englres thesis paper

7/30/2019 Englres Thesis Paper

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I. Introduction

Advertising is a kind of communication in which verbal and non verbal forms are

used to deliver a message with the intention of persuading or convincing people to learn

about a product, service, person, event. It works on creating recall in order for target

markets to purchase or try the product.

Advertising may be of two types: the above the line advertising and below the

line advertising. Above the line advertising makes use of the tri-media or the TV, Radio

and Print while the below the line advertising covers most outdoor advertising including

the IMCs and events or activations.

Hence, looking at this, we can see that advertising has many branches and its

tools are delivered in many ways. This is why the advertising industry needs a

collaborative effort from many professionals such as graphic artists, managers,

coordinators, directors and other artists and the like.

Plus, in an advertising agency, department heads representing different

committees divide their tasks in order to deliver a project smoothly.

In order to get a job in the advertising industry students take advertising courses

where they can acquire proper training and knowledge on the concepts that bound

advertising.

Furthermore, personal qualities and talents or skills of students matter in this job.

Hence, job matching should be given importance in order to create more productive and

satisfying career in this field.


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II. Body

A. Advertising

1. Overview of Advertising

Undoubtedly, the advertising industry is a major sector of a countrys economy,

generating works to hundreds of thousands of workers and in some estimates

particularly in the US, has accounted for about 2% of the nations annual output.

Moreover, here in the country, whilst the economy is growing and performing well and

the market has started to expand, businesses have looked up to advertising as a tool to

cash on business opportunities. With this, growth in business has led to a subsequent

growth in the advertising industry offering a multitude of functions to its clients that is not

limited to (1) client servicing, (2) media planning, (3) media buying, (4) creative

conceptualization, (5) pre and post campaign analysis, (6) market research, (7)

marketing and (8) branding.

1.1. Pros and Cons of Advertising

While it is a fact that advertising helps address the message and value of a

certain product and/or service, each type of advertising does have its own definite

advantages and disadvantages which is necessary to understanding as to which would

fit on the best use of an advertising budget. For instance, television which falls under

broadcast advertising reaches a large audience and captures ones attention by its

usage of sight, sound and motion; however, there is no selectivity of audience and

would be rather expensive to produce. Print advertising which is the oldest form of

understanding, on the other hand, is inexpensive to produce but has short shelf life.

Online advertising, which has emerged in the Internet Age, meanwhile, targets specific


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geographic, behavioral, professional and business-specific subsets but because of low

click-through rates and consumer fatigue, people are becoming overloaded with online

advertising.

1.2 The Role and Purpose of Advertising

With the emergence of the new, fresh and innovative technology called The

Third Wave media in the past years, the role and purpose of advertising has changed

as well to keep up with the discerning tastes of the market. Although, it could be

stressed out that advertising is useful to society in several ways such as that it

encourages purchasing, reflects cultural trends, promotes economic growth, improves

standard of living and builds brand distinction.

1.3 Types of Advertising

Various existing types of advertising can be effectively used in advertising: the

(1) traditional mode of advertising such as print advertising (newspapers, magazines,

brochures, flyers), outdoor advertising (billboards, kiosks, events, trade-shows),

television advertising and radio advertising and (2) the modern type of advertising such

as online advertising, surrogate advertising, public service advertising, covert

advertising, celebrity advertising, in-store advertising, etc. The industry faces longer-

term challenges as consumers transfer from traditional media to digital platforms. It has

been noted out that the emerging digital market offers greater advantages which

includes lower distribution costs, the capacity to target ads to individuals rather than

broad groups and more precise tools to estimate ad impact.

2. Establishing a Link Between Business, Brand, Marketing and Advertising Strategies


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Effective marketing and advertising strategies are necessary to integrate to grow

and succeed in ones business. Understanding that branding does not only means

getting ones target market to choose over the competition but rather is about getting

prospects to see as the only one that provides a solution to their problem. According to

Lake (nd), in order to succeed in branding understanding the needs and wants of

customers and prospects is necessary and is done by integrating the brand strategies

through the business at every point of public contact.

3. Careers in Advertising

Whether it is on the creative aspect of advertising and marketing, the capital

employed or even the number of persons working within the field, the advertising

industry in the country has indeed slowly broadened its horizons throughout the past

decades. People who have sharp interest and fascination of consumer insights and

brand strategy and are truthfully passionate about creative ideas are believed to be

more likely to build a long-term career in the industry.

