APRIL 2015 SECOND SEMESTER AY 2014-2015
THE OFFICIAL PUBLICATION OF UP ADVERTISING CORE
THE UP ADVERTISING CORE (ADCORE) IS THE ONLY STUDENT-RUN, NOT-FOR-PROFIT ORGANIZATION AND STUDENT ADVERTISING AGENCY BASED IN THE COLLEGE OF BUSINESS ADMINISTRATION OF THE UNIVERSITY OF THE PHILIPPINES, DILIMAN. THE JUICELETTER IS THE OFFICIAL PUBLICATION OF THE ORGANIZATION. EXECUTIVE CORE PRESIDENT ELLA ADRIANO VP FOR CREATIVES CARLOS QUIMPO VP FOR FINANCE AND CORPORATE AFFAIRS BEVERLY CHING VP FOR HUMAN RESOURCES SAB DE OCAMPO VP FOR PUBLIC RELATIONS AND PROMOTIONS HILLARY JOVEN VP FOR SPECIAL EVENTS AND LOGISTICS SYLVIE REYES
EDITOR-IN-CHIEF MAISIE JOVEN FEATURES EDITORS BINGBONG AUSTRIA SAM TAMAYO LAYOUT EDITORS NIKKI CANLAS EDWARD SANTIAGO CREATIVES PAUL DOMALAON ROCKY NACPIL FINANCE AND CORPORATE AFFAIRS SHARA SANTIAGO HUMAN RESOURCES MEDJ DALAN PUBLIC RELATIONS AND PROMOTIONS NICA CRUZ CONTRIBUTORS ELLO CACHERO JANINA GUERRERO NATHALIA JADAONE
We’d like to hear from you! What do you think about this issue? Would there be anything else you would like to read about? Would you like to advertise? Send us your comments, suggestions, concerns and whatnots at email@example.com.
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Breaking down the misconceptions about advertising
03 POP out! 03
Pop out! How to Market Your Event Effective ways to make people attend your event 05
Going The Distance: AdCore Through the Years Revisiting AdCoreâ€™s history 07
Advertising 101 A peek into the advertising industry brought to you by ad professionals
01 Ad Myth...
05 Going the Distance
? 07 Advertising 101
Ad Mythbusters In this new age of information, it’s unfortunate many people remain misinformed about the workings of the advertising industry. To finally debunk these myths, Juiceletter sat down with Professor Eleanor Agulto, ad veteran and creative director of 5BC Integrated Communications group. Bingbong Austria
1. ADVERTISING IS MANIPULATIVE, UNETHICAL AND DECEITFUL “Advertising has a self-regulatory body. It’s called the Advertising Standards Council [or ASC]”, Agulto said. The ASC code of ethics contains sections on protection of children, presentation standards, consumer safety, product and environmental claims, price advertising and other miscellaneous concerns. Its earliest version was enforced by the Philippine Board of Advertising in 1974, but new developments in advertising and technology have prompted the need for modifications and adjustments. According to Agulto, the ASC tries to be rigorous with its approval process. It takes the advertiser’s storyboard and checks the advertising code of ethics for any violations. Networks like ABS-CBN and GMA will not air an advertisement unless it has the stamp of approval from the ASC. “If you say you are number one, you have to show sales. Number one simply means you have the most sales in your category. So you have to show that these are our sales and, versus our competitors, we are the best-selling,” she said.
See the advertising code of ethics here: http://www.asc.com.ph/our-standards/code-of-ethics/introduction
2. ADVERTISING IS A FUN AND EXCITING JOB “It’s kind of exciting, but it’s not all excitement and glamor,” Agulto said, referring to advertising as a career.
3. ADVERTISING IS ONLY FOR CREATIVE INDIVIDUALS Creativity is not a prerequisite to enter the advertising world. Account managers, for instance, have to be organized, strategic and diplomatic because they deal with the clients most often. Their tasks are also “very left-brained.”
