It started out as a joke.

A group of officemates could not get Siri, the voice command system of the Apple iPhone 4S, to understand their commands. They played around with the idea of a Filipino version called Vangie and cracked more jokes about different Pinoy commands and the responses it could deliver. If this was a normal office Vangie would have just stayed as an idea, doomed to eventually be forgotten. But all this happened in the office of Gung Ho Films Manila, a new production outfit based in Makati, and the fun banter turned into a brainstorming session that brought Vangie to life. Vangie was born out of creative wedlock. There was no legitimate plan. It was in the heat of a an A-Ha moment when this sexy new gadget came along but apparently was too unfamiliar with Pinoy foreplay, shares Lizanne Padilla-Alcazaren, Managing Director of Gung Ho Films Manila, in an e-mail interview with New Media PH. Vangie was in luck because the group that conceived her did not only have creativity but also the skills, experience and expertise to make it all happen. Following their brainstorming, Gung Ho Films formed a team to write the script, shoot the scenes, edit the video, and upload it on YouTube. Paolo Dy, Director and Creator of Vangie, was ecstatic with how everything came together. We all started throwing ideas around about what a Vangie would do: she would understand jejemon talk, shed help you cook Pinoy-style spaghetti, shed have a snatcher-detection feature, and shed have this brash, earthy personality that worked on loads of cario-brutal. The rest, as they say, is history. The video now has over 1,000,000 views as of this writing, and it has the potential to grow even more especially since Gung Ho has plans of creating more videos for Vangie. Whats refreshing to hear is that theres no grand masterplan behind Vangie. TheGung Ho Films Manila executives share that the entire viral process is a collaboration between them and their audience. We have our own ideas about where we want to take Vangie, but as with all viral efforts, were responding to the ebb and flow of the publics response to her, sometimes hour by hour. Its a wonderful give and take, but rest assured that Vangie will be there making her fans laugh for quite some time to come, says Paolo. Vangie will entertain and reek of sarcasm but will send out not so subtle messages of how to deal with the quirks of Filipino life, thus the line Fix your life, adds Lizanne.

It looks like we havent seen the last of Vangie and well be seeing more videos in the next few weeks. Who knows? Maybe someday when Apple releases the Siri API we will actually see Vangie become truly part of our everyday life as an iOS application. Vangie, the Pinoy Siri, has turned into a viral smash hit here in the Philippines. The video has already racked up more than 1,000,000 views and theyll definitely get more as the days go by. They already uploaded a follow-up video as well which has already garnered 40,000 views. The question people are asking now is whos behind Vangie? Is this to market some product like the failed Veet campaign? Well it looks like the product here is the actual video. The creative thinking and production put in the the whole thing. We got a tip on the IMMAP Facebook Group (Thanks Cynthia!) that the company behind this might be ! GUNG HO Films Manila. Heres an excerpt from the info section of their Facebook Page: Gung ho films is an artist-led, producer-run production company in Manila, Philippines that provides systematically efficient and and creative production services for high-quality film and digital video productions. We are a vibrant team packed with some of the best creative minds in the industry and the most organized producers. We love what we do and were all good at our chosen fields. Therefore, were extremely easy and pleasant to work with. Were nurturers, carefully choosing and training production professionals so that we can always give no less than the most highly-skilled, honest and reliable production teams that work passionately towards the best results. While our target is to always deliver excellently made films, we also believe that great work isnt just about the end product, but how you get there. Thats why from process to creative output were committed to doing it best. A report came out yesterday talking about the different prices of LTE (4G) in different countries all over the world. This is relevant news for us since SMART is working on rolling out their LTE service in 2012 (or 2013, nobody really knows). Were currently part of the beta test and to say that this technology gives you ridiculous fast mobile internet is an understatement. The highest DL speed Ive ever reached was around 40Mbps in Greenbelt, Makati City. You can literally download 700mb files in just a few minutes. Anyway with this kind of fast internet the question is how much will we pay monthly? Will this have a data cap? Based on the prices from other countries LTE access will definitely be priced at a premium and it will have a data cap.