3.1 Departmental Roles

Suggett (nd), in his article called The Structure of an Advertising Agency,

suggests that however large or small the agency, there is a basic structure that most

advertising agencies stick to. Generally, there are six (6) major departments in any

advertising agency which can be split into other sub-departments, or given various

creative names, but the skeleton is the same as mentioned (Suggett, nd). These

departments are the Creative Department, Account Services, Account Planning, Media

Buying, Finance and Accounts and the Production.

3.2 Assessing Advertising Approaches in Departments


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a. Creative Department

Although it could be said that every department is vital in an advertising agency,

the creative department defines it as they conceptualize this particular brilliant thing

called idea. The people that come up with such ideas and turn them into ads are

composed of Production Artists, Creative Designers, Copywriters, Art Directors and

Creative Directors. The Creative Director oversees the whole team and ensures that the

work the team is doing is both on brief and of a certain quality (Suggett, nd). The

Copywriter comes up with the words, while the Art Director is responsible for the "look"

of the ad (Suggett, nd). Creative Designers may vary depending on proficiency as there

are graphic designers, web designers and even product designers. Production artists

take charge of setting up of files for print which requires attention to detail.

Communicating a client's message in a way that is simple, original and persuasive is the

key role of the team.

b. Account Services

The department comprises of Account Managers, Account Executives, Account

Directors and Client Service Directors. These are the people responsible for overseeing

the entire advertising process, from assisting the client in putting together the marketing

strategy, through to writing the brief and overseeing the production of the finished

advertisements.

c. Media Buying

The function of the media buying department is to procure the advertising time

and/or space required for a successful advertising campaign. Their task is to negotiate

and position all media activity and leverage negotiations and increase added value


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benefits. This includes TV and radio time, outdoor, magazine and newspaper insertions,

internet banners and takeovers and anywhere else an ad can be placed for a fee. Close

collaboration with the creative department is involved who came up with the initial ideas,

as well as the client and the kind of exposure they want.

d. Production

The Production Department (Studio Production, Television/Radio Production

and/or Print Production) is consulted to talk about the feasibility of executing certain

ideas during the creative process. The creative and account teams will start to

collaborate with production to get the campaign produced on budget once the ad is sold

to the client.

e. Other Departments and Personnel

There are several other departments within the advertising agency such as the

Traffic Department who ensure the smooth flow of work through the various agency

departments and the Dispatch personnel whose main duties are sending packages from

the agency, as well as distributing incoming mail, packages and messages throughout

the agency.

B. Local Studies on Advertising careers

There have been a few writings made available in the context of Philippine

advertising careers. While the advertising sector has also been evidently affected by

the global recession during the past years, it could be said that more advertising-

related jobs such as Graphic Artists, Sales Executive, Marketing Manager, Account

Executive, Copywriter, etc., be it for entry-level, supervisory-level or managerial-

level employees relating to advertising are being posted in leading newspapers and
http://advertising.about.com/od/planning/a/budgetads.htmhttp://advertising.about.com/od/planning/a/budgetads.htmhttp://advertising.about.com/od/planning/a/budgetads.htmhttp://advertising.about.com/od/planning/a/budgetads.htm


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job-search engine websites such as jobstreet.com, jobdb.com and careerjet.ph.

Although in the latest "Beyond the Numbers" report of National Statistical

Coordination Board (NSCB) Secretary General Jose Ramon Albert as cited by

Lopez-Gonzales (2013), no exact advertising career-related has been enlisted in

the top 10 most in demand jobs in the Philippines except for accountants and

auditors which is a universal career that can be lend to any other industry. On the

other hand, De Leon (2013) noted out that marketing officers are in-demand in local

employment. In an article from the Philippine Star (2013) entitled McCann

Worldgroups Raul Castro receives Lifetime Achievement Award, Raul Castro,

McCann Worldgroup Philippines chairman and CEO,was said to have exceededqualifications for forging a career devoted to elevating standards of creative

excellence, enhancing the level of professionalism and furthering the cause of

advertising as a profession and as an industry. Moreover, in his acceptance

speech, Castro defined successful advertising as follows:

works that can positively impact on lives. That has become my guiding

principle in almost everything I do, in the business Ive decided to stay in. If,

through my works, I have changed, even for a wee bit, one persons life

positively, then I think I have achieved something. Only then would I think, I

deserve this award.

