‘SHAUN ALEJANDRAE YAP UY’ Archives
AD Wars!
By SHAUN ALEJANDRAE YAP UY Early December 2009, we were already exposed to some political ads in the form of advocacy ads. First on the list is Sen. Manny Villar, who is running for the highest seat of office in the country. My students back in my Advertising class posed a very tricky question, “sir, isn’t that a political ad?”. My [...]
Propaganda or Hard-hit?
By SHAUN ALEJANDRAE YAP UY I came across an old book, “Marketing Warfare”, by Al Ries and Jack Trout. This book was lent to me by Liceo U’s Director for Institute of Short Studies, Mr. Leonie Eduave. The book also features successful and failed marketing campaigns, yet somehow contradicts with Jay Conrad Levinson’s “Guerilla [...]
Remembering an Icon
By SHAUN ALEJANDRAE YAP UY Thursday, December 3, 2009. A text message wakes me up; it carries rather unpleasant news. This was the day Sir Ralph Cecilio passed away. There are hundreds of us that remember the voice that reverberates through the walls of the classrooms of the Corpus Christi High School. Sir Ralph will always be in our [...]
The “Control Freak”!
By SHAUN ALEJANDRAE YAP UY NO! I’m not talking about your nagging partner or spouse. In marketing, this is a good thing. I am a perpetual learner in the field of advertising and marketing, learning the tricks of the trade and the hassles that come along with it. There are a lot of books and write-ups about these, but whose writing [...]
PBB, THE ELECTION FAILSAFE SOLUTION?
By SHAUN ALEJANDRAE YAP UY NO! This is not “Pinoy Big Brother”, PBB has a whole new different meaning. It means Pay Before Broadcast. It seems that the major media companies are safeguarding their revenues in preparation for the coming elections. Is this really the failsafe solution? We’ll try to address this issue point-by-point. [...]
AD VENTURES
By SHAUN ALEJANDRAE YAP UY Tarpauline everything, from birthday greetings to billboards. Truly, times have changed. Since the beginning of civilization, mankind has been doing ads, among the earliest forms were the spoken word (not to be confused with word of mouth), written message, wall signs and trademarks. Spoken word refers to the [...]
IS TECHNOLOGY REALLY HELPING?
By SHAUN ALEJANDRAE YAP UY It’s physically and mentally draining. I’ve spoke with some executives in the past weeks, they really are into technology, loading up their gadgets with their work and business stuff. I do too; appointments are on my phone, in my email, my facebook page, stuff like that. There are so many reasons for you to [...]
STATIONERY vs. FACEBOOK
By SHAUN ALEJANDRAE YAP UY Our entrepreneur friends have picked it up this past year, using “friendster”, “multiply”, and of course “farmtown” - I mean “facebook” - to their advantage. This is good to know, we’re marketing all over the internet, social networking sites, homepages, and the like. We act like true [...]
FORGOTTEN TEACHINGS
By SHAUN ALEJANDRAE YAP UY I need a break, a very long break. This is what I told myself two days ago, battling through a stupid cough and runny nose. Bummer! Then I stumbled upon a quote from a famous person, Lao Tzu, “to be worn out is to be renewed”. WOW!, talk about inspiring words. Indeed, I am renewed, from carefree to careful, [...]
SEND TO MANY!
By SHAUN ALEJANDRAE YAP UY Advertising is a form of Mass Communication. People tend to forget this 99% of the time, so they market their small or medium businesses by themselves or personally. This is good only if you have the time, energy, a calendar with 600 days in a year and of course billions of cash. This is where advertising comes in to [...]
