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A Feasibility Study on the Masters of Fine Arts in Advertising of the University of San Carlos, Cebu City

INTRODUCTION
Rationale of the Study
Advertising has been changing dramatically; the way people consume goods and services. It dictates people what to eat, to wear, where to go and who to be seen with. Advertising can be seen everywhere. Billboards vary in sizes from smallest to biggest. Different types of advertising techniques are used by businesses to advertise their products in the market. The Advertising industry plays a great role in the Philippine economy since businesses use advertising to promote their products. They spend a lot for a single advertisement, and some of these advertisements are ineffective. Advertisers cannot clearly convey the message they want to tell. With these circumstances, the researchers aim to study the feasibility and marketability of Masters in Fine Arts Major in Advertising Arts of the University of San Carlos Talamban Campus. Through this feasibility study, the researchers would determine if it will be favorable to offer the degree next school year.

THE PROBLEM
Statement of the Problem
The proposed research will attempt to know the feasibility and marketability of Masters in Fine Arts Major in Advertising Arts of the University of San Carlos Talamban Campus. Specifically, the study will provide answers to the following research questions: 1. What is the course structure of Masters in Fine Arts Major in Advertising Arts? 2. What are the profiles of the professionals practicing the Advertising profession? 3. What is the industrial level of Advertising the national and international level? 4. How do you describe Advertising as an industry and as a profession? 5. What will make the advertising industry boom? 6. What are the components that belong to the advertising industry? 7. What baccalaureate programs are qualified for the graduate program? 8. What are the advantages of taking the masters program? 9. What are the different mediums used in Advertising? 10. What is the duration of the graduate program?

THE PROBLEM
Statement of Assumptions
1. There is a proposed course in Masters of Fine Arts Major in Advertising Arts in the University of San Carlos Talamban Campus. 2. The tuition fee is regulated by the school. 3. There is a Baccalaureate Program in Advertising Arts offered in the University of San Carlos.

THE PROBLEM
Statement of Hypothesis
1. The Course Structure of the Masters in Advertising to be offered in the University of San Carlos is the same with other universities offering such course. 2. Most profile of the professionals practicing the Advertising profession graduated with a degree of Bachelor of Arts in Marketing, B.A., Business & Communications, Bachelor in Marketing, Mass Communication, and Bachelor of Advertising Arts. 3. Advertising Industry in the Philippine is in the Stage of Growth while Advertising in other countries fully penetrated the market. 4. Advertising as an industry is a vital part of a business which functions as an intermediate between the manufacturers and the customers and plays an important role in the economy of the country while advertising as a profession or the advertiser maintains the total complex of services and organizations that constitute the advertising business/ industry. 5. Technology will make the advertising industry boom.

THE PROBLEM
Statement of Hypothesis
6. Ad execution, product, brand, and its message are the components of Advertising. 7. The courses that are suitable in taking up the masters program in advertising arts are those that have advertising courses in their baccalaureate program. 8. The advantages of taking up a Masters in Advertising includes higher salary and getting a higher chance of promotion in their career. Persons who have businesses can better promote their products by having a thorough knowledge on advertising. 9. Advertising mediums consists of online video, mobile, digital out of home, pay TV, paid search, cinema, other out of home, core media average, other internet, broadcast television, radio, newspapers, and magazines. 10. The graduate program if taken full time takes three semesters or equivalent to one year, if taken as a part time takes six semesters or equivalent to two years.

THE PROBLEM
Significance of the Study
Advertising is very rampant nowadays and a thorough in-depth knowledge is needed to truly convey the message from the advertiser to the customers. Companies are building brands through advertising and are using this technique in communicating product information to customers. Companies nowadays are in need of advertisers who are competent and expert in this field. Advertising is the best way to save time and money in not just conveying information but also in convincing people. It creates awareness, knowledge, liking and preference to customers and the general public.