In other news, in an article called PH more fun brand campaign wins Japans

Yomiuri Ad Award, it was noted out that Philippines attracted global attention, as the

Department of Tourisms Its more fun in the Philippines branding campaign bags the

Readers Choice for the Fun category of the Yomiuri Advertising Award 2013 at the


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Prince Tower Hotel, Tokyo, Japan. Undoubtedly, Filipino advertising agencies are

making big names locally and internationally. Moreover, the Philippines marketing and

advertising communities have spoken in unison to underscore the industry-wide

importance and impact of the countrys first Platinum Award at the recent Asia Pacific

Digital Media Awards (DMA) (Ople 2012). DMA is renowned in the region as the most

respected digital awards show, honoring the best in creativity, innovation and

effectiveness in digital marketing (Ople 2012).

Ople (2012) highlighted that according to Philippine Association of National

Advertisers (PANA) President Margot Torres, Coca-Cola and McCann winning the

highest honors for the OFW campaign has once again placed the Philippines on the

marketing and creative map. This inspires other PANA members to elevate the

marketing practice to global standards and to promote good values which are part of the

associations mission. In addition, the following has been argued by Torres as noted by

Ople (2012):

This achievement is proof that the local advertising and marketing industry is

undoubtedly one of the most progressive in the world. PANA commends Coca-

Cola and McCann for continuing to inspire the rest of the Philippines to shine in

the regional and global arena. Exciting times are ahead; this new breed of quality

and transformative campaigns that incorporate innovation in content, media and

messages are what will shape the future of the industry,

Definitely, the advertising career here in the country is being sought after by more

students and professionals are getting more inspired with what they see as they

walk around the house and the industry is more likely to continue to succeed even


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more to create compelling innovative and globally acclaimed works in the coming

years.

C. Foreign Studies on Advertising Careers

In the UK, employment in the advertising industry is another key way in which to

examine the economic value of the UKs advertising industry (Albert and Reid, 2011).

More people in employment equates to more products and services being produced,

more wages earned, a higher standard of living, an increase of highly skilled workers,

increased consumer spending and greater tax contributions amongst other things

(Albert and Reid, 2011). Furthermore, the advertising industry in the US is now

dominated by large, multinational holding companies. On the contrary, in a study by

Bendrick, Jr., Ph.D. and Egan, Ph. D. (2009), although employment discrimination has

sharply diminished across the American labor market over recent decades for the Black

Americans, systemic barriers to equal opportunity in this $31 billion a year industry have

remained largely intact (Bendrick, Jr., Ph.D. and Egan, Ph. D., 2009), the advertising

career contributes largely to the growth of the economy. Meanwhile, in Indian

advertising industry as described in an article by Indian Advertising, An Overview last

2011, TV and Print media shall continue to dominate the share, while Internet

advertising is expected to grow at a pace faster than other mediums. Mass media

advertising still holds an upper edge over targeted advertising (Indian Advertising, An

Overview, 2011).

D. Execution of Research Methodology (Case Study)

With the aim of the researcher to identify specifically as to which of the

aforementioned careers in the advertising industry are mostly preferred by college


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students of De La Salle University Manila, the researcher randomly selected fifty (50)

La Sallians (with equal distribution of 25 boy participants and 25 girl participants) to

participate in the survey questionnaire conducted. Below is the survey questionnaire:

Research Paper Questionnaire

Good Day! I am Meljorie Co, currently an undergraduate 3rd year college student

majoring in Advertising. I would appreciate if you can share your time to answer the

survey questionnaire below relating to career preference of the students of De La Salle

University Manila in advertising industry. Thank you.

INSTRUCTION: Please answer accordingly.

1. What type of advertising career would you like to engage in?

a. above the line advertising (Tri-media)

b. below the line advertising (activations)

2. Specifically, which advertising career would you like to do?

a. Tri-Media e. TV only

b. Radio only f. Print Only

c. Outdoor advertising g. Events

NAME

YEAR

COURSE


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d. Media Buying

Please tell us why?______________________

3. What are the major factors that made you consider it? Identify three.

a.

b.

c.

4. Under what specific Department in the advertising agency would you see

yourself working?

a. accounts management department

b. accounting and finance department

c. operations management department

d. hr management department

5. What are the factors that made you choose this? Give three.

a.

b.

c.

6. What specific advertising positions do you consider in the future?

a.

b.


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c.

7. What are the skills and capabilities that you have that you think match the

requirements of the position you are considering? Give at least three.

a.

b.

c.

Thank you for your time. Have a good day!

