Lenten season. The said
advertisement should agree to the objectives and provide a
message for the public.

II. Client Objectives

We worked to establish a concept of a seasonal ad using PSA

as our type of advertisement according to goal. This PSA will have
the following objectives.

Objectives (ranked in order of importance):

1. To raise a message reminding the target audience about what

Lenten season is all about.

2. To create a feeling of emotional need to the target audience as

a motivation for positive change in perspective.

3. To develop a recall or retention for the audience during the

Lenten season after the commercial was being aired.
III. General Strategy

The Ad agency will utilize the basic principle of Public Service

advertising. The use of values inculcation and promoting it at the
same time by means of a TVC will help to hammer on the point.

IV. Target Market

The advertisement will be addressed to the youth both male

and female in general socio-economic class.

V. Copy of Advertisement

Video Ad
Length: 60 sec

Synopsis
A guy went home from the office, he does his personal
routine. Later on he noticed his bills together with his credit card
bill. As he skim through the billing statement he realize that he
spent too much that his bills gone to a huge amount which no one
can possibly pay alone. Each transaction found on the bill reflect
his sins and its price to pay. In the end, he saw the stamp “PAID”
on the bill signed by Jesus Christ.
VI. Advertising Principles

Advertising with a central focus on the public welfare, it is

directed at some humanitarian cause, philosophical ideal, political
concept, or religious viewpoint. Most public-service advertising
involves the donation of time or space on part of the medium in
which it is featured, although free time or space is not a
prerequisite for this type of advertising.

Based on our brainstorming of the possible PSA, we drew

upon one basic approach to develop our advertisement –the
emotions. We use “slice of life” and “what if” situation to portray

Emotions
In our PSA, we have decided to focus on three stages of
emotions. On the first part, the credit card bill showing the sins
and its price. First, he realizes the stake of the bills. He realized
how he spends too much for the things that will not add value to
his life. Second, the character depicts the feeling of guilt after he
realized that in spite of so many debts to pay (intangible,
abstract) Jesus Christ whom he has taken for granted was the one
who paid all of his dues. Lastly, the guy felt grateful for Jesus
Christ, throughout times of his life, remain faithful of forgiving him
and thus he is saved.
VII. Advertising Tactics

In our advertisement, we used a specific tactic to implement

the strategies describe. The ad used semiotics to portray different
perspective. We use it our communicating medium. The billing
statement reflects the entity of person's sins as he spent his life.
The “PAID” stamp mark with the sign of Jesus Christ showing
Jesus Christ’s unconditional love. The dim ambience showing
narrowness and emptiness of one’s life living without Jesus Christ.
We use music to harp the emotion. The gestures of the guy to
show emotions.

VIII. Agency’s Ability

1. Organization, following necessary steps on creating a concept

and developing treatment for the PSA.

2. Professionalism guides our behavior and consistently places

the client’s objectives in the forefront. Knowing the priorities and
objectives will determine the agency’s motion for developing PSA.

3. Continual improvement drives our desire to provide our clients

with the best
Recommendations possible. We engaged in techniques listed in J.
Scott Armstrong’s Advertising and the Science of Persuasion that
permitted us to build upon each other’s ideas and work. One of
the techniques we used includes “parallel processing” when we
worked independently on the same task and then compared and
selected the best parts of each individual’s work. We also
generated a “second solution” where we assumed that we must
create a brand new advertisement since the previous one is no
longer an option. Again, we compared both advertisements and
decided on which one we felt was more
effective. Both of these techniques facilitated highlighting the
best ideas by offering multiple drafts and alternatives from which
to choose. Finally, by keeping our criticism constructive and our
suggestions positive, we pride ourselves on maintaining a
pleasant working relationship throughout the project.

4. Expert knowledge establishes a strong foundation from which

to create advertisements that remain effective as a persuasive
tool to encourage action. We incorporate the research findings of
several academics as well as the opinion of successful icons of the
advertising industry, including David Ogilvy, when considering
methods in which to most effectively communicate the client’s
message.

5. Belief on the delved principle and stand.

IX. Legal and Ethical Guidelines

In crafting this advertising campaign, we held ourselves to the

highest ethical and legal standards. In regards to truthfulness, we
have made it a point to verify all of the facts we present in the
ads with either you or with objective and reliable third-party
sources. Therefore, you will be able to execute our campaign
without any worries as to inciting accusations about false
advertising. Additionally, in all of our ads, we made certain not to
offend any member of our target audience or any viewer in
general with discriminatory references based on race, gender,
nationality, religion, or sexual preference. Furthermore, we
attempted to create ads that were tasteful in terms of content
and message. We refrained from using any profanity, sexual
references or rude humor in order to maintain the
appropriateness of our ads. While copy testing the ads, we were
assured that our ads did not overstep any boundaries. In our
relationship with you, we also endeavored to establish and
preserve an open line of communication so that both of us would
feel comfortable in voicing our opinions to one another. We have
followed all legal guidelines of a client-agency relationship and
trust that you feel just as confident as we do in our adherence to
the law.