College of Business Administration

Management and Marketing Department

Advertising Management Documented Activity
First Semester, 2016-2017

Noel M. Teves, MBA

Professor

Section
17008
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K-Squad
“We make it, the Korean Way!”

Advertising Management Documented Activity

Presented to the Faculty of the
College of Business Administration
ADAMSON UNIVERSITY

A Partial Fulfillment
of the Requirements for
Advertising Management

Submitted by:
Group 4 and 17008

Loquias, Dhebbee Mae Bulusan, Krisha Daye

Ibarra, Princess Gerlyn Gonzales, Antonette
Margallo, Joni Low, Sherlyn
Magpantay, Chesca Hernandez, Cherry
Guevarra, Nicole Malupa, Joyce
Cuadra, Alyssa Nichole Sasis, Mary Gold
Enriquez, Elyssa Jacinto, Jude Christianne
Bigay, John Uriel Fajardo, Reiner
Romero, Mark Nabor, Patrick
Araracap, Neilwyn

Submitted to:
MR. NOEL MORILLO TEVES, MBA

Date of Submission:
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October 2016

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TABLE OF CONTENTS
I.
II. Activity Profile

Title of Activity/Project 8

Date and Venue

Objectives

Description

Facilitator
III.
IV. Copy Platform (Creative Strategy Statement) 9
V.
VI. Creative Communication Brief 15
VII.
VIII. Creative Team Description 17
IX.
X. Print Advertising Media 19

Poster

Tarpaulin

Promotional Collaterals
XI.
XII. Radio Advertising Media 23

Script (Jingle) 24
XIII.
XIV. TVC Advertising Media 25

Storyboard 26

Behind the Scene Photos 27

XV.
XVI. Social Media Website Template 29
XVII.
XVIII. Financial Report 31
XIX.
XX. Evaluation Result and Analysis 33

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XXI.
XXII. Sample Certificate 36

ACKNOWLEDGEMENT

We, the team k-squad would like to acknowledge the following persons who helped and
supported us in making our advertising project possible.

This would not be possible without the help and support of our advertising Adviser Professor
Noel Teves, without sharing his proficiency and expertise about the subject matter; we would not
be able to survive and accomplished the said event.

To Ms. Park, owner of SHP Bibimbab Café and Restaurant. Thank you for the trust that you
give to us to promote your product. And thank for welcoming us in your restaurant and helping
us doing our advertisement and offering us some room to do our project.

To Mr. Kenneth and Ms. Alexsa Romero who helped us on establishing our booth and
helped us to plan, for being generous and giving some tips to us. Thank you for your time and
effort.

To Mr. Gerardo Ibara, who is voluntary pay for our photo booth and to their driver for
fetching us whenever we are in a shoot. Thank you sir, we appreciated your help.

To Mrs. Rosario Fajardo, who sponsor our team shirt. Thank you ma’am because you did
not think twice to help us.

To Mrs. Amy Loquias and Mrs. Emma Sabaduquia, for giving us the amount of support
that we need and for cheering us up and motivating us. Thank you both.

To the family of Ms. Alyssa Nichole Cuadra, for helping us to prepare our props for our
booth and giving us some advices to make our booth more presentable. Thank you for the time,
effort and experience that you shared to us.

To my group mates and classmates, thank you for everything, this event would not be
successful without the effort of each one of us. And for your determination, dedication, passion
and for all of your cooperation and of course for all the night ups just to finished this project, all
of us have been the backbone of everyone. And I know that each one us puts a lot of effort. I
hope that we’ve learned a lot of lesson in this event. So, cheers for all of us!

God bless us all.

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CREATIVE TEAM

K-SQUAD

Creative Director: Dhebbee Mae A. Loquias

Copywriter: Krisha Daye C. Bulusan

Graphic Designer: Alyssa Nichole Cuadra and Chesca Magpantay

Print Advertisement Radio Advertisement TV Commercial

Bigay, John Uriel Fajardo, Reiner Jacinto, Jude Christianne

Guevarra, Nicole Malupa, Joyce Nabor, Patrick
Sasis, Mary Gold Hernandez, Cherry Araracap, Neilwyn
Romero, Mark Gonzales, Antonette Enriquez, Elyssa

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Low, Sherlyn Margallo, Joni

Ibarra, Princess Gerlyn

ACTIVITY
PROFILE

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ACTIVITY PROFILE

ADVERTISING MANAGEMENT PROJECT x SHP BIBIMBAB with the following

Advertising Mediums:

 TV Advertisement
 Radio Advertisement
 Print Ad (Flyers, Posters)

DATE AND VENUE

September 22, 2016 Booth 4, Saint Therese Quadrangle

October 8, 2016 AWARDING

OBJECTIVES

 To exhibit the different Advertising Mediums (TV Commercial, Radio and

Print Advertisement) for the chosen company.
 To show the student’s talents, skills and leadership through this activity or
event.
 To develop the student’s knowledge in making Advertising Campaign.
 For us to experience the job and the hardships of an advertising and
creative team.
 Exhibition of advertising campaign (e.g. Print, Radio and TVC).
 Help small and medium enterprise companies to address the right
marketing communication for their business.
 Enable the students to identify the best practices and approaches to brand
advertising.

SPEAKERS OR FACILITATORS

Advertising Adviser Prof. Noel Teves facilitated the whole activity.

Adamson Junior Marketing Association partnered with Prof. Noel Teves

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1.5 ATTENDEES

COPY PLATFORM
(CREATIVE STRATEGY
STATEMENT)

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COPY PLATFORM
(CREATIVE STRATEGY STATEMENT)

Service of SHP Bibimbab

A. Primary features/benefits
Features Benefits
1. Food Can cater to Filipinos who loves Korean
cuisine and they offer varieties of foods.
2. Service They serve the food fast and they’re very
hospitable.
3. Place/Location The place is easy to find
4. Price It’s affordable but the price is up there.
5. Healthy Meats and vegetables that will supply a lot of
energy in the body.
6. Great Diet Food The amount of food is enormous, meaning you
will stay full longer

B. Exclusivity attributes
Their goal is to bring the Korean tradition here in the Philippines and cater Filipinos who loves
and want to try Korean foods.

C. Can product claims be substantiated?

Yes, because it is accessible for all.

D. Parent company name important? Why?

No, since the logo of the company can easily distinguish.

E. Brand Value: Low status

The Consumer
A. Demographics ( Age, sex, education, income, occupation, geographic distribution)

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The target consumers of the company are male and female students, anyone who is
interested in Korean Food, young or adults any range of age since they serve a healthy
food.

B. Psychographics (Lifestyle, attitude, personality, traits, buying patterns)

The psychographics are people craving and who want to try a Korean Food. And on healthy
diet.

C. Needs to fulfill by buying this product or service.

Buying our product will surety fulfill the craving of our customers and will assure them that
our foods are healthy.

The Marketplace

A. Major competitors/rank in market/market share

Features
1. Café Travel- they also have the same calming place and they are in the same area near
CSB.
2.AmoYamie Crib- they have the same style of place.
3. Kimbob- their much accessible because they have a lot of branch.
4.
5.

B. Competitive advantages/disadvantages of product

Competitors Our Advantages/Disadvantage
Kimbob Food quality
ARA Korean Restaurant Cheaper Price
Bornga Cheaper Price

C. Position of product (service) in market.

Parity product (no perceived competitive advantage)

People mostly comparing Bibimbab and Kimbap considering that they are Korean
Restaurant and both almost have the same menu.

New Product category (first of its kind)

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Bulgogi Deopbab

Significant improvement over similar product

ARA Korean Restaurant is mixing some twists and adding some ingredients in their Korean
Recipes that will make their delicacies more delicious.

D. Pricing Position (Compared to competition)

Comparably Priced

Creative Strategy

A. The “One thing”. If you could say one thing about this product or service

The product and service is what you all been looking for in a Traditional Korean
Cuisine.

B. Significant facts or statistics about product, consumer, or market

They cater for not only Filipinos that crave for Korean Food but for those people who
wants to try and to discover some new cuisines.

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CREATIVE
COMMUNICATION BRIEF

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CREATIVE COMMUNICATION BRIEF

SHP BIBIMBAB CAFE & RESTAURANT

Brand: SHP Bibimbab Cafe & Restaurant

Product: Korean Foods

Category: Meal

Date: September 19, 2016

Background

Performance Analysis

 SHP Bibimbab Cafe & Restaurant established last November, 2013. It is located
at P. Ocampo, Malate, Manila. And it has only 1 branch. It is open for 13 hours,
9:00am-10:00pm.
 Every holidays and anniversary, Bibimbab always make a promo.
Brand Image

 SHP Bibimbab Cafe & Restaurant serves modern Korean comfort food in a
homey ambiance.
Consumer Analysis

 Customers can feel like that they are just in their own home because of the
ambiance of SHP Bibimbab Cafe & Restaurant.
 A k-pop fan will love the music that play in the cafe & restaurant because the
staffs always play a song of Exo, Bigbang, Girls Generation and etc.
 Customers can feel that they are in Korea by eating the foods that SHP Bibimbab
serves.