Computed Mean and Analysis of the Data

After gathering all the completed questionnaires from the respondents, total

responses for each item were obtained. The following summarizes the results of the

survey:

QUESTION 1

What type of advertising career would you like to engage in?

Total Number of Respondents = 50 Respondents

Result

a. above the line advertising (Tri-media) 0.54b. below the line advertising (activations) 0.46

The table above reveals that 54% of the total respondents prefer above the line

advertising while only 46% prefers below the line advertising. It could be said that the

result is particularly balanced. It could be noted that the result for students choosing


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above-the-line advertising as type of advertising career La Sallians prefer to engage

into could be particularly high due to interest of most students in activities relating to

common types of ATL advertising such as TV and radio commercials. While for others

who prefer below-the-line advertising, they believed that this is progressively more

important within the communications mix of many companies specially for those who

wish to get hired in FMCG companies. It could be highlighted that an increasing

preference towards below-the-line advertising is evident in the result as the researcher

is expected to get above 70% average for above-the-line advertising.

QUESTION 2

Specifically, which advertising career would you like to do?


Result

a. Tri-Media 0.23b. TV only 0.19c. Radio only 0.02d. Print Only 0.21e. Outdoor advertising 0.04

f. Events 0.18g. Media Buying 0.13

It could be summarized in Question 2 that 23% of the total respondents prefer to

do tri-media advertising should they be having an advertising career. Tri-Media is

traditionally advertising through TV, radio and print. 21% would want to do print only,

19% would want to do TV only, 18% prefers events and so on. As there is a follow-up

question at the bottom part questioning as to why they chose such, most of the

respondents who answered tri-media noted out that they would want to be exposed to

different medium at the same time as this will allow them to put into reality the learning

what they have presently acquired in the university. In addition to this, one of the key


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factors that made most of the respondents to prefer tri-media is due to the reason that

print, television and radio still remains to be an effective advertising and marketing tool

when it comes to communicating ones message to target audience. It may also be

stressed out that some respondents through their early stages of career would want to

experience and have a deeper understanding of tri-media.

QUESTION 4

Under what specific Department in the advertising agency

would you see yourself working?


Mean

Accounts Management Department 0.32

Accounting and Finance Department 0.19Operations Management Department 0.40HR Management Department 0.09

Furthermore, Question 4 reveals that most La Sallians who participate in the

survey questionnaire see themselves working in Operations Management Department

(40%) than in other departments. Only 9% of the total respondents wants to work for HR

Management Department. With the Operations Management Department as the

number one choice, it was interesting to note that the participants are typically creative

individuals with leadership skills and are good in multi-tasking. Most of the respondents

who answered Operations Management as department of choice considered working

for the department due to the reason that they wish to utilize their skills and knowledge

attained in the university to provide information to the consumer about the companys

products and services.


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In addition, the top three (3) responses of the participants when asked as to what

they would want to become should they get hired in an advertising agency are as

follows: Marketing Manager (36 %), Promotions Director (22%) and Creative Director

(16%). Lastly, the respondents strongly believes that in order for them to successfully

get into the position they wish, most advertising agencies prefer university students with

a degree either in commerce, business, marketing, economics, law or arts. The

industry, they think, needs determined, has initiative and creative people who think

outside of the box and are good problem solvers. Getting a double degree or MBA

would be an edge as they mentioned.

III. Conclusion

In general, the advertising industry in the Philippines has performed and

exceeded expectations in the past decades as it continuously grows with the discerning

taste and needs of the marketing. Although ad spending tends to be relatively higher in

wealthier, consumer-driven nations such as in the US, the local advertising industry is

so much linked in the nations daily industry and trade that consumers may not realize

how persistently they are bombarded with product pitches. With only a few writings

pertaining and dedicated to the growth of advertising careers here in the country, it

could not be ignored that the industry has seriously played an important role of

accelerating the countrys growth therefore, attracting students from different

universities in the country to get into the field such as the La Sallians.

After the results were analyzed based on survey questionnaire and interview

samples, the researcher came up with the following conclusion: (1) the respondents

from De La Salle University Manila who participated in the survey questionnaire are


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similarly interested in both above the line and below the line advertising, (2) the

respondents are basically interested to develop their skills, talents and knowledge

acquired in the university as they enter the real world of advertising industry and (3) the

respondents are confident and optimistic that getting a long-term career in the industry

could be obtained if you have the right mindset to engage consumers through.

