Philippine industry publishes first local advertising manuals

<p>A set of advertising manuals has been launched in the Philippines, </p><p>providing the first locally-produced and relevant text for the country's </p><p>mass communications undergraduates. </p><p><BR><BR> </p><p>Respected industry practitioners contributed to the Art and Advertising </p><p>and The Science of Advertising - "a who's who of the industry", </p><p>according to Campaigns & Grey group chairman Yolanda Villanueva-Ong, who </p><p>edited and pushed through the project, first mooted in the late </p><p>'70s. </p><p><BR><BR> </p><p>Contributors include Pedro Dy-Liacco Jr, Nestle Philippines senior </p><p>vice-president and director of communications; former J Walter Thompson </p><p>president and CEO Ernesto Gatchalian, now president-CEO of Campaigns & </p><p>Grey; McCann-Erickson president and CEO Emily Abrera; as well as Mon and </p><p>Abby Jimenez, who founded Jimenez & Partners (now Jimenez D'Arcy). </p><p><BR><BR> </p><p>Described as a "how to guide", The Science of Advertising takes care of </p><p>every aspect of the business except the creative part, which Art & </p><p>Advertising covers. </p><p><BR><BR> </p><p>The Science of Advertising tackles research, the various methodologies </p><p>used by marketing teams to develop strategies, positioning, pricing, </p><p>distribution, account planning, media planning and buying, the role of </p><p>PR and advocacy in the future, and DM. </p><p><BR><BR> </p><p>Art and Advertising, edited by Campaigns & Grey ECD Butch Uy, provides </p><p>an insider's view and a basic map of the creative and production </p><p>processes. </p><p><BR><BR> </p><p>Both books are intended to give the student a working knowledge of how </p><p>advertising fits in the marketing mix, because rarely does a marketer </p><p>'shoot from the hip'," Ms Villanueva-Ong explained in her preface. </p><p><BR><BR> </p><p>"In the new millennium, advertising has not only become respectable, in </p><p>fact, it has become accountable," she said, recounting the attitude </p><p>shift from the '70s, when she was often asked, "What's a nice girl like </p><p>you doing in advertising?". </p><p><BR><BR> </p><p>But by the '80s, the business started gaining a patina of legitimacy, </p><p>with Philippine universities offering advertising as a major in mass </p><p>communication courses, alongside journalism, broadcasting and </p><p>communications research programmes. </p><p><BR><BR> </p><p>"All examples are local ones, which makes the books locally-relevant to </p><p>mass-com students. In the past, we were using US-based text," said Ms </p><p>Villanueva-Ong, who was tapped to revive the project which took almost </p><p>three decades in the making. </p><p><BR><BR> </p><p>"The prime movers came and went, but they never got around to getting </p><p>the contributions." </p><p><BR><BR> </p><p>Through "nagging, persuasion and cajoling", she tapped her peers in the </p><p>industry to contribute. </p><p><BR><BR> </p><p>Contributors have agreed to forego royalties, which will be used to </p><p>develop a video version of the book for distribution to provincial </p><p>universities. </p><p><BR><BR> </p>