So how much is it per month? The actual price is still fluctuating though depending on what part of the world youre at. In the US, Verizon Wireless charges $80 USD (Php3,520) for 8GB of data. In Australia Telstra charges 30 Euro (Php1,650) for 8GB of data. According to the study the average monthly price for LTE is somewhere around the middle of this range, somewhere around Php2,500Php2,700. Thats thrice the amount that you pay for Unlimited Data for postpaid plans here in the Philippines today. Bottom line is If youre the type that downloads a lot of stuff with your internet connection, stick to your DSL. Mobile internet, specifically 4G LTE, wasnt made for that kind of use unless youre willing to burn cash like theres no tomorrow. This type of technology really is more for people who want to have reliable and fast internet connection while on the go. Is there any chance that the cost will go down? Yes. Analysts say that LTE price will drop by 60% to around 20 Euro or Php1,200 for 8GB of data monthly in 5 years (around 2016). In the the last 29 years of my life Ive been to a lot of product launches and events. Ive been to product launches in and out of the Philippines. However I think I just saw the biggest, wildest, and craziest product launch ever. Last Thursday Smart Communications shut down Power Plant Mall in Rockwell from 10PM-4AM for the campout and launch of the iPhone 4S. It was just epic. Everybody who went to the mall probably felt they were fulfilling one of their childhood dreams: walking around a mall and getting tons of stuff for free. Heres what Smart offered: Free food from Burgoo, Cibo, and Sumo Sam Free arcade at the Power Station Free screenings of Mission Impossible (w free popcorn and iced tea) Free coffee from Starbucks and CBTL. You pick whatever you want to drink. Free concert from Lupe Fiasco (which was just wild!) Free drinks and food during the concert courtesy of Hizons Catering They raffled tons of stuff away like MacBooks, iPads, iPods, and a Subaru car worth around Php2.5M.

What made me feel ridiculously VIPsh was when we were already going out of the mall. Smart even paid for the parking (WHAAAT). When the clock struck 12 they started handing out the iPhone 4S to those who reserved their units. Saw tons of celebrities who were there to pick up their new phones. Also saw a lot of familiar faces from work. Here are a few pictures I was able to take during the event:

This is the last entry for the IMMAP Open Mic Night Coverage. If you havent read the first two entries, click here for PART 1 and click here for PART 2. To close let me just share with everyone my presentation during that evening. Before we get to the video though allow me to walk you through the preparation process. This was singlehandedly the hardest talk Ive ever given. I never imagined that I would have such a hard time building 20 slides for a 6-minute presentation! Preparing for Pecha Kucha: What should I talk about? I initially was going to do a talk about Digital Marketing. I was playing around with the idea of Social Media as a prism and not as a mirror and how we should be creating campaigns that target specific facets of our consumer. Ill probably just write about it here next week. Anyway, I decided to settle on that as my topic and prepared all the slides as well as the 20 points. I also rehearsed a bit just to get the rhythm and the flow correct. Last Minute Change of Topic The IMMAP Open Mic Night was at 7:00PM. I was coming from another speaking engagement in Clark when something hit me hard while riding the van back (this was around 5:30PM). I got it all wrong. Pecha Kucha is supposed to be about story telling and I prepared a lecture! I immediately sat up and started thinking of another topic. I opened my MacBook and checked out the notes of my original talk and then I saw this message that my wife typed on the Word Document with my notes while I was taking a shower in the morning. Her message is italicized. The words that follow are my notes from my previous talk and the captions to the screenshot. I am the luckiest man on earth to have such a loving, prayerful, and supportive wife! In an instant after reading the note I had my topic. Lessons that I learned from my close friend and Pastor, Dennis Sy, started creeping in my brain. I would share one of the the greatest and most meaningful stories that I know of. It was a story that had some lessons in it and at the same time I knew I could tie it to digital at the end. And somehow for some weird reason I knew that this was what I was supposed to share the love story of me and my wife. In 15 minutes I was able to put together the deck. I wrote the entire talk in 10 minutes, sent it over to my office in Fort for printing (LENG THANK YOU) and I had it pasted on index cards because I knew I didnt have enough time anymore to commit to memory everything. I arrived at IMMAP Open Mic Night a bit early and I was still able to enjoy all the talks of the first and second set. I went up the stage as the last speaker for the second set.

TARLAC STATES UNIVERSITY COLLEGE OF ARCHITECTURE AND FINE ARTS

TERM PAPER IN MARKETING AND ADVERTISING 1

SUBMITTED TO : OSCAR D. PECSON SUBMITTED BY : ROEN R. PALAFOX

REACTION PAPER :
It is generally accepted that news, often defined as news stories in a professionally edited newspaper, moves stock prices. By exploring data from an online stock forum our study presents a novel approach to identify stock-related news events from an investor perspective as an alternative to traditional media sources. We investigate the market impact of different types of company-specific news events (e.g., news related to corporate governance, operations, or legal issues) on S&P 500 stock prices in order to discern genuine news that moves the market from insignificant noise without market reaction. We leverage computational linguistics methods to distinguish between good and bad news by controlling for the sentiment (i.e. the positive vs. negative tone) of different news stories. Our results show that the absolute value of cumulative returns prior to a news event are more pronounced for positive news than they are for negative news, suggesting more widespread information leakage before good news. We find that the market reaction differs substantially across various types of news events. In addition, a cross-industry comparison indicates that industry classification may partially explain the market reaction to the same event type.