When we think of people who work in advertising, we conjure up images of a yuppie (young professional) in stylish corporate attire, walking along the streets of Makati’s white-collar district. On the other hand, copywriters and But the ad life, it turns out, isn’t all it’s artists need to stand out and be unique, cracked up to be. which requires a lot of creative juice.
ILLUSTRATION ROCKY NACPIL
Agulto said it takes up a huge chunk of time, often extending beyond one’s It depends on what established working hours. Because of job function you want to the burnout, very few people stay in the get into. industry until retirement. They switch to other jobs because they’ve gotten In connection to AdCore’s belief in jaded by the work they do. everyone’s creativity, the organization recognizes that some people excel better at other departmental functions. The pay can be quite lucrative if you are In the end, the key to producing highquality work is finding the right kinds good. If you are good. of people to finish the job.
There’s a big ‘if’. 02
How to Market Your Event As a student of the College of Business Administration, I am constantly exposed to a plethora of events. It is sometimes hard for me to distinguish what exactly sets “this event” from “that event.” They have the same underlying theme and almost the same set of topics, so what exactly would induce me to attend “this” event or “that” event aside from the free food and incentives that come with it? Given this is a daily struggle of almost every college student, it is imperative for event organizers to come up with innovate ways to make their event stand out from the rest and POP. Sam Tamayo
Form the right image for your event
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If you want your event to be perceived in the right manner, you should be extra careful in picking out the theme of your publicity materials, using the appropriate mode of approach to capture your target audience’s interest, selecting the proper emcees and presenters, and other related activities. These will greatly affect the event’s ability to garner attention. Remember: this is the first step you must perfect to ensure a successful event.
Leave a trail of breadcrumbs Weeks before you launch your event, you should have planned out how you’re going to keep people on their toes about it. You can start by unveiling the event logo, releasing 30-second video teasers, or creating a contest for people to participate in. These methods increase event hype and intrigue your target market, which could eventu ally lead to a greater audience turnout.
Capitalize on ALL avenues of social media In this age and time, using existing technological platforms effectively can make or break your event. You may have an extremely good line up of events highlighted by distinguished speakers but if nobody knows or talks about them, all your preparation would go to waste. It’s all about packaging your event properly by using the right tools.
Build partnerships with credible organizations To boost your event’s appeal, it is highly recommended you establish partnerships with profit and not-for-profit institutions. By doing this, you will not only be able to construct networks with respectable individuals but also increase your event’s potential of being a blockbuster hit! This is also a great way of getting funds so I suggest you bear this step in mind.
Take many pictures and other forms of memorabilia ILLUSTRATION ROCKY NACPIL
If the event would be done on a semi-regular basis, take lots of photos, videos, etc. Furthermore, organize all related documents in a single file for future references. Afterwards, you need to publish the aforementioned materials to inform non-attendees about the existence of your event and entice more people to participate next time.
Going the Distance: AdCore through the Years
University of the Philippines (UP) Advertising Core has set the standard for promotions and advertising in UP. Indeed, AdCore has gone far and accomplished much since its establishment in 2006. Yet how did all this begin? How did AdCore come to life? Chloe Sy, with interviews from ExeCore 9 and Farrah Rodriguez
Our story began with a group of friends who were all passionate about advertising. Some were advertising enthusiasts, others were marketing geniuses, and many of them were champions in StratMark, a strategic marketing competition by the Philippine Marketing Association, and PANAnaw, an Integrated Marketing Communications competition for students by the Philippine Association of National Advertisers. They wanted to develop their marketing skills outside the classroom and apply their lessons to real-life projects. Because UP didnâ€™t offer advertising as a degree program, they formed an organization instead to serve their needs. AdCore was envisioned to be a studentrun advertising agency, primarily staffed by students from the three core colleges: College of Mass Communication, College of Fine Arts and College of Business Administration. In line with this, AdCore was modelled after the matrix structure of real advertising agencies and was defined by three core values that would help it stay true to its purpose. As years passed, AdCore gained more members and began taking up bigger projects, in partnership with other UP organizations and even corporate clients. AdCore was also given various recognitions for its achievements in UP. This rapid growth was fuelled by AdCoreâ€™s openness to change towards the better. Members strive constantly to improve their craft and deliver quality output with every project. In Year 10 and beyond, AdCore aims to provide effective and relevant advertising to the community at large, not just UP Diliman. By sustaining the momentum it has gained so far, AdCore plans to show others how advertising can be used as a vehicle to share significant ideas and make a great impact on society as a whole. 05