ANNOTATED BIBLIOGRAPHY

Source

Authors

credibility

Summary

Comparison

(similarities)

with other

Lake, L. (N.d). What is Branding and How Important is it to

Your Marketing Strategy? Retrieved from

http://marketing.about.com/cs/brandmktg/a/whatisbran

ding.htm

Laura Lake has over 15 years of online and traditional

marketing experience. Marketing is not her job or career, it's

her passion. She serves as a marketing consultant that

specializes in marketing strategies for small and medium sizes

businesses. Laura helps companies in the development of

their marketing strategy and plans, brand identity, social media

strategy, public relations, digital marketing, search engine

marketing and more. Her study focused on the importance of
http://marketing.about.com/cs/brandmktg/a/whatisbranding.htmhttp://marketing.about.com/cs/brandmktg/a/whatisbranding.htmhttp://www.lauralake.com/http://www.lauralake.com/http://marketing.about.com/cs/brandmktg/a/whatisbranding.htmhttp://marketing.about.com/cs/brandmktg/a/whatisbranding.htmhttp://www.lauralake.com/http://www.lauralake.com/


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findings

Target

Audience

Strength and

limitation

Relevance

branding to understand the needs and wants of a market. As

compared to other findings, Laura has other several suggested

reading that relates to advertising and marketing that is

fundamental in the formation of the article. It could be noted

that the article is both beneficial to both marketing and

advertising-related teachers and students due to the fact that it

tackles relevant issues. The limitation of her study is that the

article is too broad. However, this article is relevant to the

researchers paper as it clearly attempts to define the link

between business, branding, advertising and marketing

strategies.

Source

Authors

credibility

Summary

McCann Worldgroups Raul Castro receives Lifetime

Achievement Award. 2013. na. The Philippine Star. Retrieved

from http://www.philstar.com/business-

life/2013/04/22/933385/mccann-worldgroups-raul-castro-

receives-lifetime-achievement-award

The Philippine Star is a daily English-language broadsheet

newspaper based in Manila in the Philippines. It is among the

top three broadsheets in the country, by circulation, along with

the Philippine Daily Inquirerand the Manila Bulletin, with other

Philippine newspapers trailing far behind. The article released

by The Philippine Star is strikingly motivating specifically for
http://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://en.wikipedia.org/wiki/Philippine_Daily_Inquirerhttp://en.wikipedia.org/wiki/Manila_Bulletinhttp://en.wikipedia.org/wiki/Philippine_newspapershttp://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://www.philstar.com/business-life/2013/04/22/933385/mccann-worldgroups-raul-castro-receives-lifetime-achievement-awardhttp://en.wikipedia.org/wiki/Philippine_Daily_Inquirerhttp://en.wikipedia.org/wiki/Manila_Bulletinhttp://en.wikipedia.org/wiki/Philippine_newspapers


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Comparison

(similarities)

with other

findings

Target

Audience

Strength and

limitation

Relevance

the students to get inspired by the achievements, beliefs and

principles of Raul Castro. With the article being included in the

Local Study of Advertising Careers, it would add up to the

impact the local industry of advertising has made and will build

for the future. It could be noted that the article is both beneficial

to both marketing and advertising-related teachers and

students due to the fact that it tackles relevant issues. The

limitation of her study is that it focuses more of Raul Castros

achievements but then, it also includes his beliefs and

principles of creative excellence. However, this article is

relevant to the researchers paper as it helps address issue in

the local advertising industry.

Source

Authors

credibility

Ople, C. 2012. Marketing and Advertising Communities Laud

Philippines Success in the International Digital Arena.

Retrieved from http://thenewmedia.com/marketing-

advertising-communities-laud-philippines-success-in-

the-international-digital-arena/

Carlo Ople currently serves as the Sr. Manager for Social

Media Marketing of the Kapatid network, TV5. Hes the founder

and former Principal Consultant of Catalyst Interactive

Marketing Inc., a digital marketing agency based in the
http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/http://thenewmedia.com/marketing-advertising-communities-laud-philippines-success-in-the-international-digital-arena/


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Summary

Comparison

(similarities)

with other

findings

Target

Audience

Strength and

limitation

Relevance

Philippines. Prior to Catalyst, he was the Digital Marketing

Manager of Friendster and Marketing Head for the Casual

Games Division of Level Up Philippines. Same as with other

articles related to achievements earned by the local advertising

agencies, the article discusses the success of Philippines in

the International digital arena as it elevates the marketing

practice to global standards and to promote good values which

are part of the associations mission. The article is both

beneficial to both marketing and advertising-related teachers

and students due to the fact that it tackles relevant issues. The

study is limited to few issues though. The article is relevant to

the researchers paper as it clearly discusses how the

advertising industry has developed progressively in this Digital

Age.

