Key To Learning

Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

-Leo Burnett

            As Leo Burnett stated, an ad cannot be effective unless it is simple, memorable, inviting to look at and fun to read. There are ads that have a single and big idea that is being used all throughout the campaign. An ad campaign is composed of a single consistent message strategically aligned and can stand alone. These ads are based on thorough research and starts with a brief. This is what Advertising Practice 5 is all about.

            Advertising Practice 5 has been part of our course and one of the major subjects. This course primarily focuses on strengthening the analytical skills and the use of research. 

          Basically, we deal with research, marketing mix, SWOT and PEST Analysis, etc. Aside from lectures, we also have “Ideas That Matter”, an academic activity that raises the confidence of a group of students organized as advertising agencies. This highlights the importance of research as part of the preparation for advertising.

Without ADPRAC, we won’t get enough knowledge on how to deal with the advertising world. As the time goes by, we gain extra skills for our future that may lead to success. And maybe one day, we’ll thank our professors for exposing us to these kind of learning that other colleges don’t have. 

By: Cyril Beatrice Aquino

CA 208

We’re selling them the experience. That’s what I usually hear in movies that have advertising firms as part of their stories. Advertising is all about the creativity and how well can you sell an idea, a lifestyle, a brand, and a product to a person. Advertising magnifies the best essence to a product. The only way it works is through creativity.

For the first half of the semester we were introduced to creativity. A lot of people think it’s easy to be creative but what our course and our professor aims is creativity that makes sense and can draw attention. Everyone can download Photoshop and start making banners and poster but it takes an ingenious creative idea to make the people notice those banners and posters. I myself have difficulties in making my creative juices flow but being bombarded with different ads every Friday and being asked “what’s wrong with it?” “What is it trying to say?” really helped me step back and look at the big picture. Ads aren't just plain pictures they’re pictures that pique interest and at the same time sets fire to more creative ideas. 

By: Claudine Ng

So where did 2012 go?

First of all Happy New Year!!! It is another year to make it right and a fresh start for all of us to begin with. It is a season of change. Well, of course for the better I mean. This year is another year to start over and move on.

Speaking of which hello to school again and goodbye for now to vacation and endless Christmas parties we have been having recently. It is time to face our books and plates once again.

With the New Year upon us, ITM’s org team has been planning events that will surely be one of the highlights of your 2013 like the Ideas in a Minute. I am so excited for all of these events. I’m sure everyone will have a blast!

Have you made your new year’s resolutions already? Let us make them come true. Stick to it. Shall we? 

By: Lady Lyn Leduc

I am part of the ITM Org team organized by our Copywriting professor Sir Gil Velez. We have been together for about 8 weeks (?) We’ve attended a handful of meetings and participated in three photo-shoots for the campaign. In those 8 weeks we’ve been doing work together, sharing laughs and strengthening our bonds. I shared great moments with the team and it’s just the beginning, I L-U-V this team. This year’s team is going to be great. Why? Because we exhibited three of factors of TEAMWORK: Initiative, Commitment and Trust. You may think that it sounds cheesy, I know, but I think cheesy just might workJ. Now the events are fast approaching, all I can tell you guys is that you brace yourselves. I feel that this year’s event is going to be a good one.

Coming together is a beginning.
Keeping together is progress.
Working together is success.

-Henry Ford

Hit hard Org Team!

By: Jay Cedric Bustamante

CA 208: Market Segmentation and Target Marketing

             For our most recent class discussion, we tackled a chapter on market segmentation and target marketing. Assigned presenters reintroduced to us the market segmentation process. It is how marketers make use of behavioral characteristics to bracket prospective customers together into market segments – they distinguish the groups of prospective buyers and then cluster them according to shared characteristics in categories:

• behavioristic - consumer's purchase decisions
• geographic - location, which city, form of housing, rural or urban
• demographic - age, gender, income, educational background, employment status
• psychographic - personality, values, lifestyle, activities, interests, opinions

             When the market segmentation process is finalized, the company can progress to the target marketing process. In this process, there will be an assessment of each segment – they decide on which consumers should the advertising be targeted at (the segment that will yield the greatest profit will be the primary target market while the segment that will yield the second greatest profit can be the secondary target market). It is a very constructive lesson – since no product caters to a whole population, go for the segment that will give the best results for the company.

                                                                                       

ARE YOU READY TO PUT YOUR LEARNINGS

ON MARKET SEGMENTATION AND TARGET MARKETING

TO A TEST? 

             Let’s do it! Think of a particular clothing brand that you are very familiar with. Have you decided on the clothing brand? If so, think about their clothes and the kinds of people that wear those clothes. Now, bring out your pen and paper then list down the groups of people that buy these clothes – write down every relevant detail of their shared characteristics: the gender, age bracket, economic status, location, nature of employment, educational background, social life, and behavior. Make sure you don’t miss anything! Next is to try analyzing these segments and find out which segment will generate the most amount of profit – take into consideration the number of people in each group, the frequency of their shopping, and the amount of money they are willing to spend. With you being done with that, you are now able to identify the probable primary and secondary target market of that particular brand! You could make great use of this lesson. You’ll never know! You could be a future owner of an international chain of clothing retailers!

By: Shella Avena