Competitor Analysis

 SHP Bibimbab Cafe & Restaurant have a competitors because of the similarities
of their product like Kimbob because they both sells Korean foods especially
Bibimbab.

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Key Issues

Business Issue

 SHP Bibimbab Cafe & Restaurant is one of the restaurant that offers a delicious
Korean foods. Despite of having a competitors, they still make a way to be known
of the customers their restaurant.

Opportunities

 SHP Bibimbab Cafe & Restaurant can make feel the customers that they can feel
that they are in Korea because of the foods and the ambiance.
Communication Issues

 One of the communication strategy that they use is by promoting SHP Bibimbab
Cafe & restaurant in social media like Facebook, Twitter and Instagram.
Brand Strategy:

 Continue to strengthen the SHP Bibimbab Cafe & Restaurant.

 Deliver a happy guest experience.
 Creating an inviting, neighbourhood atmosphere.
Communication Objective:

 SHP Bibimbab Cafe & Restaurant goals is to make the customers enjoy eating
their Korean comfort food.
Communication Focus:

 To communicate a distinctive and consistent brand that differentiates SHP

Bibimbab Cafe & Restaurant from their competitors.
 To build brand awareness.
 To create a happy and satisfying experience for each guest that will build loyalty.
Single Minded Proposition:

 Make feel the customers that they can enjoy in SHP Bibimbab Cafe & Restaurant
by eating their Korean comfort food.

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Agency Requirements:

 Create a tagline that will surely marks the minds of people especially the K-pop
fans.
 Make a TV commercial, Radio commercial and Flyers that will be informative and
will show how SHP Bibimbab Cafe & Restaurant make feel you that you can be a
Korean in Philippines for a while.
Target Audience:

 All ages
 K-pop fan
Over-all Tone and Mood:

 Must express a vibrant image that will surely captivate the people especially the
k-pop fans.
TVC Mandatory Guidelines:

 Overwhelming deliciousness
 New tagline
 Homey Ambiance
 One (1) minute and Thirty (30) seconds
Timeline:

ACTIVITY SCHEDULE
Approval of Creative Brief September 21, 2016
Agency Briefing August 20, 2016
Agency Proposal August 23, 2016
Print September 22, 2016
Radio Plug September 22, 2016
TVC Airing September 22, 2016

Next Step:

Prepared by: Noted by: Approved by: Received by:

Princess Gerlyn G. Lourdes Joni V. Dhebbee Mae A. Prof. Noel Teves

Ibarra Margallo Loquias

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Account Manager Advertising Manager Creative Director Professor

Date

CREATIVE TEAM
DESCRIPTION

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CREATIVE TEAM DESCRIPTION

This year’s Advertising Exhibit was blissful; we did not think that we only did this for the
sake of our grades and to compete with other sections but we consider this as our experience in
the field of Advertisement Industry to think that it has a wide-ranging scope that we really need
to know like doing a TV commercial, radio commercial, and print advertisement and as a
Marketing students all of these things has a major part in our career.

After we decided on what concept and strategy we should use for “SHP Bibimbab Café
& Restaurant”, our main object is to gain more popularity of the business foremost in their
business field and in the market.

First, we planned and finalized our prior notion and arranged different committees in
three (3) areas which are for TV Commercial, Radio Commercial and Print Advertisement. As
day goes by we materialized these three advertisements and with the help of our Adviser we
show this up to the public or our schoolmates by organizing an Exhibit last September 22, 2016
at Saint Therese Quadrangle after this activity, we will know the result of our hard work on
October 8, 2016 during our summit seminar. By doing this activity we cultivate ourselves and
opened our eyes for the wide range of the advertisement world and how it has a big impact as a
Marketing student in our future career.