Source

Authors

credibility

Summary

PH more fun brand campaign wins Japans Yomiuri Ad Award.

2013. na. Retrieved from

http://goodnewspilipinas.com/2013/07/29/ph-more-

fun-brand-campaign-wins-japans-yomiuri-ad-award/

The website is relatively new but is featuring inspirational

stories which have been cited in other websites. The article

tells the success of the brand campaign Its more fun in the

Philippines and how the DOT partly attributed the campaigns
http://goodnewspilipinas.com/2013/07/29/ph-more-fun-brand-campaign-wins-japans-yomiuri-ad-award/http://goodnewspilipinas.com/2013/07/29/ph-more-fun-brand-campaign-wins-japans-yomiuri-ad-award/http://goodnewspilipinas.com/2013/07/29/ph-more-fun-brand-campaign-wins-japans-yomiuri-ad-award/http://goodnewspilipinas.com/2013/07/29/ph-more-fun-brand-campaign-wins-japans-yomiuri-ad-award/


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Comparison

(similarities)

with other

findings

Target

Audience

Strength and

limitation

Relevance

success to the power of social media, this being the launching

pad and source of never-ending support. The article is a solid

proof there is a plenty of room of creativity and participation for

the Filipino advertising industry. The good news is beneficial to

all Filipino citizens as this is success of everyone.

Furthermore, this article is relevant to the researchers paper

particularly in the Local Study of Advertising Career as it

provides engagement for everyone that the advertising

industry is indeed creative and worthy of the merit it gains in

other countries.

Source

Authors

credibility

Summary

Comparison

(similarities)

Suggett, P. (N.d.). The Structure of an Advertising Agency:

The basic organizational structure of a typical ad agency.

Retrieved from

http://advertising.about.com/od/guidestoadvertisingpr/

a/The-Structure-Of-An-Advertising-Agency.htm

Paul Suggett is currently a respected Copy Director for Starz

Entertainment, creating advertising for the many new original

series being created by the channel and has been a Creative

Director and Senior Copywriter in his past jobs. His article

clearly defines the six major departments within the advertising

agency. It could be argued that his article is complete in terms

of content and information for everyone who wants to have a

complete understanding on the different departments by small
http://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-Agency.htmhttp://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-Agency.htmhttp://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-Agency.htmhttp://advertising.about.com/od/guidestoadvertisingpr/a/The-Structure-Of-An-Advertising-Agency.htm


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with other

findings

Target

Audience

Strength and

limitation

Relevance

and large advertising companies. As with other findings, most

information that are shared are almost exactly the same as

with others. However, his article is more detailed and up-to-

date. It could be noted that the article is both beneficial to both

marketing and advertising-related teachers and students due

to the fact that it tackles relevant issues. The limitation of her

study is that the job description for each breakdown for the six

major departments is very few and is not further elucidated.

However, this article is relevant to the researchers paper as it

truthfully gives information for what is needed of it.

Source

Authors

credibility

Summary

Comparison

(similarities)

with other

findings

De Leon, S. G. 2013. DOLE urges students to take

courses suited for in-demand jobs. Retrieved from

http://news.pia.gov.ph/index.php?

article=231362121824

Pia S. De Leon is presently working for Philippines

Informations Agency as a writer. The article discusses the

top 10 in-demand jobs here in the country. The article is

up-to date and is relevant to this day as it educates the

young generation as to which field would best ones skills

while taking into consideration if these are popular and in-

demand to this day. It could be noted that the article is both

beneficial to both marketing and advertising-related
http://news.pia.gov.ph/index.php?article=231362121824http://news.pia.gov.ph/index.php?article=231362121824http://news.pia.gov.ph/index.php?article=231362121824http://news.pia.gov.ph/index.php?article=231362121824


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Target

Audience

Strength and

limitation

Relevance

teachers and students due to the fact that it tackles

relevant issues. The limitation of her study is that it focuses

only on determining the top jobs but does not tackle the

present condition of the unemployed people. However, this

article is relevant to the researchers paper as it gives a

hint as to what the advertising industry is nowadays.

englres thesis paper

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