AdCore was established
Staple events were initiated
Application process was streamlined
Tambayan was finally granted
Departments were empowered to grow
Members were encouraged to stay involved
Systems and protocols were standardized
The AdCore Constitution was drafted
AdCoreâ€™s Brilliant Basics were strengthened
by defining AdCoreâ€™s DNA 06
Advertising 101 Do you consider yourself a creative person? Do you have a lot of ideas? Do you tend to think outside the box? Are you imaginative? Do you give much attention to details? Do friends sometimes find you weird? Do you think you’re not built for the usual nine-to-five job but are rather looking for something dynamic, unpredictable and exciting? Then perhaps an advertising career is perfect for you. Advertising relays communications from companies to influence a target audience to avail of their products or services. Most fast-moving consumer goods companies rely on the expertise and heavy experience of advertising companies for vital campaigns. If you’re interested in the advertising industry, there are different departments and job roles you should consider based on your strengths and skill set.
The planners provide the fuel and create the spark that will inspire the creatives in coming up with powerful campaigns. They are the thinkers, the tacticians, the researchers and the logical and rational ones who decide if the idea is too out of the box and over the moon, or if it is too mundane or uninspiring.
THE CREATIVES If the planners provide the flame and spark, it is the creatives who transform these into fireworks. Armed with the right insights, ideas and strategies, they create full-blown campaigns for TV, radio, print, out-of-home, digital or whatever form of media they can think of.
The creative team is often split into two: the art-based and the copy-based. The copywriter is the storyteller who whips up the narrative while the art director transforms the copy visually. THE PLANNING TEAM They work in tandem to create a piece Every campaign is rooted in a consumer of art that captures the target market’s insight and the planning team takes attention and fulfills the client’s care of that. They are the voice of the business objective. consumer, the in-house brand managers The creatives are also resourceful and and brand advocates. They develop innovative geniuses, often the quirky the key strategies based on a client’s and eccentric people of the bunch. business issue or marketing objective.
THE ACCOUNTS You have the flame and spark creators and great fireworks, and who else to best showcase these to the outside world but the accounts? They are the liaisons between the client and the agency. They are responsible for an in-depth understanding of a client’s business issues and relating these to the planners and creatives. They are the client service experts, the time-trackers, follow-uppers and relationship-builders. They are keen on details (often even obsessive-compulsive about them) and are the bridge of the agency to the rest of the world. These are three basic departments in an advertising agency, but as the industry evolves, agencies have began to incorporate other job functions such as having a digital team, a media planning and buying arm, a user experience team, and sometimes even an in-house production team. That’s because the advertising industry is, like what I said, dynamic, unpredictable and transformative.
WHAT BACKGROUND DO I NEED TO HAVE TO JOIN ADVERTISING? Having a bachelor’s degree in Business Administration has helped a lot in my stint as a planner, especially
when it comes to marketing, sales and communications. Although admittedly, I wish I could have had more classes in the humanities and social sciences, which could help me better understand the way people think, act and react towards others. Many of you have a background in Fine Arts or Mass Communication, although others may come from Psychology, Anthropology, Arts Studies and even Chemistry. The courses you graduate from may help in terms of your way of thinking, but I don’t think there is a specific mandatory. In advertising, one’s interest and passion for the industry is what really matters. So if you’ve got the guts and the penchant for problem solving and facing new and exciting things every single day, come and join the mad men in the crazy, beautiful world of advertising. Nathalia Jadaone
Nathalia Jadaone is a senior strategic planner at TBWA\ Santiago Mangada Puno. She graduated cum laude from the University of the Philippines Diliman in 2008 with a bachelor’s degree in Business Administration.