THE PROBLEM
Significance of the Study
Particularly, the following group of people will benefit from this study: Students who are currently taking up the Bachelors Degree in Advertising Arts will benefit from this study as this will lead them to better job opportunities and career path in the future. University of San Carlos Management particularly the Department of Fine Arts from the College of Architecture and Fine Arts; this study would help them choose the right target market and colleges in which to advertise such course so as to lessen expenditures. External Potential Enrollees students who are enrolled in such course from other Universities and employees who wants to enhance their advertising skills and would want to take up a Masters Degree locally. General Public to give them awareness that University of San Carlos will be offering such course.

DEFINITION OF TERMS
General Public - ordinary people in Cebu, other than people who belongs to the beneficial groups of this study particularly Students, University of San Carlos Management and External Potential Enrollees. Feasibility - the assessment of the economic viability of the study specifically on the opportunities ahead to be considered and the possible risks and complications that be a hindrance for the accomplishment and success of the proposed project. And also, it is the capability of the project to carry through on the final implementation based on the theories and concepts being stated upon. Marketability - the ability to assess its potential market opportunities and to be attractive, suitable and profitable to its active marketplace, considering the demands existing at a definite period, both micro and macro considerations that concerns that potential possible performance of the proposed project in a specific market area. Field-Work Interviews - it is a face-to-face interview with the respondent and the researcher or the interviewer where the researcher questions all what was written on their questionnaire and then take note or records the respondent's answers. Survey Questionnaires - a form containing a set of questions that are related and in connection with the analysis of the study and the questions were detailed questions that would be the basis as well for the study.

THEORETICAL BACKGROUND
Review of Related Literature
Reasons why advertising is needed to be studied was stated by Warren Berger in his book entitled Advertising Today. According to him, 95% of advertising is horribly banal, unimaginative and mind numbing. He also indicated that advertising is one of the pistons which drive global economy by spending almost $400 billion each year worldwide. Bergers book has a bearing to the study because he presented the need to study advertising. He said that 95% of advertising is a bad advertising and many advertisers spend much for it. Gerald J. Tellis published an article Study: Advertising Half as Effective as Previously Thought. He stated that about half of all ads are ineffective and advertising remains a powerful means for reaching customers. The article of Tellis is relevant to the study because Tellis, in his study, said that advertising now is ineffective. The reason for this is that firms continue campaigns past their period of effectiveness persist with ineffective ads or just failed to test if their ads work. Master of Construction Management was proposed by Jerald L. Rounds, a professor in University in New Mexico. The proposal of Round is relevant because it will help the researchers in the procedures of conducting the study. It will serve as guidelines to the researchers since he presented the some steps in proposing a Masters degree.

THEORETICAL BACKGROUND
Theoretical Background
This study is based on the hierarchy of effect theory and means-end theory. The hierarchy-ofeffects model is predominant. It shows clear steps of how advertising works. Hierarchy of effects model can be explained with this following steps: awareness, knowledge or comprehension. Awareness: If most of the target audience is unaware of the object, the communicators task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Knowledge: The target audience might have product awareness but not know much more; hence this stage involves creating brand knowledge. This is where comprehension of the brand name and what it stands for become important. Means-end theory is the study that examines the explanation of brand persuasion through communicating means-end levels on information (attributes, consequences and values) in commercials. It is argued that consumers perceive the personal relevance and desirability of product attributes in terms of their association with personal consequences of product usage. Similarly, the relevance and desirability of personal consequences are derived from their association with a consumer's personal values. It is predicted and supported that the strength of association between means-end information communicated by an ad will contribute to the explanation of brand persuasion. Support is also obtained for the prediction that the effect on brand persuasion of communicating means-end associations will be stronger for those who are not loyal users of the brand, since those persons have more to learn about the personal relevance and desirability of the means-end information provided by the associations between levels. It is used as a background in knowing the future field to some who want to take up advertising.

THEORETICAL BACKGROUND
Conceptual Framework