Our team is really lucky and happy that we get to do this kind of activity inside the school
and with the people we know. This activity let us show our real talents and develop them as we
learn from each other. We get to express our minds and ideas through the event. Two heads is
better than one they said that’s why our group came up with something beyond what we planned.
It is great for having a team that have the same passion and talent as you do because you’ll end
up to something amazing and fruitful.

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PRINT ADVERTISING
MEDIA

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PRINT ADVERTISING MEDIA

Poster

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Tarpaulin

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Promotional Collaterals (Flyers)

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RADIO ADVERTISING
MEDIA

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RADIO ADVERTISING MEDIA

Script (Jingle)

Craving for some Korean Foods?

Satisfy your cravings here in Bibimbab Restaurant!

No need to travel a thousand miles away

Just to taste the flavorful Korean’s Bibimbab and other
Delicious Korean foods cause Bibimbab is here
In the Philippines to serve you!

Come and try it!

We’re located in Mervin terraces, 2nd floor Bldg, P. 980
Ocampo St. Malate, Manila.
For more inquiries, just call or text 09151421506

Taste the feeling of being a Korean!

Here in Bibimbab
We make it. The Korean way!

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TVC ADVERTISING MEDIA

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Behind the Scene Photos

During the shoot for the TVC

After the TVC Shoot.

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Before the shoot

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SOCIAL MEDIA
TEMPLATE

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Instagram

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FINANCIAL
REPORT

FINANCIAL REPORT
Breakdown of Expenditures

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EXPENSES:
Divisoria
12 m White Fabric 300.00
60 Bombom 420.00
Notebook 750.00
Ballpen 250.00
Balloons 110.00
Slice 900.00
Cable Tile 280.00
Shell Wood 155.00
Fan/ Flower 365.00
Petticoats 1230.00
Lantern 105.00
Tarpaulin 675.00
Sintra Board 475.00
Photocopy
Registration Forms
Evaluation Forms
300.00
Hardware
Latex White
Orange
Filler
Thinner
400.00
Bluebit Printing Enterprises
Flyers (Glossy) 3,200.00
iKapture Photo
Shirt
Fan
Photo booth Equipment
11, 380.00
TOTAL 21, 295.00

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EVALUATION RESULT
AND ANALYSIS

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The evaluation analysis is something that could tell how people liked our
advertisements. So, during the exhibit we gave the attendees or participants
evaluation forms and we let them evaluate our made Print, Radio and TV
Advertisement. The evaluation only take for only 3-5 minutes. Students should
encircle the number, 1 as the lowest and 5 as the highest.

Based on the tally that we made the result turned out to be somewhat very
effective but some results turned out to be efficient for the evaluation for the
Print Advertisement that we made.

For the Radio Advertisement is a mixture of average, efficient and very efficient
but most has an interpretation of very efficient. There are some efficient and a
little of average.

For the TV Commercial it resulted as efficient but some did evaluated the TV
Commercial for very effective.

Overall, I think we did great and the people evaluated the products that we made
fairly.

ADAMSON UNIVERSITY
College of Business Administration
Management and Marketing Department
900 San Marcelino Street, Ermita,

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Manila, 1000 Philippines

EVALUATION FORM FOR

RADIO, TV COMMERCIAL AND PRINT ADVERTISEMENT
ADVERTISING MANAGEMENT, FIRST SEMESTER 2016-2017

Good day!

The students of Advertising Management (section: ________) had prepared an Output-based

project this First Semester, Academic Year 2016-2017. The purpose of the said project is to
showcase students’ skills and talents in creating various forms of traditional mass media
advertisements. Among of their objectives are:

 Exhibition of advertising campaign (e.g. Print, Radio and TVC).

 Help small and medium enterprise companies to address the right marketing
communication for their business.
 Enable the students to identify the best practices and approaches to brand advertising.

In this regard, we would like you to take part of this evaluation process by rating the following
criteria by encircling (O) the said items (as 5 as the Highest and 1 as the Lowest). The said
evaluation shall only take 3-5 minutes of your time allowing you to complete the whole process.
All of the response in the evaluation will be recorded and use for academics only.

Also, by completing and submitting this evaluation form, you are indicating your consent to
participate in the study. Your participation is highly appreciated.

Name and Signature: _________________________ Date: _________________

Course: ____________________________________ Age: _____ Gender: ______

Group to be evaluated:

ENTRANT GROUP : ________________________

THEME : ________________________

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SAMPLE
CERTIFICATE

SAMPLE CERTIFICATE

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